Informing via Websites: Comparative Assessment of University Websites
Websites 101
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Transcript of Websites 101
Websites 101
Agenda
1. What’s your website strategy?
2. Creating your own website
3. Where to find your site
4. Measuring success
5. Q&A
Customers are online – are you?
Source: BIA/Kelsey Group, User View Wave VII, May 2010
97%of consumers research products online before buying
Different ways to be online
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
What’s Your Website Strategy?
A virtual brochure?
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Connecting with potential customers?
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
An online store?
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
A place to build brand & reputation?
An online resource?
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Sell ThingsAn eCommerce website sells your products.
Collect LeadsA website connects you with prospects.
Find Local CustomersA website helps people find or contact you.
Share News and InformationA website delivers timely information and a repository of resources.
Decide what you want, then build it!
Promote Your BrandA website provides information about your brand or organization.
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Creating Your Own Website
Four basic steps
1. Pick a domain name (your Web address or URL)
2. Storyboarding and developing content!
3. Website design & development
4. Web hosting
Register a domain name
• You will “rent” a domain name through a registrar
• Be careful not to let it expire - then someone else can use it!
• Tips for choosing a domain name:
Keep it short (under 35 characters, including the .com)
Make it descriptive - include keywords if possible
Select the “.com” extension, if available
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
What’s a website storyboard?
• A “roadmap” for your website that:
• Helps define your website goals
• Helps your designer create appropriate designs; or
• Helps you select appropriate site templates
• Helps you create content for your website
Basic storyboard - a virtual brochure
Home Page
Our Services Contact UsTestimonialsSpecial Offers
Maps & Directions
Contact Form
Basic storyboard - connecting with prospects
Home Page
Our Products Contact UsOur ClientsAbout Us
Request More Information
Download a White Paper
Email Newsletter
Sign Up
Basic storyboard - an online store
Home Page
Products Contact UsFAQsAbout Us
Product 2Contact
FormProduct 3
Shopping Cart
Product 1
Basic storyboard - brand & reputation
Home Page
About Us Contact UsGet InvolvedDonate
Our History Our Mission Contact Form
Basic storyboard - an online resource
Home Page
Topics Contact UsBlogEmail
Newsletter
Sub Topic Sub Topic Contact Form
Important Features:
•Site Search•Tags•RSS Feed•AdSense
Start writing!
It’s never too early to begin writing your content. This will help you refine your message, and help your website designer understand your business!
• Keep it short and sweet!
• Remember to include important keywords about your business.
• Use bulleted lists.
• Proof reed!
Website design & development
So many options!
• Hosted sites, like Google Places
• Sites offering ready-made templates
• Your own designer and programmer
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Website hosting
• Provides space on a server for websites
• Hosting allows your site to be visible on the Internet
• Usually provided by Internet Service Providers (ISPs)
• Pricing depends on site requirements and length of contract
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Getting Found
Where To Find Your Site
In this section we’ll cover...
• The anatomy of a search results page
• Search Engine Optimization
• Search Engine Marketing
• Social Media
The anatomy of a search results page
Query (Keyword)
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
The anatomy of a search results page
Ads (AdWords)
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
The anatomy of a search results page
Natural or “Organic” Results
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
The anatomy of a search results page
Local Results(Places Pages)
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Definitions & abbreviations
SEO - Stands for “search engine optimization” - working to increase website visibility in the organic results
SEM - Stands for “search engine marketing” - showing an ad for your website on a search engine results page.
Social Media - Using the Web to build interactive dialogue. A business might use to this to earn credibility on a particular subject.
Update your website often
• Create relevant content. Focus on important keywords!
• Write a blog about your industry
• Write an email newsletter
• Have special offers on your site
Links to your website will help
• If your content is good, people will link to it.
• Help people find your site - promote your URL offline
Help Google get to know you
• Create a Google Sitemap
• Make sure your site is “readable”
SEO tips - the “do” list
SEO tips - the “don’t” list
Don’t be sneaky
• “Hiding” text on a page
• “Stuffing” your pages with keywords - write for humans
• Creating many pages with the same or similar content
• Creating “doorway pages” that send visitors elsewhere
When selecting an SEO company, be wary of:
• “Guaranteed” placement
• “Immediate” results
SEM tips - the “do” list
Start with goals
• Why are you advertising online? What do you want?
• How will you track success?
Do your homework
• Learn about Google AdWords so you understand how it works
• Develop an advertising game plan
Set it up and check in often
• Create an AdWords account
• Set up your first campaign
• Check progress regularly
SEM tips - the “don’t” list
Don’t set it up and forget about it
• Set regular schedule to check on progress, and stick to it.
• Always measure success against your goals.
• If you meet your goals, set them higher!
When selecting an SEM company, be wary of:
• “Proprietary” software. You should own, and be able to access your account.
• “Fuzzy” reporting
• Anything that sounds “too good to be true.”
Social Media tips - the “do” list
Create your social presence
• Create a Twitter account
• Create a Facebook account
• Create a LinkedIn account
Do people Digg your website?
• Make your site easy to promote
• Create an RSS feed
• Give people a reason to recommend your site
Participate
• Use as a “conversation” with fans
• Keep it real, show your personality
Please note that the entities mentioned are examples, and not an endorsement of any product, company or website.
Social Media tips - the “don’t” list
•Don’t dominate the conversation.
This is social, so encourage people to participate! You should also participate in other social sites.
•Don’t expect to get more than you give.
Simply setting up a social media account won’t accomplish your goals. You have to spend time creating and publishing content.
•Don’t lie.
Measuring SuccessOnline marketing lets you really track results!
In this section we’ll cover...
• Why you should bother tracking results
• What kinds of information you can track
• How Google can help your company or organization
How people found your website.
If an ad click resulted in a sale or other desired action.
What keywords brought people to your website.
How many people visited your website. Where are they searching from?
With online marketing you can measure
How much an ad click cost you.
Identify missed opportunities
Website Visitors Who Did Not Become Customers
Website Visitors Who Became Customers
A Quick Recap
After today’s session you can begin
• Developing your website strategy
• Launching your new or updated website project
• Promoting your website
Google PlacesHelping customers find your shop or office with Google Places – for free.
Google AdWordsHelping promote your business with Google AdWords.
Google AnalyticsHelping you analyze website traffic.
Google as part of your strategy
You will need a Google account
10
Thank You!
Resources
Google Places: http://www.google.com/places
Google Webmaster Central: http://www.google.com/webmasters/
Google AdWords: http://www.google.com/adwords
Google AdWords Online Classroom:http://www.google.com/adwords/onlineclassroom
Social Media Marketing:
• http://www.twitter.com
• http://www.linkedin.com
• http://www.facebook.com
Please note that the Non-Google entities mentioned are examples, and not an endorsement of any product, company or website.