Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?
-
Upload
mrelevance -
Category
Marketing
-
view
530 -
download
0
description
Transcript of Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?
![Page 1: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/1.jpg)
![Page 2: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/2.jpg)
Who we are
Public relations and social media marketing expert, strategist and
consultant
Internet marketing, search engine optimization, website development, email marketing, social media and CRM consulting expert
![Page 3: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/3.jpg)
Agenda
Why doesn’t it work?
1. Bad content2. Confusing navigation3. Old functionality4. Ineffective at driving traffic5. No tracking or analytics
![Page 4: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/4.jpg)
Marketing Bubble
• Communication • Optimization
• Reputation • Engagement-ination
![Page 5: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/5.jpg)
Why is the Internet Important?
More than 89% of consumers use search engines to make
purchasing decisions.
![Page 6: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/6.jpg)
CONTENT AND BRANDING
![Page 7: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/7.jpg)
Content and Branding
• Fresh Content• Coolness factor – interactive or interruptive• Find balance between the movement of images• Appropriate company branding • Appropriate use of flash and video • Images should support the content • Write updatable text• Skip the sound
![Page 8: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/8.jpg)
Content
• Information about:– Your Product– Updated and
accurate Pricing• This is a must!
– Effective Contact Information
![Page 9: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/9.jpg)
Case Study: Content
Effective Contact Information
![Page 10: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/10.jpg)
DIFFICULT TO NAVIGATE
![Page 11: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/11.jpg)
Difficult to Navigate
• What are they looking for?
• How easy is it to find information?
– How many clicks does it take to find _________?
– Am I led to the next step?
– Is it easy and intuitive?
• Does it represent your company image?
• Are you proud to send your friends and relatives there?
![Page 12: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/12.jpg)
Difficult to Navigate
• Top Navigation vs Side Navigation• Buttons• Clickable text
![Page 13: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/13.jpg)
OLD FUNCTIONALITY
![Page 14: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/14.jpg)
Case Study: Mega Menus
![Page 15: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/15.jpg)
Case Study: Enhanced Mapping
![Page 16: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/16.jpg)
Responsive Design
![Page 17: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/17.jpg)
Benefits of a Mobile Site:
• Market your business and brand • Increase your prospect list/email database • Improve search rankings• Change/add content • Expand reach and increase engagement• Enhance image• Improve communications• Market directly • Better user experience • Visitors will stay longer
![Page 18: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/18.jpg)
Mobile Site Must-Haves
• What’s Important to You in a Mobile Site?• Speed• Clarity• Finger-friendly
![Page 19: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/19.jpg)
NOT BUILT TO DRIVE TRAFFIC
![Page 20: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/20.jpg)
Search Engine Optimization (SEO)
Building a Search Engine Friendly Website:1. To show up in the
organic search engines results pages (SERPs)
2. Sites like Google find your site, read your site, index your site and display your site based on how relevant your site is to the user’s search.
![Page 21: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/21.jpg)
SEO Statistics
• 93% of online experiences begin with a search engine. • 70% of the links search users click on are organic. • 75% of users never scroll past the first page of search
results.• 79% of users say they always/frequently click on the
natural search results. • 80% of users say they occasionally/rarely/never click
on the sponsored search results. • Google owns 65-70% of the search engine market
share.
![Page 22: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/22.jpg)
• Bots and Spiders review
• Relevant keywords
• Title Tags• Meta Data• Proper external
and internal links
• Importance of Fresh, well-written Content
Organic Search Engine
![Page 23: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/23.jpg)
![Page 24: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/24.jpg)
Increase KeywordsJan Feb Mar Apr May June July Aug Sep Oct Nov
REAL KEYWORD IMPROVEMENT (JANUARY-NOVEMBER)
Business insurance atlanta
15Unranked to #15
Business insurance consultants
40Unranked to #40
Commercial insurance atlanta
28 30 24 36 15 25 11 11 11Unranked to #11
Commercial insurance consultants
25 9 14 11 10 6 9 8 9 5 5#25 to #5
Flood insurance Georgia
49 34 25 31 52 67 84 65 72Unranked to #72
Health insurance conslutants atlanta
20 25 28 22 8
Unranked to #8Homeowners insurance atlanta
38 44 44 53 40 52 41 32 42Unranked to #42
Life insurance consultants Atlanta
35 13 12 11 17 12 1 1 1 1Unranked to #1
![Page 25: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/25.jpg)
How to Use Social Media for a Competitive Advantage
Increase Your Website’s SEO• Increase Keywords• Increase Referring URLs• Better SERP Results (Search Engine Results Page)Reputation Management• Create Credibility• Interactive Platform to Reach Buyers & Media• Fix SERP Results (Negative online publicity)
![Page 26: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/26.jpg)
Social Media’s Influence on SEO• Social Media
Sites Send Signals to Google
• User-Generated Fresh Content
• Optimizing your Results
• Credibility
![Page 27: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/27.jpg)
Social Media
• Interactive Social Sharing Buttons
• Importance of Strategy
![Page 28: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/28.jpg)
Case Study: Social Media
![Page 29: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/29.jpg)
Blogging
![Page 30: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/30.jpg)
PROPER CALL TO ACTION
![Page 31: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/31.jpg)
Proper Call to Action
• Contact Us• Follow up
– Step by Step plan for converting leads to sales– How much time do you have?– Personalization – increases response by as much
as 75%– How to respond? Email or Phone – Dedicated online sales person
• Tell them what to do!!!
![Page 32: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/32.jpg)
Goals of your Website
Visitors are so EXCITED that they…
1. Drive to your Office/Location
2. Call your Sales Representative
3. Email or fill out your contact form
Are people contacting you because of your website?
Are you getting traffic from the search engines because of the way the site was built?
![Page 33: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/33.jpg)
TRACKING AND ANALYTICS
![Page 34: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/34.jpg)
Tracking and Analytics
• How do you know your site is working? • What metrics do you look at on a regular basis?• What do you do with that information?
![Page 35: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/35.jpg)
Website Tracking Metrics
• Number of Visitors
• Referral Source
• Number of Leads Generated
• Number of pageviews of: – Driving directions– Phone number– Contact Information
![Page 36: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/36.jpg)
Measuring Effectiveness: Mobile
![Page 37: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/37.jpg)
Measuring Effectiveness: Social
![Page 38: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/38.jpg)
Case Study: New Website
![Page 39: Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?](https://reader034.fdocuments.us/reader034/viewer/2022042714/555abb53d8b42ab1128b475e/html5/thumbnails/39.jpg)
Questions?Marketing [email protected]/mrelevancewww.youtube.com/mrelevance
Mitch Levinson, MIRM, CAPS, CSP, CGP, [email protected]
Carol Morgan, MIRM, CAPS, [email protected]
Thank You!