Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?

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Information about Building Effective Websites: My Brother Built It, Why Doesn’t It WORK?

Published on February 19, 2014




From the 2014 National Kitchen and Bath Association Kitchen & Bath Industry Show. Your website and SEO – Have you ever wondered, “How effective is my company’s website?” The Marketing RELEVANCE team runs across companies every day that had their website built by a relative, typically their brother or brother-in-law. This is great if your brother or brother-in-law works for an Internet marketing company, but chances are, he doesn’t. Many of these companies don’t see results from their websites and simply have a hard time proving or justifying the effectiveness of their sites. In the worst cases, they can’t get their sites to work at all. During this seminar on websites and SEO (Search Engine Optimization), Carol Morgan and Mitch Levinson of Marketing RELEVANCE will cover the five most common reasons why Web sites do not produce leads, prospects or buyers: (i) Not built to drive traffic, (ii) Difficult to Navigate, (iii) Content and Branding, (iv) Proper Call to Action, and (v) Tracking and Analytics.

Who we are Internet marketing, search engine optimization, website development, email marketing, social media and CRM consulting expert Public relations and social media marketing expert, strategist and consultant

Agenda Why doesn’t it work? 1. 2. 3. 4. 5. Bad content Confusing navigation Old functionality Ineffective at driving traffic No tracking or analytics

Marketing Bubble • Communication • Reputation • Optimization • Engagementination

Why is the Internet Important? More than 89% of consumers use search engines to make purchasing decisions.


Content and Branding • Fresh Content • Coolness factor – interactive or interruptive • Find balance between the movement of images • Appropriate company branding • Appropriate use of flash and video • Images should support the content • Write updatable text • Skip the sound

Content • Information about: – Your Product – Updated and accurate Pricing • This is a must! – Effective Contact Information

Case Study: Content Effective Contact Information


Difficult to Navigate • What are they looking for? • How easy is it to find information? – How many clicks does it take to find _________? – Am I led to the next step? – Is it easy and intuitive? • Does it represent your company image? • Are you proud to send your friends and relatives there?

Difficult to Navigate • Top Navigation vs Side Navigation • Buttons • Clickable text


Case Study: Mega Menus

Case Study: Enhanced Mapping

Responsive Design

Benefits of a Mobile Site: • • • • • • • • • • Market your business and brand Increase your prospect list/email database Improve search rankings Change/add content Expand reach and increase engagement Enhance image Improve communications Market directly Better user experience Visitors will stay longer

Mobile Site Must-Haves • What’s Important to You in a Mobile Site? • Speed • Clarity • Finger-friendly


Search Engine Optimization (SEO) Building a Search Engine Friendly Website: 1. To show up in the organic search engines results pages (SERPs) 2. Sites like Google find your site, read your site, index your site and display your site based on how relevant your site is to the user’s search.

SEO Statistics • 93% of online experiences begin with a search engine. • 70% of the links search users click on are organic. • 75% of users never scroll past the first page of search results. • 79% of users say they always/frequently click on the natural search results. • 80% of users say they occasionally/rarely/never click on the sponsored search results. • Google owns 65-70% of the search engine market share.

Organic Search Engine • Bots and Spiders review • Relevant keywords • Title Tags • Meta Data • Proper external and internal links • Importance of Fresh, wellwritten Content

Increase Keywords REAL KEYWORD IMPROVEMENT Jan Feb Mar Apr May June July Aug Sep Oct Nov (JANUARYNOVEMBER) Business insurance atlanta Business insurance consultants Commercial insurance atlanta Commercial insurance consultants Flood insurance Georgia Health insurance conslutants atlanta Homeowners insurance atlanta Life insurance consultants Atlanta 15 Unranked to #15 40 Unranked to #40 28 30 24 36 15 25 11 11 11 Unranked to #11 25 9 14 11 10 6 9 8 9 5 5 #25 to #5 49 34 25 31 52 67 84 65 72 Unranked to #72 20 25 28 22 8 Unranked to #8 38 44 44 53 40 52 41 32 42 Unranked to #42 35 13 12 11 17 12 1 1 1 1 Unranked to #1

How to Use Social Media for a Competitive Advantage Increase Your Website’s SEO • Increase Keywords • Increase Referring URLs • Better SERP Results (Search Engine Results Page) Reputation Management • Create Credibility • Interactive Platform to Reach Buyers & Media • Fix SERP Results (Negative online publicity)

Social Media’s Influence on SEO • Social Media Sites Send Signals to Google • User-Generated Fresh Content • Optimizing your Results • Credibility

Social Media • Interactive Social Sharing Buttons • Importance of Strategy

Case Study: Social Media



Proper Call to Action • Contact Us • Follow up – Step by Step plan for converting leads to sales – How much time do you have? – Personalization – increases response by as much as 75% – How to respond? Email or Phone – Dedicated online sales person • Tell them what to do!!!

Goals of your Website Visitors are so EXCITED that they… 1. Drive to your Office/Location 2. Call your Sales Representative 3. Email or fill out your contact form Are people contacting you because of your website? Are you getting traffic from the search engines because of the way the site was built?


Tracking and Analytics • How do you know your site is working? • What metrics do you look at on a regular basis? • What do you do with that information?

Website Tracking Metrics • Number of Visitors • Referral Source • Number of Leads Generated • Number of pageviews of: – Driving directions – Phone number – Contact Information

Measuring Effectiveness: Mobile

Measuring Effectiveness: Social

Case Study: New Website

Questions? Marketing RELEVANCE @mRELEVANCE Mitch Levinson, MIRM, CAPS, CSP, CGP, MBA 847-259-7312 Carol Morgan, MIRM, CAPS, CSP 770-383-3360x20 Thank You!

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