websites 101

Websites 101

Agenda

1. What’s your website strategy?

2. Creating your own website

3. Where to find your site

4. Measuring success

5. Q&A

Customers are online – are you?

Source: BIA/Kelsey Group, User View Wave VII, May 2010

97%of consumers research products online before buying

Different ways to be online

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

What’s Your Website Strategy?

A virtual brochure?

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Connecting with potential customers?

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

An online store?

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

A place to build brand & reputation?

An online resource?

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Sell ThingsAn eCommerce website sells your products.

Collect LeadsA website connects you with prospects.

Find Local CustomersA website helps people find or contact you.

Share News and InformationA website delivers timely information and a repository of resources.

Decide what you want, then build it!

Promote Your BrandA website provides information about your brand or organization.

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Creating Your Own Website

Four basic steps

1. Pick a domain name (your Web address or URL)

2. Storyboarding and developing content!

3. Website design & development

4. Web hosting

Register a domain name

• You will “rent” a domain name through a registrar

• Be careful not to let it expire - then someone else can use it!

• Tips for choosing a domain name:

Keep it short (under 35 characters, including the .com)

Make it descriptive - include keywords if possible

Select the “.com” extension, if available

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

What’s a website storyboard?

• A “roadmap” for your website that:

• Helps define your website goals

• Helps your designer create appropriate designs; or

• Helps you select appropriate site templates

• Helps you create content for your website

Basic storyboard - a virtual brochure

Home Page

Our Services Contact UsTestimonialsSpecial Offers

Maps & Directions

Contact Form

Basic storyboard - connecting with prospects

Home Page

Our Products Contact UsOur ClientsAbout Us

Request More Information

Download a White Paper

Email Newsletter

Sign Up

Basic storyboard - an online store

Home Page

Products Contact UsFAQsAbout Us

Product 2Contact

FormProduct 3

Shopping Cart

Product 1

Basic storyboard - brand & reputation

Home Page

About Us Contact UsGet InvolvedDonate

Our History Our Mission Contact Form

Basic storyboard - an online resource

Home Page

Topics Contact UsBlogEmail

Newsletter

Sub Topic Sub Topic Contact Form

Important Features:

•Site Search•Tags•RSS Feed•AdSense

Start writing!

It’s never too early to begin writing your content. This will help you refine your message, and help your website designer understand your business!

• Keep it short and sweet!

• Remember to include important keywords about your business.

• Use bulleted lists.

• Proof reed!

Website design & development

So many options!

• Hosted sites, like Google Places

• Sites offering ready-made templates

• Your own designer and programmer

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Website hosting

• Provides space on a server for websites

• Hosting allows your site to be visible on the Internet

• Usually provided by Internet Service Providers (ISPs)

• Pricing depends on site requirements and length of contract

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Getting Found

Where To Find Your Site

In this section we’ll cover...

• The anatomy of a search results page

• Search Engine Optimization

• Search Engine Marketing

• Social Media

The anatomy of a search results page

Query (Keyword)

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

The anatomy of a search results page

Ads (AdWords)

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

The anatomy of a search results page

Natural or “Organic” Results

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

The anatomy of a search results page

Local Results(Places Pages)

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Definitions & abbreviations

SEO - Stands for “search engine optimization” - working to increase website visibility in the organic results

SEM - Stands for “search engine marketing” - showing an ad for your website on a search engine results page.

Social Media - Using the Web to build interactive dialogue. A business might use to this to earn credibility on a particular subject.

Update your website often

• Create relevant content. Focus on important keywords!

• Write a blog about your industry

• Write an email newsletter

• Have special offers on your site

Links to your website will help  

• If your content is good, people will link to it.

• Help people find your site - promote your URL offline

Help Google get to know you

• Create a Google Sitemap

• Make sure your site is “readable”

SEO tips - the “do” list

SEO tips - the “don’t” list

Don’t be sneaky

• “Hiding” text on a page

• “Stuffing” your pages with keywords - write for humans

• Creating many pages with the same or similar content

• Creating “doorway pages” that send visitors elsewhere

When selecting an SEO company, be wary of:

• “Guaranteed” placement

• “Immediate” results

SEM tips - the “do” list

Start with goals

• Why are you advertising online? What do you want?

• How will you track success?

Do your homework

• Learn about Google AdWords so you understand how it works

• Develop an advertising game plan

Set it up and check in often

• Create an AdWords account

• Set up your first campaign

• Check progress regularly

SEM tips - the “don’t” list

Don’t set it up and forget about it

• Set regular schedule to check on progress, and stick to it.

• Always measure success against your goals.

• If you meet your goals, set them higher!

When selecting an SEM company, be wary of:

• “Proprietary” software. You should own, and be able to access your account.

• “Fuzzy” reporting

• Anything that sounds “too good to be true.”

Social Media tips - the “do” list

Create your social presence

• Create a Twitter account

• Create a Facebook account

• Create a LinkedIn account

Do people Digg your website?

• Make your site easy to promote

• Create an RSS feed

• Give people a reason to recommend your site

Participate

• Use as a “conversation” with fans

• Keep it real, show your personality

Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.

Social Media tips - the “don’t” list

•Don’t dominate the conversation.

This is social, so encourage people to participate! You should also participate in other social sites.

•Don’t expect to get more than you give.

Simply setting up a social media account won’t accomplish your goals. You have to spend time creating and publishing content.

•Don’t lie.

Measuring SuccessOnline marketing lets you really track results!

In this section we’ll cover...

• Why you should bother tracking results

• What kinds of information you can track

• How Google can help your company or organization

How people found your website.

If an ad click resulted in a sale or other desired action.

What keywords brought people to your website.

How many people visited your website. Where are they searching from?

With online marketing you can measure

How much an ad click cost you.

Identify missed opportunities

Website Visitors Who Did Not Become Customers

Website Visitors Who Became Customers

A Quick Recap

After today’s session you can begin

• Developing your website strategy

• Launching your new or updated website project

• Promoting your website

Google PlacesHelping customers find your shop or office with Google Places – for free.

Google AdWordsHelping promote your business with Google AdWords.

Google AnalyticsHelping you analyze website traffic.

Google as part of your strategy

You will need a Google account

10

Thank You!

Resources

Google Places: http://www.google.com/places

Google Webmaster Central: http://www.google.com/webmasters/

Google AdWords: http://www.google.com/adwords

Google AdWords Online Classroom:http://www.google.com/adwords/onlineclassroom

Social Media Marketing:

• http://www.twitter.com

• http://www.linkedin.com

• http://www.facebook.com

Please note that the Non-Google entities mentioned are examples, and not an endorsement of any product, company or website.