Give Your Website Rock Star Status in 2016

1© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
Brant Schmitz
Director, Email & Marketing Automation
Deluxe
Give Your Website
Rock Star Status

DELUXE & VERTICALRESPONSE:
THE PERFECT MATCH
 VR acquired by Deluxe Corporation in July 2013
 Joined Small Business-focused portfolio
 Marketing professionals based in San Francisco
and Shoreview, MN offices
 Webinars target small business owners and
nonprofits
 Popular topics include websites, logos & branding,
social media and more!

3© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 3
AGENDA
 Do you need a website?
 Laying your foundation
 Fundamentals of a website that
rocks!
 The Case for DIY
 The Case for DIFM
 Getting traffic to your new website
It’s not too late for a website revolution
resolution!

DO I REALLY NEED TO WORRY ABOUT A WEBSITE??
If they can’t find you online,
chances are they’ll find the competition.
Short answer? Yes, especially when
you consider:
 80% of users have used the
Internet to make a purchase
 81% of users research
online before purchasing
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.

CONSIDER THIS. . .
“When looking for information to
make a purchasing decision,
89.3% of consumers go directly
to a company’s website.”
AllFacebook.com, 2012

 20% of local searches return the wrong information
 6% of listings change each month (location, hours, directions, etc.)
 50% of local searches are now mobile. Can your customers find
you when they’re on the go?
CONSIDER THIS. . .

LAYING YOUR FOUNDATION FOR A WEBSITE THAT ROCKS!

 What are your Objectives?
 Who is your Target Audience?
 What is your Content Plan?
 What should it look like and how
should it function?
 Bells and Whistles?
 How will you determine success?
 What should your budget be?
LAYING YOUR FOUNDATION FOR A WEBSITE THAT ROCKS!

12 FUNDAMENTALS
OF A WEBSITE THAT ROCKS!

1. KNOW YOUR TARGET AUDIENCE
Tailored content performs better

2. MULTIPLE POINTS OF CONTACT
Don’t keep your
customers
guessing

3. CONSISTENT VISUAL BRANDING
Gives you a
professional and
legitimate
appearance

4. MAKE PAGES EASY TO SCAN
We are creatures of
habit. We read a
certain way.

5. MAKE SITE EASY TO NAVIGATE
Not finding what
they are looking
for drives
customers away

6. KEEP IMPORTANT INFO ABOVE THE FOLD
Can’t count on consumers to scroll
Summary
of services
or
products
Example
s of
product
or
service
Business
Name &
Logo
Call to
Action
Reinforce credibility and “why
buy” or “why choose” us
What you
do or offer
Navigation
with clear
headings
Special
Offers

7. HAVE CLEAR CALLS TO ACTION
Don’t make customers guess: Tell them what
you want them to do!

8. ENSURE YOUR SITE LOADS QUICKLY
Customers are impatient — they won’t
wait forever
Loading...

9. DEVELOP CONTENT THAT BUILDS
CREDIBILITY AND TRUST
Customers seek assurances — especially
online

10. INCLUDE SOCIAL MEDIA SHARING
Increases your authority,
builds community

11. OPTIMIZE TITLE AND DESCRIPTION TAGS TO
IMPROVE SEARCH
Where you appear in search
results has a direct
correlation to sales
Title Tag: Descriptive, keyword-rich,
specific – key contributor to rank
Meta Description: Keyword rich, explains
what website is about
Meta Keywords: Match to search terms
Robot Tags: Control how site is crawled
Title Tag
Title Tag
Title Tag
Meta Description
Meta Description
Meta Keywords

12. GOOD BALANCE OF TEXT AND IMAGES WITH
TAGGING
Remember, images
are searchable and
crawlable too
H1 Tag
H2 Tag

SO. . . DIY OR DIFM?
 Skill Set
 Resources
 Maintenance
 Budget
resolution!

BUILDING YOUR WEBSITE – DIY?
 Wix
 SquareSpace
 Weebly
 Deluxe
resolution!

DIY – I’M ALL IN!!
 Minimal Technical Skills
 Easy to use Templates
 Drag and Drop Design
 Your Time, Your Budget
resolution!

DIY – HELP!!
 Less Flexibility in Design
 Unprofessional Results
 Maintenance and 3rd Party Apps
 Out Of Hand, Out Of Time. . .
resolution!

BUILDING YOUR WEBSITE – DIY?
 Deluxe Marketing Suite
 Website + Email + Social
 mktgsuite.deluxe.com
resolution!
FREE
!

SO. . . DIY OR DIFM?
 Skill Set
 Resources
 Maintenance
 Budget
resolution!

BUILDING YOUR WEBSITE – DIFM?
 GoDaddy
 Ad Agencies
 Your Cousin’s Co-worker’s
Nephew’s Girlfriend
 Deluxe
resolution!

DIFM – I’M ALL IN!!
 Rely on Experts
 More Customization Options
 Stand Out From The Crowd
 You Don’t Know What You
Don’t Know. . .
resolution!

DIFM – HELP!!
 Customer’s Always Right.
Right?
 Reputable and Professional?
 Add-ons Add Up
 Where’s my control?
resolution!

BUILDING YOUR WEBSITE – DIFM?
 Deluxe Website Design
 Website + Logo + Email
 ww.deluxe.com/websites
resolution!

3 STEPS TO GETTING YOUR
WEBSITE FOUND

1. MOBILE SITE IS A MUST!
130 million+ smartphone users will search for
local products and service providers this year

2. CLAIM YOUR BUSINESS LISTING ON GOOGLE
People search
with Google —
this is how they
will find you

YOUR GOOGLE LISTING

3. GET LISTED IN ONLINE DIRECTORIES
Directories are the Yellow Pages of the Internet

KNOW YOUR BASELINE. . .
www.deluxe.com

KNOW YOUR BASELINE. . .

ARE YOU BEING FOUND ON DIRECTORIES?
 Using the Deluxe online presence scan
 This Goodfella’s Pizzeria can get an
instantaneous analysis
 Including links directly to each
Goodfella’s Pizzeria

CONFUSION
 Each error can cost you
rankings
 It’s not good enough to
be “close” in this game
 Missing online presence
is a lost opportunity
 This is an ongoing
problem that requires
constant attention

DIGITAL MARKETING = MULTIPLE TOOLS WORKING IN UNISON
PUBLIC RELATIONS
SOCIAL MEDIASEARCH
MARKETING
EMAIL
MARKETING
DIRECTORY
LISTINGS
BLOGGING/
CONTENT
WEBSITE

Brant Schmitz
Director, Email & Marketing
Automation
Deluxe
THANK YOU!
 Website Hosting & Design
 Search Engine Marketing
 Email Marketing
 Social Media Marketing
WWW.DELUXE.C
OM

Upcoming Webinars
• Jan 20 – Attract More Customers
with the Four C’s of Marketing
• Jan 26 – Subject Line Savvy
• Jan 28 – Social Media Marketing for
Your Small Business
• Feb 3 – Creating a Successful Email

Give Your Website Rock Star Status in 2016

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