10 Things Every Website Should Know

Download 10 Things Every Website Should Know

Post on 13-Sep-2014

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10 things everyone needs to have on their websiteSession Hashtag: #10things_______________________________AgendaPanelist Intro PresentationQ/A#10things__________________________________________________PanelistsNicole Aro, DNC (@nekaro)Henri Makembe, Blue State Digital (@henrim)Alex Kelner, Blue State Digital (@kellnaaah)Katie Harbath, NRSC (@katieharbath)Michael Turk, CRAFT | Media Digital (@MichaelTurk)#10things__________________________________________________1 - Well organized information architecture hosted on stable, scalable, user-friendly platform#10things__________________________________________________Your content is only as good as the platform.If your site goes down, makes it hard to maintain, or difficult for users to find information, the best ideas in the world won't save you.Your platform should grow to accommodate the campaign.2 - Clear mission, narrative and branding#10things__________________________________________________Visitors to your site will typically spend only a few seconds to a few minutes on your site.What are you telling them?How easy is it to find meaningful content?If they leave, and never return, what should they take away?3 -Integration with offline message & organizational goals#10things__________________________________________________Clear and consistent message and mission across media -About section should reflect a field organizers description of your organization.Cross-media engagement: build, document, celebrateOnline to offlineEvent calendarHosting opportunitiesShare your (volunteer) experienceOffline to onlineEmail & text signups on sign-in sheetsHashtags, live-blogging4 -Prominent email signup/capture#10things__________________________________________________Email signups = Building online organization.Online organization = Offline organizationEmail signup must always be visible, obvious, and easyUse analytics to determine most successful placement and strategiesUse splash pages, petitions, etc. at high traffic momentsBe creative!For example, use FBML on your Facebook page to direct new fans to sign up for emailUse offline activity to build your online list5 -An optimized donation page#10things__________________________________________________We don't always know which pages will convert best. Test, test and test again.Each audience is different. What results in the highest/most donations won't be the same for each website.Use Google Site Optimizer. Part of analytics and fairly easy to use.V.6 -Dynamic/frequently-updated written/visual/video content#10things__________________________________________________Why would anyone come back to your site if it's the same every time?Think about your audience. What do they want to read/watch/look at?Don't blog for the sake of blogging. Have something to say - dynamic content doesn't have to be a blog. Sometimes being fast/current is better than being perfect. 7 -Interactivity components#10thingsWebsite needs to be two way communication and visitors always given a way to interact with you.__________________________________________________7 -Interactivity components#10thingsVarying levels of interaction people will want to take.Level 1: Sharing content via email & social networksLevel 2: Sharing thoughts on particular topicsLevel 3: supporters interacting with each other. __________________________________________________7 -Interactivity components#10thingsExamples: Facebook share/Retweet buttons, email sign up, Google moderator to ask people for their questionsEngagement & interaction leads to emotional investment__________________________________________________8 -Action opportunitieswith proper daisychains#10thingsWhen you ask someone to take action on your site it is only the first of many steps. Each ask should be followed by another ask.Example: After e-mail sign-up, Thank you page should include ask fora financial contribution.Example: Ask visitor to share content with their friends, then ask them for their email then ask for moneyCAUTION: Dont bombard people with every ask at once, but doing it in a certain order will help them feel like a part of the campaign not just an ATM machine.__________________________________________________9 -Basic SEO__________________________________________________#10thingsFill out & meta tags (i.e. description and keywords)CONTENT: 1) Use keywords. 2) Use H1 & H2 Tags. 3)Use ALT tags for images. 4) Speed matters.CAUTION: Don't overdo keywordsLink to other pages on your the siteUse SEO-friendly URLs (i.e. www.mysite.com/section/pagetitle/is better than www.mysite.com?pageid=123)9 -Basic SEO__________________________________________________#10thingsSubmit sitemap to search engine404 PageUse free tools to help you optimize (Google Webmaster tools, Hubspot Website Grader, Seobook's FF Extension)10 -Data tracking/monitoring (analytics, reporting, etc.)#10things__________________________________________________Use Google AnalyticsKnow who your visitors are, where they come from, why they came and where they wentTrack the performance of your Ad campaigns &Set up funnels to track the performance of your daisy chainsMake changes to the site based on AnalyticsCompare your stats to competitorsGoogle Insights & HeatMaps____________________________Questions?*1. Results on on search engines display the content off your title and description. Make sure those correctly reflect the content of the page.2. Keywords density is an important factor for search engines. Make sure your body contains keywords you want to be affiliated with. The H1 & H2 tags show the SE the main subjects for the content to be indexed. Make sure they are keyword friendly and are in sync with your title tag. Images in your content should be described in ALT tags. Try to use keywords if possible. If you host the image, try to use a descriptive file name. CAUTION: Don't over due keyword or you risk being spam3. Linking to pages on your own site helps them gain authority4. Current SE are better at indexing static URLs than they are dynamic URLS5. SE will eventually crawl your site, but you can fastened the process by creating a sitemap and submitting site with some frequency to SE6. Want more? there are paid pros to help as well free tools if you have time. Doing this once a month (or twice a month if you're a campaign) can only help*1. Results on on search engines display the content off your title and description. Make sure those correctly reflect the content of the page.2. Keywords density is an important factor for search engines. Make sure your body contains keywords you want to be affiliated with. The H1 & H2 tags show the SE the main subjects for the content to be indexed. Make sure they are keyword friendly and are in sync with your title tag. Images in your content should be described in ALT tags. Try to use keywords if possible. If you host the image, try to use a descriptive file name. CAUTION: Don't over due keyword or you risk being spam3. Linking to pages on your own site helps them gain authority4. Current SE are better at indexing static URLs than they are dynamic URLS5. SE will eventually crawl your site, but you can fastened the process by creating a sitemap and submitting site with some frequency to SE6. Want more? there are paid pros to help as well free tools if you have time. Doing this once a month (or twice a month if you're a campaign) can only help