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Improving Your Website: Elements of a Winning Web Presence Gere Jordan, Holony Media, 6/8/15
Hi! My name is Gere Jordan and I’m President of local digital marketing company Holony Media.
We use the internet to grow businesses. Through website design, SEO, online advertising, and consulting.
Quick survey. What’s your website situation?
Agenda for today: Discuss what makes a “good” website Explore some real world examples
First, what do we mean by “winning” web presence?
A website that achieves measurable business results and outperforms the competition.
Elements of an Effective Website Planning Design Content Technology
What’s the purpose of the website? What are your goals? Who is the audience? How will you measure success?
Thumbtack (lead generation)
Charlotte Tang (portfolio)
...all have different goals which impact their design and marketing strategy.
Clean, Simple, & Professional Design Good Bad
Achieve balance Space it out Limit your colors Enhance readability Prominent visuals Declutter Tips for Clean Design
Professional logo Unified identity Prominent Consistent Website Branding Tips
Intuitive, User Friendly Navigation
Non-standard style Poor labels, order Excessive options Buttons not links Common Navigation Mistakes
Pull up Google on mobile device Search for site:yourdomain.com Look for “mobile friendly” You can also use Google’s Mobile Friendly Test for detailed feedback. Test Mobile Friendliness
Focus on Conversion
Set goals for visitors Tell readers what to do Call-to-action on each page Simple and clean Remove barriers Conversion Tips
“Request an Estimate” “Schedule Consultation” “Free Download” “Buy Now” “Learn More” “Start Free Trial” Call-to-Action Examples
Useful & Informative
Start with core content: about products/services testimonials/social proof contact High quality Map content to user intent Look at competitor content Basic Content Tips
Easy to Browse & Scan
Headings, sub-headings Bulleted, numbered lists Short paragraphs Break up text with images Full-width Columns More spacing Tips for Scan-Friendly Content
Search Engine Friendly
Know your keywords Targeted titles, headings High quality Original One page per keyword More content, the better Fresh, relevant SEO Friendly Content Tips
Infographics Audio (e.g. podcasts) Video Presentations PDF Downloads Interactive Events User Generated Content (UGC) Different Types of Content
Content Management System
Easier to update Web-based editing Emphasis on publishing Less expensive More control over changes CMS Benefits
Short as possible Mobile friendly Make sure it works Set follow up process Form Tips
Website traffic Traffic sources Conversion rate Popular pages Time on website Bounce rate Data to Track with Analytics
Consolidate & Control
Own your domain Have hosting access Avoid multiple domains Register in your name Use shared email address Gaining Control
In Summary: How can you improve your website?
Planning Determine your target audience Evaluate audience needs and competitive landscape Set goals for your website Approach website design and marketing with the above in mind
Design Clean, simple, professional Consistent branding Intuitive, user friendly navigation Mobile friendly Conversion oriented
Content Useful, informative Easy to browse, scan Search engine friendly Diversify content types
Technology Build on a CMS Add a contact form Install Google Analytics Consolidate domains Control your assets
Winning Sites http://www.freshbooks.com/ http://www.politico.com/ http://www.ableroof.com/ http://www.columbusdefensefirm.com/ Need Help http://www.dpro.com http://www.bolenreport.com/ http://www.petetheplumberny.com/ http://www.attorneymsmith.com/
Analyzing the Delaware Chamber Website
Discussion time. What questions do you have? Let’s discuss your situation. For more information, including a copy of this presentation, visit: http://www.holony.com/bed