Effective Web Sites A Consultant’s Perspective ACCE 2007 Conference August 2007 Kate McEnroe Consulting kate@katemcenroe.com

©Kate McEnroe Consulting 2006 Web Site Myth #1 If we put all of the information people want on our web site, no one will ever call us and we won’t be able to sell them on our area ©Kate McEnroe Consulting 2006

©Kate McEnroe Consulting 2006 Web Myth #2 If we create and promote a regional web site, it will reduce the visibility of our individual cities and counties ©Kate McEnroe Consulting 2006

©Kate McEnroe Consulting 2006 Whose interests rule? The Customers Intermediaries Direct relocation prospects Local companies/ expansion prospects The Influencers Investors People with something to sell “Boosters” ©Kate McEnroe Consulting 2006

©Kate McEnroe Consulting 2006 Consultants Search, don’t browse Can’t eliminate you just because info isn’t on you web site Start with third party and proprietary databases Not ad-supported portals Fill in the gaps with state, regional, and local web sites Preferred in place of phone calls Looking for data not available elsewhere ©Kate McEnroe Consulting 2006

©Kate McEnroe Consulting 2006 Corporate Prospects Can eliminate you for any reason May assume if information isn’t on the site, it doesn’t exist Less likely to have direct access to third party sources of information ©Kate McEnroe Consulting 2006

Can’t use it if I can’t find it Marketing your site won’t get it bookmarked Manage search results ruthlessly Aspirational branding hinders searches Names of organizations that reflect political compromises hinder searches Chambers have multiple audiences – create multiple channels on your site ©Kate McEnroe Consulting 2006

The information we are looking for A name, an address and a phone number RECENT information For a consultant, focus on information not available elsewhere Job title specific wage information Existing employer detail Detailed tax incentive information Site and building information Utility service and rate specifics Testimonials Announcements of good and bad news ©Kate McEnroe Consulting 2006

A good site doesn’t have to cost a lot “Flash” intros are annoying, not impressive Employer information and testimonials can range from simple text quotes to full motion video Sites and building databases can also range from simple text lists to searchable databases to extensive photographs and topological maps Technical note: “pop-up blockers” are becoming more popular, so think twice about using separate windows as part of your web site architecture ©Kate McEnroe Consulting 2006

Other aspects of using the Internet E-mail newsletters replacing written newsletters Ask permission first and offer opt-out An e-mail with a link to a newsletter on your web site: Takes up less space in my mailbox Drives people to your web site A personal note: I am more likely to delete an e-mail newsletter if I am in a hurry than I am to throw away a print piece E-mail notices of major announcements (good or bad) ©Kate McEnroe Consulting 2006

There STILL is no silver bullet There is no single gateway You need case studies You need personal relationships You need multiple marketing channels ©Kate McEnroe Consulting 2006

©Kate McEnroe Consulting 2006 Try this at home Can you find your site if you Google: County name + economic development Name of largest city + economic development Can you find the name and phone number of the person a site selector can call for more information? Can you find a map of your area with major interstates and distances to major cities? Can you find a list of your largest employers with the number of employees and description of their business? Can you find a sites and building database or a link to one? Can you find news about the newest company to open up in your area? Can you find news about the most recent layoffs or shut downs in your area? ©Kate McEnroe Consulting 2006