Website Development · Hire Professional cont. •Questions to ask cont. –What are the roles and...

Presented by

Kathy Argyros

Website Development

Copyright ©Exceller Marketing, Inc. Final v6

kathy@excellermarketing * 914-450-9149 * excellermarketing.com

Mission

There are three responses to a website....

yes, no and WOW!

Your goal is to WOW!

Copyright ©Exceller Marketing, Inc.

Course Overview

• Website Fundamentals

• Getting Started

• Do-It-Yourself vs. Hire Professional

• Website Platforms

• The Essentials

• Content Creation

• Setting Goals

• Lean, Mean, Lead Machine


Website Fundamentals


• Americans online

• Shop for local goods and services online

• Use search engines to find suppliers

• Use mobile devices to access Internet

• Judge a business by its website

97% 90% 88% 80% 48%

88%

97%

90%

80%

48%

Survey says…



New Website Standards

Content VisualInformational Emotional

Static Interactive

Desktop Mobile



“Google will punish you if you don’t

have a mobile-friendly website!”



Gatesnfences.com Kennybrook.com

http://www.gatesnfences.com/

http://www.kennybrook.com/

Getting Started


Domain Name

• What is a domain name?

– Address that locates your business on the

Internet

11 Wedc Street

Getting Started


Domain Name cont.

• Choosing a custom url name

– Determine domain extension

• .com, .net, .org, .edu

– Brainstorm

– Name Search

– Search engine

Getting Started


Domain Name cont.

• Registering and purchasing your url

– Timeframe

– Pay vs. free

– $18 for 2 years

Getting Started


Domain Name cont.

• Sample providers

– godaddy.com

– 1and1.com

– hostgator.com

Getting Started


Web Hosting

• What is web hosting?

– Provides storage space on the Internet to

access your website

Your Websiteiwantthisurl.com

Getting Started


Web Hosting cont.

• Choosing a provider

– Pay vs. free

– File size, bandwidth

– Reliability & speed

– SSL (online shopping/e-commerce)

– Email

– Web platform/architecture

– Technical support

– Security & back-up

Getting Started


Web Hosting cont.

• Purchasing web hosting

– Timeframe

– Pay vs. free

– $6 per month

Getting Started


Web Hosting cont.


– thesba.com (Newtek)

– hostgator.com

– inmotionhosting.com

Getting Started


Do-it-Yourself vs. Hire Professional


Do-it-Yourself• Pros

– Low-to-no cost

– Standard, template-based

– Plug-and-play

– Build credibility

• Cons

– Need technical skills

– Lacks advanced functions

– Low-to-no lead generation & SEO benefit

– Lacks upgradability

– Spotty technical support

– Are you a designer, developer or marketer?

– May look amateurish, weaken branding & no results

DIY vs. Hire Professional


Do-it-Yourself cont.

• Things to consider

– Free isn’t really free

– Categories and template options

– Ease-of-use



Do-It-Yourself cont.


– wix.com

– squarespace.com

– godaddy.com



Hire Professional• Pros

– Fully customizable

– Saves time

– High-quality design & production

– Clear branding & marketing message

– Generates leads/sales and high SEO

– Upgradable

– Investment in your business

– You own it!

• Cons

– $2-$5K+ for standard 5-

page

– Depending on platform,

ongoing maintenance costs

& slower turnaround time



Hire Professional cont.

• Questions to ask

– Do you create design, production and content?

– Can I see samples of your work?

– Can you provide references?

– Can you build a “responsive” mobile friendly website?

– What web platform/architecture do you use and can you provide a CMS (Content Management System) platform?


Hire Professional cont.

• Questions to ask cont.

– What are the roles and expertise of your web

team members?

– How do you base your pricing, what exactly is

included, and can you put it in writing?

– What is your process and timeframe from start

to finish?

– What are your payment/financial terms?

– Why should I choose you?



Website Platforms


Website PlatformsHiring a Professional

• Two primary platforms

1. WordPress

• User-based CMS – DIY

• Integrates HTML5

• Support community

• Customizable

• Plug-ins

• SEO…Google LOVES WordPress!

Website Platforms


Website Platforms cont.Hiring a Professional

• Two primary platforms cont.

2. Drupal

• Developer-based

• Integrates HTML5

• Customizable

• Passwords, large shopping-carts/e-commerce

• High-volume visits

• SEO…Google LIKES Drupal

Website Platforms


The Essentials


The Essentials• Must haves

– Design talent

• Branding, images & photos

– Technically-savvy/production skill

• Build it right the first time

– Marketing expertise

• Content is KING!

The Essentials


– “Responsive”

• Optimal on mobile

– Quality Control

• Test on top browsers & devices

The Essentials cont.

• Standard 5-page

– Home

• Core marketing message

• Cross promote

• Call-to-action

– About


• You/team

• Vision/mission

The Essentials



• Standard 5-page cont.

– Services/products


• Categories

• Details

– Testimonials


• Quotes & case studies

– Contact

• Form

The Essentials


• Add-on options

– Blog

– Portfolio

– Photo gallery

– Video

– FAQs

– Social Media

– Shopping/e-commerce

– News

– Event

– Live chat

– Lead generation form

– SEO

The Essentials



Content Creation


Content Creation

• Know your business

– Services/products

– Problems you solve

– End result

Content Creation


Content Creation cont.

• Know your competition

– Who are they

– Competitive edge

Content Creation


Content Creation cont.

• Know your customers

– Ideal customer

– Likes & dislikes

– Live, work & play

Content Creation


Setting Goals


Set Business Goals

• Identify your business goals

– Why are you in business

• Personal & Professional

Setting Goals


Set Business Goals cont.

Setting Goals

• Website goals

– Ideal number of customers

– Success metrics

– Manage yourself or outsource

– User experience!

User experience!Two primary target audiences

68 pages!


Lean, Mean, Lead Machine


Lean, Mean, Lead Machine

• New web standards

• Design synergy with brand

• User-friendly navigation

• Rich, fresh content

• Strong call-to-action

– E-news, limited time offer, free consultation,

etc.

Lead Machine


Lean, Mean, Lead Machine cont.

• Organic Search Engine Optimization (SEO)

ORGANIC(non-paid)

PAID

PAID

Lead Machine


Lean, Mean, Lead Machine cont.• Organic Search Engine Optimization (SEO)

Brainstorm keywords

• WordPress• All In One SEO Plugin

• Rich, current, unique• Blogging• Graphics, photos, video

• Google Analytics• Google Search Console

• Social media• Social sharing• Guest blogging• Networking groups• Directories (NAP)• E-News

• Long-tail keyword phrases

• Google, Bing, Yahoo• Auto-suggest

Lead Machine


http://www.google.com/


http://www.marketingprofs.com/charts/2015/28845/when-consumers-engage-with-black-friday-emails-and-social-posts


Lean, Mean, Lead Machine cont.

• Capture, Capture, Capture

• Cross-promote

– Digital marketing

• Social media, blog, e-news, etc.

– Traditional marketing

• Business cards, brochures, signage, etc.

– Everywhere!

Lead Machine


Mission Accomplished

There are three responses to a website....

yes, no and WOW!


Now you can WOW!

kathy@excellermarketing * 914-450-9149 * excellermarketing.com

Website Development · Hire Professional cont. •Questions to ask cont. –What are the roles and...

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