Post on 08-Jul-2015
description
transcript
How to create a brilliant website
Ellen WoodbineSusan Clegg
So let’s get started...
Your hosts...
Ellen Woodbine
Agenda
• Why have a website?
• Your target audience and MWA
• Web design and functionality
• Website content ideas
• Writing effective web copy
• SEO and web analytics
• … the one thing you MUST have on your website
to maximise success
Do you currently have a website for your firm?• Yes• No• It’s under construction
If yes, are you able to update every area of your website?• Yes• No, only some of it• No, none of it• N/A
Are you happy with your current website?• Yes• No – the content needs updating• No – the whole thing needs an overhaul
Does your website generate leads for your practice?• Yes• No• Not sure
Why have a website?
• ‘Shop window’ for your practice
• Immediacy of search
• Open 24/7
• Allows frequent updates
• Sells your services
Recognise these issues?
• Boring design
• Out of date
• Poor navigation
• ‘Us’, not ‘you’
• Wrong audience
• Too much text
• Inconsistent style
• Links not working
• Phone number hidden
• No testimonials
• Too much jargon
• No videos
• Latest News not updated
• No analytics
Logo removed
name removed
details
removed
Your target audience
• ‘Ideal client’ profile
• What do prospects need to know?
• What do clients need to know?
• Future team members?
• Other visitors
Your MWA
• Most Wanted Action
• Identify it
• Make it obvious to visitors
• Every page
Find out how your business compares to hundreds of other businesses in YOUR industry!
Web design
• Design is subjective
• Should reflect your brand/personality
• Do your research
• Competitor sites
• Other professional sites
• Likes and dislikes
Website functionality
• AIDA
• Content Management System (CMS)
• Navigation
• Searchability
• Contact / call me back
• Location map
Website content
• Written for the visitor – not “us/we”
• Solutions – not services
• “Above the fold”
• Not too text-heavy – use images
• Easy to navigate – plenty of page links
• External links – when to use
Effective website copy
• Short sentences – ideally no more than 20 words long
• Short paragraphs – ideally no more than 70 words or 5 lines long
• Short pages – ideally no more than 500 words long
• Uncluttered punctuation – to help understanding, not hinder
• Use a sans serif font
Effective website copy
Effective website copy
Effective website copy
• Get to the point
• Use the language your customers use
• Don’t just copy text from a printed brochure
Website compatibility
• Different browsers
• Mobile navigation
• Test
Search Engine Optimisation
• Keyword research – Google Adwordshttp://adwords.google.co.uk – click ‘get keyword ideas’
• Keyword-rich text, titles and descriptions
• Keyword-rich URLs / page links
• Social bookmarking
• Image alt tags
• Regularly update content
Website Analytics
• Google Analytics – free http://www.google.co.uk/analytics
– Unique visitors
– Average pages per visit
– Average time on site
– Traffic source
– Bounce rate
– Search keywords
– Goal conversion
Use video
• YouTube belongs to Google – searchable
• Embed keywords
• Adds interest
• Human element
• More powerful testimonials
To sum up...The top 5 requirements for an effective website:
• Banner with contact details
• Social media links
• Membership logo to add credibility.
• Contact form or golden carrot with a clear CTA –get in touch!
• Text above the fold
And finally...• The one critical element you MUST have
on your site to stand out from the crowd...
...Video!
A simple solution
Free trial - visit
www.avnwebsites.co.uk
Fully customisable
Free trial - visit
www.avnwebsites.co.uk
Time for your questions…
Your questions
If you think of any more questions following the
webinar please post them on the Discussions board
on our LinkedIn group – search for:
Marketing Solutions for Accountants
Thank you so much for watching our webinar.
Now back to Mark Wickersham...
How to create a brilliant website
Ellen WoodbineSusan Clegg