Maximising Your Web Impact

Maximising YourWeb Impact

Independents Day 2009

Jamie Forster

Maximising Your Web Impact



Domain Names

So, what is a domain name?

• It’s the address that people type into an internet browser tofind a web page

• There are many types to choose from – ie .co.uk, .com, .me.uk• Which to choose, .com or .co.uk?

• Ideally both, but the better sole option is the .co.uk

Why do I need a domain name?

• Acts as the ‘street address’ to allow visitors to find the site• Without a domain name, you cannot have a website or

‘branded’ email


Domain Names

What does a domain name say about my company?

• Professionalism• Your business card wouldn’t say you were from a different

company would it? ‘Unbranded’ email is promotingsomeone else’s business!

• It defines what people think of you as a company

Domain names are very easy and cheap to buy

Ensure that the domain name is registered to you or yourcompany


Domain Names

www.nominet.org.uk


Domain Names

Ff


Domain Names

What does a domain name say about my company?

• Professionalism• Your business card wouldn’t say you were from a different

company would it? ‘Unbranded’ email is promotingsomeone else’s business!

• It defines what people think of you as a company

Word of caution….

• How easy is your domain name to remember?• How easy is your domain name to type?

Domain names are very easy and cheap to buy

Ensure that the domain name is registered to you or yourcompany


Domain Names


Domain Names

www.whorepresents.com

Who Represents


Domain Names

www.expertsexchange.com

Experts Exchange


Domain Names

www.penisland.net

Pen Island


Domain Names

www.powergenitalia.com

Powergen Italia



Websites

Why would my company need one?

• The internet never sleeps• Acts as a sales and marketing team• Websites are no longer optional extras but an absolute

necessity• Print media can be expensive and perhaps only monthly –

website is ‘on’ 24/7 and unlike print, can be changed

relatively easily• People are more likely to use search engines to find products

and services rather than services such as Yellow Pages• If you aren’t being found, your competitors are

• Study shows 86% of consumers research a company online

before choosing to use them


Websites

3 main types of website

Static Websites

CMS Websites

eCommerce Websites


Websites

Static Website

• Simple site, ideal for informational/brochure websites• No easy way for owner to update themselves• Doesn’t mean that look and feel are compromised


Websites

CMS Website

• CMS stands for ‘content managed system’• Ability for site owner to update and maintain the site• Relatively easy interface called a WYSIWYG, similar to a

word processor• Hosted offerings usual affordable but limited in form and

function, limit future upgrade options• Bespoke CMS will be more expensive, but worth it

• Scalable – ample girth to grow into• Added functionality


Websites

A common WYSIWYG, similar to a word processor

FFF


Websites

eCommerce Website

• Any website that is selling products or services online

• 2 parts to any eCommerce solution

1. The shop where visitors browse and make theirpurchase

2. The card transaction itself• Can be achieved cheaply (Static site + PayPal for instance)• Better to make use of a proper eCommerce cart system


Websites

3 important aspects of any website

1. Perception

2. Navigation

3. SEO (Search Engine Optimisation)


Websites


1. Perception

• Do they like the site or not?• First impressions REALLY do matter• Helps create trust• Could ultimately be the deciding factor to buy or not


Websites


1. Perception

2. Navigation

• The way visitors move around a website• Easiest way to lose visitors• Needs to be

• consistent• easy to follow and understand• appealing• as few clicks as possible to get from A to B


Websites


1. Perception

2. Navigation

3. SEO (Search Engine Optimisation)

• Key to a websites visibility to the search engines• Don’t need to spend vast amounts to achieve results• Website without SEO is like a car without wheels• The basics don’t guarantee traffic, but without them

guaranteed not to get traffic• ‘Friendly URL’s (uniform resource locator or web address)

http://www.motley.co.uk/default.asp?page=3&sectid=788or

http://www.motley.co.uk/contact.php


Websites


Websites

A few other aspects to help

• Make sure your site is kept up to date and fresh• Speed of download• Make sure you have certain pages• Make sure you comply with relevant legislation


Websites

Got a reason not to have a website?

• I wouldn’t know where to start• It’s going to cost me far too much to get a website

• It could, but doesn’t have to• Can you afford NOT to have a website?• Test the water• Website cost is one off, better value than print

• My business doesn’t need to be online• EVERY business needs a website• If you’re not online, you are losing business



eMarketingDoes anyone know your site is there?Have you told anyone about it?How are you going to attract visitors?

• Free marketing and advertising• Press releases to local papers

and magazines• Remember to let them know

your latest news

• Get backlinks – websites that linkback to your site• Write articles on your topic

and get them published online• Record video and post to

YouTube• Start a blog


eMarketing

Other methods to get noticed

www.linkedin.com

www.ecademy.com

www.twitter.com

www.facebook.com

www.myspace.com


Make sure you are measuring traffic to your site

• “50% of marketing works, we just don’t know which 50% “

• It’s the only way you will know if your site is attractingvisitors

• Measuring can show you• How many people visit• How visitors have found you (search terms)• Which search engine they used to find you• What browser they are using• And much much more

• Google Analytics is free

eMarketing


eMarketing


Google AdWords

• Create and run ads quickly and simply• Only pay for click throughs to your site• Set your own budget what you want to spend each day,

week or even month• Once you hit your limit, your ad stops being displayed

• Great way to attract visitors from day 1• Wider reach than just Google

eMarketing


eMarketing


Email Marketing

• Effective way of keeping in touch with customers• Email capture form on your website• Special offer – Call to Actions

Software• Manages your subscriber list and Opt Outs• Sending of emails is automated & with no limits

eMarketing


Aweber

2 main services

• Email Newsletters• Follow up Autoresponders

Email Newsletters

• Manages your subscriber list and Opt Outs• Send them manually, anytime you want to• Simple to personalise every message

eMarketing


Aweber

Follow up Autoresponders• Series of pre-written emails• You choose time and date gaps between each one• Simple to personalise every message

eMarketing


In Summary

Maximising YourWeb Impact

Jamie Forster

Thank you for your attention

Technology

Maximising Your Web Impact