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How To Create Greater Demand For Your Business
By Learning How to Make Your Website Perform
Designing your website
There are 2 parts to your website1. Design2. Functionality – back endBoth are important
Web marketing works in 2 directions• What I want to get found for• What I am getting found for• How to find out which is working for you
What 2 sites are getting found for
Web marketing works in 2 directions• Use a Website Review Tool - woorank.com• Chrome / Firefox extension• http://omniproducts.co.nz/
Sentiment plus keywords
http://www.alchemyapi.com/products/demo/alchemylanguage
What is your website’s job?
1. Get you found2. Shortcut the client’s search for answers3. Answer her questions4. Shortcut YOUR time to signing up a new client
How quickly can I get to my answer?
What does your firm do?
• It’s easy to list specialisms but how can you be unique?• Simon Synek – start with the WHY then How, then What• https://www.startwithwhy.com/ • Watch his TED talk
• Determine your special place in the business world• This leads to Keywords
What are you getting found for?
First, let’s test your existing situation1. Go to Google, Bing or Yahoo and type in “Accountant YOUR TOWN”2. Give yourself 1 point for every reference to your business on the first 3 pages 3. Plus 1 point if it also includes your business on these websites• Linked In (a person or the firm)• Yell, Finda, Localist, Whitepages, Hotfrog, Yelp, TrueLocal• Facebook
4. Deduct one point if these are listed• Seek, Indeed, Reed, TradeMe, NoCowboys, Gumtree
Did you score >2? If yes, you’re better than 95% of CAs
• Paid Search• Natural Search• Linked In• Yellow Pages• Trade Media
Accountant Manukau
Worked example of Google Search
How to influence SEO on your website
1. Write text using key words and key phrases1. on your home page2. on landing pages3. on services descriptions4. on your blog
2. Use outbound marketing to drive traffic to those pages1. advertising2. direct mail3. public relations4. webinars and seminars
3. Use inbound marketing to drive traffic to those pages1. social media2. blogging3. SEO4. ebooks and white papers
Getting found for the right things
1. Takes time2. Takes persistence3. Takes diligence
You can make a QUICK change to search results using paid search.But when you stop paying, you are no longer on top.
Use paid advertising to start, then taper and migrate to natural.
The Big PictureSocial is over-hyped full of teens talking rubbish and
irrelevant for business
Vs
Social Media is the most exciting free marketing tool for business
What is social media?
It’s a way of sharing information to a group of people using software.
The principle works on overlapping circles of influence, to enable ideas to spread beyond your immediate network
Circles of Influence
The rest of our connections
People You Know
People I know
We both Know
Where can I find a good accountant? 2.10 pm
The answers
Measurement and analysis
Nearly everything digital can be measuredThis should please you
What to measure
Build a spreadsheet of these values and record monthly• Total monthly sessions• Total monthly visitors (unique)• Peak day number• Total number of pages viewed• Bounce Rate %• New Visitors %• Top referring site• Other referring sites• Keywords – most popular. 2nd, 3rd etc• Top Performing content• List page(s) and numbers of page views• Number of contact form submissions• Number of newsletter subscribers
Creative Agency Secrets’ Offer for You
http://creativeagencysecrets.com/get-my-website-working-for-me/ • Get our free ebook showcasing 5 tips• How do you know your site is performing?• Improve the way you show up on Google• Google Analytics keyword workaround• Title tags and why they are important• Meta descriptions - ways to get them right
This book shows you how to action all 5
Connect with me
Let’s connect professionally
Linked In - Rebecca CaroeTwitter - @Rebeccacaroe
Questions [email protected]
