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Website Masterclass
David GilroyDirector of Stuff & Things
Minimise “calls to action” per page
• One primary “call to action” per page• Design in hierarchies where possible• Hierarchies also good for SEO
Use directional clues• Arrows• Encapsulation• Stand out colour• Pathways• Eyes & eyelines
Simplified forms
• Capture visitor data• Keep forms short• Only collect the data you REALLY need
Staff profiles
Mobile usage
• Find you• Phone you• View you
How are they using it? - Clicktale
Do some PPC advertising
Location & remarketing ads
Google knows where you are!
Make Adtext relevantTitle = 25 charactersDescription Line 1 = 35 charactersDescription Line 2 = 35 charactersDisplay URL = 35 characters
• Current news• Blogging• Google likes to see big sites get bigger slowly• Must be relevant to your intended audience
Improve your content marketing
Stock&Flow
Content laddering
• 5 x Tweet = 100 char (yep, not 140)• 2 x FB/G+/LI = 100 words• 1 x Blog post = 3-500 words• 1/6 = Email newsletter = 1,000 words
Video…is the written word dead?
DirectLaw
SecureForms
• Enhanced customer service• Allow clients to “self service”
Email marketing?
• Regular communication to your clients• To stay in contact and reactive lapsed clients• To drive a specific “call to action”• Automatic drip marketing• Event invitations, event follow ups• Very cost effective in tough market conditions• What audiences
– Customers– Prospects– Partners
Newsletter Design
Tracking Clicks
Privacy Protection
Social Media
• It’s all about raising your profile• It’s about engagement• It’s about connecting with clients/prospects• It takes time and commitment• £40,000. Client won £100,000 of work!• LinkedIn & Facebook advertising?
