building effective websites: my brother built it, why doesn’t it work?
DESCRIPTION
From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.TRANSCRIPT
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
Agenda
Why doesn’t it work?
1. Bad content2. Confusing navigation3. Old functionality4. Ineffective at driving traffic5. No tracking or analytics
Marketing Bubble
• Communication • Optimization
• Reputation • Engagement-ination
Why is the Internet Important?
More than 89% of consumers use search engines to make
purchasing decisions.
CONTENT AND BRANDING
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
Content
• Information about:– Your Product– Updated and
accurate Pricing• This is a must!
– Effective Contact Information
Case Study: Content
Effective Contact Information
DIFFICULT TO NAVIGATE
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?
Difficult to Navigate
• Top Navigation vs Side Navigation• Buttons• Clickable text
OLD FUNCTIONALITY
Case Study: Mega Menus
Case Study: Enhanced Mapping
Responsive Design
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
Mobile Site Must-Haves
• What’s Important to You in a Mobile Site?• Speed• Clarity• Finger-friendly
NOT BUILT TO DRIVE TRAFFIC
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.
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.
• Bots and Spiders review
• Relevant keywords
• Title Tags• Meta Data• Proper external
and internal links
• Importance of Fresh, well-written Content
Organic Search Engine
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
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)
Social Media’s Influence on SEO• Social Media
Sites Send Signals to Google
• User-Generated Fresh Content
• Optimizing your Results
• Credibility
Social Media
• Interactive Social Sharing Buttons
• Importance of Strategy
Case Study: Social Media
Blogging
PROPER CALL TO ACTION
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!!!
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?
TRACKING AND ANALYTICS
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?
Website Tracking Metrics
• Number of Visitors
• Referral Source
• Number of Leads Generated
• Number of pageviews of: – Driving directions– Phone number– Contact Information
Measuring Effectiveness: Mobile
Measuring Effectiveness: Social
Case Study: New Website
Questions?Marketing [email protected]/mrelevancewww.youtube.com/mrelevance
Mitch Levinson, MIRM, CAPS, CSP, CGP, [email protected]
Carol Morgan, MIRM, CAPS, [email protected]
Thank You!