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Live Website Optimization Webinar Wednesday April 14th, 2010 4/14/2010 www.marqui.com 1

Live Website Optimization Webinar

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Does your website turn visitors into leads, or does it turn them away? Your website can be the best tool you have to help your organization bring in leads and close new business, but only if it is optimized effectively. This web seminar covers: • Marqui's approach to website optimization • Live expert optimization of 3 selected attendees’ websites including: analysis of the websites’ usability, search engine visibility and calls-to-action

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Page 1: Live Website Optimization Webinar

Live Website Optimization Webinar Wednesday April 14th, 2010

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Go-To-Webinar Controls

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• Click the button with the arrows to minimize your GoToWebinar controls

• Type your questions for us into the box at the bottom and press Send

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Agenda

• Marqui’s Approach to Website Optimization

• Live Reviews

• Conclusions

• Q & A

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Marqui’s Approach to Website Optimization

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Attract & Engage

Capture

Nurture

Qualified

New Customer

SEO, Keywords, Social Media, RSS, Fresh Content, Blog

Landing Pages, A/B Split Tests, Form Builder, Secure Sections, Marketing Database, Google Website Optimizer

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Website optimization process

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1. Have clear, measurable objectives for your site

2. Understand your audience and their needs

3. Consider design and usability

4. Cover the on-page SEO basics

5. Create reasons to return / engage

6. Keep the site evolving and content fresh

7. Measure and improve

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Live Assessment One

Company: Layfield Group URL: http://www.layfieldgeosynthetics.com/Site Objectives:• To Promote and provide information for their main product line of

geosynthetics, industrial fabrics, and polyethylene film for construction.

• Provides quote requests on specific productsCustomers:• Contractors & Builders• Distributor & Retailers• Owners & End Users

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Homepage Links and Dynamic Content

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No dynamic content

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Hidden Calls-to-Action

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Hidden calls-to-action

Navigation Level

Logo should link to homepage

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Live Assessment Two

Organization: Alfred State CollegeURL: http://www.alfredstate.edu/Site Objectives:• To Promote Alfred State College as a public, coeducational, two- and four

year, nonsectarian college of approximately 3,300 undergraduates.• To Recruit new students and alumni while engaging current students and

staffVisitors:• Prospective students• Current students• Alumni• Faculty and staff

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Information Architecture

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Good use of RSS feeds

Search analytics

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Breadcrumb Navigation and Title Tags

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Title Tags, Meta Tags and Google Search

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<meta description = “”>

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Live Assessment Three

Organization: O-Two Medical TechnologiesURL: http://www.otwo.com/Site Objectives:- To promote O-Two as a world leader in the development of

emergency respiratory care devices- To encourage online purchases of their product line through an

ecommerce modelCustomers:- Emergency Medical Services - Hospitals

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Navigation Usability

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Text or alt tags

Non-clickable navigation

Javascript

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Typography and Formatting

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Typography and left formatting

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Live Assessment Four

Organization: BridgeWave Communications

URL: http://www.bridgewave.com/

Site Objectives:

• To capture leads and promote sales of BridgeWave’s line of wireless solutions

Customers:

• BridgeWave delivers highly-reliable, cost-effective gigabit wireless solutions for enterprise, service provider, and government metro Ethernet networks, including municipal and military applications

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Keyword Relevance

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RSS and social media/dynamic content

Soft call-to-action

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Optimized Calls-to-Action and Forms

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Unnecessary form fields

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Form Testing

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A/B split test

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Conclusions • Proper Title and Meta Tags are a key element for getting found by

search engines • Both soft AND hard calls-to-action are important for lead

generation and should be located on each page• Dynamic, Keyword-rich content is essential to get both search

engines and visitors to return to your site• Navigation Usability and Information Architecture are essential for

an optimized user experience • Form testing is an important way to optimize your website

conversions• Remember your visitors use multiple channels to consume

information. Are you utilizing all the available channels to engage with your customers?

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Questions?

Richard Sharp, VP Marketing

[email protected]

604.484.8543

Jeff Hall, Marketing Consultant

[email protected]

604.484.8531

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Feedback or questions? Connect directly or via Twitter @Marqui_CMS and @richardmsharp