Book synopsis: Why most websites suck!
2012: < 50% of businesses
Of these businesses, 90- 98% won’t do anything with, or know how to do anything with their website
Why have a website?
More and more people are doing research and/or buying online
It’s an opportunity to build relationships with customers
Many major business people the world over have suggested that if your business strategy doesn’t include an online strategy, you might as well be planning to go out of business.
What is the foundation of a good website?
Have your website built with a good Content Management System (CMS)
Good CMS is open source, not proprietary. EG Drupal, Joomla or WordPress
Use a good theme – one which writes lean code for the browser to read, flexible
Determine what you want to achieve
Can be as simple as letting people know who you are and what you do, or as complex as establishing long-term relationships with your customers
The author suggests there’s one primary reason for creating a website: to open a conversation with your customers and to build a list/database.
Building a website that actually works
Wireframe your website (show example)
Opt-in box (places a strong emphasis on this) along the top or to the side. Repeated again further down a long page and again in the footer. Offer free report or gift to entice opt-in.
Content: Don’t talk about you, Talk about the customers, focus on what’s in it for them.
EG: Page 54
Footer must have:
Link to T&C and Privacy Statement
Link to Site Map
Links to Social Media
Basic details about you and your business
Avoid large banner
Avoid ‘vanity’ images
Avoid Flash animation and moving parts
Avoid being mysterious
Avoid listing mobile phone numbers as primary contact
Not responding to any correspondence promptly
How do people find your website?
Search engine optimisation (SEO) is the practice of trying to improve the visibility of your website to ensure it outranks millions of other sites based on relevant search terms (also known as keywords).
There is both on and off page SEO.
Image alt tags
Links within your website
Number of pages on your website
It’s a bit more complex and for a large part it involves elements that you cannot control
Social Media sharing
How your website is networked with other websites
Other ares affecting your ranking:
Age of your domain
Where the website is hosted
Is is a .com.au domain or something else
Page loading speed
Location of person searching for information
Black, grey and white hat SEO
Careful who you engage to do your SEO. Websites can be barred from search results if black hat techniques are employed and discovered by Google.
Long Tail Keywords
Large companies generally only focus short keywords (e.g. XYZ Widget)
Research may show that there are many searches conducted for blue large XYZ Widget Ferntree Gully
These are generally more serious searches, closer to make a purchase
Optimise your website for these coloured and sized widgets.
Capture Details of your website visitor
Offer your customer something they can’t refuse in return for there contact details
Remember your offer should be what they want not what they need
Then open an ongoing dialogue with them
Drip feed emails with helpful hints and tips that they need
Don’t offer to sell anything till after at least the third email
Don’t email out the gift, instead have a link in the email to a hidden page on your website
Opt in button best to read ‘Free Instant Access’ (e.g. on page 96)