Business Bucks First Member to Member workshop on 12.09.13

1. The road to owning or running
a Successful Website
By Nigel Harding
BBF member to member workshop
12 September 2013

2. 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

3. Agenda

Your website, your shop
window

Understanding your target
audience

Responsive websites

Driving traffic to your
website.

4. 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)

6. 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?

10. Colour wheel

11. 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

15. Case study: Collyers

16. Collyers new website

17. Quality: images & photography

18. Collyers: benefits
New website, improved credibility
New brochure created, marketing campaign
New customers

19. Which would you choose?

20. Usability: Responsive Web Design

21. 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

22. 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

23. 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

26. Size matters

27. Primary & secondary CTA

28. 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

29. 3. Driving traffic to your website
Build it and they will come?

30. 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

31. UK search engine popularity

32. Internet Marketing

SEO/PPC

Social Media

Facebook

Twitter

LinkedIn

Email Marketing

Directories & Listings

Online Advertising

33. 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

34. The organic
SEO triangle

35. Google updates

36. 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

37. 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

38. Case study: Metal Supplies

40. Metal Supplies
Logo design
Website design
Monthly SEO
– Visitors quadrupled
– Enquiries increased
Blogging
Social Media

41. 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

42. Blogging Example
http://www.socialmediaexaminer.com/how-the-u-s-army-is-
using-bloggers/

43. 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).

46. 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

47. 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!

48. Questions?
Email: nigel@amodeowebdesign.co.uk

49. Contact Details
Amodeo Web Design
Branding/logo design
Web design
Web development
Ecommerce
Internet marketing
SEO
Social media
management
Nigel Harding
T 01494 446296
M 07505 248501
E nigel@amodeowebdesign.co.uk
W www.amodeowebdesign.co.uk
http://lnkd.in/ysbS69