Stop Putting Lipstick on Your Website Pig

57
Stop Putting Lipstick On Your Website Pig

description

Jeff Owen presented this workshop on best and worst website practices during the Learn 2 Lead series for nonprofits and small businesses in Greenwood, Indiana.

Transcript of Stop Putting Lipstick on Your Website Pig

Page 1: Stop Putting Lipstick on Your Website Pig

Stop Putting

Lipstick

On Your

Website Pig

Page 2: Stop Putting Lipstick on Your Website Pig

If you learn nothing else…

Your website should:

motivate your audienceto Respond

This is about getting money or volunteers

Page 3: Stop Putting Lipstick on Your Website Pig

If you learn nothing else…

Your website should:

provide your customerstheir Research

This is about you being seen as the expert

Page 4: Stop Putting Lipstick on Your Website Pig

If you learn nothing else…

Your website should:

inspire your audienceto Recommend you

This about marketing your organization or business

Page 5: Stop Putting Lipstick on Your Website Pig

Common thread…

Content(Not colors)

Page 6: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

Your website is more important than your building

Page 7: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

60% of all retail saleswill involve the Internetin some way in 2014

Page 8: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

89% of online customersuse search engines when making a purchasing decision

Page 9: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

Your website is more important than any pieceof equipment

Page 10: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

$24 billion in online donationsto U.S. non-profits in 2013,up 13.2% from previous year

Page 11: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

Your website is more important than any new hire

Page 12: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

Businesses that usedigital marketingexperience a 451% increasein qualified leads

Page 13: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

Ignore your website,your companyor organization will die on the vine

Page 14: Stop Putting Lipstick on Your Website Pig

Take this back to the boss…

Companies that excel

in digital marketinggenerate 50% more sales-ready leads at a 33% lower cost

Page 15: Stop Putting Lipstick on Your Website Pig

Pig StiesThingsthat causewebsitemesses

Page 16: Stop Putting Lipstick on Your Website Pig

Pig Sties

You Have a Large Website Committee

» You have wrong people running the project

» You allow analysis paralysis to fester

» Your focus is internal instead of external

Page 17: Stop Putting Lipstick on Your Website Pig
Page 18: Stop Putting Lipstick on Your Website Pig

You Pay Lessand Expect More

» You know a high school kid who ‘does websites’

» You believe free or inexpensive sites are safe and reliable

» You have seen the “free website” TV commercials

» You get what you pay for

Pig Sties

Page 19: Stop Putting Lipstick on Your Website Pig
Page 20: Stop Putting Lipstick on Your Website Pig

You Redesign BecauseYou Want a ‘New Look’

» You focus on the wallpaper, not the purpose

» You forget the project should focus on content

» You forget that content drives sales, action

Pig Sties

Page 21: Stop Putting Lipstick on Your Website Pig
Page 22: Stop Putting Lipstick on Your Website Pig

You Leave Website Decisions to the IT Folks

» You assume that computer people know how a website should work

» You assume that technology is too complicated for the marketing, sales people

Pig Sties

Page 23: Stop Putting Lipstick on Your Website Pig
Page 24: Stop Putting Lipstick on Your Website Pig

You Stuff Your WebsiteWith Irrelevant Stuff

» You assume users are interested in vast details

» You allow ‘Ego Content’ onto the site

Pig Sties

Page 25: Stop Putting Lipstick on Your Website Pig
Page 26: Stop Putting Lipstick on Your Website Pig
Page 27: Stop Putting Lipstick on Your Website Pig
Page 28: Stop Putting Lipstick on Your Website Pig

You Use Images, ContentDownloaded From Google

» You assume all Internet content is free

» You assume Getty Images cannot find you

Pig Sties

Page 29: Stop Putting Lipstick on Your Website Pig

You Push VisitorsFrom Your Site

» You allow links to close your site and open another

» You forget to click on New Window prompt when linking to external website

» You don’t know how to embed content

Pig Sties

Page 30: Stop Putting Lipstick on Your Website Pig
Page 31: Stop Putting Lipstick on Your Website Pig

Pig Sties

You Allow Spelling/Grammar Gremlins to Populate

» You believe Spellcheck will catch every error

» You don’t understand the impact of such mistakes

Page 32: Stop Putting Lipstick on Your Website Pig
Page 33: Stop Putting Lipstick on Your Website Pig

Pig Sties

You Honestly BelieveMoving Parts Attract Attention

» 99% of web users find animation annoying

» ‘Flash’ consumes valuable Internet sources

» Causes all sorts of technological issues

Page 35: Stop Putting Lipstick on Your Website Pig

Pig Sties

You Launch Your New Site,You Ignore Your New Site

» You don’t make updates a critical part of your organization’s operation

» Your website is not valued in your organization

» You assign website updates to an assistant who has no training

» You assign updates to an intern

Page 36: Stop Putting Lipstick on Your Website Pig
Page 37: Stop Putting Lipstick on Your Website Pig

Best of ShowThingsthat drawattention or an “Awww...”to your site

Page 38: Stop Putting Lipstick on Your Website Pig

Best of Show

Tell What You Do,Not Who You Are

» Earn the reputation as an expert

» Show your Case Studies, White Papers, Projects

» Explain how you go about your business

Page 39: Stop Putting Lipstick on Your Website Pig
Page 40: Stop Putting Lipstick on Your Website Pig

Best of Show

Design Your Siteto be Responsive

» Your site adapts to user platform

» No more pinching and resizing

» 60% of websites are viewed on cell phones

Page 41: Stop Putting Lipstick on Your Website Pig
Page 42: Stop Putting Lipstick on Your Website Pig

Best of Show

Limit the Main Menu to No More Than 5-6 Silos

» Site focuses on key content for target audience

» Site more easily responds to tablets, cell phones

» Home page looks cleaner, easier to navigate

Page 43: Stop Putting Lipstick on Your Website Pig
Page 44: Stop Putting Lipstick on Your Website Pig

Best of Show

Use Active VerbsOn All of Your Calls to Action

» People want answers, encourage them to CLICK HERE and find them

» More than 90% of visitors read the CTA text

» Every page should have a CTA

Page 45: Stop Putting Lipstick on Your Website Pig
Page 46: Stop Putting Lipstick on Your Website Pig

Best of Show

Consider Your Site’s FooterExtremely Valuable Real Estate

» All contact information should be included, so cell users can push phone number and call

» Include Quick Links or Browse for best responsive design

» Footer information appears on every page, which saves room for other important information

Page 47: Stop Putting Lipstick on Your Website Pig
Page 48: Stop Putting Lipstick on Your Website Pig

Best of Show

Prep Your Graphics, Imagesin a Quality Software Program

» Make sizing adjustments in Photoshop, Office Picture Manager, Illustrator

» Save file for Web, Devices (compressing file)

» Avoid making adjustments within website content management software

» High resolution photos can slow down access

Page 49: Stop Putting Lipstick on Your Website Pig
Page 50: Stop Putting Lipstick on Your Website Pig

Best of Show

Imbed Quality VideosOnto Your Pages

» Videos can increase site conversations by 86%

» Videos should be short (60-90 seconds)

» Video content should follow bullet point rule of blog writing

Page 51: Stop Putting Lipstick on Your Website Pig
Page 52: Stop Putting Lipstick on Your Website Pig

Best of Show

Know Who Manages Your Site, Domain Hosting

» These are different services

» These are different from site administration host

» Find out your url addresses, user names, passwords

Page 53: Stop Putting Lipstick on Your Website Pig
Page 54: Stop Putting Lipstick on Your Website Pig

Best of Show

Make Your Domain NameMore Memorable

» Make it part of your brand

» Consider using your slogan as your address

» Length of name can be addressed in design

Page 55: Stop Putting Lipstick on Your Website Pig
Page 56: Stop Putting Lipstick on Your Website Pig

Best of Show

Make Font CleanlinessNext to Godliness

» Select a font that is Google friendly

» Test fonts, design on different browsers

» Test fonts, design on different platforms

Page 57: Stop Putting Lipstick on Your Website Pig