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WEB 101:WELCOME TO THE WORLD

SMART SMALL BUSINESS SEMINARS

“Serving Canadian Entrepreneurs. Registering their businesses and

government accounts. Helping them protect their “Intellectual Property”.

Providing services to manage their books and grow their internet business.

All at low costs to help the small business.”

WELCOME AND

INTRODUCTIONS

Agenda

What is the purpose of a website?

How to get started

The basics of good design

How to ensure that people find your site

Do’s and Don'ts Of Web Success.

A Website Is Mandatory

Internet penetration in Canadian Households 82% in Canada. 93% in some cities

Web penetration in Canadian Businesses80% of SOHO businesses have a website

On-line Buying51% of web users buy on-line Avg. total of $1,362 per consumerEach has an avg. of 10 orders per year

The Amazing Web

You can launch (and un-launch) instantlyYour businessNew offerings, or remove underperformersNews, information and any contentInstant testing and market research

Its built to make you successful“ON” 7 days a week, 24 hours a day…“Search engines” are your “sales people”Connect “virtually” to so many opportunities

“Affiliate with (link to) other businesses“Link” to your social media and blogs

What Really Matters For Your Site

1. YOUR objectivesNot obvious and may change over timeConsider carefully – are many options

2. VISITORS’ objectivesAlso not obvious –research and learn

3. Your objectives = visitor objectivesBUT – they must not conflict

GeneralAwareness – visitors are finding you – increasing over timeEducation – visitors learn something on your siteCredibility – visitors trust you and refer youPersonality: you have a unique “competitive” position

SpecificReturning: frequency of repeat visits Marketing: presenting your company, brand & offeringsSales - Immediately or ultimately – increasing over timeUp-sell & cross sell – ultimate goal is to get past first saleDatabase: leads and relationships - increasing over time

Objectives: YOURS

Visitor ObjectivesInitial impressions

Simplicity and clarityEducation. Information. Uniqueness. Selection. Buying process. Price. Comfort and Trust? Testimonials? Personality. Easy navigationAbility to interact with you?

Content and refreshingNew products and services, menus, eventsInformation, articles, tips, testimonialsSeasonality, industry issues and trends…

FunctionalityProducts and pricesInquiries and requests for informationBuying

Links to other sites and information

Ongoing Balancing…

desired VISITOR & CUSTOMER OBJECTIVESYOUR

objectives

Initial Impressions Count…People click around until they “see what they like”

So first impression is important

What impression do you want visitors to have?

Test it out and see how people react and use

BOUNCE RATE!!!

Like or Dislike Rankings By Industry

Like or Dislike Rankings By Design

Like?

Don’t Like?

DESIGNING A

GREAT SITE

Domain Names

Compelling, unique,

meaningful…

Get .CA and .COM

if available

.CA supports buy, pay and

ship locally

.COM is most recognized in

the world

Optimize for your

own backyard

Beyond Initial Impressions…

Q: How do we ensure a great experience on the site?

Understand your audience

Understand the RANGE of things they may need:

information, reassurance, examples, ability to buy…

People Don’t Want YOUR Stuff

At least, not when they start searchingThey haven't heard about YOUR stuff yetSo they are not looking for YOUR STUFF

They are searching for solutions to a need“Wings in North York”, “Fix my toilet cheap”

Ensure that they find YOUR STUFFUnderstand the needs people haveDesign to meet those needs when they arrive“Optimize” your site based on those needs

EVERY BUSINESS IS DIFFERENT…

THEY EACH NEED DIFFERENT DESIGNS

Brands and Products

ServicesReliable, professional, experienced…

Knowledge - Oriented

Smart,success,process,

certification…

On-Line Stores Simple, visual,descriptions, easy process

Kids - OrientedBrand, engagement, fun, simple…

Even The Local Cobbler…

Local feel, directions,ability to interact

GETTING TRAFFICSEO & Constant

improvement

We Said “Initial Impressions Count”

But…Only about 5% of new websites survive and deliver a positive return on investment (ROI)

Beyond Initial Impressions…

Q: How do we ensure a great experience on the site?

Q: How do get them to the site to start with?

A: SEO – Search Engine Optimization

Search Engines

Your Free Sales Team But Also Your Boss!!

Google™, Bing, Yahoo. Special sites that help people find information stored on other sites. They continually crawl the Internet based on key wordsThey keep an index of the words they find, and where they find them.They allow users to look for words or combinations of words found in that index.They rank websites on their own criterion

And return your results based on their ranking

Always Open when customers need you.

SEO and Search

Organic SearchSearch Engines – searching the whole webMajor Search Engines – Google, Bing…

Local SearchDirectory Listings, Local Search Sites..Google Place, Hotfrog, Merchant Circle…

Paid SearchPPC Pay Per Click: Google, Yahoo, Microsoft…

SEO – To Improve Your Ranking

Useful, information-rich, clarity and accurate content

Fresh content improves rankings. Blogs, news…

Use words that users will search on

Clear site hierarchy, and links used sparingly

Site map with links

Use text not images (not searchable) for key content

Check for broken links and correct coding

Links to and from Good (highly ranked) web sites.

Weak (poorly ranked or irrelevant) links can do harm

“Right Click” To See CodingVarious “Tags” in the coding are key to search

So is the content on the site

PPC - Pay per click

PPC is measurable: gets excellent results if well managed.

Google™ AdWords is the biggest.Internet advertising used to direct traffic to websites.Bid on “keyword phrases” relevant to your target market. Pay the Google when the ad is clicked.

Other PPC optionsPPC "display" ads on web sites you want to be onPay with each click on the ad.

PPV Pay Per ViewCheaper, more random.Pay per number of views the ad gets.

Paid Search - PPC

PPC Budgeting

Free Google Analytics

10 Web Do’s

1. Know your competition and your audience2. Choose content and keywords accordingly3. Establish your niche 4. Use consistent visual elements 5. Optimize “organically” first. Then paid.6. Build high-quality 'non-paid' inbound links7. Design for easy navigation – not glitz!8. Use analytics to measure success 9. Test the site before launch 10. Keep your website updated

Get The Expert Help You Need

Do What You Do Best Building products / services?

Sales and marketing?

Admin / operations?

Let Others Do The Rest: Typically…Administration

Bookkeeping and Accounting

Website design, management, e-commerce…

SMART SMALL BUSINESS SEMINARS

Our Seminars

PROFITS 101

TAXES 101

START 101

PLANNING 101

PROTECT 101

WEB 101

We hope this supporting information to

Web 101 was helpful to you.

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“Serving Canadian Entrepreneurs. Registering their businesses and

government accounts. Helping them protect their “Intellectual Property”.

Providing services to manage their books and grow their internet business.

All at low costs to help the small business.”