Practical Application of Web Technologies for Consultants
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The document outlines the importance of websites for businesses, detailing their evolution from basic business card sites to more complex hub and destination sites. Key elements of an effective site include clear navigation, content, and a strong call to action, while emphasizing the need for mobile readiness and social media integration. It also advises on finding the right web developer and leveraging DIY tools as well as the significance of search engine optimization and analytics.
Practical Application of Web Technologies for Consultants
- 1. Web Site Technologies for Consultants Making effective use of the internet
- 2. Your Presenters Today... Dave Horan [email protected] Rob Marriage [email protected] W: http://inductormedia.com Tw: @inductormedia Fbk: facebook.com/inductormedia
- 3. 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.
- 4. 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
- 5. 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
- 6. Evolution of a Site
- 7. Business Card Site ● Contact Info ● Photo ● Links to social media profiles
- 8. Business Card Site ● Better than “Under Construction” ● Might be all you need
- 9. Business Card Site about.me/robmarriage ● about.me is free ● Point your domain at it
- 10. Brochure site ● Multi-page site ● Relatively static
- 11. Brochure site Pages Include: ● Home ● About ● Contact ● Our Services ● Our Products ● News
- 12. Brochure site ● Update occasionally ● Offline Call to Action (i.e., call)
- 13. 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/
- 14. Hub site ● Takes brochure site to the “next level”
- 15. Hub site ● Contains active blog, offers, analytics, etc.
- 16. Hub site ● The center of your online world
- 17. Destination Site ● Focus is on your COMMUNITY ● Go-To resource in your niche
- 18. Destination Site - Publishing ● Content, content, content
- 19. Destination Site - Application http://forecast.io ● Like a desktop app
- 20. 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.
- 21. 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
- 22. Who are you? ● Domain Name ● Site Title ● Tag Line ● Intro Text
- 23. What are you selling? ● Product/Service Name ● Benefits (not features) ● Hero Image or your image
- 24. Call to Action ● Make it EASY to buy ● Short statement “buy now” “sign up” “request a quote” Pro Tip: Notice the person in the hero image is looking at the call to action.
- 25. 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…)
- 26. 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.
- 27. 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
- 28. 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
- 29. 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.
- 30. 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?
- 31. 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.
- 32. Social Media How many are you on?
- 33. 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.aspx http://www.huffingtonpost.com/belle-beth-cooper/10-surprising-social-medi_b_4325088.html
- 34. Social Media Marketing Uses 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
- 35. Social Media Marketing How 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
- 36. 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.
- 37. Mobile
- 38. Mobile Your website will be viewed on a mobile device. 2013 Mobile Ready 2014 Mobile First How it looks is up to you (dun dun duuuuuun)
- 39. Mobile Option - Responsive Design Content automatically arranges itself for the screen viewing it.
- 40. 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.
- 41. 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.
- 43. Rankings are Dead RIP RANKINGS ● Rules Change All The Time ● My Top 10 is different from your Top 10 ● Black hat gets discovered and penalized
- 44. 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
- 45. 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
- 46. 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)
- 47. Questions?