- Website Optimisation and Marketing Services -

Transcription

1 - Website Optimisation and Marketing Services - Website optimisation is more than just getting higher Google rankings. It encompasses all aspects of your website's performance. Increased success on Google Increased visitor levels Increased leads, enquiries and sales Webstrategies information booklet 1 Call us: 0800 webstrategies

2 Contents A: HIGHER PLACINGS IN GOOGLE SEARCH RESULTS... 4 B: INCREASE WEBSITE VISITORS... 5 C: INCREASE WEBSITE CONVERSIONS MONTH CONSULTANCY PROGRAMME... 6 SEARCH ENGINE OPTIMISATION (SEO)... 6 COMPETITOR ANALYSIS... 7 GOOGLE ADWORDS MANAGEMENT... 8 AFFILIATE MARKETING MARKETING... 9 WEBSITE COPYWRITING... 9 WEBSITE TESTING AND ANALYSIS... 9 BLOG MARKETING AND MANAGEMENT SOCIAL MEDIA MARKETING NEW WEBSITE PROJECT MANAGEMENT ABOUT THE WORK WE DO FOR YOU TESTIMONIAL INTRODUCTORY INFORMATION WEBSTRATEGIES ONLINE: Webstrategies information booklet 2 Call us: 0800 webstrategies

3 Our services are risk-free What does this mean? We look at your website s big picture: How is it performing on Google How successful is it at attracting visitors How successful it is at turning visitors into leads, enquiries or sales We analyse accurately your website s current status in these areas and develop with you a plan to improve the performance of your website, over time, ensuring that the work fits in with your budget and existing marketing plans. We set achievable goals for the work, factor in your Return On Investment and ensure you understand what we are doing and why we are doing it. Webstrategies is not a web development company, so you can be sure that the changes to your website that we may recommend are not designed to generate development work for ourselves: we work for you and we have the best interests of your website and business performance at heart. That said we are happy to liaise with your web developers as required in a professional capacity, or we can source web development work for you via one of our preferred and trusted suppliers. We believe in tailoring our website optimisation services to your specific requirements, with the setting of priorities as essential, so while we use the following activities as part of our work for you, we prefer to incorporate them into an overall Action Plan for you. We use the following activities: Web site marketing Website Analysis Search Engine Optimisation (SEO) Affiliate Marketing Competitor Analysis Copywriting Marketing Google Adwords Management Blog and Article Management Link Popularity Building Pay for success We are confident of our ability to improve the performance of your website, and as such only invoice you when agreed and achievable objectives are met. All we ask in return is that our recommendations are actioned fully and promptly. Webstrategies information booklet 3 Call us: 0800 webstrategies

4 Our areas of focus Our areas of focus for the improvement of the success of your website are: Improvement of your website s success on Google. Internet marketing activities to increase traffic to your website. Improve the conversion of existing traffic into enquiries and sales A: Increased visitors from the Google search results Get FREE visitors from Google We all know that being successful on Google, which commonly means getting found in the first page of the Google search results, is fundamental to getting visitors into your website. Traffic from Google is free, so you want more, but it s also important to consider the quality of the visitors you get from Google. Our services are two-fold: increase quantity of visitors from Google into your website and target the quality of the visitors as well, make them relevant to your business, more likely to create a sale and so make them more valuable to you. Search Engine Optimisation (SEO) Optimising a website for success on search engines, notably Google, involves attention to a number of key areas: Getting the correct (relevant) keywords and phrases placed on your website, in the correct quantity. Ensuring Google can find all the content of your website. Ensuring your presence on Google represents your business as well as possible, so that you get more clicks through to your website. On-page optimisation Link building Visitor levels from Google Visitors from Google increased by X% for a set time period Webstrategies information booklet 4 Call us: 0800 webstrategies

5 B: Increase website visitors Get more and better quality, visitors to your website While increasing the success of your website on the Google search results is important, there are many other website marketing activities that can be undertaken to drive quality visitors to your website, including: Affiliate marketing Competitor analysis Google Adwords management Social Media Marketing marketing Article marketing Blog marketing We will design the best programme of Internet Marketing activities to suit your requirements and budget. We ll track and analyse visitor activity to your website to ensure success. Website marketing, as appropriate for your business Number visitors into your website per month Increase in website visitors by X% for set time period C: Increase website conversions Convert more of your website visitors into business An underestimated factor which affects the success of any website is its ability to convert visitors into sales, enquiries or leads. Often levels of visitors to a website are OK, but they just don t take the essential action when visiting your website: whether it be to make an enquiry, view some information or even just pick up the phone. We look at several areas: Your website copy. Is it effective and does it sell your products or services? Is your message consistent with the objectives of your website? Is your website intuitive and does it guide the visitor through to the key actions? We track and analyse all visitor activity on your website: the pages and content that they look at, areas of strength and weakness and the pathways they take through to action. Website copywriting Visitor activity analysis Number visitors converted into sales or enquiries, per month Increase in website conversion by X%, for set time period Webstrategies information booklet 5 Call us: 0800 webstrategies

6 The Webstrategies Service List Basic consultancy programme Assistance and education for website owners and managers I will work with you over a defined period to help measurably drive up the success of your website. The programme consists of a weekly one hour meeting where I review with you: Trends in performance of your website in the key areas: o Success on Google o Visitor levels to the website o Business generated from the website Outcomes of previous optimisation and website marketing work completed Plans for further optimisation and website marketing work with budgeting and resourcing Objectives and goals for work to be done We will review together the rationale for various activities that we undertake and I will educate you about best practice techniques for making your website successful. Work undertaken Key Objective Deliverables Consultancy/education so that you can make your website more successful Ongoing increase of your website s performance in all areas Measurable increase in key indicators, increase in your website optimisation and marketing knowledge Advanced consultancy programme Strategic planning and metrics-based consultancy I will consult with you over a defined period to ensure maximum performance of your website strategically both in a general best practice sense and on a marketing initiative basis. Ensure full integration of your online activities with your offline marketing efforts. Strong emphasis on competitor analysis, data gathering and higher end website marketing. The programme consists of the initial development of an Online Marketing Strategic Plan, followed by regular meetings designed to ensure all stakeholders are aware of and educated about what they need to do to ensure the Plan is realized. Includes: Establishment of Return On Investment targets for all planned work Full KPI trend analysis Advanced analysis and reporting Webstrategies information booklet 6 Call us: 0800 webstrategies

7 Search Engine Optimisation (SEO) Get your website search engine ranking improved with Search Engine Optimisation (SEO). Search Engine Optimisation (SEO) is all about ensuring that your website can be found on search engines or more accurately nowadays: the Google search engine. There are many factors that affect how well you perform on Google and these must all be addressed in order for that success to become evident. Importantly changes you make to your website must conform to Google s best practice policies and if you run foul of these, you can receive penalties from Google or even be removed from their database, which is quite plainly catastrophic. SEO work includes: Key word research Correct keyword placement in your website Technical optimisation of your website Correct exposure of your website to Google The building of links into your website and within your website On-page optimisation Link building Visitor levels from Google Increase of visitor levels from Google by X% Competitor Analysis Analyse your competitors and achieve greater online success. You have competitors in your industry and region of course, but you also have online competitors. These competitors may well rank ABOVE you for relevant key word searches on Google and other search engines, and who quite simply get more of this free online traffic than you do. Their websites may also be more successful at converting visitors to sales or enquiries than yours. We can analyse your competitors website s to determine: What online strategies they are undertaking with success What optimisation work they have undertaken for their website, which is putting them above you. What changes we need to make to your website, in order that you surpass them on Google and benefit from this source of free visitors and business. We can provide you with a comprehensive competitor analysis, with full recommendations as to what changes you can make to your website, in order to beat them in the race to be top of Google. Work undertaken Key Objective Deliverables Technical and Google performance review of competitor(s) Full understanding of competitors areas of online strength and weakness Full assessment report with recommendations for improvement Webstrategies information booklet 7 Call us: 0800 webstrategies

8 Google Adwords Management Pay Per Click marketing allows you to set realistic budgets for paid advertising on search engines, with high return on investment. You have probably seen the Sponsored Links on some Google search results, located on the top and right. These are an example of sponsored links. These locations on a search results page can drive excellent leads to your website. Here s how it works. You set up the sponsored ad and set a number of keywords behind the ad keywords that are relevant to your industry, business or products/services. If someone does a search on Google using those key phrases then your ad has the potential to appear (it depends on what your monthly spend is). You then pay Google a fee every time someone clicks your sponsored link, so you pay for leads only. The amount you pay is determined by how popular Google determines that key phrase to be. The great news is that these ads can be highly effective, with an excellent return on investment if they are set up and managed properly. With Pay Per Click Advertising Campaigns: Your website can quickly reach the top of search engine result pages You have full control over your advertising budget and You can measure its effectiveness and always improve it over time Adwords Campaign established and managed Click Through Rate (CTR) from Ads to website CTR to exceed 5% for X relevant keyphrases Affiliate Marketing Affiliate Marketing allows other website owners to promote your website for you. Affiliate marketing is the process of paying other website owners to promote your website for you, and allows you undertake general brand promotion, as well as targeted campaigns for specific marketing requirements. Your campaign is often handled by a third party affiliate marketing provider, and the set up costs are low. You are also able to set how much you pay your affiliates for the leads they send to your website. You can choose to pay per lead or per sale or enquiry generated on a commission basis. Development and management of an Affiliate Marketing campaign Number sales or leads generated by Affiliates Return to exceed investment by X% Webstrategies information booklet 8 Call us: 0800 webstrategies

9 Marketing Sending s and Newsletters is a highly effective and cost effective method of promoting your website to your target market. With broadcasting and Newsletters you can: Enhance the relationship with your current or old customers Encourage customer loyalty Repeat business with old customers Get new customers Note: Due to our high ethical standards we only support marketing of a very good quality. We do not support unsolicited bulk (spam). Development and management of an Marketing campaign Delivery of visitors to website Increase in website visitors by X% Website Copywriting Effective website content is King Like any marketing or promotional material your Website should lead and convince your target market to take action. No matter what technology makes it work, the foundation of a successful Website is effective content: it drives up the conversion of visitors to sales or enquiries. We can help you create new content or improve existing website content by: Targeting the content to your market Creating efficient and intuitive pathways through your website Writing content that sells your products or services Guiding visitors to a valuable enquiry or key action Creating search engine- and visitor-friendly content Rework of website copy and content Conversion of visitors to sales or enquiries Increase in resulting business to pay for investment in X months Webstrategies information booklet 9 Call us: 0800 webstrategies

10 Website Testing and Analysis For all work we do for you, we fully analyse your website performance In order to set realistic and achievable goals Webstrategies measures relevant aspects of your website s performance. We start with a baseline analysis, which provides the basis on which success is measured. Some of the metrics we consider are: How many new and returning visitors you get per month From which different websites or search engines Which countries they are from Which of your advertising they acted on to find your site On which of your pages they arrive What pathways they took inside your site From which pages they left your site How efficiently your website converts visitors into business We provide full reporting to you, for all work undertaken. Work undertaken Objective Deliverables Technical assessment of website and review of website statistics Website to pass our technical checklist. Full understanding of visitor activity Full assessment report with recommendations for improvement Blog Marketing and Management Blog marketing allows you to interact with your target market, and develop high quality content for your website. A blog is a facility on your website where you post informative articles and commentary related to your industry, business and services and make them available for your target market to read and comment on. Your blog can be listed on Blog directories and visitors can also subscribe to receive RSS feeds of your comments and receive those straight to their inbox or reader. Blogs perform several functions for a website: Informs and invite discussion from your target market and potential customers Helps you maintain updated and fresh content on your website Build links into your website Allows you to add new keyword rich pages to your website A commitment to keeping the blog up to date is required. Development and implementation of Blog marketing plan Increase valuable links into website. Increase in visitors to website. Links and visitors into website increased by X%. Webstrategies information booklet 10 Call us: 0800 webstrategies

11 Social Media Marketing Social Media Marketing allows online communities to promote your business. Social media marketing is the latest thing in online business marketing. Online communities such as Twitter and Facebook are great forums in which to promote your business and website. Post your comments, articles and information to these websites and watch as people follow you and spread the word about you and your business. See visitors to your website grow and your online credibility become enhanced. Webstrategies can manage your Social Media Marketing for you. Work undertaken Objective Deliverables Development and implementation of Social Media marketing plan Development of community aspect to website and business Full recommendation report New Website Project Management Professional Project Management services We provide professional website Project Management services, designed to help you through the website planning, development and launch process. We provide controlled management of website development projects on your behalf. We work for you to ensure that your website: Is planned properly Is developed properly Is delivered on time and budget Is user tested Is security tested Is optimised for Google Is promoted properly Has the potential to grow Work undertaken Objective Deliverables Planning, management and delivery of new website by third party Website delivered on time and on budget Expectations met Webstrategies information booklet 11 Call us: 0800 webstrategies

12 Measuring success Our work is results-driven, and we have an emphasis on measuring and reporting, with Return On Investment (ROI) forecasting and targeting. Key Performance Indicators (KPI) for your website which we measure and report to you include: Rankings for your keywords on Google Visitor levels and activities regards your website Successful keyphrases used Conversion data, sales levels Other key performance indicator measurement and tracking About the work we do for you We work with you to set goals and desired objectives for all work done We always use best practice methodology, so no deceiving Google We get your approval before making any changes to your website We track and measure the results of all changes and work, and report on the success of the work, quantifying where possible Testimonial "Webstrategies have made a significant contribution to our business through their web support and search engine optimisation expertise. Ashley Bryan and team are always highly responsive, and willing to share their expertise to benefit our business. Ashley has the ability to translate our business objectives and goals into measurable outcomes and increased sales revenue. Their services are highly recommended. Anne Fulton, Director, Career Analysts Ltd. (09) Webstrategies information booklet 12 Call us: 0800 webstrategies

13 Owner s website performance appraisal The following questionnaire will assist you to get an understanding of the current level of optimisation of your website. Introductory information (This will help focus your thoughts :) Industry served by your company: Description of business (i.e. what is the core business?): Who is your target market (demographics, business type etc): Where is your target market (i.e. location e.g. NZ, International etc): Are you satisfied with the levels of enquiries or sales generated by your website? No Yes If YES Great! Go no further! If NO Proceed to Section 1 below Webstrategies information booklet 13 Call us: 0800 webstrategies

14 Section 1: is your website performing on Google? 1. Define your primary search phrase, which you would like to be found on the first page of Google for. PRIMARY SEARCH PHRASE: 2. Search for that phrase on Google. Is your website on the first page of results? Yes No If YES Great, your website is performing well on Google! Go to section 2! If NO Proceed below 3. Modify your phrase by adding in your geographic location. Search for that phrase on Google. Is your website on the first page of results? No Yes If YES section 2! Great, your website is performing well on Google! Go to If NO YOU NEED HELP WITH SEARCH ENGINE OPTIMISATION (SEO) (Are your competitors on the first page of Google by the way?) You can repeat this for any number of relevant phrases. Webstrategies information booklet 14 Call us: 0800 webstrategies

15 Section 2: is your website performing to its potential? (You will need to access your website statistics to answer some of these questions) (No website statistics? Ask us!) 4. How many sales or enquiries did your website generate in the last calendar month: (Don t know? Start recording!) 5. How many visitors did your website receive in the last calendar month? 6. So your website conversion is: (# sales or enquiries / #visitors) X 100 = % 7. Is your conversion figure greater than 5%? Yes No If YES Great, your website is converting visitors and YOU NEED HELP WITH WEBSITE MARKETING If NO YOU NEED HELP WITH YOUR WEBSITE CONTENT NEED HELP? FAX THESE PAGES TO (09) WEBSTRATEGIES COMMENTS: Webstrategies information booklet 15 Call us: 0800 webstrategies

16 Webstrategies contact details Free phone: Phone: Mobile: Fax: Skype: webstarters Mailing Address: PO Box: Royal Oak Auckland New Zealand Physical Address: 1 Ngaire Avenue Epsom Auckland New Zealand Webstrategies Online: Web: Blog: Feed: Try our free online SEO tools: Webstrategies information booklet 16 Call us: 0800 webstrategies