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Make your web site work harder for you

Jeff Coleman Internet Marketing Geek. Make your web site work harder for you. Today’s Topic. Make your web site work harder for you Get visitors to take action More newsletter opt-ins More donations. Why should you listen to me?.

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Make your web site work harder for you

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  1. Jeff Coleman Internet Marketing Geek Make your web site work harder for you

  2. Today’s Topic Make your web site work harder for you • Get visitors to take action • More newsletter opt-ins • More donations

  3. Why should you listen to me? • Successfully run million dollar internet marketing campaigns • Director of Search for Geary Interactive – oversaw 100+ SEM campaigns at a time • Worked with Trump Towers – Las Vegas, Marriott Gaslamp, UCSD Medical Center, University of Phoenix • Learned marketing principles at The Wharton School of Business • Instructor at UCSD Extension

  4. How most web sites are built • Provide designer with color scheme, logo, etc. • Create a design • Attractive • Cool features • Lorumipsum • Add a few custom pictures • Scramble to write text

  5. So what’s the problem? • 3-7 seconds to capture the visitors attention • Show them they are in the right place • Define “What’s in it for Me” • “Welcome” is never a good way to start

  6. How did we get here? • Purpose of site not defined • Designer in control • Text came last • No call to action

  7. So what is the right way? • Define the purpose of the site • What action would you like visitors to take on each page • Call to action • Create content • Text • Images • Web site design - the easy part!

  8. Purpose of the web site What is the “Most Desired Outcome”? • Informational • Sell something/Donate • Lead • Opt-in How would you define success?

  9. Informational Sites • Provide valuable information • Advertising driven • Goals: • Keep you on the site • View more pages

  10. Sales Sites • “Sell” products or service • Generate donations • Take action on a cause • Clear value for money spent • Smaller dollar amounts • Goals: • Maximum value per visit • Lifetime value of customer

  11. Lead Generation Sites • Generate warm leads that can be converted to a “customer” • Typically a longer, more complicated sales process such as major donors • Goals: • Number of leads generated • Conversion rate of leads (quality)

  12. Opt-In Sites • Generate sign-ups for newsletter to develop a longer-term relationship • Frequently offer something of value for initial sign-up • Goals: • Number of sign-ups • Lifetime value of customer

  13. What is the purpose of your site? • Informational • Provide community with information • Sell something • Donation • Take action • Lead • Opt-in • Stay Informed • Get involved

  14. Unique Selling Proposition • What are you doing that matters? • What makes you different? • Why would someone choose your organization over others? • Why should someone choose your organization over doing nothing at all?

  15. Site map • Every page of the site Home About Grants Community Programs Contact Program 1 Founders Apply Program 2 Program 3

  16. Action on each page For example: • Home – learn about programs • Grants – apply for grant • Community activities – opt-in to newsletter • About – donate

  17. Call to action Make it clear what you want people to do • Donate now • Sign-up to stay informed • Take action • Request information Don’t be subtle!

  18. WIFM? • What’s in it for me? • Why should visitors get involved? • How do they benefit? • Why should they spend their time here rather than doing something else?

  19. Create Content • Write the content for each page • Effects design • Provides designer with direction • Identify images that support content • Stock photos • Custom photos

  20. Wire frames

  21. Web site design Designer now understands: • Purpose of the site • Goal of each page • Content • Amount of text • Purpose of images • Understanding of how it all functions

  22. Working with designers • Don’t let design dictate functionality or usability • Cool doesn’t cut it • Be clear on capabilities • Understand SEO best practices

  23. Eliminating barriers • Privacy policy • Site wide • Next to opt-in fields • Security of donations • SSL certificate • Functioning links • Uptime

  24. Get found Invest in on-page SEO upfront • Proper site structure • Flash • No flash sites • Flash components are OK • Proper tags, page names and keywords • Site map

  25. Your web site works harder • Purpose of site clearly defined • Design incorporates site goals • Design supports the content • Call to action on every page • Images support the content • Barriers eliminated • Site is easy to find

  26. Any Questions?

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