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Your 2011 Website Optimization Plan

Feb. 11th, 2011

Brody DorlandAllure New Media

Jayme ThomasonAllure New Media

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Before We Get Started…

• Hosts: Jayme Thomason & Brody Dorland of Allure New Media

• Follow us on Twitter: @allurenewmedia• Submit ?’s via Twitter: #allurewebinars• Presentation – 45 min. with 15 min. Q&A

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1. What Does Your Website Need to Accomplish?

Build awareness?Inform / educate?Establish credibility?Build community?Generate leads / sales?Other?

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2. How Will You Measure Success?

• Identify Key Metrics & Performance Indicators

• Set Up Measurement Tools – Web Analytics, Social Media Monitoring

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3. Competitive Benchmarking

Are you driving blind?

• Site Index in Google – Google search “site:yourdomain.com”

• Overall Site Traffic – www.Compete.com, Alexa.com

• Website Performance – www.WebsiteGrader.com - example

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4. SEO / SEM Performance• SEO/SEM Presence –

www.Spyfu.com/kombat • Backlinks / Authority - http://

www.opensiteexplorer.org/

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5. Design & Content Benchmarking

• Design trends• Page Layout• Content

Presentation • Functionality • Competitor promotions/offers• Purchase Process• Social Media Tools / Participation

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6. Homepage Optimization• Unique Value Proposition - You have

4-7 seconds to answer…– What do you do?– Why should I buy from you?

• Campaign Proposition – Present an Offer

• Use clear headlines and “hooks”– Validate their visit and get them

engaged

• Unique Value Proposition - You have 4-7 seconds to answer…– What do you do?– Why should I buy from you?

• Campaign Proposition – Present an Offer

• Use clear headlines and “hooks”– Validate their visit and get them

engaged

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Example Search: “promotional products”

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7. Does Your Website Read Like a Textbook?

• Use a conversational tone • Be persuasive • Use their words, not your jargon• People don’t read – write for scanning• Enticing headlines & subheads

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8. Landing Page Optimization

• Keep it simple, focused • Remove distractions• Write a great headline• Focus on benefits• Use video• Create a clear call-to-action / opt-in

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9. SEO Keyword Integration• Keyword Research • Keyword Optimized Website Structure• On-Page SEO – Critical on-page elements

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10. Is Your Site Mobile Friendly?

• Physical Tests – iPhone, Android, BB• W3C mobileOK Checker• iPadPeek• Mobile website platforms / apps

- CMS Systems / Wordpress (WPTouch)- MoFuse – mobile CMS- Custom solutions

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11. Monitoring Content Effectiveness

• Clickthroughs & Bounce Rates• Pageviews• Time on site• Conversions• Abandon Rates• Rankings / Backlinks

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12. BONUS – Add Video!

• Introductions• Education• Sales

Presentations• Product Demos • Video Blogging

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Next Steps• Q&A• Need a Website Tune-Up? - $99• allurenewmedia.com/webtune-up• Twitter: @allurenewmedia• Ph: 913-312-8729 x1• info@allurenewmedia.com

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Thank You!