website planning masterclass - v1
TRANSCRIPT
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© Pelatis Online Ltd 2015 1 of 34
24th September 2015
Nigel T PackerPELATIS ONLINE LTD
MASTERCLASSBoosting your website ROI with some care and love
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Where do you begin?
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Ask yourself …
WHO is your website for?
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Think about your clients …… what are they BUYING from you?
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What are your clients buying?
TRANSLATION?
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They are buying PROFITYou provide a service so that your clients can be more competitive and make more money.
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Website development
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Web Development process
“We need a website …”new
Find a web developer
COM
MO
N S
CEN
ARIO
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Web Development process
They do a few designs
Pick the one YOU like
COM
MO
N S
CEN
ARIO
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Web Development process
Populate (content)
Publish (online)
Ignore COM
MO
N S
CEN
ARIO
(never look at it again)
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Web Development process
Develop a web design brief
IDEA
L SC
ENAR
IO
“We need a website …”new
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Web Development process
Web design brief• Set business objectives• Profile customers, personas, scenarios,
tasks, paths, function needs etc• Competitor & Industry analysis• Brand Identity• Promotion strategy ID
EAL
SCEN
ARIO
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Web Development process
Web design brief (cont.)• Functionality & Facilities• Integration (internal & external)• Scale (users, content, activity) • Scope of project (who, what, when)• Management & updating plan• Future plans: e.g. Expand? Acquisition? ID
EAL
SCEN
ARIO
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Web Development process
Source a web developer• Expression of interest/non-disclosure• Send out Design Brief document• Receive & Review proposals• Shortlist & Interview• Select & Contract (Legal) ID
EAL
SCEN
ARIO
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Web Development process
Work with web developer• Clarify ALL details in brief • Scope content & media• Functionality needs & processes• Internal & External Integration • Develop Information Architecture ID
EAL
SCEN
ARIO
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Web Development process
Web design visuals• Sample visuals• Feedback to designer, change & choose• Test with sample customer/focus group• Choose final design• Sign off (commitment) ID
EAL
SCEN
ARIO
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Web Development process
Website build
Populate
TEST, TEST, TEST IDEA
L SC
ENAR
IO
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Web Development process
Publish (online)
Promotion
Measure (analytics)
Update
IDEA
L SC
ENAR
IO
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Promotion
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What is the right mix?
eMailSocial mediaSEO Adwords BannersUXOffline MobileBrand eMailSocial mediaSEO Adwords BannersUXOffline MobileBrand eMailSocial mediaSEO Adwords BannersUXOffline MobileBrand eMailSocial mediaSEO Adwords BannersUXOffline MobileBrand
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Offline media
AppsSMS
news/mag. ads
televisionradio
exhibitions/eventslivery/signage
posters/billboardsleaflets/flyers
brochuresstationeryPrint
Brand Identity
SEO
PPC/adwords
OnlineAdvertising
TwitterBlogging
e-Mail Banners
Mobilewebsite
Scope for promotionFacebook
Forums/review
SEMSocialMedia
Face-to-Face
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All Joined UpEverything you do…… modifies or isinfluenced by …
other Actions or Results
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Digital overlap
SEM
WebSite
SocialMedia
Links #tagsetc
Keywords in metadataText content IA Links, etc
Broadcast#tagsFollowersetc
Links Landing pagesetc
Separate?Touching?Overlapping
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How much Investment?
New Office or Branch ‘Home’ or ‘Abroad’
Website & Digital Media Campaigns
COMPARE: What is the setup cost of:
Local GlobalCOMPARE: Potential REACH
Return on Investment (ROI)?
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Language Services GLOBALLanguage services market prediction 2018
>$47 Billion
• source: Common Sense Advisory
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Export Markets Driven by:
CompaniesGovernmentsOpportunities
As export grows, translation grows
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Online SpendGLOBAL RETAIL spend 2015
?$1.7 Trillionsource: e-marketer
$1,700,000,000,000
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GLOBAL WebsiteLocalisation market
~£2.5 Billion
Source: Commonsenseadvisory USA ….. GLOBAL demand, 2014#
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Love your websiteLove
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Talk to me …01639 680248 07989 300264
[email protected]@NigelTPacker
www.linkedin.com/in/nigeltpacker@nigeltpacker