How to Build a Website for Your Audience

How to Build your Website

About me10 years’ experience in strategising, creating, developing web solutions, lead funnels and optimizing conversions for ASX200listed companies, large and small online retailers and smallbusinesses.

Lectured in web design principles and digital marketing strategy, as well as workplace experience from both client side and agency perspective.

phillipparisis

#ABCSWEBINAR

The Flow

• Why you need a website• A complex situation • Tips to leverage your online presence

WHY YOU NEED IT

AUSTRALIA ONLINE

14.3 mill Aussies go online monthly72% of those go online everyday7.8 mill Aussies shop online75% of purchases are from Aussie retailersMore than ½ Aussies have smartphones32% access internet through mobile

DigitalBusiness.gov.au 2012

DON’T MISS OUT

23.7%

$81b

28.0%

$237b+192.7%

+4.3%Aussie businesses receiving online orders...

Income earned by Aussie businesses from online orders...

2007/08 2011/12

Source: ABS 2012

By 2020, online sales in Asia to exceed US$650bn Greater than combined sales of US, UK, Japan, France and Germany

(Australian Trade Commission 2013)

ASIA ONLINE

EXPANDING YOUR REACH

TRENDS AND IDEAS

SHOP ONLINE / PICK UP IN STORE

TRADITIONAL SHARING

SOCIAL SHARING

GOING MOBILE

RESPONSIVE DESIGN

GAIN TRUST THROUGH PROOF

hubspot.com yelp.com

WHY IS PLANNING IMPORTANT?

Planning will saveYou Time & Money

Remember…

Plan your website for your audience

Join us @ DEP

Digital Enterprise Program

An Australian Government initiative aimed at helping organisations succeed online.

Free two-hour workshops on a variety of topics that I have discussed today, in a small group with practical activities.

Free follow up 4 hours one-on-one strategy session

http://depgreatersydney.com.auInner South West / Sutherland South West / Outer South West North Sydney / Hornsby & Ryde City & Inner South / Eastern Suburbs

A complex situation

Lets go back…

What is a website?

Websites are a tool designed for people

Unfortunately people don’t always act rationally

Especially when it comes to using websites

That’s why we have different websites in all different shapes, colours and sizes

We all know what a website looks like right?

Well I know what you’re thinking…

This is the age of ‘Ask Google’ and stalk my friends on Facebook.

But in reality a website looks a lot like this.

A whole lot of code put together to look something like this…

So how do you design a tool for a irrational world?

You must understand the 5 traits that are hard-coded in our brains

Trait #1 CollectingTrait #2 Social ValidationTrait #3 ReciprocityTrait #4 CommitmentTrait #5 Discovery

Trait 1#

Collecting

We like to collect things… We like to complete our collections

We want to complete

Trait 2#

Social Validation

We love to jump on the bandwagon

We often do it online…

Trait 3#

Reciprocity

Our need and tendency to want to give something back when something is received

How it happens online…

Trait 4#

Commitment

Small steps lead to bigger commitments

Commitments online

Trait 5#

Discovery

Our curiosity helps us discover

Curiosity keeps us online

Our traits are what the big guys use to sell to us!

When building a website consider your audience

Their traits and emotions will turn them into customers

Leverage your online presence Leverage your online presence

Why you need leverage

As of January 2014 there are around 861,379,000 registered host names, which is an increase of around 350,000 compared to December 2013.

LEVERAGE = TRAFFIC

#1 Strategies to drive traffic

A) Content Strategy (Formally known as SEO)B) Social MediaC) Paid Advertising

Content Strategy (SEO) Tips

1) Consider your audience2) Write EPIC content3) Become the authority

Social Media Tips

1) Share EVERYTHING2) Content curation is not cheating3) All roads lead to home

Paid Advertising Tips

1) Get it done right2) If you cant track it don’t do it3) Return on investment is not a goal it’s a

strategy

Q & A