Building Business Class Web Sites (SCORE Webinar)

@ramonray #SCOREWebinar
Building Business Class Web Sites
(or refreshing the one you have)

What Will We Cover Today?
1. Focus on the customer
2. Have a plan
3. Easy to remember domain name
4. Good navigation
5. Secure
6. Informative
7. Fresh content
8. Contact information
9. Be found online
10. Be simple – KIS

About Ramon Ray
Regional Development Director, NY/NJ, Infusionsoft
Editor & Technology Evangelist, Smallbiztechnology.com
Tweet me…@ramonray | ramon@smallbiztechnology.com
-Event producer (Small Business Summit, Small Business Technology
Tour, Small Business Influencer Awards)
-Journalist and freelance writer
-Publisher, Smallbiztechnology.com
-Best selling author, “The Facebook Guide to Small Business Marketing”
(and 2 other books)
-Former technology consultant (not an ivory tower geek)
-Full bio at ramonray.com

− Easy to focus on your design, your branding, your likes
− Web site is NOT about you
− Customers only matter
− Test various layouts and designs
− Build your web site for your audience’s needs to meet your goals

2. Have a plan

2. Have a plan
− Don’t launch a website without a purpose
− Have measures of success, goals you want to reach
− Why are you doing this?
− What are the elements you need to build a web site to meet your
goals
− What is your budget
− What features should the web site have to realize the benefits
you want it to deliver

3. Easy to remember domain name

3. Easy to remember name
− Your last name is great – but maybe NOT for a web site
− Can a TV host easily say it?
− Is it memorable?
− Consider having several domain names that point to one web site
− Consider having landing pages for various products or services

4. Easy navigation

4. Easy navigation
− Your web site should not be a confusing maze
− Sales and other actions increase when web site visitors can navigate
with ease
− Visual cues are critical
− Work with a usability and design expert
− Your design should fit your goal (Amazon.com is all about making
sales happen – dozens of elements to do this)
− Ensure your web site display on mobile and other devices

7. Security

7. Security
− Don’t host your own site
− Any programming should be done well
− You risk losing customers if you’re hacked or attacked
− Update plugins
− Have a security expert audit your web site
− Use secure passwords
− Don’t store credit card numbers and personally identifiable
information

5. Be informative

5. Be informative
− Information about your product is essential
for buying
− Blogs are great addition for more content
− Shows you are an expert
− Become a resource not a salesman

6. Fresh Content

6. Fresh Content
− Customers want to know your site is alive, hence your business
− Regularly update your web site with customer stories, news,
press releases, imagery
− Content increases your rankings on search engines
− Timely content

8. Easy customer contact

8. Easy customer contact
− Don’t hide
− Let customers reach you by email or phone or tweet, discussion
board, etc.
− Frustration builds if customers can’t contact you
− Respond quickly to customers
− Be alert to customers reaching you through social media

9. Be found

9. Be found
− Just building a web site is NOT enough
− Strategic plan for marketing and exposure
− Word of mouth is great
− Have tools for sharing content online
− Content is king

Online marketing cheat sheet
1. Produce frequent, relevant, engaged and analyzed content
2. Buy online advertising on search engines, social media, web sites
3. Ensure local listings are accurate (search engines and local sites
like Yelp)
4. Measure online marketing results (Google analytics and more)
5. Referrals from other web sites and online sources
6. Offline marketing (events, business cards, etc.)
7. Enable social sharing on your web site (Facebook plugins, enable
Tweeting of web site content)
8. Connect your web site forms and other activity to a CRM backend
Social Media 101 and Facebook for Business
http://www.smallbiztechnology.com/facebookforbusiness
CRM 101
http://www.smallbiztechnology.com/crm101

10. Be simple - KIS

10. Be simple - KIS
− Only as much as needed
− Simple is the rule
− Less is more

Gift from Ramon and SCORE
Free copy of
Technology Resources
for Growing Businesses
http://bit.ly/scorewebinargift

Web Site Resources
1. Wordpress.com (blog/web site creation)
2. DIY Web site building tools (Wix.com, Homestead.com)
3. Elance.com (great source to find programmers/designers)
4. iStockphoto.com (great source for images)
5. Facebook Social Plugins -https://developers.facebook.com/docs/plugins/
6. Disqus.com (discussion board service)
7. Outbrain.com (syndication service for your content to be on other web
sites)
8. Slideshare.com (display PPTs on Web site)
9. Soundcloud.com (send audio – interviews – directly to your web site)
10. Online form builders (Formstack, Zoho, Infusionsoft, WuFoo)

Any Questions?
Thank you SCORE
Ramon Ray, Marketing & Technology Evangelist
Infusionsoft and Smallbiztechnology.com
@ramonray

Building Business Class Web Sites (SCORE Webinar)

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