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Building an effective Web Site. Roger MarriottRoger Marriott.

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Why an online presence is essential

• 62% of consumer purchasing decisions involve online research*

• 93% of technology purchasing decisions are made online**

• 96% of industrial purchasing decisions involve online research***

• 54% of industrial purchasing processes are begun online***

• The web is the most popular place to look for a local supplier !**

• On-line retail spending due to reach £42.4bn by 2012

• Web sales less impacted than the High Street -

e.g. On-line clothing sales are predicted to grow by 100% from 5%

to 10% over the next 12 months

* Yahoo 2006** Search Engine Guide *** Industrial Marketing Survey

• Over 30% of small and medium businesses have no Web presence

• Well over half of those businesses with a Web site feel that it does not fulfil their aspirations

However…

Clarity about your reasons for creating a Web presence

What function is your Web site going to perform?

• A basic on-line brochure

• Actively promote your business on line

• Transact business on line

• Is your business set up to support that activity?

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Web Essentials.

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Domain Names (s?)

• Your ‘brand’ on-line, business identity

• Short, easy to remember– Will usually be your e-mail address

too

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Domain Names (s?)

Taxidermy&naturalhistoryartifacts.co.ukGetstuffed.co.uk

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http://www.diy.com

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Domain Names (s?)

• Your ‘brand’ on-line, business identity

• Short, easy to remember– Will be your e-mail address too

• .com, .co.uk, .net, .org, .mob, .biz, .info, .name

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Whitehouse.govWhitehouse.comWhitehouse.org

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Domain Names (s?)• Your ‘brand’ on-line, business

identity• Short, easy to remember• Will be your e-mail address too• .com, .co.uk, .net, .org, .mob, .biz, .info, .name.com, .co.uk, .net, .org, .mob, .biz, .info, .name• .eco? (Al Gore & Dot Eco).eco? (Al Gore & Dot Eco)

• Permanent 301 redirect

BTbroadbandoffice.com/domainsgodaddy.comnames.co.ukDaily.co.uk/Domain-Names      

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Hosting

• Is a Domain Name included?• Availability (‘up-time’)?• Web Space available?• Choice?• Security?• Level of Support?• Web site builder tools?

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Website Structure (BT’s Example)

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Let your customers help you

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Legal Requirements

Legal Requirements for Limited Companies• Registered Name, including any Trading Names• Registration Number and Country of Registration • Registered Office address plus Geographic Address• Vat Number (even if you do not trade on line!)• e-mail address of Company• Trade or Professional Association details

People with Disabilities

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Self Build or Professional Build?• Self Build

– Template based– ‘Drag and Drop’ process– Included in hosting package?

• Professional Build– Not expensive (>£500 from BT)– Questions to ask:-

• Who owns the site?• Who can change the site?• Where will it be hosted? • Do you have choice?

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Content and SEO• Professional logo• ‘About us’ page

• Legal requirements• What you do• Address and contact details

• Location map etc.

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Content and SEO• Professional logo• ‘About us’ page

• Legal requirements• What you do• Address and contact details

• Location map etc.

• Well written, focussed, content• Functionality over Look

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Content and SEO• Professional logo• ‘About us’ page

• Legal requirements• What you do• Address and contact details

• Location map etc.

• Well written, focussed, content• Functionality over Look• Two levels, Overview and Detailed • Identify keywords that describe the product or service being

offered• Short words, short sentences, short paragraphs• keyword repetition• Demonstrate your expertise, your knowledge, your ability• Build Trust• A written style that matches the business, and the customer

base that you are focused upon

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• Visibility to Search Engines and Directories– Search Engine Optimisation (SEO)

• Keywords

Content and SEO

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Visibility• To Search Engines and Directories

– Search Engine Optimisation (SEO)• Keywords• Title tags• Relevance (does the search find what is

expected)

• Popularity (Links into)

• Up to date (Blogs help here)

• Header tags• Meta robot, meta tags• etc…

Content and SEO

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Content and SEOVisibilitySubmit site to the Search Engines

– Viewability on other browser types (Firefox, Mobile Phones)

Use all existing routes to display your URL– Business cards, Brochures, Letter headings,

Quotations, Invoices, other media advertisingForums, Blogs and Social Networking sites

– A presence on MySpace, Facebook etc.– A channel on YouTube to post your videos– On-Line Directories– A Tradespace Community presence

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Trading On-Line

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Trading On-Line

• Lead generation– Phone number, e-mail address,

integrated enquiry form, call back service, etc.

• Direct sales– E-commerce package– Security– Clear product description, photos, videos– Delivery options, costs, returns policy– Product ratings, customer reviews– Payment options

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Promoting your site• Existing contacts

– Use every contact to promote site

• Natural Search• Relevant content, popular, updated

• Use a BLOG page• RSS Feed to update interested

parties• Customer feedback, Case studies,

White Papers• Links out to ‘Expert’ content

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Promoting your site

• Google ‘AD WORDS’• Pay-Per-Click (PPC)

– Pay search engine for prime position

– Popular areas may be expensive– Seek guarantees

• Measure, measure, measure...

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• Lead generation and mailing lists• e-mail address capture page• Mobile phone details for SMS

marketing (‘opt in’ required for these)

Marketing List Creation

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Demonstrateexpertise

BT Tradespace - a tool for conversational marketing

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Measurement – WEB Analytics• Page views – total number of pages viewed• Visits – how many times your site has been

visited• Unique Visits – number of unique individuals

who accessed your site in a given timeframe

• Exit (or Bounce) Rate – percentage leaving without going any further

• Referral Site - how people found your site• Returning visitors• Visitor location – by city / country

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Final Thoughts• A good website requires work by the owner• Start with understanding your Web Hosting options• Be clear and realistic about the objectives of the site• View everything from a potential customer’s perspective• Get the site basics right, then build on them• Understand the concepts of Search Engine Optimisation

(SEO)• Use all means to get your site in front of potential

customers• How will the site interact with your business processes?• Be patient and allow time for the site to be recognised

and listed

• Remember, a good website is always a work in progress

www.btwebconsult.com/

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Roger MarriottRoger Marriott.

Thank You

Building an effective Web Site.