websites that win business presentation

Vicky Brock [email protected]

Websites That Win Business

Even if you don't sell online

Presentation by Highland Business Research

Copyright Highland Business ResearchDelivered Feb 2009


Board Director of Web Analytics Association

Co-founder, head of online insight, HBR

eMarketing & web value course developer for UHI

Associate lecturer in web analytics, UBC Canada

Conference speaker and digital marketer for a decade

Rabid blogger at TrackingTourism.com

Who am I?Websites That Win Business


Part 1: Some painful reality checks

Part 2: Winning website fundamentals

Part 3: Homework

Does your website win business? Couldn't it do more?

What we're going to cover...Websites That Win Business


Your website is here

Painful reality check 1:Websites That Win Business



Your web budget is here??



His memory is longer than your visitor'sattention span


So, can people do what they came for?

Users typically read no more

than 20% of text on

a page




Why does your website exist?

?


Why your visitor thinks your site exists Websites That Win Business


5 fundamentals

1. Focus (on the customer)

2. Be found

3. Earn trust

4. Convert into action

5. Deliver and retain



1. Focus (on the customer, not you)

Know your niche

Write in your customers words

Read the site out loud

Beware of we-we

No HIPPOs allowed



2. Be found

Search engines dominate

*90% of UK searches on Google *UK searcher averages 4 per day*68% only ever click the first page

Relevant text and vocab

Keep recent, be valuable

You should still drive traffic to your site



3. Earning trustThe personal touch

Easy communication

phone numberphysical addressemail address

Reassurance

Meet basic functional needs

“Don't take our word for it”



4. Convert to action

What do you want people to do?

Sign-post that with clear calls to action, eg:

* call now* check our credentials here* download this pdf* register for a newsletter* measure your room like this

Make it easy, make it in the visitor's best interest



5. Deliver on promises & retain

Respond to emails

* auto responders can help

Clearly state terms of business

* do you serve non-UK customers* no surprises

Collect prospect information for remarketing



Homework

Are you functional?Big no-no's: broken links, splash pages, out of date content, slow page load times, browser incompatibility, errors, missing images

Are you findable?Run to Google and check (your/owners name, business name, your phone number, your postcode)

Would you trust you?

What should your site make me do (and does it?)

Test your we-we score: http://tinyurl.com/5he8er



Thanks!

Vicky Brockwww.HighlandBusinessResearch.com

Read more at:www.TrackingTourism.com

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