Web Strategies Annette Marquis Gini Courter TRIAD Consulting, LLC

Workshop goals Identify key elements of site design that encourage visitors Identify key elements of site design that encourage visitors Know how to create user-friendly screen and print content Know how to create user-friendly screen and print content Understand how search engines affect site traffic Understand how search engines affect site traffic Be aware of other Web marketing tools Be aware of other Web marketing tools

Steps to encourage visitors Be clear on your objectives Be clear on your objectives Design your site Design your site Get the word out! Get the word out! Track your results to identify areas for improvement Track your results to identify areas for improvement

Be clear on your objectives Define your site’s purposeDefine your site’s purpose Understand your roleUnderstand your role Know your customersKnow your customers

Define your site’s purpose Public or private? Public or private? Sales, promotion, entertainment, information, or organizational transparency Sales, promotion, entertainment, information, or organizational transparency Internet Site Intranet Site OR

Understand your role Major site developer Content Contributor OR

Know your customers Who do you want to attract? Who do you want to attract? Why do you want them there? Why do you want them there? Are they from within your company or outside your company? Are they from within your company or outside your company? Are they local or global? Are they local or global? Do they already know about you or are you a new player? Do they already know about you or are you a new player?

Design your site Find a great domain name Find a great domain name Design your site with traffic in mind Design your site with traffic in mind Deliver valuable and usable content Deliver valuable and usable content

Find a great domain name Company name Company name Product descriptor Product descriptor Easy to remember Easy to remember Easy to spell when heard Easy to spell when heard Have multiple names that point to your site Have multiple names that point to your site

Design your site with traffic in mind Optimize or pack your site with keyword phrases and meta-tags Optimize or pack your site with keyword phrases and meta-tags Add a Site Map Add a Site Map Develop unique and descriptive page titles, including keywords Develop unique and descriptive page titles, including keywords Don’t use frames Don’t use frames Add useful Web parts Add useful Web parts

Deliver valuable content Keep information up-to-date Keep information up-to-date links to documents on your site rather than the documents themselves. Post: links to documents on your site rather than the documents themselves. Post: Agendas and MinutesAgendas and Minutes Reports and PresentationsReports and Presentations Charts and dataCharts and data Post documents in various formats Post documents in various formats Onscreen and downloadOnscreen and download Adobe Acrobat Adobe Acrobat PowerPoint PowerPoint

Get the word out! Publicize your site address Publicize your site address Make search engines work for you Make search engines work for you Go find your customers Go find your customers Explore other Web marketing tools Explore other Web marketing tools

How Visitors Find You

Publicize your site address Include URL in other communications: Business cards Business cards signatures signatures Publicity materials Publicity materials Letterhead Letterhead Printed documents Printed documents Radio and TV ads Radio and TV ads Local newspaper web site Local newspaper web site

Make search engines work for you List your site with search engines and directories List your site with search engines and directories 95% of traffic comes from Google and Yahoo! bCentral.combCentral.combCentral.com WebTraffic.comWebTraffic.comWebTraffic.com

Go find your customers eBayeBayeBay News groupsNews groups Chat roomsChat rooms

Explore other Web marketing tools Pay for search engine placement Pay for search engine placement Overture.comOverture.comOverture.com Pay for ad clicks (PayPerClick) Pay for ad clicks (PayPerClick) Google’s AdWordsGoogle’s AdWordsAdWords Lead generation and capture tools Lead generation and capture tools W5.comW5.comW5.com Track your traffic rank Track your traffic rank Alexa.comAlexa.comAlexa.com Improve your link popularity Improve your link popularity

Track your results Web hosting company statisticsWeb hosting company statistics Commercial web analytic toolsCommercial web analytic tools WebSideStory WebSideStory WebSideStory bCentral’s Site Traffic Analysis bCentral’s Site Traffic AnalysisSite Traffic AnalysisSite Traffic Analysis

Summary Be clear on your objectives Be clear on your objectives Define your site’s purposeDefine your site’s purpose Understand your roleUnderstand your role Know your customersKnow your customers Design your site Design your site Find a great domain nameFind a great domain name Design your site with traffic in mindDesign your site with traffic in mind Deliver valuable and usable contentDeliver valuable and usable content

Summary Get the word out! Get the word out! Publicize your site addressPublicize your site address Make search engines work for youMake search engines work for you Go find your customersGo find your customers Explore other Web marketing toolsExplore other Web marketing tools Track your results Track your results

Questions? For handouts, more info: For handouts, more info: Or try our web site: Or, perhaps