Winning Websites

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Winning Websites

• How to benefit from Websites
• and Search Engines
• David Williams

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First Impressions

• Take a few seconds to form
• Have lasting effects
• Never have a second chance at a first
  impression..
• What outcome is required?

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Agenda

• The Web
• Business needs
• Website design
• Promotion
• Search Engines

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The Web

• Back to basics
• What do you use it for?
• Two main business functions
• to sell things
• to inform people
• Good news / bad news

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Websites

• Which sites have impressed you recently?
• made a purchase
• subscribed for more information
• contacted the company
• contributed to the content
• Why?

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Business needs

• Why do we need a website?
• What type?
• How does it fit with the business strategy?
• Design objectivity vs subjectivity
• Content Focus..

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Content Focus

• What are your KEY business areas?
• What will you be offering from our website?
• Concise description of your product or service
  BENEFITS using 20 to 24 Keywords
• Target Audiences
• Competitor analysis
• Marketing plan

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Call to action

• Most Desired Response
• What do you want them to do?
• telephone
• email
• buy something
• download document, picture, fact sheet, etc.

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Website Design

• What makes a good one?
• easy to find
• fast download
• relevant, informative and clear
• easy to navigate around
• attractive?
• It works!

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Website Design

• Understand your target audience(s)
• Identify their needs
• Appropriate look and feel
• Ask them what works for them!
• Clever not costly

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Webpages that suck

• http//www.webpagesthatsuck.com/dailysucker/

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Website Design

• Capture information about visitors
• Special offers?
• Additional services?

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Other details

• Maintenance
• Success criteria
• 6, 12 and 24 months
• Timescale
• Legals
• Disability Discrimination Act (DDA)
• Companies Act

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Website Design Summary

• SUMMARY
• identify your objectives
• design the site appropriately
• provide good content
• engage with visitors
• integrate with your offline marketing

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Promotion

• Start with offline
• telephone
• advertisements
• all paper
• shop / office sign
• vehicles

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Promotion

• Online
• email marketing
• Yell.com etc
• banner advertisements
• search engines

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Search Engines

• Fundamentals
• big 5 Google, Yahoo, AltaVista, Lycos, MSN
• two types
• Hierarchical
• Spider-driven

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Search Engines

• Spiders
• use complicated mathematical models
• comply with simple rules
• Relevance scores
• Keywords
• Density
• Links. click here

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lt!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0
Transitional//DE" "http//www.w3.org/TR/xhtml1/DTD
/xhtml1-transitional.dtd"gt lthtml
xmlns"http//www.w3.org/1999/xhtml"gt ltheadgt ltti
tlegtSunrise Locations - Fleet (Hampshire)lt/titlegt
ltmeta http-equiv"Content-Type"
content"text/html charsetiso-8859-1" /gt ltmeta
name"keywords" content"" /gt ltmeta
name"description" content"" /gt ltmeta
name"language" content"de" /gt ltmeta
name"robots" content"all" /gt ltlink
rel"stylesheet" href"../stylesheet.css"
type"text/css" /gt
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Search Engines

• Keywords
• consider how people search for your site
• describe your site concisely and precisely
• power combinations of 2 or 3 words
• http/inventory.uk.overture.com/d/searchinventory/
  suggestion/
• http//www.goodkeywords.com/
• Meta-Tags

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Search Engines
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Search Engines

• Keyword rich text
• Search Engines AND visitors expect to see text
• always use visible text (not images)
• use appropriate descriptions and keywords 200
• avoid repetition
• e.g
• contact us
• contact us for more information on our quality
  care home in Farnham.

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Search Engines

• Submitting
• correct listing
• find right category then use Add URL
• enter accurate descriptions and key terms
• repeat regularly

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Search Engines

• SUMMARY
• not just Google.
• spider friendly content
• keywords
• submission
• Sponsored links

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Action plan

• How do we go about it?
• Domain names
• Self-build
• templates (e.g. Fasthosts)
• open source (e.g. Joomla)
• Developers
• brochure site
• content management
• E-commerce

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Thank you

• Any questions?
• david_at_skylarkconsulting.co.uk