Making Your Website Work For You
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John Wooton discusses how to make a website work effectively for businesses. He emphasizes targeting the ideal client and their needs, creating attractive and useful content, and using analytics and call-to-action tools to track performance and leads over time. Proper use of blogs, CRMs, and attention to key metrics like bounce rates can help websites generate more leads and sales.
Making Your Website Work For You
- 1. Making Your Website Work For YouJohn WootonPresident, Senior DeveloperInspireMedia
- 2. President/Senior Developer of InspireMediaSpecialize in creative web development solutions for businessWe do work with Wedding and Event ProfessionalsAvid NetworkersWe believe there is no magic bulletWho am I?
- 4. Website isn’t generating any/enough leadsWebsite isn’t attractive/outdatedCan’t update website/slow updatesWebsite doesn’t do what we need it to doWhat are some of the issues?
- 5. Forgotten approach to website marketingTargeting the right clientWebsite tools that help you build loyalty, credibility and close dealsWhat we’ll be talking about…
- 6. Why do we use a website?It’s easier, right?24 hour storefrontOnline portfolioStart With Why…
- 7. Picture your website as an actual storefront with customers that stop by to purchase a product on a daily basis.How would you act differently?Welcome them with a smileHave a unique look that differentiates you from everyone elseMake it easy for them to find the products they wantMake it easy for them to purchase those productsThe Forgotten Approach…We often forget that our website is the same thing, we just don’t greet the customers face to face.
- 8. In order to be successful, a website needs to have all the same elements as any other marketing campaign:TargetedAttractive/Eye CatchingUseful/Easy To UseTimelyThe Forgotten Approach…
- 9. There are two questions that are often overlooked when it comes to targeting:Who is your ideal client?What is of value to them?Targeting
- 10. Think of their personality traitsWhat are they like on the wedding day?What is their budget?What venues will they choose?What are their expectations of you?Who Is Your Ideal Client?
- 11. What are their biggest needs when they come to you?What are they most concerned about?What are they least concerned about?Are they looking for value or are they looking for quality?Is what you have different enough to overcome their internal objections.What Is Of Value To Them?Profiling your ideal client is probably one of the most important steps you can take when evaluating your website.
- 12. The attention span of the average website visitor is less than 10 seconds.Is what they see in that 10 seconds going to appeal to their senses? Does it make me fall in love with what you offer?Remember a website is a storefront and in a storefront we appeal to their senses to help them buy.Attractive
- 13. You don’t want to make your visitors think?Can they find the information that they need?Value Proposition?Portfolio or Gallery?Packages and Pricing?Testimonials/Awards?Call to action – a way for them to take the next step?Useful
- 14. Do you blog?How recent ago did you update your portfolio?Does your site look outdated?Are you following the same trends as your competitors?Timely
- 15. There are two main reasons you need the right content on your siteAppealing to your “ideal client”Competing for search engine trafficThe Role Of Content
- 16. In order to create an effective website, you must remember who your ideal client is…Go back through the list of personality traits and client valuesDoes the content on your website appeal to your ideal client?Does it overcome their objections?Does it show how different you are from your competitors?How will you structure your site differently?The Role Of Content
- 17. Search Engines are usually the first place someone goes to research How do you compare to your competition?Google’s most recent update:Driven by consumer mannerismsLess importance on links (however, still important)More importance on unique, quality, relevant contentThe Role Of SEOThis means the websites that will succeed in the future will be faster, have more unique relevant content and will be written with the customer in mind and less for the search engines.
- 18. What is analyticsAnalytics is the systematic “analysis” of how your website is performing. Tracks detailed statistics over timePageviewsBounce RatesTraffic SourcesKeywordsPage by Page AnalysisThe Role of AnalyticsTracking the performance of a website is a critical function for every business. Without knowing this information, you can’t make adjustments to improve the quality of your website.
- 19. It can’t tell you WHY someone doesn’t like your site.It can’t tell you that you’re targeting the wrong client.It will not measure your performance with social media (only a prospects interaction with your website from your social media campaigns).What Analytics Is Not…
- 20. There are two tools that I recommend before anything else:Analytics/Website TrackingA Call To Action/CRMThe Tools
- 21. Google AnalyticsFree Easily added to a websiteTracks pageviews, bounce rate, etc.Inbound traffic sourcesSearch engine keywordsPerformance GoalsAutomated ReportsAnalytics
- 23. Also Free
- 24. Easily added to a website
- 25. Realtime Traffic
- 28. Doesn’t track all the information that Google does
- 29. No automated reports or goal trackingOmnitureNot free, can be several thousand dollarsTypically for larger corporationsOffers a lot more data (Does integrate social media tracking)Analytics
- 30. No website is complete without the ability of consumers to take the next stepSimple Solutions – Contact InformationBetter Solutions – Contact form with qualifying questionsBest Solution – Contact form that saves to a CRMCall To Action
- 31. A CRM (or Customer Relationship Manager) is an online database where you can store all of your client information and keep track of where clients are at in your sales processSome of the more advanced CRMs offer automated reporting based on your sales process and leads. CRM’s are a great way to help automate and track your sales processCRM?
- 32. AddressTwo- Simple CRMEasier to use CRMHas a project management componentHas an email marketing componentLead follow-up and task remindersFree contact form that adds leads to your databaseCRM
- 33. Zoho CRMFree for one userMore detailedIntegrates with the Zoho Business SuiteMobile AppAutomated ReportingCampaign TrackingEmail IntegrationForecastingLead and task follow up remindersFree contact form that adds leads to your databaseCRM
- 34. SalesforceNot Free (Starts at $15/user/month)Contact form that adds leads to your databaseMore detailed CRMEmail IntegrationLead and task followupremindersCRM
- 35. If you’re not consistently blogging, you’re missing out on a vital factor that Google considers important in the ranking of your website.Blogging not only offers fresh, relevant content for your clients to read, it also helps you contextually compete for search engine keywords.Realistically, you should be blogging at least once a week.Blogging
- 36. Wordpress (highly recommend)Two MethodsWordpress.com (Free)Allows you to blog on wordpress.comHelps with adding unique content to your siteDoesn’t help with the search enginesWordpress.org (Self-Hosted Solution)Most hosting companies can support thisWide range of plugins and tools that allow for the enhancement of the websiteBlogging
- 37. BloggerFreeSimilar to Wordpress.com blogDoesn’t add value for SEOBlogging
- 38. TypepadStarts at $8.95/monthSimilar to Wordpress.com blogCan’t add it to your own domainBlogging
- 39. Ideal clientThe right contentThe right imageWebsite trackingThe right toolsYou can begin to watch the performance of your website improve. How?Bringing it all together…
- 40. There are several core traffic stats that you need to pay attention to:PageviewsVisitsBounce Rate% of New VisitsTime on SiteThese are not the only statistics that you should look at, but they are by far the most important.Here’s why:The Stats
- 41. PageviewsThe total number of times pages have been viewed on your site. This number will always be the largestThe Stats
- 42. VisitsThe total number of times a site has been visited during the time-frame.The Stats
- 43. Bounce RateThe percentage of people that came to your site and left immediately.The Stats
- 44. % of New VisitsThe percentage of visits to your site that have not been to your site before (new customers)The Stats
- 45. Average Time on SiteThe “stickiness factor”. This will show you how much time is being spent on your site. The Stats
- 47. AfterThe NumbersThis client generates leads daily!
- 48. Questions?
- 49. Web: http://www.inspiremediamarketing.comEmail: info@inspiremediamarketing.comPhone: 317-750-9118Contact Us