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Transcript of PRESENTS CLIENT X CASE STUDY see also files labeled Vendor management and Header aesthetic and...
PRESENTS
CLIENT X
CASE STUDYsee also files labeled
Vendor management and Header aesthetic and tagline
Moxie STRATEGIES
helps clients realize their website’s true potential by providing solutions and instructions that vary in level of detail and language depending on the client, personnel capacity, budget and objectives.
Website Revamp for
Moxie STRATEGIES
Paul&Partners
CODING “Ampersand Use & Spacing” The first major coding SEO issue I identified with your website is your constant use of
Paul&Partners throughout the site’s text and in your tags. Your direct navigational search traffic queries include “Paul and Partners” as often (if not more) than Paul & Partners. Unfortunately, even those using “Paul & Partners” as their search language are not going to be directed to your site. This is because you do not use a space on either side of the ampersand when you refer to your company in the text. Your intent to forgo the spaces may have been to achieve a branding effect. However, such an effect has been achieved at the cost of your site’s SEO. A search engine is going to read “Paul&Partners" as a single word and won't parse out the individual words. DANGER WILL ROBINSON!
In order to keep the brand effect but not lose out on SEO you will want to add in the following code to around 75% of your current uses of Paul&Partners in the content so that the individual words “Paul & Partners" display without a space between them but are read by the crawlers as “Paul & Partners” and “Paul and Partners,” respectively.
<span style="word-spacing:-5px;">Paul & Partners</span>
<span style="word-spacing:-5px;">Paul and Partners</span>
Do not use this code in every instance however, because then you would no longer be found on searches for [Paul&Partners].
For further info please see this link:http://www.w3.org/TR/CSS2/text.html#propdef-word-spacing
CODING cont. . . .“Metatags Precautions”
• Another major issue with your website is your overuse of the same string of keyword phrases in your metatags. Metatags should be different for each page. Too much repetition is a red flag to the web crawlers and they will stop indexing your site the way you want it indexed.
• Hint: Each keyword in your Meta tags must also appear within your content to avoid search engine spamming penalties.
CODING cont. . . . Long Tail Keywording
Your metatags are not geared towards your preferred geographic market. While it is fine to get business from anywhere, as far as searching goes, the majority of people you hope to reach will not just be searching for “the best direct mail provider,” they will be searching for “direct mail” + “washington, dc” or “email newsletters” + “arlington, va” etc. Therefore, Paul&Partners should add in metatags, headers and subsequent content references that will tap into “the long tail” of search to get you the customers with the greatest likelihood of being interested in your products and services.
R. Lewis
"The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-target goods and services can be as economically attractive as mainstream fare." Chris Anderson (editor of Wired, Director of TED, and author of The Long Tail).
CODING cont. . . . Google AdWords
• Coding changes will take some time to result in improved SEO. What will not take time is to go to bid on some of the same “long tail” search phrases mentioned on the previously slide on Google AdWords.
• Your competitors are already engaged in this. For example, when a search for “direct mail” “washington, dc” was entered one of the paid search results Google turned up was for OmniPrint in MD, another was for a larger company CactusPrint.
• If this is something that is of interest, we can discuss. At the very least we have to get you registered on Google Maps for local search.
Click on post-its for comments on:
• Prime real-estate
• Avoiding content overload/ crawler confusion.
R. Lewis
The top left hand corner of the screen is your prime realestate. There is an eye sensor technology used to observe behavioural patterns of viewers that has identified this part of the screen as the part that the eye focuses on for the longest period of time and comes back to most frequently. This makes sense when you consider A) people read left to right and B) email navigation no matter what program you use is oriented to the left, with the inbox typically at the top. Therefore, in terms of brand recognition, which is one of the key steps in the continum to creating a loyal customer, begins here. The average person needs to be exposed to a brand 17 times before it sticks in their head. Every time someone on your site views a page, you need to have the odds stacked in your favor that a brand impression will be made. Putting your brand here is the best shot you have at doing this. Then, including your brand in your email signature will help up the number more. The goal is to make your brand "sticky." People remember based on recency and frequency or "RF".
R. Lewis
This column can be confusing to the crawlers. While one of the benifits of having a blog is it signifies to webcrawlers that your site is "fresh" . . . too much can lead the crawlers to get confused. Additionally, it creates an attention dilemma for the viewer. Ultimately you want them looking at for profit options. The blog is meant to drive people to your site. Your site is not about driving people to your blog. So I suggest only featuring a few articles.
FONT
• Too small of a font size + too much text = website user turn-off.
• All web copy content needs to be changed to Arial size 12 font.
• From here forward “Word doc” refers to web copy content changes that will accompany this Power Pt as a word.doc file.
Design / Brand Modernization
• Your website banner is like the sign above your storefront– it says a lot about you and Paul & Partners new header says: “We are modern, with it, we’ve got your needs covered. Our work is going to inspire you to walk confidently.”
1) Flash design (on the house) and SEOed. Sized to fit current website parameters.
R. Lewis
Emailed Travis re: purchase of picture from istock. Once he has this I will send onto Flash developer, have him add in the smarter marketer bit and then send Travis back the files to upload and code to insert in place of the current banner code. I had this banner designed to fit within the site parameters as it stands now so no alterations should be required.
USABILITY
Ever been to a store where you can’t move in between the racks and people very well. There are signs everywhere and you still can’t tell what’s what. Well, your website is that store. But never fear! In the next few slides you will find ways you can make your website easier to navigate for your customers . . .
Eliminate Competing Navigation Tools
1. Eliminate side column / create new tabs.
2. Move over text.
3. Eliminate banner mini nav bar
R. Lewis
Take the "Product" content. Create a new tab called [PRODUCTS] and move all of the product content hyperlinks to that page. Then, create a second tab entitled [RESOURCES] and move the content hyperlinks under helpful resources there, along with the the Free File Review and Design Specs hyperlinks there.
R. Lewis
Use the free space on home page created by the elimination of this column to stretch the main middle column wider so that text starts at the very left of the screen. It is good for the homepage to be text heavy so we want to keep a lot of text here but make it require less scrolling.
R. Lewis
Get rid of this mini nav bar. This space should now be solely devoted to the header. I will guide Travis on changing the coding so that clicking on the logo will take you back to home.
Declutter your footer/ Be “Widget”-wise
When choosing widgets (the little insertable applications that you can have displayed on your website or blog) think about your audience . . . very few, if any, of your customers use the majority of the social networking sites that the current MyBlogLog widget lists.
If you are going to list– stick with the more familiar sites and make sure you are comfortable with your presence on these social networking sites before you invite people to join.
Linkedin & Facebook
LinkedIn and Facebook are the two social networking sites that make the most sense for you to use for the immediate foreseeable future.
SOCIAL BOOKMARKING
• Social bookmarking: A way of storing, classifying, sharing and searching links through the practice of “folksonomy” techniques on the Internet: that is, the use of tags or keywords.
• Del.ici.ous and Digg (logos below, respectively) are the only two social bookmarking sites you need to worry about. Though to make it worthwhile track your traffic generation and make sure you are getting your money’s worth out of the time you are putting in.
Declutter your footer
For the type of business you are in, your website needs to speak to your superior design style sensitivities. You know better than to over clutter a postcard or brochure; don’t do it to your website.
R. Lewis
By starting this signature with the mailing address you are: 1) confusing the customer by presenting them with the least relevant contact info first. decreases your chances of lead conversion i.e. someone picking up phone and calling in for a quote (mLeading and 2) highlighting you are "old school"/ "old skool"
R. Lewis
Either nix this widget bar or do something to ensure you are represented on all of these sites. Yelp is a particularly important one. If you have any supporters you can get to write a review of you on there, that would be super helpful.
R. Lewis
Remove all of these links on every page. It only serves to confuse the website surfer. Your navigation bar is where people will naturally go and, once set up properly as described in the following slides it will be self-explanatory to the website visitor whose experience you want to always be as easy as possible.
Update Navigation Bar
Switch the navigation bar so that it says:
ABOUT SERVICES RESOURCES OUR WORK PRODUCTS QUOTE
All of the tabs should have their own associated pages. When you hover over the current [Contact Us] page now, the color of the tab font changes indicating there is an associated page you can click to. All of the above tabs (new and old) should have this. This means you will need to create pages for ABOUT, PRODUCTS and RESOURCES. The following slides will detail the content transfers and updates that will need to occur for each tab.
New color= “Millennium Cerulean”
ALL CAPS signifies tabs & establishes organizational supremacy. Bolded and larger tabs are proven keys to increased navigation speed.
R. Lewis
The color of the navigation bar should also be changed. You can do this by replacing all the instances where the code says “B8E9FD” with this code 9BC4E2 which will give you the above color “Millenium Cerulean”
R. Lewis
Change navigation tab font from Verdana to Arial size 14 bold ALL CAPS.
[PRODUCTS]
• Create a new page and associate the product tab with this page. This eliminates the confusion of just having this huge drop down list.
• On this new page simply take links from tab drop down and cut and paste them into the main body, along with the page summarizer text from word doc.
[ABOUT]
• Create a separate page for About. • Insert page summarizer text included in Word doc • Nix mission link (this text has been reduced and
incorporated into summarizer)• Transfer over remaining 2 links to this page in this
order: About Ellen Paul, letter from Ellen Paul.• Add in a picture of the staff in the right hand
column and insert caption underneath that says– Your smarter marketing partners. Always on your side! Your success is our success.
[SERVICES]
• Create a separate page for services.
• Insert page summarizer text included in Word doc.
[RESOURCES]
• Create a separate page for Resources.
• Insert page summarizer text included in Word doc
• Add these links currently in left side column into the page Direct Marketing Blog , eNewsletter, P&P FAQs & Industry Standards, Glossary of Terms, Post Office & Industry Resources, and Equipment List
[OUR WORK]
• Create a new page. Enter in summarizer text from word doc.
• Then cut the huge pdf file into lots of smaller files and save them into the file library.
• Upload separate hyperlinks to describe the samples. Ex: Postcards, Selfmailers
• It is essential to decrease the loading time of the portfolio. It MUST be chopped into pieces so people can easily access what they want and nothing else. The web experience needs to be easy and customizable to their exact needs. This is an extremely important step.
SERVICES
• Create a separate page for Services.
• Insert page summarizer text included in Word doc.
• Associate all the content hyperlinked pages currently in the services tab into this page.
[QUOTE]
• Insert explanatory text above quote request (see word doc).
• Change the quote form text to match the new web-copy text font and then make all the form fields bold.
• Nix the address field.
