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WEBSITESthat
WORK
Let’s chat.Agenda
1. Who am I?2. What’s a website for?3. 5 Step Process4. Case Studies
Hello. I’m Dan.Co-Founder of myPocketMarketing
Marketing Director of Newmind Group Inc
Co-Event organizer of TEDxKalamazoo
Instructor at WMU of Internet Marketing
What’s awebsite for?
B2C B2B
Convert on the website
Learn about company
Engage with the brand
Research the company
Identify & compare values
Learn about the solution/product
B2C organizations should strive to convert users directly on the website
B2B organizations should spend time building social proof and trust
Step 1: Who is it for?
0.5 sectime it takes consumers to form an opinion about your business
based on the design of your website
65%consumers who use the mobile web to do their retail research
*According to a Google Survey
Your website must allow visitors to complete THEIR goals easily.
Your website must look good on all devices.
Step 2:What goals do you have?
Example: InterCom
Examples
Generate leads ----------------------------->
Make more money ----------------------------->
Increase brand awareness --------------------->
Generate ______ leads per month
Increase conversion rate to ________% in 2016
Boost sessions in Q1 for the {kalamazoo metro
area} to ________
Define S.M.A.R.T. goals based on business strategy.
Identify Metrics that measure those goals.
Step 3:Build It
S.M.A.R.T. Goal Feature
<4 sectime in which 64% of smartphone users expect websites to load
ToolsThey don’t matter…
sort of
WordPress
Squarespace
Wix
Joomla
Drupal
HTML/CSS/JS
Use goals to identify features.
Load fast.
Work everywhere.
Step 4:Measure
Example: InterCom
Example:
Easy to understand dashboard.
Only choose a few metrics.
Step 5:Evaluate & Evolve
Websites don’t work forever.
Quarterly/yearly reviews.
Have a budget for updates.
IntercomKalamazoo
Goals
Increase & Automate Communication
Increase Awareness
Attract Younger Demographic
Measure what’s going onthe basics...
Increase VisibilitySEO & Shareability
Validated proper coding
Meta tags
Social Integrations
Sitemaps
Technical
Increase & Automate Communication
Integrations and off-site functionality
Newsletter
Next Event
Event Recap
Thought Leadership
Other Drips
New Subscriber New Member Member Renewal
Attract Younger DemographicVisual Appeal & Device Compatibility
Measure what’s going onSimple dashboard & reporting
Example: InterCom
5 Step Process1. Who2. Goals (Make sure they’re S.M.A.R.T.)
3. Build4. Measure5. Evaluate & Evolve
