Making the most of your Website
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Presentation given to delegates at the Enterprising Women Conference on November 17th 2010
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Making the most of your Website
- 1. 1 www.tinyurl.com/BusLinkEvents Making the most Of YOUR Website
- 2. 2 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why! • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 3. 3 www.tinyurl.com/BusLinkEvents Introduction - Business Link – Services What’s next? • Make contact Business Link 0845 600 99 66 enquiry@businesslinksw.co.uk www.businesslinksw.co.uk
- 4. 4 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 5. 5 www.tinyurl.com/BusLinkEvents It’s all about size 6.5 Bn 1.5 Bn 46m
- 6. 6 www.tinyurl.com/BusLinkEvents It’s all about money! £88 Bn £121 Bn
- 7. 7 www.tinyurl.com/BusLinkEvents PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G It’s all about communication New ways of working means People spend more and more time online
- 8. 8 www.tinyurl.com/BusLinkEvents World Wide Web – The World Wide WHY! Less Paper Less Travelling Less Carbon IYRE = Improve Your Resource Efficiency
- 9. 9 www.tinyurl.com/BusLinkEvents Is your business ready? Do you have • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand?
- 10. 10 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 11. 11 www.tinyurl.com/BusLinkEvents The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website? How is your website performing right now?
- 12. 12 www.tinyurl.com/BusLinkEvents Website performance – what you need to know • How many visitors does your site attract? • What do they do whilst they are there – How many pages do they look at? – How long do they spend on the site? – How does this compare against the targets set for the site? – How many conversions occur? • Sales • Email contact • Subscription • Calls
- 21. 21 www.tinyurl.com/BusLinkEvents How good is your content?
- 25. 25 www.tinyurl.com/BusLinkEvents Custom Reporting The Reports you NEED Provided WHEN you need them Delivered to WHERE you want them
- 27. 27 www.tinyurl.com/BusLinkEvents Low conversion % - then let’s look at your site
- 28. 28 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 29. 29 www.tinyurl.com/BusLinkEvents • Download quickly (3 – 5 seconds) • Keeps people happy • Keeps Google happy Design rudiments 1/ Speed
- 30. 30 www.tinyurl.com/BusLinkEvents Design rudiments 2/ Navigation • Simple, Logical, Intuitive
- 31. 31 www.tinyurl.com/BusLinkEvents Your words need to be aimed directly at your site visitor - they need to be punchy and compelling Design rudiments 3/ Content • WHY? Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do
- 33. 33 www.tinyurl.com/BusLinkEvents What does your name say about you?
- 34. 34 www.tinyurl.com/BusLinkEvents Choosing a name – The Good www.diy.com www.blogger.com www.itv.com www.wispa.co.uk www.formula1.com www.tesco.co.uk
- 35. 35 www.tinyurl.com/BusLinkEvents The right Name The Bad • www.phones4u.com • www.toys2wish4.com • www.4learning.co.uk • www.any-domain-with-too-many-hyphens.co.uk
- 36. 36 www.tinyurl.com/BusLinkEvents Choosing a name – The Ugly w w w .speedofart.com
- 37. 37 www.tinyurl.com/BusLinkEvents Choosing a name – The Ugly w w w .w horepresents.com
- 38. 38 www.tinyurl.com/BusLinkEvents Choosing a name – The Ugly www.penisland.net
- 39. 39 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 40. 40 www.tinyurl.com/BusLinkEvents The Business Requirement Google Search – Printers Wiltshire, 3 options. Places O rganic PPC
- 41. 41 www.tinyurl.com/BusLinkEvents The Business Requirement - Printing
- 44. 44 www.tinyurl.com/BusLinkEvents Improving Conversion - Good Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.I.T.F.M)
- 45. 45 www.tinyurl.com/BusLinkEvents Improving Conversion A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
- 46. 46 www.tinyurl.com/BusLinkEvents Improving Conversion - Good Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.I.T.F.M) • Sell Your business to your customers [ USP ] • Clearly defined actions - Call Now - Click to Buy - Click for more info
- 47. 47 www.tinyurl.com/BusLinkEvents Improving Conversion – The Best Test Measure Feedback Test
- 48. 48 www.tinyurl.com/BusLinkEvents Improving Conversion – Testing Options • Landing Pages • Compelling Copy • Where visitors click • What people do when on your site • Talk to people who are on your site • Run surveys • Usability Tests
- 49. 49 www.tinyurl.com/BusLinkEvents Improving Conversion - Landing Pages www.google.com/websiteoptimizer/tour.html
- 50. 50 www.tinyurl.com/BusLinkEvents Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT • Prices, increase, decrease, odd pence • Free Trials • BOGOF • BNPL • Pay for 10 get 12 • First one free / Second one free • Increase Prices • Standard Version / Premium Version
- 51. 51 www.tinyurl.com/BusLinkEvents Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT • Trial different offers • Add a guarantee – be brave • Add testimonials • Try BOLD • Try Italics • Try Highlighting • Try hand drawn annotation
- 52. 52 www.tinyurl.com/BusLinkEvents Improving Conversion – Compelling Copy Above the fold
- 53. 53 www.tinyurl.com/BusLinkEvents Improving Conversion – Talk to visitors Online Gadgets R Us: See the product button near the top? ME: Hi, where can I find your digicams please Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go ME: Yes That’s great, thank you
- 54. 54 www.tinyurl.com/BusLinkEvents Improving Conversion – Ask Survey Existing Customers – offer incentive to complete Survey Site Visitors
- 55. 55 www.tinyurl.com/BusLinkEvents Improving Conversion – Usability
- 56. 56 www.tinyurl.com/BusLinkEvents Improving Conversion – Re-Assure
- 57. 57 www.tinyurl.com/BusLinkEvents Great conversion % - then let’s look building visitor numbers
- 58. 58 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 60. 60 www.tinyurl.com/BusLinkEvents What is Search Engine Optimisation
- 61. 61 www.tinyurl.com/BusLinkEvents Probably the greatest marketing opportunity known!
- 64. 64 www.tinyurl.com/BusLinkEvents Why Email Marketing? • Build Loyalty • Remind former clients that you are still around • Advise clients of full range of services • Provide easy access to latest – news/advice/offers
- 66. 66 www.tinyurl.com/BusLinkEvents Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possible
- 69. 69 www.tinyurl.com/BusLinkEvents Video Marketing • YouTube – 2Bn videos watched………..DAILY • Video results appearing in Google Search = You’ve been framed! Business Opportunity 2nd most searched site on the internet
- 74. 74 www.tinyurl.com/BusLinkEvents Blogging – Why • An easy way to update latest news • An informal way of communicating • Helps with the search engine position of your website • Opens your business to a wider audience • Helps keep your clients updated
- 78. 78 www.tinyurl.com/BusLinkEvents Twitter – some random Tweets
- 80. 80 www.tinyurl.com/BusLinkEvents GPS driven Location Marketing
- 81. 81 www.tinyurl.com/BusLinkEvents AUGMENTED REALITY Real life - augmented http://www.youtube.com/watch?v=D-A1l4Jn6EY
- 84. 84 www.tinyurl.com/BusLinkEvents What’s Next? • Critically assess your site • Ensure you have some form of analytics • Ensure you understand the numbers • Look to improve conversion • Push your web marketing
- 85. 85 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide WHY! • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
- 86. 86 www.tinyurl.com/BusLinkEvents Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk W: www.businesslinksw.co.uk Thank You