how to bring your company's web presence in 2015
TRANSCRIPT
Bringing Your Company’s
Web Presence into 2015
47% Stanford Web Credibility Project found that
of users make BUYING DECISIONS based upon A BUSINESSE’S SITE ALONE.
h"p://wpbusiness-ps.com/2014/08/good-‐design-‐ma"ers-‐business/
87% of U.S. SMBs cite WEBSITES as their MOST IMPORTANT digital markeKng tacKc.
h"p://www.emarketer.com/Ar-cle/Responsive-‐Design-‐Aims-‐Solve-‐Mul-screen-‐Dilemma/1009904
h"p://designers.hubspot.com/blog/15-‐years-‐of-‐homepage-‐evolu-on
67% Use of MOBILE DEVICES to
access the internet has increased
worldwide over 12 months.
Overall Layout & Design
15 h"p://-me.com/12933/what-‐you-‐think-‐you-‐know-‐about-‐the-‐web-‐is-‐wrong/
seconds
The average reader will spend only
on your website.
Modern Aesthetic
New School Cool
Flat Design User Experience Simplicity & FuncKonality
Hero Image & Background Video
One of our favorite new-‐schoolers
Another example of beauKful design…
Background videos are blowing up right now -‐ for good reason.
Case 3D couples parallax scrolling with great design.
Old School
Complex Menus Non-‐Responsive Not Enough Lots of Links
Minimalism gone horribly wrong
Even worse
Maze-Like site structure
Over-‐Complex Sitemap No clear call to acKon Menu item order
Too many steps Or too few-‐
nowhere to go
Yikes – too many opKons.
Where to click… where to click…
Menu items mid-‐page
Sidebar + two headers
Outdated slider
Long company descripKon
Yikes!
Redundancy in menu structure
Way too many links
LEAVE YOUR SITE
Users will
when they don’t know what to do.
h"p://blog.crazyegg.com/2013/07/19/why-‐users-‐leave-‐a-‐website/
Responsive Design
Why Responsive Design
Increasing mobile and tablet users
Consistent experience on all devices
Less work for you and your customers
Fading lines between device types
Non responsive Desktop Non responsive Tablet
h"p://designers.hubspot.com/blog/15-‐years-‐of-‐homepage-‐evolu-on
Historic Non-‐Responsive Design The Responsive Design Experience
80% of internet users are using
SMARTPHONES to search online.
h"p://designers.hubspot.com/blog/mobile-‐website-‐design-‐examples
2 The average tablet user spends
with the device.
h"p://blog.hubspot.com/blog/tabid/6307/bid/33328/21-‐Internet-‐Marke-ng-‐Stats-‐That-‐Will-‐Blow-‐Your-‐Mind.aspx
Hours/day
What’s happening April 21, 2015?
40% of mobile queries.
h"p://designers.hubspot.com/blog/mobile-‐website-‐design-‐examples
On that day, Google will make MOBILE FRIENDLINESS a ranking signal, affecKng…
12% of queries.
4% and Penguin affected about…
To put that in context, their Panda update impacted only about…
of mobile and desktop queries.
48% of users who arrive on a website
that ISN’T WORKING WELL ON MOBILE
take it as a sign that THE BUSINESS DOESN’T CARE.
h"p://blog.hubspot.com/marke-ng/compelling-‐stats-‐website-‐design-‐op-miza-on-‐list
Headers & Footers
Headers We Love
Footers we love… to hate
Skinny Footer
Super Footer
Information Absorption
Top le^ corner
Linking to Home
The “F” Paaern
Visuals
50% Almost
of your brain is involved in VISUAL PROCESSING.
h"p://neomam.com/interac-ve/13reasons/
70% of all your sensory receptors are in
YOUR EYES.
h"p://neomam.com/interac-ve/13reasons/
Hokey stock images
Images that’ll make your visitors gag
Text & Image
Make certain to have…
Oh, Text as Image? Yeah, no.
Editable text Searchable text
Imagery to dissolve monotony Alt tags
Don’t neglect your text placement… or this could happen to you
94% of people cite DESIGN as a reason they
DO NOT TRUST A WEBSITE.
h"p://www.instantshiY.com/2013/09/02/importance-‐of-‐effec-ve-‐website-‐design-‐infographic/
“3D” icons/buttons/text Avoid painful 3D design at all costs
What too many 3D elements looks like, even with an overall responsive, flat design.
Resolution One of these images does not belong…
Fonts There’s no excuse for not using great fonts.
Your Website’s Code
No CMS?
Here’s what you’re missing, ability to:
Monitor SEO Edit your content
HTML5, the modern standard NO FLASH!
Load Time…
Clean up your code Pay aaenKon to:
File caching
File type
Your Domain
Domain Name Registration
Memorable name Less is more Register long-‐term
Syntax
Avoid complexity Website name vs. URL Hyphens vs. underscores
Content Marketing
Blogging
What’s your audience reading?
Your content needs to resonate with your
audience Post sufficiently frequently
Google rewards fresh content and penalized
stale content
46% of people READ BLOGS more than once a day.
h"p://www.slideshare.net/HubSpot/the-‐science-‐of-‐blogging-‐6086313
The name says it all…
How to do it beaer
The beauty of simplicity conKnues…
Style & Voice
Tone Geography Consistency
Who’s your audience?
End user vs. reseller Customer vs. employee Regulatory bodies
Current user vs. potenKal Local, regional, naKonal
notes
Videos, Infographics, Podcasting, & More
100% Viewers spend
more Kme on PAGES WITH VIDEOS.
h"p://www.marke-ngsherpa.com/ar-cle/how-‐to/videos-‐a"ract-‐300-‐more-‐traffic
85% Viewers are
more likely to PURCHASE A PRODUCT a^er watching a PRODUCT VIDEO.
h"p://www.invodo.com/resources/sta-s-cs/
90% Adding INFOGRAPHICS boosts credibility and traffic for websites as
of all informaKon we remember is based on VISUAL IMPACT.
h"ps://vwo.com/blog/snackable-‐content/
Should have picked a beaer image for that video…
Compelling Video Content
About Us TesKmonials
AnimaKon vs. Live Product Demos
Search Engine Optimization
94% Users click ORGANIC SEARCH RESULTS over paid ads
of the Kme.
h"p://searchenginewatch.com/sew/news/2200730/organic-‐vs-‐paid-‐search-‐results-‐organic-‐wins-‐94-‐of-‐-me
Shady SEO Practices
Bogus Backlinks Fake Comments Link Farms & Directories
On-Site SEO - Keywords
Finding the best keywords A/B tesKng
Image alt tags HTML tags (headers)
Meta Description
Google snippets Keywords go here, too
Off-site SEO is everything else
Including, good ol’ fashion spreading the word to create clean quality
backlinks
Outreach
In-‐person networking
Outreach Marketing
Blogger Outreach
Third-‐party experKse Backlinks Brand recogniKon
News & Reviews
Local news sources Industry professional reviews
User review sites
Local SEO Tactics
Google my business Local landing pages Meta tags, again
61% of LOCAL SEARCHES result in a purchase.
h"p://searchenginewatch.com/sew/study/2305421/315-‐businesses-‐boost-‐rankings-‐by-‐op-mizing-‐their-‐google-‐local-‐pages-‐study
Another Good Reason
To Get This All Right
44% of online shoppers WILL TELL THEIR FRIENDS
about a BAD EXPERIENCE ONLINE.
h"ps://blog.kissmetrics.com/loading-‐-me/
Doing It Wrong vs. Doing It Right
If you neglect online best pracKces… If you take your web presence seriously…
Loss of visibility Higher page ranking
Lower traffic More visitors
Damaged image Respectability & ValidaKon
Abandonment Conversion
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