website fixer upper - diy vs. difm

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!


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.


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


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. . .


KNOW YOUR BASELINE. . .

www.deluxe.com


KNOW YOUR BASELINE. . .


LAYING YOUR FOUNDATION FOR A STRONG WEBSITE


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?


12 FUNDAMENTALS OF A SOLID WEBSITE


1. KNOW YOUR TARGET AUDIENCE

Tailored content performs better


2. MULTIPLE POINTS OF CONTACT

Don’t keep your customers guessing


3. CONSISTENT VISUAL BRANDING

Gives you a professional and legitimate appearance


4. MAKE PAGES EASY TO SCAN

We are creatures of habit. We read a certain way.


5. MAKE SITE EASY TO NAVIGATE

Not finding what they are looking for drives customers away


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


7. HAVE CLEAR CALLS TO ACTIONDon’t make customers guess: Tell them what

you want them to do!


8. ENSURE YOUR SITE LOADS QUICKLY

Customers are impatient — they won’t wait forever

Loading...


9. DEVELOP CONTENT THAT BUILDS CREDIBILITY AND TRUST

Customers seek assurances — especially online


10. INCLUDE SOCIAL MEDIA SHARING

Increases your authority, builds community


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


12. GOOD BALANCE OF TEXT AND IMAGES WITH TAGGING

Remember, images are searchable and crawable too

H1 Tag

H2 Tag


SO. . . DIY OR DIFM?

Skill Set Resources Maintenance Budget



BUILDING YOUR WEBSITE – DIY?

Wix SquareSpace Weebly Deluxe



DIY – I’M ALL IN!!

Minimal Technical Skills Easy to use Templates Drag and Drop Design Your Time, Your Budget



DIY – HELP!!

Less Flexibility in Design Unprofessional Results Maintenance and 3rd Party Apps Out Of Hand, Out Of Time. . .



BUILDING YOUR WEBSITE – DIY?

Deluxe Marketing Suite Website + Email + Social mktgsuite.deluxe.com


FREE!


SO. . . DIY OR DIFM?

Skill Set Resources Maintenance Budget



BUILDING YOUR WEBSITE – DIFM?

GoDaddy Ad Agencies Your Cousin’s Co-worker’s

Nephew’s Girlfriend Deluxe



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. . .



DIFM – HELP!!

Customer’s Always Right. Right?

Reputable and Professional? Add-ons Add Up Where’s my control?



BUILDING YOUR WEBSITE – DIFM?

Deluxe Website Design Website + Logo + Email www2.deluxe.com/marketing



BONUS: GETTING YOUR WEBSITE FOUND


1. MOBILE SITE IS A MUST!130 million+ smartphone users will search for

local products and service providers this year


2. CLAIM YOUR BUSINESS LISTING ON GOOGLE

People search with Google — this is how they will find you


3. GET LISTED IN ONLINE DIRECTORIES

Directories are the Yellow Pages of the Internet


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!

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Search Engine Marketing

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