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Holi-what? A more holistic approach towards web projects

Holi-what? A more holistic approach towards web projects

Presented at WordCamp Noord Nederland on February 10 2018

Manuela van Prooijen

February 10, 2018
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  1. Holi-what?
    A more holistic approach
    towards web projects
    Manuela van Prooijen
    @manuelaweblish

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  2. Do not wait ‘till the
    banana starts dancing for
    you. Throw your own
    party!
    Manuela van Prooijen - Weblish
    WordPress &
    Online marketing trainer,
    Guerrilla marketing coach

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  3. Holistic?
    The parts of something are all
    connected…..
    A website, like a human body, has different parts,
    but is only able to function properly when all those
    parts work together towards a same objective….

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  4. Having just a pretty website
    is not enough !

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  5. Sóóó many reasons why
    websites FAIL
    miserably!

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  6. 1. Performance
    2. Content
    3. Direction
    4. Usability
    5. Focus
    6. Promotion
    Reasons for failing:

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  7. • Lower Google ranking
    • Poor conversions
    Performance:
    >>> Slowwww loading time

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  8. Test performance
    • https://testmysite.withgoogle.
    com
    Performance:
    >>> Slowwww loading time

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  9. Test performance
    • https://testmysite.withgoogle.
    com
    • Google PageSpeed Insights
    Performance:
    >>> Slowwww loading time

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  10. Test performance
    • https://testmysite.withgoogle.com
    • Google PageSpeed Insights
    • http://tools.pingdom.com
    Performance:
    >>> Slowwww loading time

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  11. Time for a change!!!

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  12. • Choose better hosting (Savvii, WP Engine)
    • Optimize your images (WP Smush, Kraken)
    • Use caching plugin, or turn on Varnish
    • Use a content delivery network (CDN).
    Performance:
    >>> improve it !

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  13. Who has the skills to
    improve Performance?

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  14. • Hard to read
    • Not customer-focused
    • Focus on features not benefits.
    • Bad writing (poor grammar)
    Poor content:

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  15. • Benefits:
    “What’s in it for me?”
    • Problem solving:
    “Can you help me fix MY problem?”
    • Communicates investment:
    “What will it cost to have problem fixed?”
    Great content:

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  16. • Remember: each page has a goal !
    • Write with bullets, headings,
    bold….
    • Use readable fonts
    • Use plenty of whitespace
    • Don’t use jargon: keep it
    simple!
    Optimize content:

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  17. Who has the skills to
    improve Content?

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  18. • Too much focus on getting eyes on the website, less on
    closing the sale
    • No calls to action
    • Not leading the visitor by visual clues!
    • “If we I build it they will come” mentality
    • Too much going on in the site: confusing!
    • Just focused on ‘pretty design’
    • Confusing navigation
    Lack of direction:

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  19. Who has the skills to
    improve Direction?
    • Graphic Designers ?
    • Web Designers ?
    • Online Marketeers ?

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  20. • Is the website easy to navigate?
    • Does it display well on mobile?
    • Can I find what I am looking for?
    • Are the choices clear?
    • Do I have to wait long for the site to open?
    Usability:
    Create a positive user experience

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  21. • Use do-it-yourself usability tests (Steve Krug
    – Rocket Science Made Easy)
    • Hotjar, CrazyEgg, LuckyOrange
    (clickmaps, heatmaps, video’s)
    Usability:
    Understand your user’s decisions

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  22. • Clickmaps
    Usability:
    LuckyOrange

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  23. • Clickmaps
    • Move maps
    Usability:
    LuckyOrange

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  24. • Clickmaps
    • Move maps
    • Scroll maps
    Usability:
    LuckyOrange

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  25. • Clickmaps
    • Move maps
    • Scrollmaps
    • Visitor video
    Usability:
    LuckyOrange

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  26. Who has the skills to
    improve Usability?

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  27. • No focused keyword strategy
    • Audience has no clue what site is about
    • Google has no clue what site is about
    Poor focus:

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  28. • Learn about keywords + optimization
    -> Yoast.com is great resource!
    • Do keyword and competitor research
    -> Google Adwords Keyword Planner
    • Define your target audience
    • Have your website reviewed to discover flaws
    Improve focus:

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  29. Who can improve a
    website’s focus?

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  30. • Email marketing
    • Blog marketing
    • Social Media
    • Advertising
    • Search engine advertising (SEA)
    • Search engine optimization (SEO)
    • Offline Promotion
    Channels of promotion:

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  31. • Know your target market.
    • Have an SEO strategy
    • Promote where your market hangs out.
    • Hook your market with a message that speaks
    to them.
    • Track your efforts.
    See what works, or not.
    Improve promotion:

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  32. Who knows how to
    promote websites?
    • SEA
    • Online Marketing
    • Advertising

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  33. Need for a Holistic approach
    All these skills are
    necessary to make a
    web project a success!

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  34. So…. let’s work together!

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  35. Example of a business with
    a holistic approach…..

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  36. Sterk in media
    • A company run by Kelly andWendy.
    • Surrounded by a team of solo entrepreneurs: Graphic
    designers, WordPress professionals, copywriters,
    webhosting professionals, social media experts, video
    makers, photographers, direct marketing experts, SEO
    professionals
    • Clients first approach!
    • Aim for great results
    • “Only work with people you like”

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  37. Find your holistic partners
    Yellow: direction
    Green: performance
    Orange: promotion
    Blue: content
    Red: focus
    Purple: usability

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  38. Case: how can your “team”
    help this client?
    • Yoga teacher > needs website (has none)
    • Has multiple yoga classes
    • Wants people to pay and register for classes through
    website
    • Needs 20 new customers per week
    • 1500 euro budget
    • Has no experience with online marketing

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  39. Wanna share some
    stories?
    Manuela van Prooijen
    @manuelaweblish
    Buy me a beer at the drink afterwards
    and let’s get the stories flowing !!!

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