Website Analysis

Design & Content Strategies

Jordan Bones

Major Factors

• Architecture• Content• Optimization• Mobile• Design

Please note: for the sake of this presentation, “great job…x” is being used sarcastically. This indicates something BAD.

ARCHITECTURE

Architecture > URL’s

• URL’s– Good: BobLobLaw.com/practise/family-law.php– Bad: BobLobLaw.com/node/p?_123

• For Mobile sites:– Good: same as above.– Bad: m.boblobloaw.com

Architecture > Structure

Something like this:

CONTENT

Content > basics

Define Objectives• Audience• Brand• Mission• Goals

Messaging• Value to customer• Pain-points of customer• Call to action

Content > design

• Use terms your visitors will understand.• Profiling: who are your customers? • What are the most effective things you can

say?• Content Calendars help for timely content.• Leverage customer feedback (testimonials)• Leverage customer service stories.

Content > topics

• Write about your services.• Write about what makes you special.• Write about your customer’s pain-points.• Make it engaging! (useful)– What people actually will care to read, share, etc.

• Call-to-Action – drive the user to a desired action.

Content > service pages

• Each service/product deserves its own page.• Not this:

“we offer the following services:• Service 1• Service 2• We think you know exactly what this service entails• We make it appear likes its just a commodity.• Service 3 – we can’t be bothered to go into detail.”

Content > service pages

One page with all services listed…

Great

job…..X

Genesislawgroup.com/services/

Content > location pages

• 1 page per location• Contain:– Map– Address– Phone #– Service hours– Unique location info– Pictures

Map & Address

Hours

Contact Info

Location-specific info

OPTIMIZATION

Optimization > social

• Talk about what you do (socially)– Blog, tweet, facebook

• Integrate social plugins into site for credibility.

Optimization > social

Social Proof

Optimization > keyword research

• Research keywords– Look for opportunity; why pursue phrases that

people don’t use to search?

“Apartments for rent Victoria”: 1000 searches/m“rental properties Victoria”: 150 searches/m

What is the better opportunity??

Optimization > Tags

• Title Tags: page title (headline in SERP)– Short, Sweet, & Unique

• Meta Description: – 150 Characters, make it unique!

• Header tags (H1, H2,H3) – Highlights what is important on the page.

H1

H2

H2

Unique Store Content

Active social media

H1

H2

H3

Optimization > Tools

• YPG SEO audit tool• Chrome plugins: “seo site tools”• Adwords Keyword Planner

MOBILE

Mobile > content

• People have more choice & expect brands to provide:

The Information they want,When they want it,

How they want to consume it.

Mobile > content

• Content requirements are different for mobile.• Most important content for a mobile user.– Touch to call– Map & address that can open in map application.– Scaled down images.– Easy to digest information.

Go Mobile!

90% of Towing companies right now…

Great

job…..X

Go Mobile!

• How does the site look on a smart phone?

- No zooming- Relevant content first.

- How it should be!

Mobile > structure

• Say “No” to M.sites– 2 sets of code– Two sets of content

• Bing will only index one site.• Google says they prefer responsive design.• Google uses regular SERPs for smartphones.

Responsive design

• Means one design, adjusts visuals & content to fit the screen accessing the website.

• Don’t have to worry about specific device, just the dimensions.– Scaling, click vs. touch.

• Google prefers Responsive design

Responsive DesignDesktop Mobile

DESIGN“purposeful design”

Purposeful Design

• Understand your visitor’s goals.• Help them make decision.• Consider how visitors will arrive and interact

with your site. (mobile, desktop, etc.)• “Economy of form”, use less to accomplish

more.• “Persuasive Website Design”

Before:

Great

job….X

Call to Action??

Benefits only

Clutter

After:

Less Distraction

Clear Path

Relevant info

Help Make Decision

Result: 5 times the signup rate! 100 -> 500/month

Design > Navigation

• Max 2 menus! (horizontal & vertical)• Reduce clutter – clear a path for visitors.• Guide them through content.• Strong call-to-action

Design > Conversion

• Highlight benefits.• Showcase current or past clients.• Use photos, industry leaders, and logos to

convince visitors.

Design > CTA’s

• Colours of CTA buttons should be opposite to background.

• The CTA message is the final step to the conversion, so make it count!

• Never hide your most important CTA’s

THANK YOUJordan BonesPerformance Marketing AdvisorJordan.bones@ypg.com

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