Web Site Technologies for Consultants

Making effective use of the internet

Your Presenters Today...Dave Horandave@inductormedia.com

Rob Marriagerob@inductormedia.com

W: http://inductormedia.comTw: @inductormediaFbk: facebook.com/inductormedia

Take aways

● Understand how a website can benefit a business, regardless of the type.● Understand the evolution of a web site over time.● Know the essential elements of a web site● How social media ties in with your web site● Why mobile sites are becoming more important than ever.● How to find a good web technology partner for your consulting practice.

Overview● Why do you need a site?● Evolution of a web site● Essential elements of a successful site● When to hire things out● Mobile● Social media● SEO

Why have a Website● 24x7 sales force● Answers prospects’ questions● Filter out the riff raff● Publish your unique message and curated

content● Establish expertise in your field● Your competition has one

Evolution of a Site

Business Card Site

● Contact Info● Photo● Links to social

media profiles

Business Card Site

● Better than “Under Construction”

● Might be all you need

Business Card Site

about.me/robmarriage

● about.me is free● Point your

domain at it

Brochure site

● Multi-page site● Relatively static

Brochure site

Pages Include:● Home● About● Contact● Our Services● Our Products● News

Brochure site

● Update occasionally

● Offline Call to Action (i.e., call)

DIY Solutions● Google Sites (free with Google Account)● WordPress.com (free)● Wix.com (free. $8/mo. for own domain)● Squarespace.com ($9/mo.)● Weebly.com (free. $4/mo. for own domain)● Jimdo.com (free. $90/yr for own domain)

http://www.websitebuilderexpert.com/wix-vs-weebly-vs-squarespace-vs-jimdo/

Hub site● Takes brochure

site to the “next level”

Hub site● Contains active

blog, offers, analytics, etc.

Hub site

● The center of your online world

Destination Site● Focus is on your COMMUNITY● Go-To resource in your niche

Destination Site- Publishing

● Content, content, content

Destination Site- Application

http://forecast.io

● Like a desktop app

Summary● Starting out small is good. You can test

things out.● Your site will only grow.● As your site grows, add more functionality as

customer needs grow.● Call the experts when needed. This is an

investment in your business.

Essential Elements of Every Good Business Site● Show prospects who you are● Show prospects what you’re selling● Guide prospects to take the next step

Who are you?

● Domain Name● Site Title● Tag Line● Intro Text

What are you selling?

● Product/Service Name● Benefits (not features)● Hero Image or your image

Call to Action

● Make it EASY to buy● Short statement

“buy now”“sign up”“request a quote”

Pro Tip: Notice the person inthe hero image is lookingat the call to action.

More Tips● Simple trumps “busy”● Design is NEVER more important than

content (unless it’s bad design)● Don’t give your visitors too many options● Don’t forget mobile (more on that…)

Even More Tips● Home link (not required on the homepage)● Clear navigation menu● Site search box● Breadcrumb links for large sites● Clear content category links● Archive page● Relevant images for blog posts; capture interest of the users● RSS feeds for blog content● Contact form● Social media links; promote yourself!● Social media feeds; give them a taste of the social content● Blog categories● FAQ

● If you collect info, even emails…○ Privacy policy○ Terms of use

● Copyright statement● Credits for images as needed● Contact information

○ email(s)○ phone (skip fax unless you need it for

business)○ physical address for shipping or

postal mail○ map and directions to office

● “About us” page● WHAT DO YOU DO? Why should the user

pay attention??

Or just hire a pro to worry about this stuff for you.

Getting the work done● Do it yourself ● Call a relative, phone a friend● Use a DIY tool online● Hire a part time freelancer● Hire a professional

When hiring out the work● Don’t hire a plumber for painting● Don’t do something yourself that you can hire someone

to do it better than you. ● What is your time worth? This can determine when you

outsource.● Be specific with your needs and wants

When hiring out the work● Get quote in writing before committing● Get a contract with protection for you● Use an escrow service if you are concerned● Ask for referrals and/or work samples● Treat hiring for web site work like they are working on

your house.

What to look for in a Web Developer● Look for a partner, not a ship in the night.● Ensure they have established experience in their field.● Ensure they are flexible in both process and technology.● Ask about their team (even solo freelancers get help). ● Do they know YOUR business?

Summary● Ensure your site includes as many of the

“essentials” as possible.● Leverage DIY tools early on, as you are

able.● Hire out one-off jobs if you want, but use

common sense.● Find a dependable partner that can grow

with your business.

Social Media

How many are you on?

Social Media Metrics● Appx. 73% of online adults now use a social

networking site of some kind.● Some 42% of online adults now use multiple social

networking sites.● The fastest growing demographic on Twitter is the 55-

64 year age bracket.● YouTube reaches more U.S. adults aged 18-34 than

any cable network.● Every second, 2 new members join LinkedIn.

http://www.pewinternet.org/Reports/2013/Social-Media-Update.aspxhttp://www.huffingtonpost.com/belle-beth-cooper/10-surprising-social-medi_b_4325088.html

Social Media MarketingUses for social marketing● Announce (new content, events, products)● Share (info your audience wants to know)● Converse (engage your audience)● Learn (what are your customers’ concerns)

DON’T SPAM

Social Media MarketingHow to do it?● Go where your customers are● Take a stand. Be clear on your message.● Post messages (mainly) within your topic area; they will

come to know you for it.● Use social media management tools

○ Hootsuite○ SproutSocial

Summary● Establish social media presence on the

media your clients frequent.● Promote your content through social

channels.● Leverage online tools to make management

easier.● Hire out the work if needed, but insist on

results and metrics.

Mobile

MobileYour website will be viewed on a mobile device.

2013Mobile Ready

2014Mobile First

How it looks is up to you (dun dun duuuuuun)

Mobile Option - Responsive Design

Content automatically arranges itself for the screen viewing it.

Mobile Option - Mobile Version of Site

● Content looks native, but is really in a web browser

● Users get streamlined content

● Site can take advantage of mobile device hardware: phone, maps, GPS, camera, etc.

Summary● Customers expect mobile now.● Determine if responsive or mobile version of

site is right for your business.● Ensure your solution works on all platforms.

Search Engine Optimization

notequal

to

Rankings are Dead

RIPRANKINGS

● Rules Change All The Time● My Top 10 is different from

your Top 10● Black hat gets discovered

and penalized

Successful SEO● Proper tagging of content

○ Titles, headers, descriptions, few selected appropriate keywords

● Image descriptions● Submission to search engines● Updated site maps● GOOD, RELEVANT CONTENT

Analytics● Track who comes to your site● Track what they do when they’re there● Create content on popular subjects

● Use Google Analytics, Clicky or JetPack (WordPress only)

● Use CrazyEgg for Heatmaps

Summary● “Rankings” are dead. Traffic and

conversions are important.● Use web analytics to measure traffic and

other data about your users’ interactions.● Use basic SEO strategies, centered on

regular, relevant, readable, and relatable content. (R4 approach)

Questions?