Post on 12-Feb-2017
How to Untangle the Web
Jonathan Guy SEO Professional & Chartered Marketer
Halton & Warrington Business Fair 2015
Thursday 5th November, Select Security Stadium
Marketing is… The management process responsible for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing
How does it all work?
Internet
navigation
Search engines email
web
What is important ?
Understanding your business needs
Knowing what you want to communicate or sell
Having a site that works.
Why does it matter to small business?
Your shop window
Allows you to compete in a wider market
New customers
Existing customers.
Why does it matter to small business?
Product/service information
Online selling
Effective communication and awareness
Biggest growing area of marketing expenditure.
Well planned
Well presented
Accurate and current
Simple
Informative
Easy to navigate.
Making it work – key points
Search option
Quick and easy to use
About us
Contact us – on every page
Images
Bullet points
What clients say section
Privacy policy.
A good web site – example
FREE!
Features & Benefits
More benefits
Simple proposition
What people say
FREE! (again)
Features
Images
Simple bulleted list
FREE! (again)
About Us & Privacy Social
e-commerce
Guarantee section
Returns/refund policy
Security.
Security
Security, guarantees & refunds
How to get started
Think about service users needs
What do you want it to achieve?
Think about text
Do you want an online brochure?
Do you want an interactive site?
Content Length and Ranking
http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/
For all of these graphs, our content length data does not include any html, css, or javascript, but it does contain the text found in sidebars, which could inflate the data slightly compared to just looking at the main content area.
How to get started
Make sure it reflects your brand
Look at other web sites
What results do you want it to deliver?
How will you measure these?
How much does it cost?
Depends on site and complexity
Level of interaction
No of pages/images
Does not need to be expensive – get a quote.
You decide on the cost £50,000 or £500
Or free….
What next?
Web sites require technical skills
Consider what you want
Write a brief for a designer.
Workshop – design brief
Describe your business in one paragraph
Key objectives
—Selling
—Communication
—Results
Workshop – design brief
Consider
—What makes a good user experience
—Style/brand
—Interactive/static site
—Links to other sites
—How does a web site fit with your other methods of communication?
Remember…
… the web is just one tool in your
market ing k it .
To find out more go to www.cimmarketingexpert.co.uk