some tips on building the corporate website
TRANSCRIPT
by Ihor Pidruchny :: DEC 2015
TIPSON BUILDING YOUR CORPORATEWEBSITE
SERVICING CLIENTELE WORLDWIDE
MARKETING ORIENTED FOCUS
When you plan to build the website, focus on marketing goals that matter!
Those can be leads, newsletter subscriptions, shares etc.
NEIL PATEL
Co-founder Crazy Egg, Kissmetrics, Hello BarOne of the top 10 Online Marketers,made the top 100 Entrepreneurs list
FEW MARKETING FACTS
1. Users don’t like to read2. “Content is a king”3. Users don’t like to click4. Storytelling helps engagement5. Calls-to-action rock
USERS DON’T LIKE TO READ
In general users don’t like to read a lot of corporate text.
Keep this in mind and offer the format that is interactive, visual and easy to perceive.
CONTENT IS A KING
Users like expert content that helps them achieve their professional and personal goals, receive answers to their questions.
Most successful companies lead their blogs and they can build their email subscription database by hundreds thousands by providing and efficiently distributing expert content.
USERS DON’T LIKE TO CLICK
Every click on the website yields to users bouncing the website.
Also, when there’s too much choice where to click, users decide to leave instead of making tough choice on which link to click.
Although we don’t suggest to put too much info on the page for sake of itself, longer pages might work better.
You’ll see those will be easy to perceive, and users will scroll and scroll to perceive and memorize the information you want them to remember.
STORYTELLING HELPS ENGAGEMENT
Review your materials and compile them into a visual and animated story, so that visitor will perceive the information in an approachable manner, keeping users need in the centre of attention:
● “You are in business XYZ? Here’s what we offer”
● “So your business looks like this...”● “Here’s where we chime in”● The product deployment happens like
this: (1), (2), (3).● Here’s what John’s from XXX and Jane’s
from YYY experience was like.● CTA - what you do next.
CALLS TO ACTION ROCK
Every page will end with a strong call to action button or form.
CTAs will be customizable and subject to A/B tests.
COMPANY PAGES
Storytelling
Strongly Visual
Parallax effect - objects make a story as you scroll or press down button
Long Scroll Pages
CTAs
USER ORIENTED PAGES
Expert content
Long, well structured and practical
Contain infographics
(optional) Containing Videos
Distribution
Capturing emails
Strong CTA (Call-to-action)
main menu is hidden not to overwhelm visitors
one most important message occupies prime real estate of the page
and we could place choice of type of business in blocks here
We oftentimes base our solution on WordPress due to:
• big amount of plugins available for WP;• strong community support and continuous
security upgrades;• many A/B testing systems integrate with
WP;• Flexible content management
opportunities.
We hate to use WordPress existing templates due to:
• Non-compliance with SEO (too much dirt in the final HTML code);
• Security vulnerabilities.
CMS CHOICE: WORDPRESS
STAGES OF THE PROJECT
BUILD VISIONPurposesGoalsAssumptions/HypothesisRelevant Facts and Knowledge
BUILD PRODUCTVisual designTechnology to useDevelopDeployProvide training
MEASURE KPISKPIs dashboardSet up analytic tools
IMPROVE RESULTSContinuous KPIs check-upA/B testing
to ensure project brings sustainable results
important but insufficient part of a project like yours
BUILD VISION
1 MONTH
We will build understanding of purposes, requirements from various stakeholders towards the success of the project.
Goals will be registered for further measurement of project success.
Assumptions/Hypothesis will be uncovered, discussed and taken into consideration
Relevant Facts and Knowledge will be written down.
Finally, vision will be built in form of more detailed documentation of the project. This co-creation process will ensure that project team within TripTop and LEZGRO is highly cohesive and will work out of the same point of view.
BUILD PRODUCT
2 MONTHS
Our designer, front end developer and back end developer will work on building the website through iterative process of 2-weeks blocks.
We will use up-to-the-minute quality, project management and development methodologies that we use for our clients all around the globe.
During deployment we’ll ensure:
● All links are working;● old website is still available;● Roll back procedures are in place;● Training for CMS administrators.
MEASURE KPIS
1 MONTH
Once the website is launched, we will install the analytics tools to measure KPIs:
• Google analytics + goals;• hotjar;• A/B testing tools (we’ll suggest one
after deeper conversation with you).
We will also come up with the dashboard format for you to regularly check-up on KPIs and make decision.
The A/B testing paradigm will be instilled. We will coach you on continuous A/B testing mentality and toolset.
IMPROVE RESULTS
ONGOING
After measuring KPIs is in action, we will help you improve results by introducing:
• hypothesis for A/B tests;• tweaks to the website.
We offer this as an ongoing service.
TECHNICAL SUPPORT
ONGOING
We will be available for your further requests on technical support.
BEFORE YOU START:
DISCOVERY SESSION
2-hours discovery call where we will explain our process more, listen to your goals and requirements and show how we use them to create a vision of a product that will for suit your goals for real.
In case of any questions, please contact me at:
• [email protected]• skype: mogilers
With best regards
Ihor Pidruchny
Dec 2015