Building an Effective WebsiteNinja Style...

Image: flickr/Namesakes/pasukaru76

What will you learn

1. Why do I need to review my site?

2. What makes an effective website?

3. What is a digital plan and why get one?

4. How to create a digital plan?

5. How to implement your digital plan?

6. How to monitor and refine your digital

plan?

1.Why do I need to

review my site?

Pick meI’ve got more ROI

I’m the cool kid

Didn’t you have

a business to run?

Image:Flickr/Confused/Kristian D.

that’s generates the best

84% of you are online – that’s great.

So what’s your #1

revenue?

.

online marketing activityNEW

smallThere’s a problem

we create as much information in

as we did from the dawn of man

through to 2003 Eric Schmidt – CEO Google

two days now

ATTENTION!Is in very short supply.

How do you attract people in all 6 stages?

Tempt Me

Give it to me straight

Make it quick and easy

Excite Me

Hold me close

Knock me off my feet

Image: sparksheet-six-stages-of-travel

4 steps reach all 6 stages

Engage

ReachConvert

Act

Plan

Implement

Monitor

Refine

Don’t set and forget... Success takes patience

What makes for an effective

website?2.

Moe venn diagram

What do they all have in common?

_ _ b _ _ _ _ W e b s i t e

3Discover three factors

That will determine if your website will

The amount of people your website attractsFactor 1.

How many you convert to salesFactor 2.

$

$ $

$

The value can you generate per customerFactor 3.

$

$ $

$

Recap: 3 website factors to increase profit

1. Attract more website visitors

2. Improve your conversation rate

3. Increase the average customer value

Is your website optimised for Mobile?

of web traffic will

come through mobile devices within 5 years

50%

ENGAGING

Social Media Sharing

Commenting on posts

Online BookingsExciting quality content

E-Newsletters

Interactive Maps

Contact Forms

Image GalleriesVideo Integration

Rotating image banners

Testimonials

Search engine friendly

Quality Content

SEO Optimised Content

Page titles & Meta descriptions

Heading styles

Fast to load

Google Analytics Integrated

Clean menu & linking structure

‘s

ABC Bed & Breakfast

How do people find your business...

Newsletter

Word of Mouth

Google

Offline Advertising

Social Media

Search Engine Marketing PAID SEARCH~20% of clicks

Organic / Free Search

~80% of clicks

The Relationship Between SEO and SEM

Source: http://mcanerin.blogspot.com/2007/11/3-pillars-of-seo-sem-and-their.html

SEM SEO

So how does work?

Keywords!

How Much is a Google Top Spot Worth?

Moving up to the top spot in Google from second or third could triple visits to your website!

Image: Flickr/ Aussie money notes/ vagawi

Calculating Keyword Profit

1000

36036 % of 1000 =

Assume 30% of visitors bounce away 360 – 30% = 252

15% of visitors turn into an enquiry 15% of 252 = 37.8

50% of enquiries turn into a booking 50% of 37.8 = 18.9

Profit per booking is $100 $100 x 18.9ppl = $1890

“Snowy mountains accommodation” is worth $1850 per month

Monthly searches for “Snowy mountains accommodation”

No. 1 ranking will send ~ 36% of searches

Don’t you wish you had one of these...

SEO ALERT!

Poor Keyword choiceYour are missing out of 567

targeted visitors! Route recalculation...

Well guess what...

Client Hidden

ClientKeywordsHidden

A Digital Dashboard like this

Is easy to setup & will put you

back in control

But lets back it up a step...

3.What is a digital plan

and why do I need one?

4 steps reach all 6 stages

Engage

ReachConvert

Act

Image: flickr/Reach Out/stuardpilbrow

Build awareness of your business and services via offline and online media

REACH

ACT

image: flickr / professional disagreement / pasukaru76

Entice and encourage action to be taken, getting visitors to take one step closer to a purchase

CONVERT

Encourage and drive visitors and contacts to make a purchase or booking

image: dailytelegraph / 910904-australia-economy-bank-rate-forex

ENGAGE

Image: flickr/Campfire on Kaamanen road/wili_hybrid

Build customer and fan relationships with ongoing contact to encourage repeat visits and sales

How to create a digital plan4.

MARKET PLACE ANALYSIS

image: Flickr / Colin-47 / Norwich-market-place_2

1. What do you like?

2. What don’t you like?

3. What new features would you like?

4. What is currently negatively impacting your business?

image: Flickr / superdeluxesam / compass

How good is your current website?

WHO IS YOUR AUDIENCE?

flickr-thomashawk-6041131569.jpgimage: flickr / 6041131569 / thomashawk

WHATCharles the Competitive

WHOHelen the Humanistic

WHYSally the Spontaneous

HOWMatt the Methodical

Know your audience

WHO ARE YOURCOMPETITORS?

image: sxc / a game of futsal / meiteng

Shows which sites are linking to your site Discover links that are pointing to old or

broken pages Research your competitors and see who

is linking to them

Check to see if your desired username is available on dozens of social networks

OBJECTIVES

image: flickr / soccer goal / dave dugdale

What is the aim for your website?

HOW WILL YOU TEST YOUR GOALS?

image: flickr / exam / albertogp123

Gives you rich insights into your website traffic and marketing effectiveness

Google Analytics

image: sxc / customer service / thadz // sxc- businesswoman 3 – CELALTEBER

tracking on contact

Tracking via Social Statistics

Facebook Bit.ly

STRATEGY

image: sxc / chess / GiniMiniGi

“Melts in your mouth,not in your hands.”

image: flickr / m&ms / crschmidt

What is your USP?

What is your story?Create a ‘voice’ for your company

image: flickr / 47/365 / sneakerzoom

Segment or target your market

image: flickr /skiing / nonanet image: flickr / yang & xiong couple / alunwk

Why are they coming?

image: flickr / sourced market @st pancras / beckayorkimage: flickr/ relax!! / furphotos

Relaxing Foodie

What are their interests?

5.How to

implement your digital plan

What will be covered

REACH

ACT & CONVERT

ENGAGE

SEO

SEMContent

Publishing

Content

Design Testing

Listening

MeasuringEngaging

Image: flickr/Reach Out/stuardpilbrow

Build awareness of your business and services via offline and online media

REACH

SEO & SEM• Keyword Research

• SEO Dashboard

• On page optimisation

• Off page optimisation

• Content strategy

• Pay per Click

4. High commercial intent (is someone actually looking to buy)

1. Good search volume

2. Commercial value – (Use AdWords CPC)

3. Low enough competition

4 Cornerstones of Keyword Research

Image: Flickr/ Aussie money notes/ vagawi

Don’t forget the dashboard!

Is my SEO even working?

Content Marketing

Youtube account

Twitter account

Facebook page

E-Newsletter

Blogging strategy

Communication calendar

D. All of the above

What is content marketing?

A. Educational, informative content to attract attention and build a solid reputation with potential customers

B. Great content and quality information to market a product or serviceC. Use of valuable content to generate revenue for your business

E.G. 5 ways to travel like a local

Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/

Words tell Emotions sell

image: flickr / sequio similing at this mom/ seandreilinger

Swapping words with emotions

Extract from Maria Veloso's "Web Copy That Sells"

GREAT CONTENT

Provides credibility

Is actionable

Begs to be SharedIs shared

Achieves desired outcomes

WHO SHOULD WRITE THE CONTENT?

I will write it myself!

I will hire a professional!

ARTICLEWRITERS.COM.AU

Web Copy That Sells!http://www.mindmeister.com/40440405?title=web-copy-that-sells

Free Mindmap & EBook

Create a conversation calendar and plan for the long term...

Schedule

Writers, editors and publishers

Topic ideas

How social media can benefit your business

Get a Facebook Page!

they are VERY likely

to recommend your product

68% of fans say

image: flickr / whispering secrets / cameronmaddux

Just Do ItDo it the RIGHT way!

Your Friends

Personal Profile Business Page

Likers/ Fans

Groups

Members

Pulling it all together

Facebook is a powerful marketing

tool

Build a relationship through interesting content

Work smarter with facebook tools

Get started with social commerce

Post regular quality updatesSet up a Business Page

Customise your facebook page

ACT & CONVERT

image: flickr / australian coins and notes macro / martinhoward

But what CMS do you build it all on?

image: flickr / construction worker/ jepoirrier

The best CMS available... Wordpress!

Flat site architecture

Mapping keyword phrases to each page

Integrated SEO Functionality

Integrated Page Title and Meta Description Previews

Keyword Optimisation Scorecard

Version control – revert to old content when you make a mistake

Oops!

Watch the actions visitors are taking on your site

Find out where your visitors are actually clicking!

100’s of elements make up CRO– Placement of buttons– Colours and imagery– Size of calls to action– Simple tone of words– Text vs. image vs. diagram

Conversion Rate Optimisation

Nearly 150 test Case Studies, featuring Web, email and even direct postal mail tests from the US and Europe

New case studies added every week

Which Homepage Generated More Revenue

Search by Location vs. Sales & Benefits Copy?whichtestwon.com

BA

A

Version A, with a search by location map

Generated 27.9% higher revenues.

whichtestwon.com

Which Facebook Ad Got a Huge Lift in Click Through Rate?

whichtestwon.com

A B(Different Headlines & Copy)

whichtestwon.com

B

Version B lifted the click through rate by 2,666%

Active headline

Clear benefits

Call to action

Version A’s copy defined what the program is, not what the program does.

Which image increased free account sign ups?

A BDifferent person – Male & Female

whichtestwon.com

Version A had a 36% increase in sign ups

Leaning in to the form and viewer

whichtestwon.com

Users match your target demographics Watch screen activity and listen to the users' voices Ask users follow-up questions Download videos to MPEG-4, WMV, and QuickTime

Online Booking System

“Since rezgo app, we got ±100 new fans in just over 30days...

Rezgo Tour Booking Integration

Live Chat with Zopim Talk directly to the customers on your site Provide live customer service Manage from anywhere in the world

ENGAGE

photo: flickr / touch / wtlphotos

• Content marketing• Newsletters• Social Media• Reputation Management

Engage – it’s a two-way relationship..

Image: flickr/Two-way traffic/Oran Viriyincy

Photos Videos Audio

Image: deviantart/Crumpled white paper texture/melemel

Content Marketing

Is this your Grandad

His 11 yr old grandson made him this video

Lets take a look at how to use this gold nugget

“activities for seniors” – 590 Aus searches /monthBlog

Online Press Release

Twitter

Seniors sites - Guest post

Social bookmarking

Blog Strategy

Email Newsletters

1. Collect contact details of your guests

2. Segment them into:• Location• Time of year they stayed• Interests

3. Send email updates containing:• Special offers• Latest news• Return visit specials/ packages• Testimonials• Social Media details

MailChimp.com12,000 emails to 2,000 subscribers p/mth = FREE

You need to get

creative

What can you offer them?

It’s not 1999, people need a good reason to sign up

How to monitor and refine your

digital plan6.

Google Analytics

What’s your

rejection rate?

No thanks! I don’t want your money

60%

Don’t take your word for it!

Get independent feedback

What does this mean?

Where are the directions!

UserTesting.com -

$29

SEO Dashboard

Wrapping it all up

• An effective website is made up of a number of factors:

– Amount of people, convert, value

– Mobile friendly, engaging, search engine friendly

• Create a digital plan – assess your current position and

where you want to be

• Build out your RACE tactics

• Monitor and Refine what you have put in place

Image: flickr/A wild question/[f]oxymoron

What questions do you have?

http://www.MyWebSchool.comfor help and training

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Connect with me!

http://www.facebook.com/untanglemyweb

twitter.com/untanglemyweb

au.linkedin.com/in/adamwallaceImage: Flickr/Thank You/ eunmind