Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?
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From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.
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Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?
- 2. Who we are Internet marketing, search engine optimization, website development, email marketing, social media and CRM consulting expert Public relations and social media marketing expert, strategist and consultant
- 3. Agenda Why doesn’t it work? 1. 2. 3. 4. 5. Bad content Confusing navigation Old functionality Ineffective at driving traffic No tracking or analytics
- 4. Marketing Bubble • Communication • Reputation • Optimization • Engagementination
- 5. Why is the Internet Important? More than 89% of consumers use search engines to make purchasing decisions.
- 7. Content and Branding • Fresh Content • Coolness factor – interactive or interruptive • Find balance between the movement of images • Appropriate company branding • Appropriate use of flash and video • Images should support the content • Write updatable text • Skip the sound
- 8. Content • Information about: – Your Product – Updated and accurate Pricing • This is a must! – Effective Contact Information
- 9. Case Study: Content Effective Contact Information
- 11. Difficult to Navigate • What are they looking for? • How easy is it to find information? – How many clicks does it take to find _________? – Am I led to the next step? – Is it easy and intuitive? • Does it represent your company image? • Are you proud to send your friends and relatives there?
- 12. Difficult to Navigate • Top Navigation vs Side Navigation • Buttons • Clickable text
- 14. Case Study: Mega Menus
- 15. Case Study: Enhanced Mapping
- 17. Benefits of a Mobile Site: • • • • • • • • • • Market your business and brand Increase your prospect list/email database Improve search rankings Change/add content Expand reach and increase engagement Enhance image Improve communications Market directly Better user experience Visitors will stay longer
- 18. Mobile Site Must-Haves • What’s Important to You in a Mobile Site? • Speed • Clarity • Finger-friendly
- 19. NOT BUILT TO DRIVE TRAFFIC
- 20. Search Engine Optimization (SEO) Building a Search Engine Friendly Website: 1. To show up in the organic search engines results pages (SERPs) 2. Sites like Google find your site, read your site, index your site and display your site based on how relevant your site is to the user’s search.
- 21. SEO Statistics • 93% of online experiences begin with a search engine. • 70% of the links search users click on are organic. • 75% of users never scroll past the first page of search results. • 79% of users say they always/frequently click on the natural search results. • 80% of users say they occasionally/rarely/never click on the sponsored search results. • Google owns 65-70% of the search engine market share.
- 22. Organic Search Engine • Bots and Spiders review • Relevant keywords • Title Tags • Meta Data • Proper external and internal links • Importance of Fresh, wellwritten Content
- 24. Increase Keywords REAL KEYWORD IMPROVEMENT Jan Feb Mar Apr May June July Aug Sep Oct Nov (JANUARYNOVEMBER) Business insurance atlanta Business insurance consultants Commercial insurance atlanta Commercial insurance consultants Flood insurance Georgia Health insurance conslutants atlanta Homeowners insurance atlanta Life insurance consultants Atlanta 15 Unranked to #15 40 Unranked to #40 28 30 24 36 15 25 11 11 11 Unranked to #11 25 9 14 11 10 6 9 8 9 5 5 #25 to #5 49 34 25 31 52 67 84 65 72 Unranked to #72 20 25 28 22 8 Unranked to #8 38 44 44 53 40 52 41 32 42 Unranked to #42 35 13 12 11 17 12 1 1 1 1 Unranked to #1
- 25. How to Use Social Media for a Competitive Advantage Increase Your Website’s SEO • Increase Keywords • Increase Referring URLs • Better SERP Results (Search Engine Results Page) Reputation Management • Create Credibility • Interactive Platform to Reach Buyers & Media • Fix SERP Results (Negative online publicity)
- 26. Social Media’s Influence on SEO • Social Media Sites Send Signals to Google • User-Generated Fresh Content • Optimizing your Results • Credibility
- 27. Social Media • Interactive Social Sharing Buttons • Importance of Strategy
- 28. Case Study: Social Media
- 29. Blogging
- 30. PROPER CALL TO ACTION
- 31. Proper Call to Action • Contact Us • Follow up – Step by Step plan for converting leads to sales – How much time do you have? – Personalization – increases response by as much as 75% – How to respond? Email or Phone – Dedicated online sales person • Tell them what to do!!!
- 32. Goals of your Website Visitors are so EXCITED that they… 1. Drive to your Office/Location 2. Call your Sales Representative 3. Email or fill out your contact form Are people contacting you because of your website? Are you getting traffic from the search engines because of the way the site was built?
- 34. Tracking and Analytics • How do you know your site is working? • What metrics do you look at on a regular basis? • What do you do with that information?
- 35. Website Tracking Metrics • Number of Visitors • Referral Source • Number of Leads Generated • Number of pageviews of: – Driving directions – Phone number – Contact Information
- 38. Case Study: New Website
- 39. Questions? Marketing RELEVANCE www.marketingrelevance.com @mRELEVANCE www.facebook.com/mrelevance www.youtube.com/mrelevance Mitch Levinson, MIRM, CAPS, CSP, CGP, MBA 847-259-7312 mitch@mrelevance.com Carol Morgan, MIRM, CAPS, CSP 770-383-3360x20 carol@mrelevance.com Thank You!
Editor's Notes
- Describe bubbleAre people contacting your company because of your website? Are you getting traffic from the search engines because of the way the site was built?You want your web visitors so EXCITED that they…1. Drive to your Sales Center (if you have one)2. Call your Sales RepresentativeOr3. Fill out your contact form
- Challenge:Engage buyers online at the point of purchase, the website.Tactics:Build and integrate functionality for live chat on the website to be administered by TPG sales team.Results:In the first three months of this feature, 175 total chat sessions (including warranty requests), 13 chat sessions turned into appointments and 2 of those have purchased a home.
- Challenge:Engage buyers online at the point of purchase, the website, with immediate information and easy access to content. Instant Gratification.Tactics:Build and integrate functionality for information rich, graphic intensive and cool looking menu navigation.Results:Currently under development for Highland Homes, already launched for Harris Doyle, contributing to their increase in traffic and overall new website.
- Challenge:Engage buyers and web visitors and simplify the experience by consolidating overlapping map icons when multiple communities are displayed.Tactics:Integrate with Google Maps API.Results:Map integration still under development, but will enable visitor to see a clean and effective Google Map with a numbering scheme for overlapping communities and a color scheme for differing community types
- BE WHERE THEY ARE – ON WHATEVER DEVICE THEY ARE ONWhat is Responsive Design?Designing a website to adapt to whatever size screen on which it is being displayed.Whether your visitor is a smartphone, tablet, laptop or desktop user, they will see the content in a user-friendly, readable format. Pros:Great for SEO (increased usability rankings, no duplicate content)Maintain only one siteDoesn’t neglect any userCons: Less focus on the mobile experience
- 67% of smartphone users are more likely to purchase a product or service from a business with a mobile-friendly website61% of smartphone users will leave a site that’s not optimized for mobile - Google, “What Users Want Most From Mobile Sites Today,” 2012 Market your business and brand to new members, media and the publicIncrease your prospect list/email database Improve search rankingsChange/add content quickly and easilyExpand reach and increase engagementCreate a professional, current and reputable imageGive your customers the ability to contact/find you and your communities easily Market directly to your customers on their mobile devicesKeep target audience satisfied with a better user experience Visitors will stay on a mobile-optimized site longer than they will regular sites when they are on their mobile devices
- Mobile customers want to be on a website within a few seconds and once there, they want to see large buttons and clear, readable text. They also want to easily find contact information within just a few taps.Speed: Fast load timeClarity: Easy to view and read with large fonts and graphics built for mobileFinger-friendly: information can be obtained with minimal clicks
- What is your homepage? Everyones homepage is GOOGLE!http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/
- Make it easy for visitors to access your social sharing sites with interactive sharing buttons on the top right of your page. Your customers expect you to have at least a Facebook presence. Strategy – needs someone with a marketing background to understand how it works to guide your social media program and how to integrate it all together
- Challenge:Increase sales through fun social media campaign, and build likes and email list.Tactics:Create a Facebook campaign that encouraged visitors to like page and fill out email form to guess where the next community would be built.Results:Throughout the 19 day campaign, Traton received:310 new likes246 campaign landing page visits100 Unique Guesses (emails captured from guesses)77% increase in Facebook traffic515 individuals clicked from the e-blast to the campaign
- Challenge: Create a comprehensive new website for builder to act as central online hub.Tactics: New website built in PHP with full backend database and WordPress blog.Results: Increased traffic 398%, within 90 days of launch.