coffee connections: building a better website for 2015
DESCRIPTION
Did you miss our Coffee Connections seminar? This is the presentation given by our experts. Learn how to optimize your website for 2015. If you have more questions, contact us at hldcommunications.com.TRANSCRIPT
COFFEE CONNECTIONS
BUILDING A WINNING WEBSITE FOR 2015 October 9, 2014
Ed Brennan
Today’s Moderator
Executive VP/Chief Creative Officer
38 years in Advertising/Marketing
#THEcoffeeconnection
Today’s Panel
Ed Brennan - Executive VP/Chief Creative Officer, HLDWeb Design for 2015 and Beyond
Liz Burke - Vice President, PR & Content Marketing, HLD Maximizing Website Content
Eric Wiggins - Group Account Dir, Search Marketing, Didit Getting Paid Website Traffic
Ana Maria Raynes - Director, Social Media, Didit Getting Earned Website Traffic
Hakan Sinar- Director, Digital Services, HLDContent Management Systems
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Web Design for 2015
What’s Different
- Websites are now the primary marketing entry point for business
- Firmly in control of the marketing team (we don’t need geeks!)
- We accept that it’s marketing support, not marketing outreach
- An integral component of a total marketing program
Web Design for 2015
What’s Not Different- It’s marketing 101 – the right message, to the
right target, at the right time, through the right channel
- Engage the prospect- Convey the brand- Differentiate the products or services- Close the sale or make a connection- Support your existing clients and customers- Analyze and evaluate the process
Engage
Who is the target? What do they want? Where are they?
- Home
- Work
- Other
- Device
Engage
Don’t make them work to get what they want or they will leave
- Understand the target’s biases, knowledge level, anxieties and expectations
- Enable visitors to do what they want, not what you want them to do
- Create a user interface that clearly and quickly leads them to where they want to go
Convey the Brand
Not just the logo and corporate colors
- Corporate standards
- Copy tone
- Photography/video
- User experience
Differentiate the Products or Services
Clearly communicate your:
- Unique position
- Why your products or services are a better choice
Create high level navigation that allows prospects to find their own category of products or services
Close the Sale or Make a Connection
Allow visitors to get what they want right now
- Place an order
- Make a call
- Make an appointment Send those who want more info. to a lead form
that is easy to complete Try it to make sure it works
Support Your Existing Relationships
Blog Email sign-up News & Events Contact Directory Decide what comes forward to the Homepage
based on client need
Analyze and Evaluate the Process
Install analytics Analyze the analytics
What about mobile?
58% of Americans own a smart-phone 42% own a tablet (PEW research 2014)
87% use them for shopping related activity (Nielsen)
Est. 38% of website visits are from mobile devices
Design for Mobile
A large screen design for mobile devices will only frustrate your audience
Design specifically for mobile
- Responsive website
- Your existing site reads requester’s browser type and responds with the proper format
- Mobile website
- A site made only for mobile devices
- Mobile App
- An application made for download to run only on a specific device
Don’t Do This!
Liz Burke
Vice President
Public Relations Professional
Content Marketer
Former Journalist
Edward R. Murrow Award Recipient
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Content Trend Statistics
74% of online consumers get frustrated with websites containing content that has nothing to do with their interests.
On average, visitors read about 18% of the information on a web page. That percentage decreases as the number of words on the page increases.
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What Makes Great Website Content?
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What Makes Great Website Content?
Fresh
Accurate
Visual
Original
Reactive
Interesting
To-the-point
Educational
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Write Content That’s Easy to Scan
Be direct with your audience
Limit each paragraph to one key concept
Use meaningful headlines
Use bullet points and numbered lists
Include summaries or overviews
Keep content as concise as possible
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Family Service League Website
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When Writing for Your Website
Put yourself in the user’s position
Trigger words
Headlines:
- 7 words or less
Content:
- Sentences: 15-20 words
- Paragraphs: 40-70 words
- Documents: 500 words or less
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When Writing For Your Website
Ask these questions…
Does my audience care about this?
Is this clear?
Is there a simpler way to say this?
Is there a shorter way to say this?
Is this absolutely necessary?
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Added Value to Your Website
- Press releases
- News pieces
- FAQ
- Industry facts
- Email sign-up
- Photo Gallery
- Videos
- Testimonials
- Blogs
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Website Content Checklist
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Eric Wiggins
Group Account Director
Client Services
Business Development
Cross Channel Digital Marketer
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Google Landscape
PaidListings (PPC)
Organic Listings (SEO)
ProductListings
Ads (PLA’S)
PaidListings (PPC)
36
Casale
Optimize campaigns across multiple exchanges
Media Buying
Ana Maria Raynes
Social Media Director
Online Strategist
Featured in Glamour Mag. “Women on the Rise”
Appeared on FOX Strategy Room
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Why Does Content Marketing Work?
68% of consumers start their purchase process on Google
Content-rich websites that blog receive 55% more traffic and over 80% more leads compared to websites that don’t
70% of consumers read product reviews before purchasing it
• Content Creation Strategy• Keyword Identification• Content Distribution Optimization• Offsite Content Creation• Infographics
• LinkedIn • SlideShare• Google Plus
• Blog Optimization • Verify Google Plus Page• Google Local• Optimize Press Releases
SOCIAL MEDIASEO
Content Marketing
Earned Media Tactics
Hakan Sinar
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Hakan Sinar
HLD Director of Digital Services
Digital Strategist & Marketer
Web Solutions Architect
Software Engineer
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Content Management Systems
What is a Content Management System (CMS)?
- A computer software that allows editing and organizing the content of a website
- Does not require technical skills
Content Management Systems
HTML Code
Content Management Systems
CMS Interface
Content Management Systems
Why do we need one?
- Cost of Website Maintenance
- Dynamic Content
- Scalability
- Blogging
- SEO
- Multiple versions – Multi-lingual, geo-targeted, mobile
Content Management Systems
Which CMS
- Cost
- Functionality
- Scalability & Customization
- Maintenance & Support
Content Management Systems
WordPress
- Open source – Low cost of ownership
- Easy to implement and use
- Robust blogging & development platform
- SEO Friendly
- Scalable and customizable
- Wide support network
WP is used by 23% of all the websites
WP’s CMS Market share is 61%
Source W3Techs.com
Thank You!
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