New Homepage Copy & Layout Copyright Web.com 2013

2 Objective Our objective in this training is to inform you of new changes to our homepage copy and layout.

3 Modules Module 1: Organization of Copy Module 2: Homepage Redesign Module 3: The End Product

Module 1: Organization of Copy

5 Organization of Copy In this module, we will be discussing how the new homepage copy will be organized.

New Copy & Design Layout for Homepage 6 Above the fold – covers all of the sites products/ services Below the fold – features your meta and SEO-related content

7 Organization of Copy – Above the Fold The content above the fold on the homepage will highlight the company’s products and/or services. o Each topic will feature 2 – 3 sentences specific to that product or service. o Somewhere within those 2 – 3 sentences, must be a link to the page where that topic is featured in more detail. - That link must be a secondary page keyword or a keyword derivative. o The H1 and CTA will remain the same as they are now. o Word count for the homepage (100 minimum/350 maximum) will remain the same.

Organization of Copy – Below the Fold The content below the fold on the homepage will be the SEO content. o Your meta description, which is written using the same standards we follow now, must be the first sentence in the first paragraph. o There should not be any linking in this area. o In this area you can include the same type of information you would include on your homepage now, such as: – About us information & details about the company – Additional information about the products and/or services o Lists should NEVER be used in this area –Save them for the inside pages to help with scannability 8

Organization of Copy – Below the Fold – Facebook Copy The first paragraph of the SEO content needs an “About Us” type section and a subhead that reads “About Us.” o This subhead and paragraph MUST be on every site we write, because it will be pulled and used for Facebook pages. o This paragraph should: – Feature the Meta Description – Be at least 2 to 3 sentences (This paragraph should NEVER be only one sentence.) – Give enough details about the entire company so that it can effectively be transferred over to a Facebook page 9

Organization of Copy – File Example Links CTA New SEO Content Area About Us Section Meta Description 10

End Module 1

Module 2: Homepage Redesign

13 Homepage Redesign In this module, we will discuss how we are changing the layout of our homepage.

14 Homepage Redesign – Changes to the Header In the Header you will include: o The customer’s phone number, address (full or partial), slogan, and address in the upper right hand corner o The company name will be left justified in the header with or without the customer’s slogan Let’s look at some examples …

15 Homepage Redesign – Header Examples Example with the slogan on the right Example with the slogan under the company name

16 Homepage Redesign – Changes to the KV The Key Visual should be an image that reflects the entire business o If needed, important details about the company can accompany the images. This can include details such as, “24-Hour Emergency Services.” Let’s look at some examples …

17 Homepage Redesign – KV Examples Key Visual without any text Key Visual with text that highlights an important detail about the company

18 Homepage Redesign – Body of Site The Key Visual is the main image for the homepage. If there is 1 coupon, it will still go on the homepage with the contact form. If there is NO coupon and very little information, it is OK to add an image to help balance out the page. No images will be in the SEO section.

19 Homepage Redesign – SEO Copy Below the products/services and the CTA, there will be a line that separates the copy above the fold and the copy (SEO content) below the fold. Subheads o First subhead is always “About Us” o It should be in 10pt font SEO body content o It should be in 8pt font o Paragraphs MUST be at least 2 sentences – there should never be 1-sentence paragraphs

End Module 2

Module 3: The End Product - Examples

22 The End Product In this module you will see how the copy will fit into the new layout.

23 The End Product – Above the Fold Template

The End Product – Below the Fold Template 24

The End Product - Full Page Template 25

The End Product – Example – Chuck’s Seafood Grotto 26

The End Product – Example – Chuck’s Seafood Grotto 27

The End Product – Example – Northwood Estates 28

The End Product – Example – Northwood Estates 29

End of Module 3

Questions Any questions? 31