Online Strategies - Auditing your biggest online asset
- 3. Your website is the centre of your world:
- 4. Your website is the centre of your world:
- 5. Why your website is so important: 1. You own and control it 2. You showcase your products / services there 3. Where commercial transactions & enquiries take place 4. It grows in value over time
- 6. 4 Reasons Why Most Business Websites Are Useless 1. Too hard to use 2. It’s a ‘brochure’ website 3. No focus on lead generation 4. Looks dated
- 7. 4 Characteristics Of A Killer Website: 1. Strong USABILITY 2. Provide VALUE straight away 3. Captures LEADS & enquiries 4. Builds TRUST
- 8. ACTIVITY Does your website do its job? • What is your main message from the website? • What was the first thing you clicked on? • What did you like most about the website? • Additional feedback
- 9. 1. Usability
- 10. 1. Usability • Site speed • Mobile Friendly
- 11. Site Speed
- 12. Site Speed • 47% of visitors expect the site to load in 2 seconds or less • 79% of shoppers won’t return to a site again if they experience slow site performance the first time • 57% will leave a site if it takes over 3 seconds to load Source: Akamai.com / Gomez.com • Hurts SEO • Poor customer experience • Lower volume of sales / leads
- 13. Activity: How fast are you? 1. Go to tools.pingdom.com 2. Enter URL, then select Test From: Melbourne, Australia 3. Record your scores in your workbook Load Time <1 second = excellent 1-2 seconds = good 2-5 seconds = needs work >5 seconds = needs immediate attention Website Size <0.5mb = excellent 0.5mb - 1mb = good 1-3mb = acceptable >3mb = needs immediate attention Requests <100 = ideal for most sites
- 14. Mobile Responsive • More people search on mobile than on desktop • 5 times more likely to leave if site isn’t mobile friendly • Mobile represents 56% of traffic Source: SimilarWeb.com / Google.com
- 16. Activity: Check your site on mobile To show responsiveness for all devices from a laptop/desktop please go to the link in Google Chrome then follow the steps: 1.Right click anywhere on the page 2.Go to ‘inspect’ 3.Once the sidebar on the right shows up click the little icon that looks like a phone/tablet ‘toggle device toolbar’ 4.Choose your device and refresh the page if not loading properly.
- 17. Activity: Check your site on mobile
- 18. 2. Upfront Value
- 20. Upfront value • Days of value ONLY when you pay are over • 24/7 Salesperson • Demonstrates expertise, builds trust and warms leads • Differentiates you
- 21. Activity: Delivering upfront value 1. What is one type of customer you’re trying to attract? 2. What’s one of their biggest problems? 3. List 3-5 pieces of content you could write / videos you could do to help them with that?
- 23. 3. Captures leads & enquiries
- 24. The primary goal of your website • For every 100 visitors we want to get the maximum number of enquiries / leads • We can make adjustments to our site to increase the number of people who enquire. • Adding multiple opportunities to sign up on our website means we increase the number of people who become a leads • How easy is it for me to enquire? Prominent phone number, multiple opt-in forms, clear about what you do.
- 27. Activity: Lead Generation Checklist Which of the following do you have on your website? 1. Sidebar 2. Footer 3. Pop-up 4. End / Mid Blog 5. About Us Page 6. Hello Bar 7. Upper half of homepage
- 28. 4. Builds trust
- 29. Trust Indicators
- 30. Closing the gap
- 31. 11 Ways To Build Trust 1. Testimonials 2. Actual Photos 3. Video from the owner 4. Mention your community 5. Featured in the media 6. Big brands worked with 7. Security seals 8. Experience / Results 9. Industry Associations 10. Qualifications 11. Awards
- 34. Activity: Increasing trust on your website Review the different options below, which ones could you add to your site? 1. Testimonials 2. Actual Photos 3. Video from the owner 4. Mention your community 5. Featured in the media 6. Big brands worked with 7. Security seals 8. Experience / Results 9. Industry Associations 10. Qualifications 11. Awards
- 35. Create your 30-day action plan
- 36. How does your website rate? 1. On a 1 – 10 what do you rate your website?
- 37. Create your 30 day action plan 1. Which of the 4 areas needs to most work for you? (Usability, Upfront Value, Lead Gen Focus, Trust) 2. List 3-5 actions you will take in the next month to fix that