Published on March 10, 2014
HOW TO CREATE A WEBSITETHAT CUSTOMERS (& GOOGLE) LOVE Tiffany Sauder President, Element Three www.ElementThree.com @tiffanysauder
A CHAT ABOUT… • Why a (relevant) website is no longer optional • How Google sees your website – and why you should care • What you need to know to have a website that wins • How to turn your website into a lead machine • Know how your website stacks up
ELEMENT THREE • HQ in Indianapolis • 30 Employees • Full-Service Brand & Digital Agency • Focus on B2B companies
YOU MIGHT AS WELL LOOK LIKE THIS
“" BE SOMETHING SPECIFIC INSTEAD OF NOTHING IN PARTICULAR”
THE BUYER JOURNEY HAS CHANGED. The average shopper uses over 10 sources of information to make a decision 70% of Americans now say they look at product reviews before making a purchase 79% of consumers now say they use a smartphone to help with shopping Source: Winning the Zero Moment of Truth
YOUR WEBSITE IS THE EPICENTER OF YOUR MARKETING. Search has emerged as the most important source of information. Source: Ways to Win Shoppers at the Zero Moment of Truth
WHY SEARCH IS SO POWERFUL
GET FOUND ONLINE BY CUSTOMERS & PROSPECTS
PAID SEARCH / PPC ORGANIC SEARCH /SEO
GOOGLE REMAINS THE LEADER IN SEARCH • About 67% of US searches are conducted on Google, followed by Bing (18%) and Yahoo (11%) • Some 18.3 billion searches were conducted in the US last December, with Google accounting for 12.3 billion searches, according to comScore Source: http://www.comscore.com/Insights/Press_Releases/2014/1/ comScore_Releases_December_2013_US_Search_Engine_Rankings
WHERE SEARCH IS HEADING… • In recent Google algorithm updates, Google has placed a high importance on content and overall user experience. • Increasingly, this is the direction that Google is heading. • Google also wants to understand and answer users’ questions.
Rank 1 = 18% of clicks Rank 2 = 10% of clicks Rank 3 = 7% of clicks Rank 7 = 2% of clicks Rank 4 = 5% of clicks Rank 5 = 3% of clicks Rank 6 = 3% of clicks
SEO: HOW TO On-Page Content • You can’t optimize for everything • Defined keyword list – Search volume – Difficulty score – Relevance to your business
SEO: HOW TO Some Technical Stuff: • Meta Data: The first thing search engine will look for • Page Titles: Keep it under 70 characters and include keywords. – Inbound Marketing and Branding Agency | Indianapolis | Element Three • Meta Description: Entices click through. Keep it under 150 characters. – Element Three is an Indianapolis inbound marketing and strategic marketing agency focused on B2B and B2C lead generation through content marketing.
PAGE TITLES META DESCRIPTION
STATS TO WATCH METRIC COMMENTARY Bounce Rate High, target less than 30%. Bounce rates for most websites are 30-60%. New Traffic Depends on your website’s core function Pages/Visit Look for a steady increase Avg. Visit Duration Look for a steady increase Leads Target 1-7% conversion rate
DESIGN & USABILITY BRAINS & BEAUTY STEAL THE SHOW
DESIGN TIPS • Build your website for multiple screen sizes – 77% of viewers use another device while they’re watching TV, according to Google research • Ditch the stock photography • Navigation Tips: – Use words your customers know - not what your products are called (or use both). – Don't use sound or Flash in your navigation. – You don't need to show every page level available to the visitor. – Be careful with navigation placement. We're getting used to the standards (top or left).
DESIGN TIPS • Carousel’s are not effective for engagement, but designers love to use them • Scrolling pages are more common as we adjust as users to tablet movement even on our PC’s • Use page breaks wisely – it helps long pages separate into content areas • You have 3 seconds to gain a user’s attention • Rule of 5 • Build a responsive website, mobile versions are out
USE THE ‘FOLD’ STRATEGICALLY TO GUIDE THE USER THE FOLD
LEARN TO LOVE WHITE SPACE (AND IT DOESN’T HAVE TO BE WHITE)
IGNORE MOBILE / LOCAL AND GET CRUSHED • 95% of smartphone users have searched for local information • 90% of those users take action within 24 hours • 61% of smartphone users called a business after searching, and 59% visited a business after searching • Set up your company’s Google Places record – h1ps://www.google.com/business/placesforbusiness/ Source: Google’s Mobile Playbook: http://www.themobileplaybook.com/en-us/
Google Places Example
CONTENT SHARE YOUR KNOWLEDGE WITH OTHERS
CONTENT TIPS • Think Billboard – Will people know what you do in seconds? – Will visitors know what to do next? • Avoid "we have.” Focus on "you get" language. • Kill the jargon – especially on the homepage • Avoid clichés like "our people are the best,” "great customer service,” "a million years of experience,” “we hire the smartest people" and "our process is the best ever.”
We Have v. You Get
HAVE CONVERSION POINTS ON YOUR WEBSITE How to Make CALLS-TO- ACTION that people really care about And give them a glimpse into the value you’ll add to their world Learn More
CALLS TO ACTION TIPS • What is a Call-to-Action? • Make them enticing and actually look like a button • Would you want to click on it? Is it clear what I'm going to be getting? • Test like crazy • Be smart about where you put them – Homepage – Bottom of every web page – End of each blog post • Be relevant with the topic • Link to a landing page & use landing page best practices • Use form best practices
FIND OUT HOW YOUR WEBSITE IS PERFORMING HubSpot Website Grader: http://marketing.grader.com/ Manage SEO & Monitor Social Media: http://www.seomoz.org/
Want to learn more? Join us in Indy. JUNE 19th GoInboundMarketing.com @TiffanySauder
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