Your Website Should be MORE than JUST an online Brochure! · a brief history of the internet when did creation actually happen? mahpba - 2018 good marketing group 3

Copyright ©, Good Group LLC. All Rights Reserved.

YOUR WEBSITE SHOULD BE MORE THAN JUST AN ONLINE BROCHURE!

MID-ATLANTIC HPBA – JUNE 2018

BRAD GOOD, PARTNERRAYMOND ROSE, SENIOR WEB DEVELOPER

A BRIEFHISTORY OF THE INTERNETWHEN DID CREATION ACTUALLY HAPPEN?

MAHPBA - 2018

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A BRIEFHISTORY OF THE INTERNETWHEN DID CREATION ACTUALLY HAPPEN?

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‘ARPANET’ADVANCED RESEARCH PROJECTS AGENCY NETWORK

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The Advanced Research Projects Agency (ARPA), an arm of the U.S. Defense Department, funded the development of the Advanced Research Projects Agency Network (ARPANET) in the late 1960s. Its initial purpose was to link computers at Pentagon-funded research institutions over telephone lines.

At the height of the Cold War, military commanders were seeking a computer communications system without a central core, with no headquarters or base of operations that could be attacked and destroyed by enemies thus blacking out the entire network in one fell swoop.


‘ARPANET’THE ‘ARPANET’ GOES INTERNATIONAL


The Internet is a kin to many technologies that changed our lives such as GPS, cell phones, advanced computers, etc.

The cold war produced ingenuity that would eventually carry over and change the private sector.

And the ‘International Network’ (Internet) was born!


SO, WHAT ABOUT THE ‘WWW’?WHEN DID THE WORLD WIDE WEB ‘TURN ON’?





August 6, 1991, the world was changed forever.




The revolution wasn’t televised, it was launched on a small monotoned, tube screen with a home page titled,

‘The World Wide Web’.


SO, WHAT ABOUT THE ‘WWW’?THE VERY FIRST WEB PAGE EVER…


CERN (European Organization for Nuclear Research) used the new world wide web as “a wide-area hypermedia information retrieval initiative aiming to give universal access to a large universe of documents.” And it was. History, law, The Bible and song lyrics are just some of the topics you could research. To see the old site archived, go here: http://info.cern.ch/hypertext/WWW/TheProject.html

http://info.cern.ch/hypertext/WWW/TheProject.html

FLASH FORWARD TO TODAYTHINGS HAVE AND CONTINUE TO CHANGE

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FLASH FORWARD TO TODAYNOW WHAT?

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WEBSITES ARE NO LONGER ‘STATIC BROCHURES’

‘STATIC BROCHURE’ WEBSITE (2007)



WEBSITES ARE DYNAMIC DESTINATIONS

‘STATIC BROCHURE’ WEBSITE (2007) DYNAMIC, RESPONSIVE, SECURE WEBSITE (2018)


YOUR WEBSITE IS MOST OFTEN

THE FIRST IMPRESSION

HOW YOU PRESENT YOURSELF ON-LINE IS A BIGINDICATOR TO NEW BUYERS

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81% OF SHOPPERS CAN’T BE WRONG

81% OF PURCHASERS CONDUCT ONLINE RESEARCH BEFORE BUYING


According to ADWEEK Magazine, eighty-one percent (81%) of shoppers conduct online research before they make a purchase.

Sixty percent (60%) begin by using a search engine to find the products they want, and sixty-one percent (61%) will read product or company reviews before making any purchase.

SOURCE: Adweek.com


81% OF SHOPPERS CAN’T BE WRONG

YOUR WEBSITE MUST FULFILL THEIR SEARCH EXPECTATIONS


Sixty-nine percent (69%) avoid purchasing on-line and prefer to purchase in a store to avoid any complications. MAKE SURE THEY STAY ON YOUR SITE!

Be sure they know YOU are the expert beyond pictures.

SOURCE: Adweek.com

GIVE BUYERS A WAY TO ASK YOU FOR MORE!

YOUR WEBSITE MUST MAKE MORE THAN ONE TYPE OF IMPRESSION

HOW YOU PRESENT YOURSELF ON SMALL SCREENS IS A BIG INDICATOR TO NEW BUYERS

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51% OF WEB SURFERS DO IT SMALLER

SMARTPHONES AND TABLETS HAVE BECOME KING


In the United States, desktop web browsing traffic has shrunk to to 48.7%

SOURCE: The Guardian



SMARTPHONES AND TABLETS HAVE BECOME KING


Your site MUST be easily navigated AND FULLY FUNCTIONAL on ALL screen sizes or you could be losing over 50% of the 81% looking for your products on line!

(40% of Potential Buyers)

SOURCE: The Guardian



RESPONSIVE vs. MOBILE FRIENDLY OR OPTIMIZED


Your website should automatically detect and adjust for the screen size it’s being viewed on.

THIS MEANS IT IS RESPONSIVE

If you have two admin controls –1 for Desktop, 1 for Mobile,

IT IS LIKELY MOBILE FRIENDLY OR OPTIMIZED and you might be doing it WRONG.

SECURITY IS

A TOP PRIORITY

SITES BUILT WITH OLD CODE, POORLY CODED OR BUILT WITHOUT SECURITY SHOULD BE UPDATED




WEBSITES SHOULD BE SECURE (HTTPS)

DYNAMIC, RESPONSIVE, SECURE WEBSITE (2018)


HTTPS

Your Website Should Be HTTP ‘S’ in 2018

‘SECURE’



YOU SHOULD SEE A PADLOCK OR THE WORD SECURE


Your Website Should Be HTTP ‘S’ in 2018

‘SECURE’

Google and Bing are giving SECURE sites with an SSL certificate more legitimacy due to all of the malware and hacking. This WILL affect your SEARCH results.




Effective July 2018, Google’s Chrome browser will mark non-HTTPS sites as ‘Not Secure’

After years of pushing for 'secure by default' web sites, Google will identify insecure sites in the Chrome browser beginning mid-Summer.

SOURCE: https://searchengineland.com





Google has been pushing developers to make the change to non-secure web sites a some time– including using a rankings boost to further incentivize the shift. The campaign has proved successful.

• Over 68% of Chrome traffic on both Android and Windows is now protected

• Over 78% of Chrome traffic on both Chrome OS and Mac is now protected

• 81 of the top 100 sites on the web use HTTPS by defaultSOURCE: https://searchengineland.com


GOOD BUILDNG BLOCKS EQUALS A GOOD WEBSITEYOUR ARCHITECTURE SHOULD BE DESIGNED FOR AND AROUND SEARCH


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MESSAGING: TARGETED & CLEAR

HOW | WHAT | WHO |WHEN


When building your website and adding content, break down content efficiently.

CONSIDER:

HOW you market your product…

WHAT product you market…WHO would be interested… Based on what’s going on WHEN.



RELEVANCY & AUTHORITATIVE


RELEVANT: Being connected with the matter at hand.Content is KING!!! Website content – don’t get too technical; know your audience “Laymen's Terms” Creative use of content – saturate the online market, i.e.. social sites, blog, news (white

pages)

Content should be updated at least MONTHLY Use Blogs, event calendars, industry news, social media redirects to specific pages





RELEVANT: Being connected with the matter at hand.

Keywords & Descriptions

Research – competitor’s websites, google your product/service, ask customers (survey)

Continue keyword and description consistency across other resources, i.e.. YouTube, Google+

Google analytics – research how your website is found

Your descriptions may show up as a specific search paragraph. This is your chance to tell your customer you have what they need





AUTHORITATIVE: Measured by the number and quality of other pages that link TO your site.

Links

Industry related sites Directories and SEM (paid online advertising), i.e.. yp.com, patch, yelp Social support – get and keep conversation going, i.e.. twitter, Facebook, houzz, Pinterest

Quality vs. Quantity

Search engine spiders look for content and keywords that are RELEVANT to search Watch keyword stuffing!


GOOGLE ANALYTICS IS A MUST

THIS COULD BE THE GREATEST FREE TOOL EVER


This can and should be built right into your website. A simple code from Google will activate it.





You can learn about your customers’ on line behavior at a glance:

Traffic

Search, Referral, Direct

Visits: Unique, New, Returning

Behavior: Pageviews, Average time on site, bounce rate






Traffic

Search, Referral, Direct

Visits: Unique, New, Returning

Behavior: Pageviews, Average time on site, bounce rate






Keywords

How are your customers finding what they want to arrive at your site?

How can you improve?


SCHEMA.ORG: SET UP YOUR WEBSITE THE WAY SEARCH ENGINES READ IT

BE ‘BOT’-FRIENDLY!


Schema.org. was founded by Google, Microsoft, Yahoo and Yandex

Schema.org is a structured data markup schema supported by all major search engines. This allows them to understand the information on web pages and provide richer search results.

Your website should be designed using this markup so that search engines can catalog your information and rank your pages easily.

SOURCE: http://schema.org/docs/faq.html


SCHEMA.ORG: SET UP YOUR WEBSITE THE WAY SEARCH ENGINES READ IT

BE ‘BOT’-FRIENDLY!


Essentially a ‘Rosetta Stone’ for Search!


SITEMAPS – GOOD FOR BOTS AND HUMANS TOO

BE ‘BOT’-FRIENDLY


A sitemap is page that lists all the other pages, posts, and pertinent content

It does this in an easy to read structure

‘’’Bots’ love these

So do humans

YOUR BESTPROSPECTS WILL GIVE YOU PERMISSION TO SELL TO THEM

ASK FOR INFORMATION FROM INTERESTED PROSPECTS



YOUR WEBSITE SHOULD BE A DATA MINE

IT’S OFTEN EASY TO OBTAIN INFO. JUST ASK.


Use permission-based marketing such as “Request Info’ buttons to send prospects directly to the proper sales or service contact

GIVE BUYERS A WAY TO ASK YOU FOR MORE!





Capture email and contact information for future campaigns and sales follow-ups either via email campaigns, mailings or a phone call. Be sure to make the fields required.

SEND THEM IMMEDIATELYTO THE PROPER CONTACT





Once sales and service are completed, send customers back to your website to generate testimonials. These are search engine gold!

REMEMBER: sixty-one percent (61%) will read product or company reviews before making any purchase.





All of the content in these testimonials are now part of your site and can be found by search engines.

Testimonials written by customers will in turn attract new prospects searching with the same layman’s terms

DESIGNELEMENTS

WHAT IS THE CORRECT COMBINATION?


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DESIGN ELEMENTS OF YOUR WEBSITE

CONSIDER USING A CMS TO PUT IT TOGETHER AND MAINTAIN IT


Content Management Systems (CMS) make it much easier:• Multiple editors• Templates• Customization• Content focus• Global changes• Ease of use• Security• Analytics



CONSIDER USING A CMS TO PUT IT TOGETHER AND MAINTAIN IT


The most common systems are open source and constantly improving and growing.

WARNING! DANGER AHEAD!

Be careful what components or ‘widgets’ you install. Be sure they are up to date, legitimate and follow best practices.



WHAT IS THE CORRECT COMBINATION OF COMPONENENTS


Your design elements depend solely on understanding your audience and how they will use your website as well as your company’s brand.

CONSIDER: Lifestyle photos of products (Scrolling Banner?) Product catalogs Service forms Events Testimonial Page (A MUST, but how do you want to feature it?) Multiple Locations

You need to know how much

information your target audience

wants or needs to make a decision.



DESTINATION CHOICES ON CONTACT FORMS

ON SERVICE PAGES

FORMS GIVE YOUR CUSTOMERS A CHANCE TO ACT!




SCROLLING LOGOS WITH LINKS

SLIDERS ADD MOVEMENT & CONTENT TO WEBSITES


CUSTOMER REVIEWS SLIDER



START A DESIGN PROJECT ONLINE TO BRING CUSTOMERS

INTO THE STORE

WHAT’S NEXT? WHAT DO CUSTOMERS WANT? HOW DO YOU KEEP UP?

THE FUTURE IS HERE!

A PRIVATE MESSAGE BOARD FOR CUSTOMERS TO TALK TO EACH

OTHER

A PLACE WHERE CUSTOMERS CAN MAKE PRODUCT

SUGGESTIONS

DESIGN A PINTEREST-LIKE IDEA BOOK ON YOUR WEBSITE

PRIVATE CUSTOMER AREAS WITH FILES,

PROJECTS REMINDERS

SETTINGS, ETC.

THE POSSIBILITIES ARE ENDLESS!

(UNLIKE THIS PRESENTATION)

IF YOU CAN THINK IT, THERE IS PROBABLY A WAY TO MAKE IT HAPPEN


MAHPBA - 2018


WEBSITE ISMORE THAN AN ONLINE BROCHURE

YOUR EXPERINCES, YOUR QUESTIONS




A QUICK UNDERSTANDING…

WHAT DO ALL THOSE TERMS YOU CONSTANTLY HEAR ACTUALLY MEAN?


• HTTP(S) -- (HyperText Transfer Protocol (Secure)): The protocol for moving hypertextfiles across the Internet. Makes your website get from a server to a browser

• URL -- (Uniform Resource Locator): Your Web Address like a house #• www -- (World Wide Web): World Wide Web (or simply Web for short) is a term frequently used (incorrectly) when referring

to "The Internet“• Bandwidth: In common usage the term "bandwidth" is used to describe how much stuff you can send through a network

connection. Think about a straw and a milkshake!• BLOG-- (weB LOG): A blog is basically a journal that is available on the web. The activity of updating a blog is "blogging" and

someone who keeps a blog is a "blogger.“• HTML -- (HyperText Markup Language): The coding language used to create Hypertext documents for use on the World Wide

Web.• Cookie: The most common meaning of "Cookie" refers to a piece of information sent by a Web Server to a Web Browser that

the Browser software is expected to save and to send back. This is how shopping carts, ads and passwords are recalled



[email protected](484) 902-8914

BRAD GOOD, PARTNERBrad has an extensive background in direct marketing working for internationally recognized companies such as Tribune Media, (parent company of the Chicago Tribune, Los Angeles Times and WGN), Hearst Communications, First Union National Bank (Now Wells Fargo) and AdvantaCorp.

While at Hearst Magazines, Brad worked on customer subscription and acquisitions for Good Housekeeping Magazine, Popular Mechanics, Town & Country Magazine and Esquire. At First Union National Bank, he was responsible for managing direct marketing fulfillment operations for the Capital Management Group and Evergreen Funds. Brad also served as Direct Marketing Manager/Manager of New Business Acquisitions with Advanta Corp, a business finance company and national bank.

Before taking on day-to-day operations at the Good Marketing Group, Brad served as General Manager of the northeast branch of Tribune Direct, a national direct marketing company, overseeing sales, marketing and operations.

GMG SUPER HERO ALIAS:THE BATMAN

SUPER SKILLS:Often found in the dark corners of his office analyzing data and information to catch the right prospects. Also known to fight for higher response rates with better tools. His work is often in the background and not outwardly seen.

mailto:[email protected]




RAYMOND ROSE, SENIOR WEB DEVELOPERRay’s path to becoming a web developer was one of necessity: he needed a website. And fast. Teaching himself PHP, CSS, and HTML, Ray learned the ins and outs of WordPress development and website design so he could build himself a website.From writing novels, social media content, and magazine features to building responsive websites for small businesses, growing companies, and nonprofits, Ray has played hero to many an organization. Solving immediate problems, hunting down scalable solutions, and saving the day, he works closely with organizations to find the technology answers that he needs.He has a BS in Information Systems from Albright College, three sons (he was a stay-at-home dad for many years), and one wonderful wife. When he’s not building websites, he can be found out running with his boys. His boys have run many 5Ks and 10Ks and he ran the Garden Spot Marathon in 2017.

GMG SUPER HERO ALIAS:THE FLASH

SUPER SKILLS:Solving problems at the speed of light, Ray brings together technology, ingenuity, and quick-decision making to find scalable solutions for organizations. He also knows how to research a problem from top to bottom to find the quickest solution.





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Your Website Should be MORE than JUST an online Brochure! · a brief history of the internet when did creation actually happen? mahpba - 2018 good marketing group 3