websites that win business presentation
DESCRIPTION
5 Fundamentals of websites that win business - even when you don't sell online.Workshop presented February 24th 2009TRANSCRIPT
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Vicky Brock [email protected]
Websites That Win Business
Even if you don't sell online
Presentation by Highland Business Research
Copyright Highland Business ResearchDelivered Feb 2009
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Vicky Brock [email protected]
Board Director of Web Analytics Association
Co-founder, head of online insight, HBR
eMarketing & web value course developer for UHI
Associate lecturer in web analytics, UBC Canada
Conference speaker and digital marketer for a decade
Rabid blogger at TrackingTourism.com
Who am I?Websites That Win Business
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Vicky Brock [email protected]
Part 1: Some painful reality checks
Part 2: Winning website fundamentals
Part 3: Homework
Does your website win business? Couldn't it do more?
What we're going to cover...Websites That Win Business
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Vicky Brock [email protected]
Your website is here
Painful reality check 1:Websites That Win Business
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Vicky Brock [email protected]
Painful reality check 2:Websites That Win Business
Your web budget is here??
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Vicky Brock [email protected]
Painful reality check 3:Websites That Win Business
His memory is longer than your visitor'sattention span
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Vicky Brock [email protected]
So, can people do what they came for?
Users typically read no more
than 20% of text on
a page
Websites That Win Business
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Vicky Brock [email protected]
5 fundamentals
1. Focus (on the customer)
2. Be found
3. Earn trust
4. Convert into action
5. Deliver and retain
Websites That Win Business
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Vicky Brock [email protected]
1. Focus (on the customer, not you)
Know your niche
Write in your customers words
Read the site out loud
Beware of we-we
No HIPPOs allowed
Websites That Win Business
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Vicky Brock [email protected]
2. Be found
Search engines dominate
*90% of UK searches on Google *UK searcher averages 4 per day*68% only ever click the first page
Relevant text and vocab
Keep recent, be valuable
You should still drive traffic to your site
Websites That Win Business
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Vicky Brock [email protected]
3. Earning trustThe personal touch
Easy communication
phone numberphysical addressemail address
Reassurance
Meet basic functional needs
“Don't take our word for it”
Websites That Win Business
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Vicky Brock [email protected]
4. Convert to action
What do you want people to do?
Sign-post that with clear calls to action, eg:
* call now* check our credentials here* download this pdf* register for a newsletter* measure your room like this
Make it easy, make it in the visitor's best interest
Websites That Win Business
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Vicky Brock [email protected]
5. Deliver on promises & retain
Respond to emails
* auto responders can help
Clearly state terms of business
* do you serve non-UK customers* no surprises
Collect prospect information for remarketing
Websites That Win Business
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Vicky Brock [email protected]
Homework
Are you functional?Big no-no's: broken links, splash pages, out of date content, slow page load times, browser incompatibility, errors, missing images
Are you findable?Run to Google and check (your/owners name, business name, your phone number, your postcode)
Would you trust you?
What should your site make me do (and does it?)
Test your we-we score: http://tinyurl.com/5he8er
Websites That Win Business
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Vicky Brock [email protected]
Thanks!
Vicky Brockwww.HighlandBusinessResearch.com
Read more at:www.TrackingTourism.com