KEY COMPONENTS OF AN EFFECTIVE WEBSITE STRATEGY

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2 KEY COMPONENTS OF AN EFFECTIVE WEBSITE STRATEGY

3 A Digital-First Agency

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5 0.05 Seconds The time it takes users to form an opinion about your site* *Carleton University, Ottawa, Canada

6 3-4 YEARS The average lifespan of a website design

7 10 COMPONENTS OF AN EFFECTIVE WEBSITE STRATEGY 1. Establish Goals 2. Audit Market Landscape 3. Identify Target Audiences 4. Craft Key Messages 5. Research Keywords 6. Create Content Strategy 7. Consider Social Media 8. Establish Points of Conversion 9. Define Functional Requirements 10. Create Traffic Acquisition Strategy

8 1. ESTABLISH GOALS Update design and functionality Increase site traffic Increase conversions Provide on-demand Information Generate Leads Establish thought leadership Validate your company / Position your brand

9 1. ESTABLISH GOALS Define metrics Number of visits Bounce rate Number of leads/form submissions Online sales Cart Abandonment Rate Number of shares Number of logged in users

10 2. AUDIT MARKET LANDSCAPE Website review best practices Make the right first impression from the Homepage? Have clear navigation? Incorporate elements that attract traffic, educate visitors, and invite conversions? Tell a story? Compel people to dig deeper in your site with several calls to action prompts? Use images and video to capture emotion? Show results like case studies, stats, testimonials, awards? Allow for social sharing?

11 2. AUDIT MARKET LANDSCAPE Survey current users What is the most used feature on your site? Do they know how to navigate to content/features you consider important? What content or features do they wish you would provide? What industry sites do they frequent?

12 3. IDENTIFY TARGET AUDIENCES CURRENT AND POTENTIAL MARKET Create audience segments Gender Age Region Company Size Industry SEGMENT A SEGMENT B SEGMENT C P E R S O N A P E R S O N A 2 P E R S O N A 3 1

13 4. CRAFT KEY MESSAGES What makes you different? Testimonials Case studies Statistics Awards Companies you work with

14 4. CRAFT KEY MESSAGES Using words to describe your brand: Company X Trustworthy Knowledgeable Classy Dependable Company Y Adventurous Creative Customized Cutting Edge

15 5. RESEARCH KEYWORDS Research Tools Google Adwords Keyword Planner Google Search Console

16 KEY COMPONENTS OF AN EFFECTIVE WEBSITE STRATEGY 5. RESEARCH KEYWORDS CPI Security Home Security Systems Home Automation Business Security Systems

17 6. CREATE CONTENT STRATEGY Determine content that will live on the site Sitemap Content Outline Copy Deck Brand Story Brand Personality Search Engine Optimization (SEO)

18 7. CONSIDER SOCIAL MEDIA

19 8. ESTABLISH POINTS OF CONVERSION Contact Us Sign Up Download Now

20 9. DEFINE FUNCTIONAL REQUIREMENTS How will you engage and convert users? User Login Live Chat Photo Gallery Gated Content Forms Social Sharing Shopping Cart Geotargeting Language Translation Takeover Ad Search Calculation Tool

21 10. CREATE TRAFFIC ACQUISITION STRATEGY Website not successful without traffic Display Advertising Content Marketing PPC SEO Marketing Paid Social

22 10 COMPONENTS OF AN EFFECTIVE WEBSITE STRATEGY 1. Establish Goals 2. Audit Market Landscape 3. Identify Target Audiences 4. Craft Key Messages 5. Research Keywords 6. Create Content Strategy 7. Consider Social Media 8. Establish Points of Conversion 9. Define Functional Requirements 10. Create Traffic Acquisition Strategy

23 QUESTIONS? THE WHY & HOW OF REMARKETING

24 Christy Dukes (704) Banks Wilson