practical application of web technologies for consultants
Post on 28-Jan-2015
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Your Presenters Today...Dave Horandave@inductormedia.com
Rob Marriagerob@inductormedia.com
W: http://inductormedia.comTw: @inductormediaFbk: facebook.com/inductormedia
Take aways
● Understand how a website can benefit a business, regardless of the type.● Understand the evolution of a web site over time.● Know the essential elements of a web site● How social media ties in with your web site● Why mobile sites are becoming more important than ever.● How to find a good web technology partner for your consulting practice.
Overview● Why do you need a site?● Evolution of a web site● Essential elements of a successful site● When to hire things out● Mobile● Social media● SEO
Why have a Website● 24x7 sales force● Answers prospects’ questions● Filter out the riff raff● Publish your unique message and curated
content● Establish expertise in your field● Your competition has one
DIY Solutions● Google Sites (free with Google Account)● WordPress.com (free)● Wix.com (free. $8/mo. for own domain)● Squarespace.com ($9/mo.)● Weebly.com (free. $4/mo. for own domain)● Jimdo.com (free. $90/yr for own domain)
http://www.websitebuilderexpert.com/wix-vs-weebly-vs-squarespace-vs-jimdo/
Summary● Starting out small is good. You can test
things out.● Your site will only grow.● As your site grows, add more functionality as
customer needs grow.● Call the experts when needed. This is an
investment in your business.
Essential Elements of Every Good Business Site● Show prospects who you are● Show prospects what you’re selling● Guide prospects to take the next step
Call to Action
● Make it EASY to buy● Short statement
“buy now”“sign up”“request a quote”
Pro Tip: Notice the person inthe hero image is lookingat the call to action.
More Tips● Simple trumps “busy”● Design is NEVER more important than
content (unless it’s bad design)● Don’t give your visitors too many options● Don’t forget mobile (more on that…)
Even More Tips● Home link (not required on the homepage)● Clear navigation menu● Site search box● Breadcrumb links for large sites● Clear content category links● Archive page● Relevant images for blog posts; capture interest of the users● RSS feeds for blog content● Contact form● Social media links; promote yourself!● Social media feeds; give them a taste of the social content● Blog categories● FAQ
● If you collect info, even emails…○ Privacy policy○ Terms of use
● Copyright statement● Credits for images as needed● Contact information
○ email(s)○ phone (skip fax unless you need it for
business)○ physical address for shipping or
postal mail○ map and directions to office
● “About us” page● WHAT DO YOU DO? Why should the user
pay attention??
Or just hire a pro to worry about this stuff for you.
Getting the work done● Do it yourself ● Call a relative, phone a friend● Use a DIY tool online● Hire a part time freelancer● Hire a professional
When hiring out the work● Don’t hire a plumber for painting● Don’t do something yourself that you can hire someone
to do it better than you. ● What is your time worth? This can determine when you
outsource.● Be specific with your needs and wants
When hiring out the work● Get quote in writing before committing● Get a contract with protection for you● Use an escrow service if you are concerned● Ask for referrals and/or work samples● Treat hiring for web site work like they are working on
your house.
What to look for in a Web Developer● Look for a partner, not a ship in the night.● Ensure they have established experience in their field.● Ensure they are flexible in both process and technology.● Ask about their team (even solo freelancers get help). ● Do they know YOUR business?
Summary● Ensure your site includes as many of the
“essentials” as possible.● Leverage DIY tools early on, as you are
able.● Hire out one-off jobs if you want, but use
common sense.● Find a dependable partner that can grow
with your business.
Social Media Metrics● Appx. 73% of online adults now use a social
networking site of some kind.● Some 42% of online adults now use multiple social
networking sites.● The fastest growing demographic on Twitter is the 55-
64 year age bracket.● YouTube reaches more U.S. adults aged 18-34 than
any cable network.● Every second, 2 new members join LinkedIn.
http://www.pewinternet.org/Reports/2013/Social-Media-Update.aspxhttp://www.huffingtonpost.com/belle-beth-cooper/10-surprising-social-medi_b_4325088.html
Social Media MarketingUses for social marketing● Announce (new content, events, products)● Share (info your audience wants to know)● Converse (engage your audience)● Learn (what are your customers’ concerns)
DON’T SPAM
Social Media MarketingHow to do it?● Go where your customers are● Take a stand. Be clear on your message.● Post messages (mainly) within your topic area; they will
come to know you for it.● Use social media management tools
○ Hootsuite○ SproutSocial
Summary● Establish social media presence on the
media your clients frequent.● Promote your content through social
channels.● Leverage online tools to make management
easier.● Hire out the work if needed, but insist on
results and metrics.
MobileYour website will be viewed on a mobile device.
2013Mobile Ready
2014Mobile First
How it looks is up to you (dun dun duuuuuun)
Mobile Option - Mobile Version of Site
● Content looks native, but is really in a web browser
● Users get streamlined content
● Site can take advantage of mobile device hardware: phone, maps, GPS, camera, etc.
Summary● Customers expect mobile now.● Determine if responsive or mobile version of
site is right for your business.● Ensure your solution works on all platforms.
Rankings are Dead
RIPRANKINGS
● Rules Change All The Time● My Top 10 is different from
your Top 10● Black hat gets discovered
and penalized
Successful SEO● Proper tagging of content
○ Titles, headers, descriptions, few selected appropriate keywords
● Image descriptions● Submission to search engines● Updated site maps● GOOD, RELEVANT CONTENT
Analytics● Track who comes to your site● Track what they do when they’re there● Create content on popular subjects
● Use Google Analytics, Clicky or JetPack (WordPress only)
● Use CrazyEgg for Heatmaps
Summary● “Rankings” are dead. Traffic and
conversions are important.● Use web analytics to measure traffic and
other data about your users’ interactions.● Use basic SEO strategies, centered on
regular, relevant, readable, and relatable content. (R4 approach)
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