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DESTINATION ANYWHERE creating the ultimate directory website

anywhere

Thanks for coming to my session about building Directory/Listing/DMO websites.

Lauren JeffcoatWPML Supporter | WPML Training@lujeffcoat

@lujeffcoat

My name is Lauren Jeffcoat and I work on the customer support team for WPML, a multilingual plugin created by OnTheGoSystems. My company also built the Toolset Types and Views plugin, but well talk more about that shortly.

Ive been working for OnTheGoSystems for just about a year, and have been designing websites for close to a decade. It was about 7 years ago when I found my way to WordPress, and Ive never looked back.

@lujeffcoat

So this is how I learned about Directory websites. Eating grapes in the back of my Jeep Wrangler in the mountains of North Carolina.

My husband and I decided to take a trip up to North Carolina a little unknown wine country in our backyard. We arrived and realized that even though we were surrounded by wineries, we had no idea where they actually were or how to find them.

The Roads of NC Wine Country

@lujeffcoat

Each morning I would wake up, map out our route, and then hand write pages of step by step driving directions. While we had a blast on this vacation, I remember thinking on my way home that there has GOT to be a better way to do this. Keep in mind the roads looked a little something like this:

The Roads of NC Wine Country

@lujeffcoat

No Street signs, dirt roads, out in the middle of no where. No GPS, basically we were lost and trying to find these hidden wineries.

Driving back home from this trip, I started to brainstorm on how I could create something to make my next trip easier for me and also help others find this cool little vacation spot. I knew I loved wine, and I knew I loved websites, so it kinda seemed that I could take on this little project. Enter WordPress.

I

@lujeffcoat

Funny enough, this directory site was my first big WordPress project.

My knowledge of building directory sites came from a need. I knew I was going to go back to visit North Carolina vineyards, but damned if I was going to write out all those driving directions again.

I loved building websites, Id been wanting to try out a WordPress platform, so it just kind of fell in my lap. Thinking it was going to be a little side project I jumped right in.

So lets talk about why one builds a directory website.

Why Build a Directory Website?

Why would someone build a directory website?

To me, there are two real reasons.

Gimme Gimme Gimme, I NEED, I NEED!To Fulfill the Want or Need for more Information

@lujeffcoat

Sometimes a directory or listing site can be build out of a personal want or need, as it was in my situation. For example, sometimes directory sites are built to store and organize data that you want to keep for yourself. I had a friend who started collecting information on custom home builders and contractors so that he could compare prices. The intent was solely for his convenience and the convenience of those in his industry looking for the same information.

To Monetize and/or Make ProfitShow me the money.

@lujeffcoat

Show me the money. Once you have the type of directory or listing site that you want to build, well now you can have different tiers of membership/listings, and offer premier listings where you can make money. Well talk shortly here about some great ways to monetize your website.

What Do I Need to Get Started?

Lets talk about some of the things you are going to need or things you will need to do in order to build a great directory website.

PATIENCE

@lujeffcoat

A directory site is never an overnight success story. It takes time to plan, design, develop content, get indexed, build business relationships. You most likely wont see ROI in the first few months. But if you do your research and invest your time wisely, you will have the opportunity to generate significant recurring revenue.

HOMEWORK

@lujeffcoat

Its important to do your homework on the line of business or industry that pertains to your directory. I remember my favorite part of building the vineyard listing site was my R&D weekends traveling from winery to winery to research different regions.

Research keywords and topics.Research your competitors.Think about what you can offer that is unique.Note things that you do AND do NOT like on competitors sites so you can avoid the same mistakes.

ESTABLISH A BRAND

@lujeffcoat

As you develop your directory, you should also establish a name for company and promote yourself as the leading media vehicle for your area of interest. You want to be the go-to source for information.

Developing a brand also means putting some personality on your business or project. Align your brand with what you learned in your homework.

Be consistent in your branding. Use the same color scheme and tone of voice across all platforms of marketing.

SEO

@lujeffcoat

Search Engine Optimization, or SEO, can be confusing and daunting. Try to focus on just a few key factors.Install Google AnalyticsCreate a sitemap (or use a good SEO plugin such as Yoast which is now WordPress SEO).Since youve done your homework, use the keywords in your content.Use keywords in page titles and page descriptions, but use them naturally. Use keywords in image title and image descriptionLink keywords within your site to other pages within your site.Every social media post should link back to your website.

SHAKE HANDS

@lujeffcoat

Before being able to sell business on the benefits of your directory, you need to build a solid relationship with potential advertisers. Introduce yourself as the person who has started the directory and explain the opportunities such as free listings and guest blogging.

Get in front of the decision makers. For me that meant the president of the NC Wine Council. Attend industry conferences and events. Ask business owners to do a featured article or interview for your site.

NEVER. STOP. WORKING.

@lujeffcoat

The success of your site is directly related to the amount of work you put into it. Even after your site becomes profitable, and especially after it does, you shouldnt be putting your site on cruise control. The only way to maintain the business is to continuously improve your site.

Always continue to meet new business owners, update listings, post recent news and continue marketing your business.

Key Elements of a Directory Website

What are some of the key elements of a directory site?

Identify Your Target Audience DemographicWHO?

@lujeffcoat

First key element is understanding who will be your website visitor. Once you understand your demographic, the design, content and tone will follow. Understanding your users will play a key role in deciding how best to provide the information that your users are seeking from your directory.

WHAT?What do Your Visitors Want and How do They Want it Delivered?

@lujeffcoat

Once you know who your visitors are, now you can focus on what it is they are looking for on your site. Different demographics prefer to receive information differently. Todays younger consumers are fast paced and probably prefer more visual content. Older consumers may prefer to read more material content versus flashy slides and video. This will insure a more effect site that will appeal to your demographic.

WHAT?

PicturesVideosDiscountsLocationEventsReviews

@lujeffcoat

Obviously, they will want listings. But what information about each listing is important? Open hours, location, discounts, reviews, pictures, video, events, etc.

When I built the vineyard listing site, I wanted to include types of wine, and allow my users to search for different wineries by the different wines that offered. I also wanted to add amenities, such as private parties, bus parking, food availability. It helped the businesses because guests already knew what to expect before getting there.

ACCURACYYour Site is Only as Good as the Accuracy of the Information it Provides

@lujeffcoat

I cannot emphasizes this enough. Do NOT build a directory website if you are looking to just build a site and then wash your hands of it. All websites are living, breathing, changing things, especially directories. Directory listing sites require maintenance and if content is outdated or inaccurate, your visitors will not come back. Ensuring your sites content and data is accurate and up to date should be a key priority.

ENGAGECreate the WOW factor

@lujeffcoat

Its simply not enough to have a directory site that is accurate and informative. Your content has to have the wow factor to make people want to come back to your site.

If you are offering opinions within your content (not reviews) then make sure it is unbiased. Check for spelling and grammatical errors and then check again.

Keep language clear and concise but also informative and interesting. Remember that great pictures sell!

Themes and Plugins

Tools to building a directory site.

Directory Theme by AIT ThemesFully ResponsiveCustomizableBuilt in Page BuilderCSV Import/ExportMailChimp IntegrationSubscriptions Built InGet it HERE.

@lujeffcoat

Listable by pixelgradeWooCommerce IntegrationAdvanced Filtering SystemGoogle MapsWidget-based SectionsDrag-and-Drop Page Builders

Get it HERE.

@lujeffcoat

Javo by Javo ThemesCustomizable rating systemGoogle Maps with AjaxFront-end FormsCustom FieldsFully ResponsiveLots of Included Plugins

Get it HERE.

@lujeffcoat

StripeandPayFastGateway for accepting payments.Completelyresponsive.Fullycustomizable form fields.SupportsreCAPTCHA.Accept listing payments andprovide free listingsin your business directory.Built inCSV import and export.Full support forrecurring payments.Get it HERE.

@lujeffcoat

Fullyresponsive.Entries can be submitted via the user-friendly front end interface.Built-in review system.Complete compatibility with WordPress Multisite.15+ widgets and 12+ widget areas.Export, import and re-import of data using CSV files.IncludesGoogle Analytics widget.Get it HERE.

@lujeffcoat

Create Custom Post Types, Fields and Taxonomies.CompletelyResponsive.FullyCustomizable Frontend Form that Integrates with WooCommerce.Accept Listing Payments andProvide Free Listingsin your Business Directory.Create any number of listing templates without having to code, using Views.Add the ability to filter by category, listing type or whatever parameters you choose to create.

Get it HERE.

@lujeffcoat

Customizing Your Site

If you are a control freak like me, you may want to have total control over everything within your directory. I went through a huge amount of themes and plugins trying to find something that would do exactly what I wanted to do and ended up using a custom post type plugin so that I could manipulate the data exactly how I wanted. Thats how I initially found the Toolset plugin

Toolset allows you to:Create Custom Post TypesCreate Custom Field GroupsCreate Custom TaxonomiesCreate Frontend Submission FormsAdd Payment Options to Submission FormsDisplay Custom Content No Coding RequiredAdd Listings to Google Map

@lujeffcoat

. It allowed me to add the Vineyards as a post type, plus accommodations and other businesses. Then I could add field groups to each of these unique post types. Lastly, I was able to create templates by adding shortcodes for each of my custom fields. Ill show you a quick example of how simple it can be to create your own custom post type.

@lujeffcoat

With Toolset Types, the Sky is the Limit!

When creating custom fields for your custom post types, you can create essentially anything you want. Images, sliders, drop down selects, and it goes on and on.

Image GalleryContact Info & Social MediaMap and DirectionsList of AmenitiesHours of OperationProperty Details

@lujeffcoat

In this image, all of the fields here can be created by Toolset Types and displayed on the front end using Toolset Views. Lets take a quick look at how to set up some custom fields.

@lujeffcoat

Show Me The Money

So once the site is built, how do you start making money?

Offer Featured Listings, or Premium Placement

A great way to make some money off of your site is to offer featured real estate. Limiting the number of displayed featured listings makes this more in demand. Keep in mind when you are starting out that free members are valuable too. Because as you add more quality content which will drive more people to your site, you can upsell your original free members.

Sell Ad Space or Use Google Adsense

Ad space is an easy way to generate income. You dont have to use Google Adsense. I used Ad Rotate which is a great plugin. You can sell ads anywhere on your site, and any type of add. You can set the cost per impression, per click, set schedules and even cut off the add once it has reached a certain limit, which makes clients happy that they wont get surprised by some huge bill because your website performed exceptionally well one month.

Affiliate Marketing

Do you sell any products or services on your site? If so, use affliliate marketing and allow your partnered business and members to add links to their website so they get a commission on every sale that comes directly from their site.

AffilliateWP is the plugin I used but there are a lot out there.

VIP or Membership Program

Maybe there is something unique you can offer to your website visitors. For example, I asked each of the businesses that listed on my site if they would be willing to give my members a small discount. 10% off a tasting, or buy one get one free. There was no cost for the business to participate, and I sold The Vine Card to visitors. SO now the visitors were encouraged to visit these participating businesses, and the participating vineyards got new business because of it. Win Win situation.

Bonus Tips

So now that most of the hardest work has been covered, there are some bonus tips, or just some after thoughts, that I would also like to share. Things to make your site the best it can be.

SIMPLIFYDont Over Complicate Things

@lujeffcoat

Youve heard the saying Keep it simple, stupid. Its a real thing! Dont try to come up with some complicated URL. Keep the branding name and URL simple because that is what people will remember.

If you are offering clients to sign up on your site, keep the sign up simple. Get them to commit to giving you some basic info and then allow them to add/edit more or you can request information later with a secondary form.

1-800-TOLL-FREEToll Free Phone Numbers Build Trust

@lujeffcoat

Using a toll free number is an inexpensive way to earn the trust of your customers. And place that number where it is visible on your site.

I once had the recommendation of a friend to remove all phone numbers from my site because people would be harassing me for information. But thats how I became the industry leader of information. People would call me and I would find them a solution. Its good business and believe or not, there are still customers out there who prefer to pick up the phone and call someone.

Ask yourself this. Will it be an inconvenience? Probably. Is it better for your customers? Yes. Then the answer is simple.

START WITH THE BASICSKnow Where You Want to Get to and Build a Great Foundation to Get There

@lujeffcoat

When you start your directory site, you many not have all of the information you will need in the beginning, but you dont want to wait until you gather every tidbit of info to launch your site. Planning well in the beginning, choosing the right themes and plugins, will set the foundation to get you to the finish line. Plan for your site to grow from the very beginning.

TELL PEOPLE WHAT TO DODont Try to be Too Clever

@lujeffcoat

Use clear and simple verbiage that your demographic will understand. Speak in their tone and use clear call to actions. You can add some character, but dont try to be too clever.

DONT COMPAREFocus on Being Awesome

@lujeffcoat

Youve already done your homework, so you know who your competitors are and what they are doing. But dont let that take your full attention. Be aware of what they are doing, but focus on being awesome.

ENJOY THE FRUITS OF YOUR LABOR.

BUT SERIOUSLY. NEVER STOP WORKING.

@lujeffcoat

Thanks!!Any questions?lauren.j@onthegosystems.com

@lujeffcoat