New Guidelines for SuperMedia & eWorks Copyright Web.com 2013

2 Objective Our objective in this training is to inform you of new changes to our writing and designing practices, as well as showing examples of how these changes are benefiting the look and feel of our sites.

3 Goals Our goal for this session is to provide you with the information required to implement these changes efficiently and effectively in order to remain competitive with our competition and increase customer satisfaction. To this end, we will discuss: Module 1: Word Count Changes Module 2: Breaking up Products, Services, & Massive Lists Module 3: Featuring GTF Information throughout Site Module 4: Use of Temp Data & Customer-Provided Content

Module 1: Word Count Changes Module 1

5 Word Count Changes In this module, we will be discussing the new word counts for each page. Word counts are now lower to improve scannability.

6 New Word Counts Word Counts Are Now as Follows: Home Page – 100-Word Minimum, 350-Word Maximum Interior Pages – 75-Word Minimum, 350-Word Maximum o Pages such as About Us, FAQs, Testimonials, Menus, etc. can go over the maximum amount of words, within reason.

7 Benefits of Lower Word Counts What are the benefits of lower word counts? There are many benefits to having lower word counts, such as: It allows a page to be more focused on one particular avenue of the customer’s business. It makes for an easier design and more seamless transition between pages and services. A page with a lower word count looks and reads better.

End Module 1

Module 2: Breaking up Products, Services, & Massive Lists Module 2

10 Page Layouts In this module, we will discuss how we are changing the layout of our pages by breaking up products, services, and massive lists.

11 Breaking up Products & Services Products and services should now be broken up by page if possible. Our goal is to maximize the five-page package limit for our customers. Breaking up the products and services by page allows for a more detailed and scannable approach to presenting a business. This helps the copywriter pick relevant keyword phrases that match the content on each page. It also helps the designer choose images that better represent the content on each page. Let’s look at some examples …

Breaking up Products & Services – Old Standards Here is an example of a site with all of the services combined onto one page. There’s a lot of information to read here. With the new standards, we would separate “Our Specialties” from “Auto Maintenance,” which would allow us to focus more on each service. 12

13 Breaking up Products & Services – New Standards This site provided three services (vaccinations, parasite control, and dental care). Before, we would have combined all services on one page. To fill out the five-page package, we separated all three services onto it’s own individual page. Below is one of three pages:

Breaking up Products & Services – New Standards Two of three pages: 14

Breaking up Products & Services – New Standards Three of three pages: 15

16 Breaking up Products & Services – Old Standards In this example, we could have separated employment and education into their own pages, which would make each page more focused, shorter, and easier to read.

17 Breaking up Products & Services – New Standards This company offers three services, and the CW separated each of them on their own page. The pages are short, sweet, and to the point.

18 Breaking up Massive Lists Massive lists need to be reduced and spread across multiple pages based on topic & in a smaller format. While bulleted lists do offer the benefit of featuring multiple products and services on a single page, we have seen the amount of items in lists grow out of proportion. This has caused sites to become less scannable. Breaking up bulleted lists across several pages gives the reader a chance to briefly view the entire list. Reading each list isn’t as daunting of a task because they are shorter and more focused. This also allows the Copywriter to break up lists for specific content and topics, which helps the lists flow more appropriately. Let’s look at some examples…

19 Breaking up Massive Lists - Examples The list to the left (provided in temp data) has more than 193 words describing the services that this electrical company provides. While the list is very long, every part is important, so we divided it up into three manageable lists. Many of the items were duplicated and could be removed or simplified. (i.e. “voice systems” and “data systems” can be combined to “voice and data systems”)

20 Breaking up Massive Lists - Examples To the right shows the information provided in Temp Data. It contained a large list that wasn’t organized very well. We separated the list into two, one for commercial services and one to show what they provided plumbing services for. Separating this large list makes it more manageable and makes the page more scannable for the reader.

Summary We need to split up products, services, and lists because… Pages will be smaller, and therefore more scannable. Breaking up products and services allows copywriters and designers to focus on each specific product or service and come up with more relevant keyword phrases and images. Lists will be broken up into more specific content, making them shorter and more scannable. 21

End Module 2

Module 3: Featuring GTF Information throughout Site

Featuring GTF Information throughout Site In this module, we’ll discuss why it is helpful to use GTF information throughout the entire site, rather than just editable text fields. We’ll also look at some examples. 24

25 Featuring GTF Information throughout Site GTF information should be featured in other avenues besides editable text fields, in order to draw more attention to important information or selling point. Information that does not benefit SEO value should be included in key visuals and other forms of imagery (such as “Emergency Service Available,” “License Number ,” or “Serving Our Community for 32 Years”). Featuring GTF information throughout the site will modernize them and provide an avenue to target specific information that we want to be immediately visible to the website visitor. Let’s check out some examples…

GTF Examples - INCORRECT This site has no GTF information on the homepage or the contact page. 26

GTF Examples - CORRECT 27 For this site, the designer included business organizations on the homepage, rather than just listing them on the contact page.

GTF Examples - CORRECT On the homepage of this site, the designer included GTF information that should be prominent to the reader, such as business organizations that they are members of, their service area, and that they are a family-run business. 28

GTF Examples - CORRECT For this site, the designer included some of the GTF information in the key visual. Emergency call-outs is a very important aspect of this business, and should be displayed prominently like this. The GTF information below was featured on the homepage, because license numbers and free estimates are important for customers to know immediately. 29

GTF Examples - CORRECT The designer of this site featured GTF information on the homepage and the contact page. Information was also included in the key visual. 30

End of Module 3

Module 4: The Usage of Provided Information

The Usage of Provided Information In this module, we’ll discuss using Temp Data and customer provided content. 33

The Usage of Provided Information From time to time, professional content is taken from a customer’s existing site and included in Temp Data. Developed content does not require rewording as long as it is organized, professional, and grammatically sound. This saves the copywriter time and ensures that we do not confuse what the business does by miswriting or miscategorizing various aspects of developed content. It is REQUIRED that this information is proofread for common spelling, punctuation, and grammar mistakes. 34

The Usage of Provided Information – Bad Examples While using well-written information from Temp Data is acceptable, we need to be sure to proofread everything for grammar, spelling, capitalization, and other issues. The following are a few bad examples… Example 1: In TD:In the Copy File: "We also provide Cardinal(tm) Shower Enclosures." Example 2: In TD: In the Copy File: “Clark HVAC Services does sales, service and instillation of Duel Fuel Gas/oil burners." 35

The Usage of Provided Information – Good Example 36

The Usage of Provided Information - Summary To conclude this module, we have learned that… It is OK to use developed Temp Data, as long as it is professionally written, organized, and grammatically sound. All copy regardless of sourcing, MUST be proofread word by word. 37

End of Module 4

Questions Any questions? 39