top tips for a successful website at the ava regional meeting
DESCRIPTION
Website hints and tips prepared for the Automatic Vending Association on 7th Feb 2013. Your website as your shop window, thoughts on understanding your target audience and driving traffic to your website.TRANSCRIPT
Top Tips for a Successful Website
By Nigel Harding
AVA Regional Meeting South East7 February 2013
Agenda● Your website, your shop
window● Understanding your target
audience● Driving traffic to your
website.
1. Your shop window
Check list:● Establish/re-enforce corporate ID● Use consistent, complimentary colours● Use good quality photography
– Good lighting, relaxed professional look, no holiday snaps
● Importance of usability
– Different form factors (smartphones, tablets)
Colour wheel
Photography
Which would you choose?
●
●
Responsive Web Design
Some Facts & Figures● There are more mobile phones in the UK than people
● The number of smartphone searchers doubles every two months
● In 2010, Google became a ‘mobile-first’ company (this means they develop their sites and tools on mobiles first)
● Smartphone sales overtook PC sales last year (two years earlier than expected)
● In three years time, tablet sales will be bigger than PC sales
● Smartphone sales will continue to grow – will be 3 times the sales of PCs
● 52% of UK mobile phone users have a smartphone
2. Your target audience
Check list● Understand who you are trying to reach
– Demographics (age, sex, niches)– Suitable colours & style that appeal– Personas
● Tell your audience what you want them to do– i.e. “Call to action”, telephone, complete a form, click on a “buy”
button
Vending machine industry persona
● Vending machine operator company● Facilities Management for SMEs/corporates● Target audience, think about...
● Male? – most likely● Age? - 28-45?● Role? - CEO/COO/MD?● Disposition? - quite analytical
3. Driving traffic to your website
Build it and they will come?
Internet Marketing
● SEO/PPC● Social Media
● Facebook● Twitter● LinkedIn
● Email Marketing● Directories & Listings● Online Advertising
What is SEO (Search Engine Optimisation)?
● Organic● Make your website content naturally relevant to Google
searches● Involves analysis, editing web content, adding new
content, constantly reviewing results and tweaking
● Pay per click● Google shows free ads (impressions)● You pay for each click through to your site● You can set a budget
SEO
