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Your 2011 Website Optimization Plan
Feb. 11th, 2011
Brody DorlandAllure New Media
Jayme ThomasonAllure New Media
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Before We Get Started…
• Hosts: Jayme Thomason & Brody Dorland of Allure New Media
• Follow us on Twitter: @allurenewmedia• Submit ?’s via Twitter: #allurewebinars• Presentation – 45 min. with 15 min. Q&A
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1. What Does Your Website Need to Accomplish?
Build awareness?Inform / educate?Establish credibility?Build community?Generate leads / sales?Other?
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2. How Will You Measure Success?
• Identify Key Metrics & Performance Indicators
• Set Up Measurement Tools – Web Analytics, Social Media Monitoring
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3. Competitive Benchmarking
Are you driving blind?
• Site Index in Google – Google search “site:yourdomain.com”
• Overall Site Traffic – www.Compete.com, Alexa.com
• Website Performance – www.WebsiteGrader.com - example
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4. SEO / SEM Performance• SEO/SEM Presence –
www.Spyfu.com/kombat • Backlinks / Authority - http://
www.opensiteexplorer.org/
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5. Design & Content Benchmarking
• Design trends• Page Layout• Content
Presentation • Functionality • Competitor promotions/offers• Purchase Process• Social Media Tools / Participation
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6. Homepage Optimization• Unique Value Proposition - You have
4-7 seconds to answer…– What do you do?– Why should I buy from you?
• Campaign Proposition – Present an Offer
• Use clear headlines and “hooks”– Validate their visit and get them
engaged
• Unique Value Proposition - You have 4-7 seconds to answer…– What do you do?– Why should I buy from you?
• Campaign Proposition – Present an Offer
• Use clear headlines and “hooks”– Validate their visit and get them
engaged
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Example Search: “promotional products”
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7. Does Your Website Read Like a Textbook?
• Use a conversational tone • Be persuasive • Use their words, not your jargon• People don’t read – write for scanning• Enticing headlines & subheads
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8. Landing Page Optimization
• Keep it simple, focused • Remove distractions• Write a great headline• Focus on benefits• Use video• Create a clear call-to-action / opt-in
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9. SEO Keyword Integration• Keyword Research • Keyword Optimized Website Structure• On-Page SEO – Critical on-page elements
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10. Is Your Site Mobile Friendly?
• Physical Tests – iPhone, Android, BB• W3C mobileOK Checker• iPadPeek• Mobile website platforms / apps
- CMS Systems / Wordpress (WPTouch)- MoFuse – mobile CMS- Custom solutions
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11. Monitoring Content Effectiveness
• Clickthroughs & Bounce Rates• Pageviews• Time on site• Conversions• Abandon Rates• Rankings / Backlinks
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12. BONUS – Add Video!
• Introductions• Education• Sales
Presentations• Product Demos • Video Blogging
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Next Steps• Q&A• Need a Website Tune-Up? - $99• allurenewmedia.com/webtune-up• Twitter: @allurenewmedia• Ph: 913-312-8729 x1• info@allurenewmedia.com
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Thank You!