Stop Putting Lipstick on Your Website Pig
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Transcript of Stop Putting Lipstick on Your Website Pig
Stop Putting
Lipstick
On Your
Website Pig
If you learn nothing else…
Your website should:
motivate your audienceto Respond
This is about getting money or volunteers
If you learn nothing else…
Your website should:
provide your customerstheir Research
This is about you being seen as the expert
If you learn nothing else…
Your website should:
inspire your audienceto Recommend you
This about marketing your organization or business
Common thread…
Content(Not colors)
Take this back to the boss…
Your website is more important than your building
Take this back to the boss…
60% of all retail saleswill involve the Internetin some way in 2014
Take this back to the boss…
89% of online customersuse search engines when making a purchasing decision
Take this back to the boss…
Your website is more important than any pieceof equipment
Take this back to the boss…
$24 billion in online donationsto U.S. non-profits in 2013,up 13.2% from previous year
Take this back to the boss…
Your website is more important than any new hire
Take this back to the boss…
Businesses that usedigital marketingexperience a 451% increasein qualified leads
Take this back to the boss…
Ignore your website,your companyor organization will die on the vine
Take this back to the boss…
Companies that excel
in digital marketinggenerate 50% more sales-ready leads at a 33% lower cost
Pig StiesThingsthat causewebsitemesses
Pig Sties
You Have a Large Website Committee
» You have wrong people running the project
» You allow analysis paralysis to fester
» Your focus is internal instead of external
You Pay Lessand Expect More
» You know a high school kid who ‘does websites’
» You believe free or inexpensive sites are safe and reliable
» You have seen the “free website” TV commercials
» You get what you pay for
Pig Sties
You Redesign BecauseYou Want a ‘New Look’
» You focus on the wallpaper, not the purpose
» You forget the project should focus on content
» You forget that content drives sales, action
Pig Sties
You Leave Website Decisions to the IT Folks
» You assume that computer people know how a website should work
» You assume that technology is too complicated for the marketing, sales people
Pig Sties
You Stuff Your WebsiteWith Irrelevant Stuff
» You assume users are interested in vast details
» You allow ‘Ego Content’ onto the site
Pig Sties
You Use Images, ContentDownloaded From Google
» You assume all Internet content is free
» You assume Getty Images cannot find you
Pig Sties
You Push VisitorsFrom Your Site
» You allow links to close your site and open another
» You forget to click on New Window prompt when linking to external website
» You don’t know how to embed content
Pig Sties
Pig Sties
You Allow Spelling/Grammar Gremlins to Populate
» You believe Spellcheck will catch every error
» You don’t understand the impact of such mistakes
Pig Sties
You Honestly BelieveMoving Parts Attract Attention
» 99% of web users find animation annoying
» ‘Flash’ consumes valuable Internet sources
» Causes all sorts of technological issues
Pig Sties
You Launch Your New Site,You Ignore Your New Site
» You don’t make updates a critical part of your organization’s operation
» Your website is not valued in your organization
» You assign website updates to an assistant who has no training
» You assign updates to an intern
Best of ShowThingsthat drawattention or an “Awww...”to your site
Best of Show
Tell What You Do,Not Who You Are
» Earn the reputation as an expert
» Show your Case Studies, White Papers, Projects
» Explain how you go about your business
Best of Show
Design Your Siteto be Responsive
» Your site adapts to user platform
» No more pinching and resizing
» 60% of websites are viewed on cell phones
Best of Show
Limit the Main Menu to No More Than 5-6 Silos
» Site focuses on key content for target audience
» Site more easily responds to tablets, cell phones
» Home page looks cleaner, easier to navigate
Best of Show
Use Active VerbsOn All of Your Calls to Action
» People want answers, encourage them to CLICK HERE and find them
» More than 90% of visitors read the CTA text
» Every page should have a CTA
Best of Show
Consider Your Site’s FooterExtremely Valuable Real Estate
» All contact information should be included, so cell users can push phone number and call
» Include Quick Links or Browse for best responsive design
» Footer information appears on every page, which saves room for other important information
Best of Show
Prep Your Graphics, Imagesin a Quality Software Program
» Make sizing adjustments in Photoshop, Office Picture Manager, Illustrator
» Save file for Web, Devices (compressing file)
» Avoid making adjustments within website content management software
» High resolution photos can slow down access
Best of Show
Imbed Quality VideosOnto Your Pages
» Videos can increase site conversations by 86%
» Videos should be short (60-90 seconds)
» Video content should follow bullet point rule of blog writing
Best of Show
Know Who Manages Your Site, Domain Hosting
» These are different services
» These are different from site administration host
» Find out your url addresses, user names, passwords
Best of Show
Make Your Domain NameMore Memorable
» Make it part of your brand
» Consider using your slogan as your address
» Length of name can be addressed in design
Best of Show
Make Font CleanlinessNext to Godliness
» Select a font that is Google friendly
» Test fonts, design on different browsers
» Test fonts, design on different platforms