Prescriptions for Online Success with Website Design for Conversion

Prescriptions for Online Success

Contact Information

Kim Merritt-ButlerThe URL Dr.

kimbutler@theurldr.com

facebook.com/theurldr

@theurldr

http://www.linkedin.com/in/kimmerrittbutler

www.theurldr.com/events

Upcoming Seminars

Visit: www.theurldr.com/resources

Agenda

1.Keywords2.Hosting3.Website Design for Conversion4.SEO – On Page5.SEO – Off Page6.Content7.Measuring Success

Keywords

Keywords

Keywords

Keywords are where every website and online marketing effort starts. (or should start)

Keywords

What are Keywords?Keywords are the single words or groups of words

that people use to search on the internet.

Keywords

Single Keywords

•very broad •more competition•used when consumers are fact finding

Keywords

Multiple Word Keywords

•two, three, and four word keywords are more specific•have less competition.•often used by searchers who know what they want and are ready to make a purchase

Keywords

How do we know which keywords to use?

We Do Keyword Research.

Keywords

Why Do Keyword Research?

• Drive qualified traffic to your website• Write web pages that address your prospect’s

needs and wants• PPC Campaigns• SEO Campaigns• Market research

Keywords

How to Make a Seed List• List words that describe your company• List words that describe your product or service• List product names, model numbers, brands• List category words that describe what you do• List words your customers use in describing your product or service• Look at competitor’s websites and see what keywords they are using• List synonyms that your customers may use• What words have visitors searched on your site• What words have visitors used to reach your site• Consider the questions your potential customers are asking – What

are they trying to accomplish?

Keywords

Keyword Research Tools

• Google Adwords Keyword Tool & Traffic Estimator: https://adwords.google.com/select/KeywordToolExternal

• WordTracker: https://freekeywords.wordtracker.com/

• Keyword Discovery: www.keyworddiscovery.com/search.html

• SEO Book Keyword Suggestion Tool: http://tools.seobook.com/keyword-tools/seobook/

Keywords

Keyword Research Tools

WordTracker: https://freekeywords.wordtracker.com/

Keywords

WordTracker: https://freekeywords.wordtracker.com/

Keywords

Keyword Research is Ongoing

• Continue to check keyword traffic counts on a regular basis• Add more keywords to your website and online marketing programs• Track the performance of your keywords with Google Analytics

Keywords

Hosting

Hosting

How Does Hosting Impact My Search Engine Results

Hosting

Google Has Stated:That although page load times and Google’s page speed algorithm impacts search rankings, it accounts for less than 1% of search queries.

Hosting

Webmasters Have Stated:• Keri Morgret from SEOmoz reported that a site with load time issues

saw “quite the drop in organic referrals from Google” when the page speed algorithm was pushed live.

• Work Coach Café reported a 40% growth in traffic after addressing site performance issues.

• Smartfurniture.com reported that rankings for 7 of its top 10 keywords improved after speed was increased.

Hosting

Page Load Time Tools:• Google Webmaster Tools• Google Analytics Site Speed Reports• Pingdom Website Speed Test: tools.pingdom.com/fpt/

Hosting

What Can I Do?• Don’t use a shared hosting account• Upgrade your hosting to a Virtual Private Server (VPS) or a dedicated

server (if you are a larger company)• Use a dedicated IP address• Optimize your images so they aren’t holding up the page loading

– sixrevisions.com/tools/8-excellent-tools-for-optimizing-your-images/

• Use Google’s and Yahoo’s suggestions:– https://developers.google.com/speed/pagespeed/– developer.yahoo.com/performance/rules.html

Keywords

Website Planning

Website Planning

Just like you have a business plan for your business…You need a web plan for your website.

Website Planning

Website Planning

If you don’t have a clear idea of where you’re going…Good Luck getting there.

Website Planning

What is the Goal of your Website?

•To sell products online•To schedule appointments•To drive people to a store•To collect leads•To educate•To ask for donations

Make goals specific and measurable so it’s easy to tell when you’ve achieved them.

Website Planning

How to Plan a Website Redesign

Download my Free eBook about website planning at www.theurldr.com/resources

Keywords

Website Design

Website Design

If you have a small business website, use:

Website Design

Learn WordPress in 2.5 hours

www.theurldr.com/training

Website Design

Basic Website Design Do’s & Don’ts

Download my Free eBook about web design do’s and don’tsat www.theurldr.com/resources

Website Design

From the Time a Visitor Lands onYour Website, You Have 5 Seconds:

5 •To tell visitors what you do•Convey you are credible and trustworthy•Lead them in a direction to what they want to know•Convey you are an expert in your field

Website Design

Home Page

Website Design

Landing PagesA landing page is a website page that allows you to capture a visitor’s information through a lead form that is targeted to specific traffic.

Website Design

Website Design

Why Use Landing Pages – The Story of Ashley

This is Ashley.

Ashley is an 11th grader that needs help with English.

Ashley’s mom goes online and does a search for English tutors.

She finds TakeLessons.com

Website Design

Website Design

Website Design

6 Deadly Sins of Landing Page Design

Tim AshPresident – SiteTunersOrganizer – Conversion Conference

Website Design

Sin #1 – Unclear call-to-action

Website Design

Website Design

Sin #2 – Asking for Too Much Information

Website Design

Website Design

Sin #3 Too Much

Text

Website Design

Sin #3 Too Much

Text

Website Design

Sin #3 Too Much

Text

Website Design

Website Design

Website Design

Website Design

Sin #4 – Too Many Choices

Website Design

Website Design

Sin #5 – Visual Distractions

Website Design

Website Design

Sin #6 – Lack of Credibility & Trust

Website Design

Sin #6 – Lack of Credibility & Trust

Keywords

Search Engine Optimization (SEO)

SEO

Why Can’t Anyone FindMy Website?

SEO

93% of online experiences start with a search engine

SEO

Keywords

SEO

Keywords

PPC(paid listings)

PPC(paid listings)

Organic(free listings)

Local(free listings)

SEO

70% of Search Users Click on Natural Listings

SEO

What factors influence where you come up in the rankings?

Online Page ElementsOff Line Page Elements

Keywords

SEO – On Page

SEO

Biggest On Page Element: Title Tag

SEO

Title Tag Elements:• Every page needs a unique title tag• Less than 70 characters / 5 to 12 words• Most important keywords first• No more than 3 keywords or keyword phrases

per page• If the brand or company name is used it

should be at the end• Remove filler words (and, a, an, the)

SEO

Title Tag:Sage Dining Services | The Flavor of Things to Come

SEO

SEO

SEO

Title Tag:Email Marketing Software Solutions from Constant Contact

Other On Page Elements:-H1, H2, H3 tags-content on the page-anchor text in hyperlinks-image names-alt tags in images-url address on the page

SEO

SEO

Yoast WordPress SEO Plugin

www.yoast.com/wordpress

Keywords

SEO – Off Page

SEO

Off Page Elements: Linking

SEO

Google’s Panda addresses low quality links and black hat SEO practices.

SEO

To See Who Is Linking to You

www.google.com/webmaster/tools

SEO

To See Who Is Linking to You

www.majesticseo.com

SEO

To See Who Is Linking to You

www.majesticseo.com

SEO

Find Linking Opportunities• Search Google for blogs: “top bike blogs”• Search Google for news, media sites and online magazines in

your industry or geographic area• Social media sites • Directories and review sites• Shopping sites• Who is linking to your competition?• What reference sites are in your industry?• Are you a member of any local or industry organizations:

BBB, chamber, trade assoc.• Where are your customers spending their time online?

SEO

Rules for Making a Link Request• Choose a good subject line – avoid using

the words “link request”• Be brief and to the point• Highlight the benefit to THEM• Show you’ve read and understand their site• Find the name of a real person to approach

www.wordtracker.com/academy/link-building

Keywords

Content

Content

On the Web..Content is King

Content

What Should You Right About?• What you know that they don’t• What you have access to that they don’t• Original isn’t required• Be interesting and relevant

Content

Ideas for Starter Content• Information, tips, tricks, practical advice• Questions asked by your customers• Links to:– Product or service reviews– Blogs (yours and others)– Websites (yours and others)– Relevant videos, photos, podcasts– Thought provoking discussions– Relevant news in your industry

Content

Ideas for Writing Content• Keep it short – Less is more• Focus on one main topic• Write one piece of content and repurpose

it• Make content easy to scan– Break up long paragraphs– Use bullet points– Use relevant images

Content

Ideas for Writing Content

•Use Your Keywords!!!!

Keywords

Measuring Success

Measuring Success

How do I know?

Measuring Success

Don’t spend money on it if you can’t measure it.

Measuring Success

Measuring Success

Measuring Success

Measuring Success

Measuring Success

www.google.com/webmasters/tools

Measuring Success

Measuring Success• Cost Per Acquisition – how much it costs to acquire a customer

(cost of online marketing divided by number of leads that become customers)

• Cost Per Lead – how much each lead costs (cost of online marketing divided by total number of leads)

• Conversion Rate – percentage of visitors who take your desired action: purchasing, filling out a lead form, registering, etc. (total number of visitors divided by the number of visitors who complete an action)

• Average Order Size – average gross sales of each order (total dollar volume of orders divided by total number of orders)

• Lifetime Customer Value – average gross dollars an individual customer spends with your company over the lifetime of being a customer (total gross sales of a single customer over months or years)

Resources

Free eBooks available at www.TheURLdr.com

Contact Information

Kim Merritt-ButlerThe URL Dr.

kimbutler@theurldr.com

facebook.com/theurldr

@theurldr

http://www.linkedin.com/in/kimmerrittbutler

www.theurldr.com/events

Upcoming Seminars

Visit: www.theurldr.com/resources