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1© Business Link 2010
Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
2© Business Link 2010
Introduction – Business Link
• Free, impartial & confidential support
• First point of contact for business advice & fast-track to the help you need
• Help you make the most of
your business
Business Link provides information, advice & support to
help clients start, maintain & grow their business
3© Business Link 2010
Introduction - Business Link – Services
Who can Business Link help?
• Pre-Starts
• New businesses
• Established businesses
4© Business Link 2010
Introduction - Business Link – Services
How does Business Link help?
Independent and Impartial advice and guidance
• Free business review
- Planning and strategy
- Customers and markets
- People and skills
- Operations and productivity
- Finance
- E-Commerce
- Sustainability
5© Business Link 2010
Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
enquiry@businesslinksw.co.uk
www.businesslinksw.co.uk
6© Business Link 2010
Introduction – Andy Poulton, IT Specialist
7© Business Link 2010
Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
8© Business Link 2010
UK Internet Penetration
Source ¦ Internet World Stats
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6 7 8 9 10
Users
Users
2000 2002 2004 2006 2008
15.4
m
17.7
m 22.5
m 26.7
m 30.9
m
33.6
m
35.8
m
36.7
m 41.3
m
42.7
m
70% 0f pop.
26%
of
po
p.
9© Business Link 2010
0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
£ B
n
20.429.8
46.6
64.3
88
121
Source IMRG
10© Business Link 2010
Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
11© Business Link 2010
The 2 most common questions
I don’t think my website’s working for me, what can I do?
How do I get more people to visit my website?
12© Business Link 2010
1 Answer
How is your website performing right now?
13© Business Link 2010
Website performance – what you need to know
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?– How long do they spend on the site?– How does this compare against the targets set for the site?– How many conversions occur?
• Sales• Email contact• Subscription• Calls
14© Business Link 2010
Typical Web stats
15© Business Link 2010
Is this better?
16© Business Link 2010
Is this better?
17© Business Link 2010
Is this better?
18© Business Link 2010
I don’t think my website’s working for me, what can I do?
How do I get more people to visit my website?
19© Business Link 2010
Low conversion % - then let’s look at your site
20© Business Link 2010
The Rudiments
The right name
The right site
21© Business Link 2010
Choosing a name
• What name could you use?Business nameService nameProduct name
• Short is good
• Think about how and where it will be usedPrintIn conversation
22© Business Link 2010
Choosing a name – The Good
www.diy.com
www.bbc.co.uk
www.itv.com
www.mac.com
www.formula1.com
www.tesco.co.uk
23© Business Link 2010
Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
24© Business Link 2010
Choosing a name – The Ugly
www.speedofart.
com
25© Business Link 2010
Choosing a name – The Ugly
www.who
repr
esen
ts.co
m
26© Business Link 2010
Choosing a name – The Ugly
www.penisland.net
27© Business Link 2010
The Rudiments
The right site
28© Business Link 2010
• Download quickly (3 – 5 seconds)
Design rudiments 1/ Speed
29© Business Link 2010
Design rudiments 2/ Navigation
• Simple, Logical, Intuitive
30© Business Link 2010
Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
Design rudiments3/ Content
• WHY?
Visitors don’t read – they scan
Visitors need to “get it” almost instantly
Visitors need to know you can meet their needs
Visitors need to know WHY they should use you
Visitors need to TOLD what to do
31© Business Link 2010
Grab the Attention
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
32© Business Link 2010
Site Architecture
Portraits
Weddings
Boudoir
PR
CommercialHo
me
Pag
e
Intr
o P
age
33© Business Link 2010
Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
34© Business Link 2010
The Business Requirement
Google Search – Printers Wiltshire,
3 options.
Local
Organic
PPC
35© Business Link 2010
The Business Requirement - Printing
36© Business Link 2010
37© Business Link 2010
Improving Conversion - Good
Ensure that your pages• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
We have a wealth of experience and support behind us. We hold professional indemnity insurance and are registered under the
Consumer Credit Act and Data Protection Act and hold the appropriate licences.
38© Business Link 2010
Improving Conversion - Good
Ensure that your pages• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info
39© Business Link 2010
Improving Conversion – The Best
Test
Measure
Feedback
Test
40© Business Link 2010
Improving Conversion – Testing Options
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests
41© Business Link 2010
Improving Conversion – Compelling Copy Headlines
Short, Sharp, Punchy, Compelling,
Look at
• Readers Digest
• MSN
• Any established newspaper
Look, learn, adapt7 ADHD Truths you may not know
42© Business Link 2010
Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version
43© Business Link 2010
Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation
44© Business Link 2010
Improving Conversion – Compelling Copy
Above the fold
45© Business Link 2010
Improving Conversion - Where visitors click
46© Business Link 2010
Improving Conversion - Where visitors click
47© Business Link 2010
Improving Conversion – Ask
Survey Existing Customers
– offer incentive to complete
Survey Site Visitors
48© Business Link 2010
Improving Conversion – Usability
49© Business Link 2010
Great conversion % - then let’s look building visitor numbers
50© Business Link 2010
Making the most of your website
Agenda• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
51© Business Link 2010
The route to your website
52© Business Link 2010
Search Marketing
53© Business Link 2010
Search Engine Optimisation (SEO)
Understanding the words and phrases that potential customers
will use when they are using a search engine to locate a service
and ensuring that those words and phrases are built in to your
Website in the places that the search engines look
54© Business Link 2010
Probably the
greatest marketing opportunity
known!
55© Business Link 2010
PPC
Results
56© Business Link 2010
Email Marketing
57© Business Link 2010
Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
58© Business Link 2010
59© Business Link 2010
Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
60© Business Link 2010
61© Business Link 2010
Video Marketing
• YouTube – 1Bn videos watched………..DAILY
• Video results appearing in Google Search
=You’ve been framed!
Business Opportunity 2nd most searched site on the internet
62© Business Link 2010
Your Video
Video Marketing
63© Business Link 2010
Business Networks
64© Business Link 2010
Online Networking - Why
Reach new audiences
• Facebook – 300m
• MySpace – 110m
• Twitter – 50m
• Bebo – 40m
• LinkedIn – 45m
• Plaxo – 15m
• Ecademy – 12m
65© Business Link 2010
Online Networks – Why
• Stay in touch with existing clients
• Reach out to new audiences and markets
• Better understanding of related markets
• Relative low cost of entry
• Possible high return
66© Business Link 2010
67© Business Link 2010
Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated
68© Business Link 2010
Blogging – Where
www.blogger.com
www.wordpress.com
69© Business Link 2010
70© Business Link 2010
Article Marketing
• Raise Profile
• Build Credibility
• Become “The Expert”
• Develop backlinks
71© Business Link 2010
Article Marketing
72© Business Link 2010
73© Business Link 2010
Twitter – some random Tweets
74© Business Link 2010
Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
75© Business Link 2010
Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
Thank You