Developing An Effective Website

Working Women’s NetworkEffective Online Marketing

June 17, 2009

Ph: 1800 981 442 www.thewebshowroom.com.au

Effective Online MarketingOverview

About me About you

Effective Online Marketing How to plan, design and build

a great website (or improve

the one you have) How to optimise your web

presence for results


The Big PictureDid I say big?

Over 1 billion internet users globally 80% of Australians 1,000,000 Australian business users 60% of businesses buy online Times are changing It just keeps growing...


The Big PictureHuge opportunities

Your website mission• Leads• Online sales • Offline sales• Customer service• High Google rankings• Reputation / trust• Distribute information• And more...

The real question...


Where do I start?In the middle?

Web 2.0, .NET, design, colour, domain names?

Or... at the beginning. Sales? Leads? Your mission. Discipline Simplicity Strategy


Case StudiesWhat is the website mission?

Search google.comyahoo.com

Content www.afl.com.auwww.bom.gov.au

Right? infinitedancestudios.com.au


Building your siteAn overview

Don’t reinvent the wheel Feature list

• cms, ecommerce, email marketing blog, gallery, directory, search contact forms, faq, secure areas etc

Discipline Your website mission statement

Success! A Website that gets your site visitors doing what you want them to do.


Building your siteBefore you start

1. Good builder / bad builder2. Price does not add up3. Variations4. Maintenance5. A quick renovation

Your part in this: 1. Budget 2. Time3. Skills4. Getting the word out


Building your siteThe flavours:

1. D.I.Y. $0 - $2,000 + hosting: Frontpage, Dreamweaver, Joomla, PHP, .NET, ColdFusion

2. Template design/technology $0 - $500 + hosting: smartyhost.com.au, godaddy.com, blogger.com, wordpress.com

3. Custom design and shared technology $500 - $10,000 + hosting: thewebshowroom.com.au, eknowhow.com

4. Totally custom$3,000 - $100,000+: red5.com.au, exa.com.au, wiliam.com.au

Where do you want to spend your money? Horses for courses


Building your siteThe Questions...

1. Last ten sites2. 5 happy customers3. Longevity4. Google results?5. Company size? Structure?6. Who owns my website?7. Ongoing costs? Changes?

Remember your website mission.


Website EssentialsThe Big Five

Functionality The Pitch Design Content Marketing


Website EssentialsFunctionality

• Agree this upfront• Wireframes / sitemap• It’s all about the users• The more it does the more it costs• You are not the first person doing this


Website EssentialsThe Pitch

• Lead generation forms• Contact details• Calls to action• Whitepapers / downloads• Newsletters• Video• Testimonials / case studies• Don’t be shy!


Website EssentialsDesign

• Keep it simple• How many colours, fonts, sizes?• Professional images• Whitespace• Structure• Hierarchy• Know your limitations


Website EssentialsContent

• Content is King• You (probably) need a CMS • How to write:

i. Short and simpleii. Personality / emotional responseiii. Writing includes SEOiv. Linksv. Benefits not featuresvi. Errors vii. Can you make it shorter?viii. Can someone else do it better?


Website EssentialsWebsite Marketing Handbookwww.websitemarketing2009.com.au

- Engaging site visitors- Optimisation- Getting listed - Pay-per-click (PPC)- Email marketing- Making your site ‘sticky’- Plain old marketing- Industry specific marketing- Google Analytics- Website evolution


Website EssentialsMarketing

• You fail if no-one visits

• Organic Search- What is organic search?- SEO- Site structure is crucial

• Pay Per Click (PPC)- What is PPC/SEM?

• Analytics


Is it that time already?The Big Idea...

Questions More information


Business

Developing An Effective Website