9 step planning_website_cs_wurzberger1. 3/23/2011
C S Wurzberger – Internet Marketing Specialist
Over 20 years of marketing experience and
I’ve helped hundreds of companies from
around the world improve their search
engine rankings
Specialize in promoting animal related
9 Steps to Planning a Profitable Web Site companies: Zoos, Aquariums,
Conservation Centers and Green
Businesses
Energize your Marketing with a New Approach Co-author of “9 Easy Steps to Planning a Profitable Web
C S Wurzberger – Internet Marketing Specialist site”
Plus, I’ve placed numerous sites on the first page of Google
Today I’m going to show you the techniques to do the same
© Copyright 2000-2011 C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission
Outline of what you will learn today Step 1: Define your Site’s Purpose
9 Easy Steps to Planning A Profitable Web Site: It’s the most important question you’ll ask yourself.
Step 1: Define Site Purpose What do you want your web site to do for your
Step 2: Choose a Domain Name business?
Step 3: Plan the Site Design & Online Store o Work as a brochure site
Step 4: Plan the Content o Drive leads & referrals
Step 5: Find a Host o Sell products
Step 6: Find the Best People Set specific, measureable sales objectives
Step 7: Plan for the Costs Generate $150,000 is sales this year
Step 8: Market your Site Cultivate 12 new sales leads each month
Step 9: Measure the Results Sell 200 widgets
Presented by C S Wurzberger Presented by C S Wurzberger
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Step 2: Choose a Domain Name Step 3: Plan Your Site Design
A domain name identifies the company’s
address on the Internet
Your Web site’s design will make
or
Buy it from a reputable company break your online success
(www.networksolutions.com or www.wsmdomains.com)
Make sure you can transfer your Domain name
to the hosting company of your choice
Keep user id & password in a secure location
Presented by C S Wurzberger Presented by C S Wurzberger
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3: Ensure your site is buyer friendly Guidelines of a High Performing Site
The bottom line – if a web site is not user- Usability guidelines
friendly, if viewers can’t find what they are
Jacob Nielson is considered the world leader
looking for, there really is not point in having in establishing the usability guidelines.
it
His reports are published at www.useit.com
Characteristics of a non-performing site
113 industry standard for a brochure site
Business goals are not being met
226 for an ecommerce site
Viewers are unclear who the business is and
Does your site incorporate at least 85% of
what they sell
the guidelines?
Viewers can’t easily find the info they need
Presented by C S Wurzberger Presented by C S Wurzberger
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9 Point Checklist for Usability Before and After Examples
Solstice Corp makes mammography
1. Your pages loads quickly
and general X-ray skin markers for
2. Your site clearly identifies who Diagnostic radiography.
you are. Logo & Tagline
Before:
3. Primary navigation runs across
the top or left Homemade – non-professional
design
4. Buttons - use standard naming
conventions Does not speak to their ideal
5. Critical elements appear above customer
the fold Colors did not match branding
6. Site is clean and easy to read, Hard to read
using subheads, bullets for quick No call to action
scanning After redesign:
7. No distracting animation or Professional branding
popup windows Colorful, appealing
8. Easy to find contact info Easy to navigate
9. Clear “Call to Action” Increased lead generation by
220%
Presented by C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission
Before and After Examples Before & After
Organization Plus is a Boston based
Company that helps your transform
your home and office.
After Redesign
Before:
Logo too large
Does not speak to their ideal
customer
Hard to read & navigate
No benefit message
No call to action
After redesign:
Professional branding
Colorful, appealing
Easy to navigate
Increased lead generation by
120%
Before
www.MendonGiftBarn.com
Presented by C S Wurzberger Presented by C S Wurzberger
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How usable is your site? The Fact is
If a site’s not user-friendly (if viewers
can’t find what they’re looking for)
there’s no point in having it!
Presented by C S Wurzberger Presented by C S Wurzberger
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Step 4: Plan the Content Content Example
If you’re expecting your Web site to drive orders for Write for your customer, tell them how you’ll
your products and services, you’ll want to carefully solve their problems
plan your Web content. Example: Headlines for courses designed to
Content is King help new college graduates learn how to
Smart, sales-oriented content will ensure the best manage their money.
results
Engage prospects immediately Before: We offer great courses on managing
Clearly show them an attractive solution to their
money. We’ve been doing this for years.
needs After: New college graduates: in just three
Don’t make it all about you-make it about how you evenings, learn how to manage your money
can help them and build wealth.
Presented by C S Wurzberger Presented by C S Wurzberger
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Step 5: Find a Host Hosting Companies
A host is a server (a special computer) that www.hosting.com
holds your Web site and makes it viewable www.NewMediaMarketingPower.com
on the Internet www.Hostgator.com
Types of Hosting Hosting Items to look for:
Free-viewer is subject to pop up ads
99.9% up time
Shared-most affordable $20.00 + per month
File storage space
Dedicated-your business buys its own server
Number of email accounts
Keep the user id & password in a special spot
Access to live stat reports
Presented by C S Wurzberger Presented by C S Wurzberger
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Step 6: Find the Best People Choosing a Web Team
Hire a great web team that has experience in What to look for:
building sites that sell Credentials, technical ability, skills and
Designer-plans graphic look training
Developer-codes the site View examples of their work
Usability expert-makes it user-friendly Do you like their design process?
Content writer
Can they speak in non-technical terms?
E-commerce expert-knows how to sell
SEO consultant-keeps you ranking high Will they answer your questions?
Maintenance person-keeps site up to date Will they turn over ownership of all graphics
created for your site?
Presented by C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission
Working with a Web Team Step 7: Plan for the Costs
Set up an initial consultation
Gather info about your business Plan a realistic Web site budget for this valuable
Choose web site addresses you like the look of investment
Get the proposal/agreement in writing A start up site $3,000-$5,000
Collect content & pictures E-commerce $6,000 +
Designer should present you with 1-3 screen shots “pictures
showing site design drafts” Optimizing for the Search engines
View your site as it is being built $2,500-$15,000
Approval final version Pay-Per-Click campaigns
Upload for the world to see $1,000 +
Get the user id & password to access your site
Presented by C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission
Step 8: Market Your Site Two Types of Marketing Tactics
The three biggest hurdles you’ll face to Two groups of marketing tactics that will
drive traffic to your site
market your site:
Offline
You have to grab the attention of your
Online
prospects
You have about 28 seconds to make
an impact
You need to establish credibility and
trust…fast
Presented by C S Wurzberger Presented by C S Wurzberger
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Offline Marketing Identify Which Online Tactics You Need
Tools: Email addresses & customized signature
Business cards Branding-all of your Web site
Stationery, brochures
marketing materials Ad campaigns
should have the same
Newspaper ads Linking campaign
look and feel
On line auctions
The Phone book
Email newsletters
Promotional items-bags, stickers Business Blogs
Answering machine message Podcasts
Broadcast your Web site address-put it on Social Networking
everything Viral marketing campaigns
Search Engine Marketing
Presented by C S Wurzberger Presented by C S Wurzberger
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Search Engine Marketing A Trip to the Zoo.com
Organic
Listings
a
h
Pay-per-click
Listings
Presented by C S Wurzberger Presented by C S Wurzberger
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Matching Blog: The Keys to the Zoo.com Step 9: Measure the Results
Evaluate the success of your Web site and
online marketing campaigns
View hosting traffic reports
How many people are coming
to your site?
How do they find your site?
Monitor PPC impressions vs. click through
rates
Presented by C S Wurzberger Presented by C S Wurzberger
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6. 3/23/2011
Web Site Building Guide Gift Shops of America.com
Need to develop a new site and you’re The largest online shopping directory of gift
overwhelmed? shops across the U.S. with over 12,000
You’ve come to the right place. shops listed
9 Easy Steps to Planning a Offering:
Profitable Web Site Free directory listings for retailers & vendors
Use this succinct, practical workbook to
plan your site so it will drive the right Resource center
prospects to your business online and Vendor / Rep directory
grow your profits.
Order at:
Major gift marts
www.NewMediaMarketingPower.com
Only $25 for seminar attendees
Presented by C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission
Now you Know the basics
9 Easy Steps to Planning A Profitable Web Site:
Step 1: Define site purpose
Thank you for attending today’s program
Step 2: Choose a Domain Name
Step 3: Plan the Site Design & Online Store Contact me with any follow up questions
Step 4: Plan the Content
Step 5: Find a Host C S Wurzberger
Step 6: Find the Best People CS@aTriptotheZoo.com
Step 7: Plan for the Costs
Step 8: Market your Site
Step 9: Measure the Results
Presented by C S Wurzberger Presented by C S Wurzberger
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