Date post: | 15-Jan-2015 |
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Marketing |
Upload: | jordan-bones |
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Website Analysis
Design & Content Strategies
Jordan Bones
Major Factors
• Architecture• Content• Optimization• Mobile• Design
Please note: for the sake of this presentation, “great job…x” is being used sarcastically. This indicates something BAD.
ARCHITECTURE
Architecture > URL’s
• URL’s– Good: BobLobLaw.com/practise/family-law.php– Bad: BobLobLaw.com/node/p?_123
• For Mobile sites:– Good: same as above.– Bad: m.boblobloaw.com
Architecture > Structure
Something like this:
CONTENT
Content > basics
Define Objectives• Audience• Brand• Mission• Goals
Messaging• Value to customer• Pain-points of customer• Call to action
Content > design
• Use terms your visitors will understand.• Profiling: who are your customers? • What are the most effective things you can
say?• Content Calendars help for timely content.• Leverage customer feedback (testimonials)• Leverage customer service stories.
Content > topics
• Write about your services.• Write about what makes you special.• Write about your customer’s pain-points.• Make it engaging! (useful)– What people actually will care to read, share, etc.
• Call-to-Action – drive the user to a desired action.
Content > service pages
• Each service/product deserves its own page.• Not this:
“we offer the following services:• Service 1• Service 2• We think you know exactly what this service entails• We make it appear likes its just a commodity.• Service 3 – we can’t be bothered to go into detail.”
Content > service pages
One page with all services listed…
Great
job…..X
Genesislawgroup.com/services/
Content > location pages
• 1 page per location• Contain:– Map– Address– Phone #– Service hours– Unique location info– Pictures
Map & Address
Hours
Contact Info
Location-specific info
OPTIMIZATION
Optimization > social
• Talk about what you do (socially)– Blog, tweet, facebook
• Integrate social plugins into site for credibility.
Optimization > social
Social Proof
Optimization > keyword research
• Research keywords– Look for opportunity; why pursue phrases that
people don’t use to search?
“Apartments for rent Victoria”: 1000 searches/m“rental properties Victoria”: 150 searches/m
What is the better opportunity??
Optimization > Tags
• Title Tags: page title (headline in SERP)– Short, Sweet, & Unique
• Meta Description: – 150 Characters, make it unique!
• Header tags (H1, H2,H3) – Highlights what is important on the page.
H1
H2
H2
Unique Store Content
Active social media
H1
H2
H3
Optimization > Tools
• YPG SEO audit tool• Chrome plugins: “seo site tools”• Adwords Keyword Planner
MOBILE
Mobile > content
• People have more choice & expect brands to provide:
The Information they want,When they want it,
How they want to consume it.
Mobile > content
• Content requirements are different for mobile.• Most important content for a mobile user.– Touch to call– Map & address that can open in map application.– Scaled down images.– Easy to digest information.
Go Mobile!
90% of Towing companies right now…
Great
job…..X
Go Mobile!
• How does the site look on a smart phone?
- No zooming- Relevant content first.
- How it should be!
Mobile > structure
• Say “No” to M.sites– 2 sets of code– Two sets of content
• Bing will only index one site.• Google says they prefer responsive design.• Google uses regular SERPs for smartphones.
Responsive design
• Means one design, adjusts visuals & content to fit the screen accessing the website.
• Don’t have to worry about specific device, just the dimensions.– Scaling, click vs. touch.
• Google prefers Responsive design
Responsive DesignDesktop Mobile
DESIGN“purposeful design”
Purposeful Design
• Understand your visitor’s goals.• Help them make decision.• Consider how visitors will arrive and interact
with your site. (mobile, desktop, etc.)• “Economy of form”, use less to accomplish
more.• “Persuasive Website Design”
Before:
Great
job….X
Call to Action??
Benefits only
Clutter
After:
Less Distraction
Clear Path
Relevant info
Help Make Decision
Result: 5 times the signup rate! 100 -> 500/month
Design > Navigation
• Max 2 menus! (horizontal & vertical)• Reduce clutter – clear a path for visitors.• Guide them through content.• Strong call-to-action
Design > Conversion
• Highlight benefits.• Showcase current or past clients.• Use photos, industry leaders, and logos to
convince visitors.
Design > CTA’s
• Colours of CTA buttons should be opposite to background.
• The CTA message is the final step to the conversion, so make it count!
• Never hide your most important CTA’s
THANK YOUJordan BonesPerformance Marketing [email protected]
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