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  1. Jim Rosemary – New Tech Web, Inc.

  2. To Get More Out of This Seminar You get out what you put in Take notes Participation! Fill in the _________ Repetition Examples Questions (write them down)

  3. Internet / E-Commerce Statistics • Over 1.8 billion people online worldwide* • 118 million registered domain names* • 234 million active websites* • 2009 US online sales topped $135 billion* • 8% of ALL retail sales online 2009* • 68% of all offline purchases influenced online* • Majority of small business websites are ineffective *Statistics by Nielsen Online, Forrester Research, Wikipedia, Netcraft and GlobalReach

  4. What is Website Success? • Increasing sales volume • Generating sales leads / prospective clients • Appointment requests • Pulling traffic to/through the site • Saving time and money through online processes • Enhancing customer satisfaction • Saving time with low/no maintenance • Building relationships (clients, employees, vendors)

  5. What is Website SuccessFrom the Visitor’s Viewpoint? • Quick to download • Easy and intuitive to navigate • Provides valuable content • Attractive design • Interactive and engaging • Entertainment value • Clear expectations (give/receive) • Easy to purchase

  6. Avoiding Common Mistakes Build it and they will come Building a successful website is easy A few keywords = #1 ranking A website is an online brochure Upload and you’re done!

  7. More Marketing... • Build product/service “funnel” • Create incentives for re-purchase/upsell • Formalize your referral program(s) • Stay in contact with your customers • Develop strategic relationships • Use other marketing to drive web traffic

  8. Developing a Website Plan • Seek to achieve business/marketing objectives • Organize information • Consistent • Logical

  9. Developing a Website Plan • Seek to achieve business/marketing objectives • Organize information • Consistent • Logical • Design appearance and interface • Create content (database? e-commerce?) • Build (HTML + scripting/programming) • Test and revise

  10. Developing a Website Plan • Seek to achieve business/marketing objectives • Organize information • Consistent • Logical • Design appearance and interface • Create content (database? e-commerce?) • Build (HTML + scripting/programming) • Test and revise

  11. It Starts with a Name • Don’t just register a domain name, consider your domain name selection Renrick’s Vehicle Consultant www.renricksvehicleconsultant.com www.FindMyNextCar.com • Trademarks, possible infringements, etc. • Search engine strategies • Maintain domain name registrations

  12. Successful Website Design • Design must support business image

  13. Successful Website Design • Design must support business image • Consider visitor expectations • Minimum download time • Pre-size image • “Optimize” or “palletize” image • Preload images • Effective is better than “cool”

  14. Creating Content of Value • Establishes you as the expert • Differentiates you from competitive “noise”

  15. Creating Content of Value • Establishes you as the expert • Differentiates you from competitive “noise” • Enhances visitor experience • Provides opportunity to create relationship • May create opportunity for interactivity

  16. Creating Content of Value • Establishes you as the expert • Differentiates you from competitive “noise” • Enhances visitor experience • Provides opportunity to create relationship • May create opportunity for interactivity • Allows “casting a wider net” in search engines • A “stickier” site means more exposure

  17. The “Casino” Design

  18. Creating Content of Value • Establishes you as the expert • Differentiates you from competitive “noise” • Enhances visitor experience • Provides opportunity to create relationship • May create opportunity for interactivity • Allows “casting a wider net” in search engines • A “stickier” site means more exposure

  19. When Are Your Prospective Clients? NOW Targeted marketing keeps you in front of these prospects LATER

  20. Creating Content of Value • Establishes you as the expert • Differentiates you from competitive “noise” • Enhances visitor experience • Provides opportunity to create relationship • May create opportunity for interactivity • Allows “casting a wider net” in search engines • A “stickier” site means more exposure • Blogs? RSS? Chatrooms? Facebook? Twitter? • Additional source of revenue!

  21. Website Example – “I, Our, Us”

  22. Website Example – “I, Our, Us” I live and work in your neighborhood and want to be part of your professional health care team. I do more than provide you with stress management. I specialize in deep tissue therapy, sports massage and treatment for soft tissue, pain and injury. This modality in soft tissue injury treatment is not common among other therapists. I've received hundreds of hours of training at Brian Utting School and the Muscular Therapy Institute. I'm a nationally certified therapist. Since 1988 I've helped the football player with a knee injury, the lady with tennis elbow, the construction worker with back pain, the Russian marathonist at the Goodwill games, the auto accident victim with whiplash, the rock star with chronic pain, the husband and his wife who wanted to come in once a month to work off the edge and more. Some are treated on location. Most receive professional therapy at my comfortable little office in Mountlake Terrace.

  23. How Much is Enough? E-mails – short Blogs – medium length Website articles – in-depth

  24. Beyond Words Audio MP3 for download (purchase? private?) Flash for presentation (universality) Video FLV or MP4 Preferential treatment by SE’s Flash Use judiciously

  25. Steps to Website Success • Plan • Organize • Design • Write • Build • Market • Test and revise

  26. I already knowthe reasonsI want morewebsite traffic HOW DO I GET MORE TRAFFIC TO MY WEBSITE?!

  27. Website Traffic Objectives • Exposure, awareness, branding • Enhance lead generation, more prospective clients • Maintain relationships with existing clients • Conversion! Turn visitors into friends, friends into customers • Increase sales! Boost profits!

  28. What is Traffic? • Hits? • Pageviews? • Sessions? • Visitors? • Interaction!

  29. What is Traffic? Qualified potential paying customerswho find your website via a variety of means,who will eventually want or need your products or services, who browse your website, gaining exposure to your marketing messages, building trust, leading to purchases and referrals.

  30. Search Engine Tips • Don’t DEPEND on search engine traffic!! • SE’s and others will tell you 85% of surfers use SE’s to find what they are looking for • But only 10-45% of traffic to small business websites will come from “organically-ranked” SE listings! (less than 10% according to Internet World)

  31. SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE SITE Search Engine Tips SEARCH ENGINE

  32. Online Marketing Offline Marketing Ranking Description Headline Copy Offer Purchase Post-Purchase Draw Traffic to Your Site Search Engines

  33. Top 5 Search DestinationscomScore qSearch, January 2010

  34. ~30% Relevant links from highly “Page Ranked” sites! Search Engine Tips • Content is KEY! • 300 – 700 words • Percentage, prominence, position, proximity • Meta tags (keywords & descriptions) • Titles and heading tags • Alt tags • Relevant links from highly “Page Ranked” sites

  35. Search Engine Tips • Study bid-per-click model: Google & Yahoo! • Helps determine viability of search terms