The document provides tips for improving a website, including minimizing calls to action per page, using directional clues, simplifying forms, adding staff profiles, optimizing for mobile usage, tracking website usage, doing pay-per-click advertising, creating relevant ad text, improving content marketing through blogging, content laddering, and video, using secure forms and email marketing to stay engaged with clients, and leveraging social media through profiles, engagement, and advertising.

1. Website Masterclass
David Gilroy
Director of Stuff & Things

2. Everett Group - Jonathan Cross

3. Minimise “calls to action” per page
• One primary “call to action” per page
• Design in hierarchies where possible
• Hierarchies also good for SEO

4. Use directional clues
• Arrows
• Encapsulation
• Stand out colour
• Pathways
• Eyes & eyelines

5. Simplified forms
• Capture visitor data
• Keep forms short
• Only collect the data you REALLY need

6. Staff profiles

7. Mobile usage
• Find you
• Phone you
• View you

8. Who is using your website

9. How are they using it? - Clicktale

10. Do some PPC advertising

11. Location & remarketing ads

12. Google knows where you are!

13. Make Adtext relevant
Title = 25 characters
Description Line 1 = 35 characters
Description Line 2 = 35 characters
Display URL = 35 characters

14. • Current news
• Blogging
• Google likes to see big sites get bigger slowly
• Must be relevant to your intended audience
Improve your content marketing

15. Stock
&
Flow

16. Content laddering
• 5 x Tweet = 100 char (yep, not 140)
• 2 x FB/G+/LI = 100 words
• 1 x Blog post = 3-500 words
• 1/6 = Email newsletter = 1,000 words

17. Video…is the written word dead?

19. DirectLaw

20. SecureForms
• Enhanced customer service
• Allow clients to “self service”

21. Email marketing?
• Regular communication to your clients
• To stay in contact and reactive lapsed clients
• To drive a specific “call to action”
• Automatic drip marketing
• Event invitations, event follow ups
• Very cost effective in tough market
conditions
• What audiences
– Customers
– Prospects
– Partners

22. Newsletter Design

23. Tracking Clicks
Privacy Protection

24. Social Media
• It’s all about raising your profile
• It’s about engagement
• It’s about connecting with clients/prospects
• It takes time and commitment
• £40,000. Client won £100,000 of work!
• LinkedIn & Facebook advertising?