Future Proof your Website 2014

2014 PAII INNKEEPING SHOW

What Got you HereWON’T Get you There. Future Proof your Website. KEVIN GUILL, DIRECTOR OF DIGITAL SERVICES

REZSTREAM


Kevin Guill, Director of Digital Services at RezStream

Founder of the Denver ExpressionEngine Meetup Group

Developed my first website in 2004

Developed 100’s of websites, project managed many more

Specialize in ecommerce and content management systems

Helping hoteliers with their web presence since early 2007

3 time presenter/co-presenter at the PAII Innkeeping Show

Email:[email protected]

Phone:303-872-4118

LinkedIn:linkedin.com/in/kguill


Who we are:

Founded in 2005 Our focus is on serving small independently owned properties in the United States Empower you with superior technology solutions to make your business run better

Our Products and Services: Property Management System

o Cloud PMS scheduled for Q2 2014 Online Booking Engine Digital Marketing

o Search Engine Optimization, Pay Per Click, Social Media, Email Marketing Creative Services

o Website Design/Development, Photography, Videography


What we will cover A LOOK BACK AT THE WEB

TYPES OF WEBSITES

3 THINGS TO DO NOW

7 TRENDS FOR 2014

QUESTION & ANSWER


A Look Back: Where We Came From


A Look Back: Growth of New Websites January 2004o 46,033,732 Hostnameso 21,339,810 Active siteso 1st website for many

2013 – Significant growtho Amount of websites grew by 1/3

January 2014o 861,379,152 Hostnameso 180,067,270 Active sites

http://news.netcraft.com/archives/2014/01/03/january-2014-web-server-survey.html




A Look Back: Websites: 1990’s – 2000’s

• Beginning of Web 2.0• Centered layouts• Flash• Splash pages• Animations• Drop down menus• Websites inexpensive• Friends built websites

Early 1990’s -

Mid 2000’s

• Web 2.0 in full swing• Interactive Content• Intelligent websites• Large websites emerge• Visual presence• Websites expensive• You hired a professional • Internet Marketing

Mid - Late 2000’s


A Look Back: Websites: 2010 - 2013

• Death of Flash• Mobile Era• Responsive Design• Speed Matters• Social Media Integrations• The Cloud• Professionally Developed

2010 - 2013


A Look Ahead: User Experience Information Architecture

Visual Design

Functionality

Usability

Typography

User Interface

Content Strategy

Interactive Design


Types of Websites

Static•Less expensive to develop•Not database driven•Feature-less•Difficult to manage•Change fees•Slow turnaround times for changes

Customized CMS

•Expensive to develop•Database driven•Designed to suit•Features customized•Easy to manage content•Takes time to build•Need a developer to maintain system and add features

Turnkey CMS•Subscription based•Affordable•Pre-designed•Feature rich•Easy to manage content•Rapid deployment•System maintenance, training & support included


A Few Key Points

1. Your website should be main focus It is the MOTHERSHIP

2. Put content on your website FIRST Be the authority Get the credit, don’t give it to Facebook,

YouTube Many are too distracted by Social Media Social Media supports the website, not replace

3. Budget for a website every 2- 3 years


3 Things To Do NOWJANUARY 2014


3 Things To Do NOW: Get a CMSBENEFITS◦ Easy to create, edit, publish content◦ Organized content◦ Database: user interactive content◦ Software Integrations◦ Can grow with your business◦ Redesigns are usually less expensive◦ Save time (time is money)

CHOOSING A PLATFORM◦ Choose an established platform

◦ Drupal◦ ExpressionEngine (My favorite )◦ WordPress

◦ No custom platforms◦ Expensive◦ Painful when you leave◦ Difficult to find a developer willing to take on project


3 Things To Do NOW: Housekeeping

1. Analyze Your Backlinks Know who is linking to you. Are they worthy?

◦ Google Webmaster Tools

What is a “Worthy” backlink?◦ Is the link natural?◦ Does the link exist on an authority website?◦ Does it link to the correct page?◦ It is relatively new?

What is a “Unworthy” backlink?◦ Anything paid, unnatural◦ Unrelated industry or location◦ Website has no or weak authority◦ User registration/comment spam

Removing the “Unworthy”◦ Send website owner a request for removal◦ Use Google Disavow Tool


3 Things To Do NOW: Housekeeping

2. Revisit Your Content Are you representing accurately?

◦ Brand? Property? Rooms?

Convey your value. What is your unique selling proposition?◦ Affordable◦ Luxury◦ Location◦ Historic

Give users what they want◦ Provide real answers to real questions

◦ What questions do your guests ask you?◦ Entertain them with guest experiences or local stories

What if your content is poor?◦ If irrelevant, remove it◦ Re-write or enhance relevant content◦ Take new property and room photos


3 Things To Do NOW: Focus on the UserUSABILITY Mobile. Act Nowo All content/pages must be accessible• Responsive design is the easiest way to manage this right now

Make content easy and interactiveo Search filters (beds, occupancy, price, square footage)o Save favorite unit(s)o Compare unitso Reviewso Phone numbers and address easy to findo Turn by turn by directions

Keep user moving forward through website

MAKE IT EASY TO CONVERT Offer multiple ways to enter booking processo Strategically place calls-to-actions (CTA) on every page• Reservation Buttons• Availability Calendars

A/B test CTAs• Test: Location• Test: Size• Test: Color• Test: Text• Tool: Wingify Visual Website Optimizer• Tool: Optimizely

Track conversions with Google Analytics


7 Trends for 2014

1) Heavy Focus on Mobile

2) More Flat User Interface

3) Simple Color Schemes

4) Fixed on Demand Navigations

5) Videos in Place of Text

6) Large Hero (Intro) Area

7) Large Fonts with personality


Thank You! Email: [email protected]

Direct Phone: 303-872-4118

LinkedIn: linkedin.com/in/kguill

Booth # 501

Future Proof your Website 2014

Business

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