Websites That Win Business Presentation

Vicky Brock vicky@highlandbusinessresearch.com

Websites That Win Business

Even if you don't sell online

Presentation by Highland Business Research

Copyright Highland Business ResearchDelivered Feb 2009

Vicky Brock vicky@highlandbusinessresearch.com

Board Director of Web Analytics Association

Co-founder, head of online insight, HBR

eMarketing & web value course developer for UHI

Associate lecturer in web analytics, UBC Canada

Conference speaker and digital marketer for a decade

Rabid blogger at TrackingTourism.com

Who am I?Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

Part 1: Some painful reality checks

Part 2: Winning website fundamentals

Part 3: Homework

Does your website win business? Couldn't it do more?

What we're going to cover...Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

Your website is here

Painful reality check 1:Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

Painful reality check 2:Websites That Win Business

Your web budget is here??

Vicky Brock vicky@highlandbusinessresearch.com

Painful reality check 3:Websites That Win Business

His memory is longer than your visitor'sattention span

Vicky Brock vicky@highlandbusinessresearch.com

So, can people do what they came for?

Users typically read no more

than 20% of text on

a page

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

Websites That Win Business

Why does your website exist?

?

Vicky Brock vicky@highlandbusinessresearch.com

Why your visitor thinks your site exists Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

5 fundamentals

1. Focus (on the customer)

2. Be found

3. Earn trust

4. Convert into action

5. Deliver and retain

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

1. Focus (on the customer, not you)

Know your niche

Write in your customers words

Read the site out loud

Beware of we-we

No HIPPOs allowed

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

2. Be found

Search engines dominate

*90% of UK searches on Google *UK searcher averages 4 per day*68% only ever click the first page

Relevant text and vocab

Keep recent, be valuable

You should still drive traffic to your site

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

3. Earning trustThe personal touch

Easy communication

phone numberphysical addressemail address

Reassurance

Meet basic functional needs

“Don't take our word for it”

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

4. Convert to action

What do you want people to do?

Sign-post that with clear calls to action, eg:

* call now* check our credentials here* download this pdf* register for a newsletter* measure your room like this

Make it easy, make it in the visitor's best interest

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

5. Deliver on promises & retain

Respond to emails

* auto responders can help

Clearly state terms of business

* do you serve non-UK customers* no surprises

Collect prospect information for remarketing

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

Homework

Are you functional?Big no-no's: broken links, splash pages, out of date content, slow page load times, browser incompatibility, errors, missing images

Are you findable?Run to Google and check (your/owners name, business name, your phone number, your postcode)

Would you trust you?

What should your site make me do (and does it?)

Test your we-we score: http://tinyurl.com/5he8er

Websites That Win Business

Vicky Brock vicky@highlandbusinessresearch.com

Thanks!

Vicky Brockwww.HighlandBusinessResearch.com

Read more at:www.TrackingTourism.com