Coffee Connections: Building a Better Website for 2015
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The document discusses strategies for building effective websites in 2015, emphasizing the importance of engaging content and user experience. It highlights the need for responsive design, the significance of understanding the target audience, and the value of utilizing content management systems. Additionally, it covers the benefits of digital media, content marketing, and SEO for driving website traffic and leads.
Coffee Connections: Building a Better Website for 2015
- 1. COFFEE CONNECTIONS BUILDING A WINNING WEBSITE FOR 2015 October 9, 2014
- 2. Ed Brennan Today’s Moderator Executive VP/Chief Creative Officer 38 years in Advertising/Marketing #THEcoffeeconnection
- 3. Today’s Panel Ed Brennan - Executive VP/Chief Creative Officer, HLD Web 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, HLD Content Management Systems ##TTHHEEccooffffeeeeccoonnnneeccttiioonn
- 4. 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
- 5. 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
- 6. Engage Who is the target? What do they want? Where are they? - Home - Work - Other - Device
- 7. 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
- 8. Engage
- 9. Engage
- 10. Convey the Brand Not just the logo and corporate colors - Corporate standards - Copy tone - Photography/video - User experience
- 11. 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
- 12. 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
- 13. Support Your Existing Relationships Blog Email sign-up News & Events Contact Directory Decide what comes forward to the Homepage based on client need
- 14. Analyze and Evaluate the Process Install analytics Analyze the analytics
- 15. 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
- 16. 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!
- 18. Liz Burke Vice President Public Relations Professional Content Marketer Former Journalist Edward R. Murrow Award Recipient #THEcoffeeconnection
- 19. 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. #THEcoffeeconnection
- 20. What Makes Great Website Content? #THEcoffeeconnection
- 21. What Makes Great Website Content? Fresh Accurate Visual Original Reactive Interesting To-the-point Educational #THEcoffeeconnection
- 22. 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 #THEcoffeeconnection
- 23. Family Service League Website #THEcoffeeconnection
- 24. 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 #THEcoffeeconnection
- 25. 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? #THEcoffeeconnection
- 26. Added Value to Your Website - Press releases - News pieces - FAQ - Industry facts - Email sign-up - Photo Gallery - Videos - Testimonials - Blogs #THEcoffeeconnection
- 27. Website Content Checklist #THEcoffeeconnection
- 29. Eric Wiggins Group Account Director Client Services Business Development Cross Channel Digital Marketer #THEcoffeeconnection
- 30. Paid vs. Earned Digital Media
- 31. Google Landscape Paid Listings (PPC) Organic Listings (SEO) Product Listings Ads (PLA’S) Paid Listings (PPC)
- 32. Effective Paid Search Campaigns
- 33. Search Paid Search Strategies
- 35. Other Paid Traffic Driving Strategies
- 36. 36 Casale Optimize campaigns across multiple exchanges Media Buying
- 37. Retargeting vs. Run of Network Media
- 38. Ana Maria Raynes #THEcoffeeconnection
- 39. Ana Maria Raynes Social Media Director Online Strategist Featured in Glamour Mag. “Women on the Rise” Appeared on FOX Strategy Room #THEcoffeeconnection
- 40. Content Marketing & SEO
- 41. 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
- 44. Earned Media Tactics • 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 MEDIA SEO Content Marketing
- 46. Hakan Sinar HLD Director of Digital Services Digital Strategist & Marketer Web Solutions Architect Software Engineer #THEcoffeeconnection
- 47. 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
- 48. Content Management Systems HTML Code
- 49. Content Management Systems CMS Interface
- 50. Content Management Systems Why do we need one? - Cost of Website Maintenance - Dynamic Content - Scalability - Blogging - SEO - Multiple versions – Multi-lingual, geo-targeted, mobile
- 51. Content Management Systems Which CMS - Cost - Functionality - Scalability & Customization - Maintenance & Support
- 52. 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