the road to owning or running a successful website
DESCRIPTION
Business Bucks First Member to Member workshop on 12.09.13TRANSCRIPT
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The road to owning or running a Successful Website
By Nigel Harding
BBF member to member workshop12 September 2013
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About me
Nigel Harding Owner of a web design business (4 years) Web designer Web developer Web consultant
• Helping the business• SEO/internet marketing
Previous life
− Project management, pre-sales consultancy (software), software application training
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Agenda Your website, your shop
window Understanding your target
audience Responsive websites Driving traffic to your
website.
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1. Your shop window
Check list: Establish/re-enforce corporate ID Use consistent, complimentary colours Use good quality images & photography
− Good lighting, relaxed professional look, no holiday snaps
Importance of clarity & usability
− Different form factors (smartphones, tablets)
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The good, the bad & the ugly
What defines whether a website is good, bad, ugly, successful or otherwise?
Design quality How well does the website relate to the visitor? Too much content, too little content, just right? Easy navigability, clarity of messages, importance of
usability Support the business objectives Does it generate enquiries/sales?
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Colour wheel
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Choice of palette/colour psychology
Red: passion, danger
Blue: corporate
Green: soothing, natural, environmental
Purple: spiritual, caring
Grey: safe, trustworthy
Strong, bold colours: male
Softer, pastel colours: female
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Case study: Collyers
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Collyers new website
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Quality: images & photography
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Collyers: benefits
New website, improved credibility
New brochure created, marketing campaign
New customers
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Which would you choose?
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Usability: Responsive Web Design
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Some Facts & Figures There are more mobile phones in the UK than people The number of smartphone searchers doubles every two
months In 2010, Google became a ‘mobile-first’ company (this
means they develop their sites and tools on mobiles first) Smartphone sales overtook PC sales last year (two years
earlier than expected) In three years time, tablet sales will be bigger than PC sales Smartphone sales will continue to grow – will be 3 times the
sales of PCs 52% of UK mobile phone users have a smartphone
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2. Your target audience
Check list Understand who you are trying to reach
− Demographics (age, sex, niches)− Suitable colours & style that appeal− Personas
Tell your audience what you want them to do− i.e. “Call to action”, telephone, complete a form, click on a “buy”
button
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Vending machine industry persona
Vending machine operator company Facilities Management for SMEs/corporates Target audience, think about...
Male? – most likely Age? - 28-45? Role? - CEO/COO/MD? Disposition? - quite analytical
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Size matters
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Primary & secondary CTA
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3. Driving traffic to your website
Check list: Is it important that visitors find your website? Internet marketing, interactive marketing Search Engine Optimisation Blogs & Social Media
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3. Driving traffic to your website
Build it and they will come?
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Quick history of search 1990s
– Altavista, Excite, Yahoo (1994)
– Google enters the fray (1996) 2000s
Google becomes the King of Search Bing launched - MSN Live rebrand (2009)
2010s
– Google at the height of its powers
– Real-time search results
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UK search engine popularity
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Internet Marketing
SEO/PPC Social Media
Facebook Twitter LinkedIn
Email Marketing Directories & Listings Online Advertising
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What is SEO (Search Engine Optimisation)?
Organic Make your website content naturally relevant to Google
searches Involves analysis, editing web content, adding new
content, constantly reviewing results and tweaking Pay per click
Google shows free ads (impressions) You pay for each click through to your site You can set a budget
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The organic SEO triangle
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Google updates
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Google Panda
Targets over-optimisation of anchor text.
If an unnatural percentage of the links pointing to your site are all one keyword that you are trying to rank for, you will be penalized.
http://www.wordtracker.com/academy/google-panda-farmer
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Google Penguin 2
Targets unnatural, manipulative, inbound link profiles
– Coming from poor quality sites– On sites that aren't topically relevant to your niche or business
– Paid links– Keyword rich links– Links where the anchor text is overly optimized (i.e., exact-match anchor text)
http://searchenginewatch.com/article/2279845/Googles-Penguin-2.0-Algorithm-The-Definitive-Guide
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Case study: Metal Supplies
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Metal Supplies
Logo design
Website design
Monthly SEO
– Visitors quadrupled
– Enquiries increased
Blogging
Social Media
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Modern Marketing
Marketing used to be “broadcast marketing” until 6 or 7 years ago
The new wave of marketing involves the audience
Social Media can be used for broadcasting
Social Media & blogging facilitate conversation
– It's power lies in conversation, feedback, involving people.
– You can have conversations with your exact target audience
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Blogging Example
http://www.socialmediaexaminer.com/how-the-u-s-army-is-using-bloggers/
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What is a Blog?
WebLog
A discussion or information site published on the World Wide Web consisting of discrete entries ("posts") typically displayed in reverse chronological order so the most recent post appears first. (Wikipedia).
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Why do people blog?
To “add value” to visitors.
– Additional insightful information, IFA comments on Budget
To show off competence &expertise
To interact with target audience
The main reason...
– To add changing, relevant content to the website which will positively affect Search Engine Optimisation
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Summary
Importance of quality for branding, logo & website
Is the website clear, is it easy to use? Will mobile phone users enjoy a good experience? Does the website reflect your business objectives? Does the website appeal to the target audience? What are your website traffic objectives? Do you blog? If not you probably should!
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Contact DetailsAmodeo Web Design
Branding/logo design
Web design
Web development
Ecommerce
Internet marketing
SEO
Social media management
Nigel HardingT 01494 446296
M 07505 248501
W www.amodeowebdesign.co.uk
http://lnkd.in/ysbS69