7 Elements of an Effective Website Strategy

Does your website strategy accelerate growth? The success of your business depends on a winning plan. With the website as the center of your business foundation, as well as marketing, customer support, employees, business partners, sales, business partners, and PR.

1. Know what you want – Set Organizational Goals

What are you trying to accomplish? Be mindful of website usability and design from your client’s perspective. How can we use the website to achieve organizational objectives?

Possible  organizational website objectives

  • Increase sales
  • Generate leads
  • Reduce support costs
  • oster loyalty among customers
  • Streamline processes

2. Know Your Audience

Who’s this thing for? Why are people coming to our site? What are they expecting to find? How can we make the site easier for them to use?

Make a list of all potential audiences

  • Primary Audience. Prospective customer. Secondary Audience. Customers, potential investors, partners and potential partners, analysts/ press, employees, potential employees.
  • Primary Audience Profile. List everything you know about them.
    • Demographics
    • Key decision drivers
    • What’s appealing to them about your product or service?
    • What makes them tick?
    • All Audiences in General – answer the following questions.
      • What does your client Company XYZ do?
      • How do the products and services work?
      • How does the company compare with what I’m doing now?
      • Are services available in my area?
      • How much does the product/service cost?

Credibility

Who are XYZ’s customers? What do customer say about the product or service?

Next Steps

  • Are there any deals and special offers available?
  • Can I talk to a live person?
  • How do I get started?

Treat Your Web Site Like a Business

7 Elements of an Effective Website Strategy - Emphasis on Forms and Landing Pages for Best lead Generating websitesSpell out your Website Game Plan. What are your Objectives? What are you trying to accomplish?

Strategy
How are you going to accomplish your goals?

 

Create a Web Site Strategy

Set Goals.

The objective is to grow online sales by 25% over the next 12  months without an increase in ad spending.

What’s Your Strategy?

  • Enhance SEO efforts to drive incremental free traffic.
  • Refine paid search campaigns to drive higher volumes of qualified traffic at the same or lower CPC.
  • Redesign selected areas to increase conversion rate on direct, organics and partner traffic.
  • Develop custom landing pages for each primary target audience AND product to increase conversion rate on a banner, email and paid search traffic.

Measure the Right Metrics

5 Metrics that DON”T Matter

  1. Traffic.
  2. Time on Site and Average Page Views.
  3. Hits.
  4. Surveys.
  5. Focus groups.

 

Industry Average Conversion rates.

Business Metrics Site Metrics User Metrics
Revenue Conversion rate User Testing Results
Transactions Most Visited Pages Satisfaction Survey Trends
Profit Time on Site Focus Group Feedback
Gross Margin Traffic Customer Support Inquiries
Site Type Metrics
Selling Products or Services Online Revenue, Profit, Conversion Rate, Average Order Value, Average cost per conversion
Lead Generation Sites Lead Volume, Conversion Rate, Revenue originating from web leads, Cost Per Lead, Revenue Per Visit.
Ad
-based content sites
Revenue, Profit, Average Page Views Per Visit, Average Cost Per Visit, Average Revenue Per Visit.

Prioritize Design Efforts

As the image above shows, common design priorities are often the home page at the top, then Category, Forms, Landing Pages as a last thought. The winning website design effort for better lead generating websites lies in placing the most efforts in what makes the cash register ring! The checkout page. Actually, it’s the confirmation page that ensures the purchase. You get the idea. Then put thought into the Detail page as potential customers compare your products as well as your products with your competition. The category page then the Home Page. The home page is the table of contents of your website.

Create, Measure, Learn

Your website is never “done”. Think of it as a long term initiative. Technology is always changing. Competitive environments  always changing. User expectations are always evolving.

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What Should Your Website Strategy Be?

Your website is your profit center. It is the foundation of your online marketing strategy. Today we’re going to show you… how the right website strategy mixed with clear content and On-Page SEO must work together for the success of your online presence.

Well done keyword research will lead you to the right keyword phrases to use in developing your content and optimizing for search engines (SEO).

This research tells you how customers are searching for your products and services online and it is directing the search engines to serve your business information on the first page of search results.

We will help you create a winning online presence that can help you generate more leads, sell more products, increase brand awareness, and free up you and your employees to handle more business.

Which strategy is right for your business? What type of website will lead your business to success?

Which website strategy is right for your business?

We discuss 6 types of websites. It may be one of, or a combination of, selling products, selling services, assist in lead generation, ad-based content sites used to reduce support costs, foster loyalty among customers, and streamline processes.

High converting websites. It is a fact that 96% of visitors that come to your website are not ready to buy.

What Should Your Website Strategy BeWhen it comes to your website, you must prioritize your design efforts. When it comes to a website, the most common priority of design efforts is toward the home page 85%, category pages, detail pages, with forms, and landing pages getting the least amount of marketing design effort.

We propose rethinking design efforts toward obtaining more conversions. Design priorities with highest efforts toward forms and landing pages. These pages make the register ring.

Before you build a website

Consider four elements that make a successful site. A useful tool is our Web Strategy Template. Download Now.

First, mobile responsive website.

Make sure the website is mobile responsive. 85% of the population is searching the internet using their mobile phones. The design and layout should render well across all platforms. The mobile phone, the tablet, and the iPad, the laptop, and mac.

Security website.

Https:// is no longer just for sites that process credit card information. It’s a consumer trust builder. https: provides protection to the visitor as they see page information display on their screen that is less vulnerable to being hacked and infected with a virus. It is now for securing data. And, for SEO reasons, google grades and ranks the site based on https. If it is not found, the site is lowered in ranking.

Third, WebSite Performance.

A sites performance is graded based on page size. It should no bigger than 3 MB. Browser Caching. Limit the number of Page Requests. Items such as 301 redirects increase page requests, which in turn slow down the page as it loads to the screen. Page speed. You have 3 seconds to deliver the page to the screen. Otherwise, you’ll find your visitors abandoning your website. The demands are tough. But then, I was thinking. if Enzo Ferrari can make a 2980 # car go from 0 – 60 in 3.1 seconds. What are the possibilities of a web page? An easy tool to use is hubspot gem is website.grader.com. And, by the way, a 1 second delay can result in a 7% reduction in conversions.

Last, SEO.

Search engine ranking involves many facets, both on-page and off-page optimization for relevant and informative information. Onpage seo. Title tags, unique meta descriptions, well-researched keyword phrases that are used in content, alt tags on images, and a minimum of 300 words per page.

While building your website make sure to

Write Compelling headlines.

Engaging the reader with 8 seconds is key to success in keeping them interested in what you offer. Headlines that are getting opens and clicks include 10 Ways to …, How-to profit big from…, A Thought Provoking Question.

Create Videos

It’s a fact that product videos can increase purchases by 144%. If a picture is worth a thousand words, a video is worth a million.

Perform A/B Testing

A method for figuring out the best online promotional and marketing strategies for your business. This is a method of testing changes to a page of changing one item with the goal in mind of increasing conversion. Where can you apply A/B Testing? Web content, email campaigns, PPC ads, and landing pages. What to test. The headline, call-to-action, images and product descriptions. Are you buying products from manufacturers? Are you using their description of your products? This runs the risk of duplicate content. Search engines are scanning all websites for duplicate content. This hurts the ranking when this occurs on one website and the same content on many websites.

Part 2: Content is King … Coming soon.

Part 3: SEO is the Messenger … Coming soon.

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What’s the difference between a Home Page and a Landing Page?

What’s the difference between a Home Page and a Landing Page?

Many people ask me…. what’s the difference between a Home Page and a Landing page?

It’s important to know how to design pages that get leads. Home pages have different goals than your landing pages. Every page on your website needs to have a strategy, quantifiable goals and a very specific business impact if you want your site to get found and drive leads for your company. The website needs to tell a story; the beginning, the middle and the end. Every page has a role in the buyer’s journey. The Awareness stage, the Consideration stage, and the Decision-making stage. The home page tells the beginning of the story, the landing page finishes the story.

What is the role of the Home Page?

The home page of any website is to position your brand with strong integration into the shopping experience. Positioning and posturing is the order of the day. People make judgments when they arrive at your home page. You have 10 seconds or less to answer questions; what do you do? how can you help them? Do you understand their challenges? Do you have solutions? Have you helped people like them? How are you different than your competitor?

Your home page needs to be about your prospects, NOT about you.

The home page goal is to disrupt their status quo, emotionally connect with them and direct them to convert with educational content or move directly through your site to buy or learn more. Usually, the home page is for the buyer in the Awareness stage, but not always. It tells the overall story.

Positioning and Posturing

The build.com home page positions for customer service by providing live chat or a real person to speak with over the phone. The navigation spells out what this company sells and to whom. Then toward the bottom of the top of the fold and depending on what type of company you are, determines the direction or action you should take under the 4 areas of…Idea builder helps you check out curated favorites lists or create your own. Buildologists can get advice on specific products. DIY’ers can get build tips and how-to information. HomeAdvisor helps you find a pro in your area.

What is the role of the Landing Page?

The Landing Page is the power location on the site where robust information should be present. Imagery is elevated to present the product in the best light. The landing page has a major goal and a minor goal.

The major goal of the landing page is to turn visitors into leads. The landing page has to be highly effective in taking them through the decision making stage of the buying process. It’s the end of the story. Design the landing page with the conversion in mind.

The minor goal of the landing page is related to the search. You’ll want to pay special attention to the SEO of your landing pages. You’ll want these pages to be highly optimized.

What is the Difference between a Home Page and a Landing Page?

Best Landing Pages

The best landing pages do not have navigation to the other pages of your website. This is a distraction.

Landing Pages that convert have the following 9 ingredients:

  1. Your Unique Selling Proposition.
  2. A Video increase conversions 144%. If you don’t have a video, include an Image. Pictures of people sell. 
  3. 3-7  Benefits (not Features)
  4. An example of context of use
  5. 1 Enticing Form. Notice this form is short. Requesting only information absolutely necessary for nurturing leads.
  6. 1-3 Trust Elements. Memberships, testimonials, customer logos.
  7. 1 Call-To-Action – button – “Valuation & Offer Estimate”. Yes, only 1 course of action. Provide a phone number and an email so they can ask questions and your company can lead them through the process.
  8. A Confir
    mation or Thank-You Page.
    It’s important! A thank you page is a separate page. The reason is for having a separate thank you page, rather than a message that displays on the same page, is for better conversion tracking. More importantly, if you’re not using the landing page to get your visitor to connect with your online community, signup for your newsletter, or signup to attend a workshop, you’re simply leaving money on the table. It’s another opportunity to engage or sell.
  9. A/B Testing. A/B testing is another topic altogether. Put simply, it is a method of changing one thing at a time to seek higher conversion rates of your call-to-action.

One last thing to say about landing pages. A landing page is about one product and one product only.

Key Take-away: Take considerable time and effort on your landing pages. Conversion matters. The more they convert, the higher they will rank.  Make sure you take a different approach to the different types of pages on your site.

The landing page is usually used from social media or most often from Pay-per-click marketing campaigns (google adwords, Facebook ad, Bing ads)

 

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