Make Your Website Succeed

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A no jargon guide to making your website succeed!

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  • 1.urbanmedia A Jargon free guide to why some websites sell and others dont.

2. ForewardContentsMake your website succeed hits the spot that others simplydo not dare to touch. From the first page to the end, this Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1guide keeps in mind the number one requirement of almost The four stages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2every business website on the internet; make profit! That maynot be new, but the direct way in which Elton approaches theBe seen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3subject certainly is.Be worth it . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4Nick Rees, WTTLBefriend . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Become regular . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6This short book is a must read for anyone involved with abusiness website. Eltons observations are simple and oftenA clear strategy and focused objective . . . . . . . . . . . . . . . . . . .7obvious, but they will throw light on problems faced by manypeople trying to make a profit from their website. Key phrase (search term) research . . . . . . . . . . . . . . . . . . . . .8Barry Shadbolt, Blue Arrow Competitor analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Your first milestone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Ethical search engine optimisation . . . . . . . . . . . . . . . . . . . . .11Elton has always had a way of demystifying the internet andmaking the subject available to all. This guide has been a Link strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12long time coming. Now everyone can start to understandwhat is quite a simple subject when presented the right way. Pay Per Click . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13John Williams, InterpakUsability allowing users to score your goals . . . . . . . . . . . .14 Accesibility allowing all users to score your goals . . . . . . . .15Eltons no nonsense attitude to the Internet has the effect of Visitor conversion tracking . . . . . . . . . . . . . . . . . . . . . . . . . .16saving companies thousands of pounds. This guide providesan excellent starting point for anyone considering a new Email marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17website project or confused as to why their existing site isnot turning out as they planned. Elton can be very direct andMeasuring return on investment . . . . . . . . . . . . . . . . . . . . . .18sometimes abrupt! This is part of his unique style and itcomes across in the make your website succeed guide. Lifetime Customer Value (LCV) and the snowball effect . . . . .19Stick with it, this guide will save you making costly mistakes Choosing an Internet marketing partner . . . . . . . . . . . . . . . . .20and show you the way to increased website revenue. Where do you go from here? . . . . . . . . . . . . . . . . . . . . . . . .21Paul Frost, Best Cruise Deal Worksheets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Elton would like to say thank you to all the clients that have worked withMake it tangible . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 Urban Media to build successful websites. Also to those that have Run the numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 participated in the many training sessions run both in house and at various seminars. Your feedback and experiences shape our thinking as we push Choose a partner checklist . . . . . . . . . . . . . . . . . . . . . . . . . .25 the boundaries of internet marketing. Your success is every bit deserved. Thank you.Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26/27 3. 12 Introduction The four stages Hi, and thank you for picking up this no jargon guide to creating aI believe that there are four stages to a successful website. These four successful website. Whether you are new to internet marketing or a stages lead to a long and mutually beneficial relationship. Since I think the seasoned pro, you probably realise the significance of the internet and themost important thing in business is our client (and supplier) relationships, value it can bring to your business. You may also be aware of the effect itI have used the relationship scenario below. Imagine for a minute, 2 single is having on your business. This may be good or bad. The problem is, ifpeople looking for their very own, long lasting relationship (stay with me on you dont understand internet marketing, it can be quite daunting. Morethis!) if you were one of these individuals, you must go through four stages. worryingly, you could be about to spend a lot of your valuable marketing First, you must be seen. When your perfect partner is out there looking for budget on what could be a huge gamble. Keep reading! I aim to make someone just like you, there is no use hiding. your decision less of a gamble and more of an educated choice.Second, if you are seen, and you are looking for a long term relationship, Regardless of where you are in terms of the internet, your business hasyou are going to need a date. To get your dream date, you need to be been, is being and will continue to be affected by the web. For some, youworth it. This is where all those first impressions come in. will have been an early adopter. You will (I hope) have gained a wealth ofThird, if you manage to get the date, you will need to spend time experience and by now, you will be making extra profit as you eat up thebefriending, showing your date that you have some common ground, a online sales that your not-so-savvy competitors are missing. For others,connection that might just benefit you both. you will be the not so savvy competitor. You may not have seen it in this way before, but the sales enquiries that have gone away have not actuallyFinally, given that your date was a real success, you need to become gone away. They have moved and now come through the internet. For theregular to that person, your new relationship. If the relationship is to majority, you will be somewhere in the middle. Wherever you are, thisprosper, you have to maintain communication. guide is for you. It will either be a book of enlightenment or simply back Over time, you will both profit (benefit) from your relationship. to basics.Throughout my 11 years in website development, I have received regular feedback on how I have simplified the internet for my clients. During thisBE SEEN period, I have only lost one job due to my lack of techie talk. Its worth noting that we went on to recover that job after their techies failed BE WORTH IT miserably. You see, designers talk about how great the site will look, techies talk about what it will do and the third more recent group, the BEFRIEND search engine guys talk about getting to page one of Google. Is it just meBECOME REGULAR or are they all missing the point? Surely your websites main aim is to generate more business.Take a minute to think about what this could mean for your business. That is why I decided to write this guide. I wanted to help strip away the hype, the jargon, the smoke and mirrors and frankly the confusion. Its time Next, we will explore the four stages. These are common to all successful to put some common sense back into the internet. websites. 4. 34 Be seenBe worth itFirst, you must be seen. When your perfect partner is out thereSecondly, if you are seen, and you are looking for a long termlooking for someone just like you, it is no use hiding.relationship, you are going to need a date. To get your dream date, you need to be worth it. This is where all those first impressions The first thing we need to do is establish where your potential clients are come in. looking. As the internet continues to grow, so do the variety of ways in which you can promote your business online. This is a great sign of howJust as in the physical world you can not underestimate the importance of the internet is growing. However, if we are building a successful websitea first impression, so is the same with your website. The first impression we need to be careful where we spend our marketing budget to get the a visitor to your website should experience is one that provides them with best return. confidence and a desire to continue their journey into finding out moreabout you. Think back to our example on the previous page. There are many places where a single person might find a partner; through friends, at the gym, inQuite often people interpret this to mean the visual look of the site. Whilst church, on a dating website, down the pub etc. Each one of these could the graphic design is important, the interface design is what provides the provide a lead, but I would suggest that one would outperform the others necessary experience. So what is the interface design? It simply refers to every time; the dating website. Its simple, this is a place where people go where and how things are placed. Are things obvious or awkward? to find a date and be found for a date.Consistent or random? Etc. Put yourself in your visitors shoes for a minute.If a page looks fantastic, but you cant find what you need, how will your Our options as a business are equally as wide. We could use webvisitor feel? If the site lacks the polished look, but everything is obvious to directories, banner ads, natural search listings, Pay Per Click etc. Theseuse, how will they feel? can all bring leads, but we need return on our marketing spend. Which one do you think would bring more people to your site? Hands downIf you actually placed yourself in their shoes, chances are you drew upon almost every time, a top of first page listing in Google will outperform any your own experiences in those situations to understand how a visitor may other method of delivering visitors to your site. Despite this, many feel. Which site would you prefer to use? You have just experienced one otherwise intelligent marketers waste money in many wrong areas of of the keys to a successful website. I want to clarify my position at this internet spending. My advice is as always very simple. Put your efforts into point. I believe that it is possible and indeed important for a site to look being seen where your potential customer will be looking.great and work great. My observation above simply shows whichrequirement should always take priority. Over 87% of all online transactions start with a user searching for a specific product/service. In the UK, over 80% of searches are carried out in Google.Remember, you need to look at each page individually. If a visitor landed on Less than a third of users go beyond the first page of results (they simplythat page as the first time they had ever come across you, does it tell them enter a different search term). Putting it into context, 90% of your internetall they need to continue the journey? They are looking for a specific marketing efforts should be put into securing a first page listing in Google.product/service, not your company name/history. What do they currently see? Cutting corners here will cost you in the long run. Be strict on yourself. 5. 5 6 Befriend Become regularThirdly, if you manage to get the date, you will need to spend thisFinally, given that your date was a real success, you need totime befriending, Showing your date that you have some commonbecome regular to that person, your new relationship. If theground, a connection that might just benefit you both. relationship is to prosper, you have to maintain communication.Stage three is when a visitor has found your site, clicked on to it andIt is common knowledge that selling to existing customers is far less decided to stay and see what you have to offer. You have a date with yourexpensive than finding new customers to sell to. The internet makes it easy potential client. You have started the relationship. It is now vital that youfor us to maintain customer relationships with lots of customers. make the connection. To do this you need to understand what yourSurprisingly, this is the point where the majority of companies fail. They put customer wants. This is not necessarily what you currently sell. It may bein all the hard work and achieve that all important first sale. Not only did that what you sell can solve the problem or requirement that your potentialthe potential customer find them, they considered them worth a click (visit). customer has, but look at the emphasis. At all times, view your websiteOnce on the site they were so pleased that they stuck around and made from the visitor perspective. Let me give an example.a purchase as a sign of their commitment to the relationship. Then, sadly, Think of an accountant. Why do we use them? Personally, I want 2 things. you decided not to stay in touch. The usual reasons are time, cost and not I want peace of mind and I want to keep more of the profits. knowing how. Hopefully, this guide will help to show why staying in touchis worth the time, money and the finding out how. If an accountant tries to tell me about P11Ds and corporation tax, I will go blank. These are the services they offer, but they are not my wants. If you can add ongoing value to your customers, why wouldnt you? Arentthese customer relationships really important to you? In the same way, Urban Media offer various programming languages, design, search engine optimisation and a myriad of other things. What added value content could you provide free of charge on a regular Fortunately I realise that these are not things that our clients care about. basis? This is often the most difficult activity to justify until you have started Our clients want to generate more business through their website.to receive regular repeat business from it. However, that can work to your Effectively, they want more sales. They also want to feel informed. This isadvantage. If your competitors cant justify it and choose to ignore the why we avoid the tech talk. It is one of the languages that we understandpotential profits of providing regular free added value content to existing and use in the right environment, but not with our clients.clients, you will stand out even more. Since you have already created thecontent, why not let the potential client who is stood on the edge, still Take some time to think about what your clients really get from you.considering their buying choices, have a copy too. It might just sway them. Remember, no one ever wants a 12mm drill bit; they want a 12mm hole.The best format to provide this regular content is through an email Once you have a list, think about how you could offer this to a new visitornewsletter. Note the title, newsletter, not sales letter. By helping our cl...