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Planning & Preparing for a Website
Ann Treacy
www.byteoftheweek.com
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The Day’s Work
• Define the Goals• Learn the Industry• Architect the Site• Search Engine Optimization• Create the Content
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Define Goals
• Why do you want a website?
• Who do you want to reach?• Finish this sentence: I
know my site was successful because…
• Get specific, get measurable
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Sample Goals
• Reach more people• Sell more to the customers you have• Move transactions online• Spend less on ads or brochures• Introduce a new product or service
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Other Stats
• Sales, RFPs, Inquiries • More calls – or – fewer, better calls• Email newsletter subscriptions• More foot traffic
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Make the goals measurable and focus the web site towards
reaching those goals
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Learn from the Industry
• Check out competitors’ sites
• Find the regular way to do things
• Find the best way to do things
• Find the gaps
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What to look for?
• What sites do well on Google?• What terms do they use?• How are sites organized?• What colors, images, service terms are
standard?• Which sites do you like?• What would you like to emulate?
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Architect the Site
• Organize the information
• Create a site map
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Keep Organized
• Use industry standards• Think like a visitor• Don’t make me think!
Tools to Use
• Paper and pencil• Post-its• Colored cards• Lists• Org charts• Visio
This will create the roadmap for your web site.
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Organization Tips
• Long lists are OK when people know the vocabulary
• Short lists are better when terms are new• Make choices clear• You may present “utility links” differently
from links that get to core content• There is room to call out info outside of
sitemap
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Search Engines Like:
1. Lots of repeated keywords on web page
2. Lots of good links to your web site
3. Regular updates
4. Quick download
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Focus on Keywords
• Come up with 10 keyword phrases– Your name– Program names– Terms people use to
find someone like you– Location if appropriate
• Check popularity of terms
http://www.keywordspy.com/
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Use the Keywords
• TITLES!• Graphics don’t count• Use text on pages• Have good 10-20
word description of yourself to share
• Use the footer!
http://www.webconfs.com/search-engine-spider-simulator.php
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Look at the Links
• See who links to you www.linkpopularity.com
• See who links to the competition
• Make sure your partners link to you (And you link to donors!)
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Fresh Content
• Making even small changes will help• Making small changes that build your
content are even better• Real Time Search?!
– Same rules apply (keywords, links/followers, freshness)
– Getting hotter!
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Creating the Content
• Text• Images• Video• Audio
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Tips
• The Sitemap is your roadmap• Use keywords for SEO• Use bullet points • Write for your key audience• Use images for your key audience• Make sure the homepage says what you
do
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Doing It
• Gather all existing collateral• Borrow text/ideas from competitors • Let the content dictate length of “page”
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Choosing a Platform
WordPress.com• Free• Automatic updates
WordPress.org• More themes available• Plugins available• Easier to get into code
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Questions
Thank you!