Upload
marqui-cms
View
568
Download
0
Tags:
Embed Size (px)
DESCRIPTION
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
Citation preview
Live Website Optimization Webinar Wednesday April 14th, 2010
4/14/2010 www.marqui.com 1
Go-To-Webinar Controls
4/14/2010 www.marqui.com 2
• 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
Agenda
• Marqui’s Approach to Website Optimization
• Live Reviews
• Conclusions
• Q & A
4/14/2010 www.marqui.com 3
Marqui’s Approach to Website Optimization
4/14/2010 www.marqui.com 4
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
Website optimization process
4/14/2010 www.marqui.com 5
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
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
4/14/2010 www.marqui.com 6
Homepage Links and Dynamic Content
4/14/2010 www.marqui.com 7
No dynamic content
Hidden Calls-to-Action
4/14/2010 www.marqui.com 8
Hidden calls-to-action
Navigation Level
Logo should link to homepage
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
4/14/2010 www.marqui.com 9
Information Architecture
4/14/2010 www.marqui.com 10
Good use of RSS feeds
Search analytics
Breadcrumb Navigation and Title Tags
4/14/2010 www.marqui.com 11
Title Tags, Meta Tags and Google Search
4/14/2010 www.marqui.com 12
<meta description = “”>
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
4/14/2010 www.marqui.com 13
Navigation Usability
4/14/2010 www.marqui.com 14
Text or alt tags
Non-clickable navigation
Javascript
Typography and Formatting
4/14/2010 www.marqui.com 15
Typography and left formatting
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
4/14/2010 www.marqui.com 16
Keyword Relevance
4/14/2010 www.marqui.com 17
RSS and social media/dynamic content
Soft call-to-action
Optimized Calls-to-Action and Forms
4/14/2010 www.marqui.com 18
Unnecessary form fields
Form Testing
4/14/2010 www.marqui.com 19
A/B split test
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?
4/14/2010 www.marqui.com 20
Questions?
Richard Sharp, VP Marketing
604.484.8543
Jeff Hall, Marketing Consultant
604.484.8531
4/14/2010 www.marqui.com 21
Feedback or questions? Connect directly or via Twitter @Marqui_CMS and @richardmsharp