website fixer upper - diy vs. difm
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1© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
Brant SchmitzManager, Integrated MarketingDeluxe
Websites: DIY or DIFM?
2© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 2
AGENDA
Do you need a website? Laying your foundation Fundamentals of a solid website The Case for DIY The Case for DIFM Getting traffic to your new website
It’s not too late for a website revolution resolution!
3© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 3
DO I REALLY NEED TO WORRY ABOUT A WEBSITE??
If they can’t find you online, chances are they’ll find the competition.
Short answer? Yes, especially when you consider:
80% of users have used the Internet to make a purchase
81% of users research online before purchasing
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
4© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 4
CONSIDER THIS. . .
“When looking for information to make a purchasing decision, 89.3% of consumers go directly to a company’s website.”
AllFacebook.com, 2012
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20% of local searches return the wrong information
6% of listings change each month (location, hours, directions, etc.)
50% of local searches are now mobile. Can your customers find you when they’re on the go?
CONSIDER THIS. . .
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KNOW YOUR BASELINE. . .
www.deluxe.com
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KNOW YOUR BASELINE. . .
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LAYING YOUR FOUNDATION FOR A STRONG WEBSITE
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LAYING YOUR FOUNDATION FOR A STRONG WEBSITE
What are your Objectives?
Who is your Target Audience?
What is your Content Plan?
What should it look like and how should it function?
Bells and Whistles?
How will you determine success?
What should your budget be?
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12 FUNDAMENTALS OF A SOLID WEBSITE
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1. KNOW YOUR TARGET AUDIENCE
Tailored content performs better
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2. MULTIPLE POINTS OF CONTACT
Don’t keep your customers guessing
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3. CONSISTENT VISUAL BRANDING
Gives you a professional and legitimate appearance
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4. MAKE PAGES EASY TO SCAN
We are creatures of habit. We read a certain way.
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5. MAKE SITE EASY TO NAVIGATE
Not finding what they are looking for drives customers away
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6. KEEP IMPORTANT INFO ABOVE THE FOLD
Can’t count on consumers to scroll
Summary of services or products
Examples of product or service
Business Name & Logo
Call to Action
Reinforce credibility and “why buy” or “why choose” us
What you do or offer
Navigation with clear headings
Special Offers
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7. HAVE CLEAR CALLS TO ACTIONDon’t make customers guess: Tell them what
you want them to do!
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8. ENSURE YOUR SITE LOADS QUICKLY
Customers are impatient — they won’t wait forever
Loading...
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9. DEVELOP CONTENT THAT BUILDS CREDIBILITY AND TRUST
Customers seek assurances — especially online
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10. INCLUDE SOCIAL MEDIA SHARING
Increases your authority, builds community
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11. OPTIMIZE TITLE AND DESCRIPTION TAGS TO IMPROVE SEARCH
Where you appear in search results has a direct correlation to sales
Title Tag: Descriptive, keyword-rich, specific – key contributor to rank
Meta Description: Keyword rich, explains what website is about
Meta Keywords: Match to search terms
Robot Tags: Control how site is crawled
Title Tag
Title Tag
Title Tag
Meta Description
Meta Description
Meta Keywords
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12. GOOD BALANCE OF TEXT AND IMAGES WITH TAGGING
Remember, images are searchable and crawable too
H1 Tag
H2 Tag
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SO. . . DIY OR DIFM?
Skill Set Resources Maintenance Budget
It’s not too late for a website revolution resolution!
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BUILDING YOUR WEBSITE – DIY?
Wix SquareSpace Weebly Deluxe
It’s not too late for a website revolution resolution!
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DIY – I’M ALL IN!!
Minimal Technical Skills Easy to use Templates Drag and Drop Design Your Time, Your Budget
It’s not too late for a website revolution resolution!
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DIY – HELP!!
Less Flexibility in Design Unprofessional Results Maintenance and 3rd Party Apps Out Of Hand, Out Of Time. . .
It’s not too late for a website revolution resolution!
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BUILDING YOUR WEBSITE – DIY?
Deluxe Marketing Suite Website + Email + Social mktgsuite.deluxe.com
It’s not too late for a website revolution resolution!
FREE!
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SO. . . DIY OR DIFM?
Skill Set Resources Maintenance Budget
It’s not too late for a website revolution resolution!
29© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 29
BUILDING YOUR WEBSITE – DIFM?
GoDaddy Ad Agencies Your Cousin’s Co-worker’s
Nephew’s Girlfriend Deluxe
It’s not too late for a website revolution resolution!
30© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 30
DIFM – I’M ALL IN!!
Rely on Experts More Customization Options Stand Out From The Crowd You Don’t Know What You
Don’t Know. . .
It’s not too late for a website revolution resolution!
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DIFM – HELP!!
Customer’s Always Right. Right?
Reputable and Professional? Add-ons Add Up Where’s my control?
It’s not too late for a website revolution resolution!
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BUILDING YOUR WEBSITE – DIFM?
Deluxe Website Design Website + Logo + Email www2.deluxe.com/marketing
It’s not too late for a website revolution resolution!
33© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 33
BONUS: GETTING YOUR WEBSITE FOUND
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1. MOBILE SITE IS A MUST!130 million+ smartphone users will search for
local products and service providers this year
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2. CLAIM YOUR BUSINESS LISTING ON GOOGLE
People search with Google — this is how they will find you
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3. GET LISTED IN ONLINE DIRECTORIES
Directories are the Yellow Pages of the Internet
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DIGITAL DIGITAL MARKETING = MULTIPLE TOOLS WORKING IN UNISON
PUBLIC RELATIONS
SOCIAL MEDIASEARCHMARKETING
EMAILMARKETING
DIRECTORYLISTINGS
BLOGGING/CONTENT
WEBSITE
38© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
Brant SchmitzManager, Integrated MarketingDeluxe
THANK YOU!
Website Hosting & Design
Search Engine Marketing
Email Marketing Social Media Marketing
WWW.DELUXE.COM
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