Holi-what? A more holistic approach towards web projects - WCOSLO

Transcript

1. Holi-what? Manuela van Prooijen @manuelaweblish
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
3. Holistic?
4. If you build it they will come
6. You see: websites are very lazy
7. We need to tell them to get off their butt and start working for us
8. So, having just a pretty, yet lazy, website is not enough !
10. Sóóó many reasons why websites FAIL miserably!
11. 1. Performance 2. Content 3. Direction 4. Usability 5. Focus 6. Promotion Reasons for failing:
12. • Lower Google ranking • Poor conversions Performance: >>> Slowwww loading time
13. Test performance • https://testmysite.withgoogle.com Performance: >>> Slowwww loading time
14. Test performance • https://testmysite.withgoogle.com Performance: >>> Slowwww loading time
15. Test performance • https://testmysite.withgoogle.com • Google PageSpeed Insights Performance: >>> Slowwww loading time
16. Test performance • https://testmysite.withgoogle.com • Google PageSpeed Insights Performance: >>> Slowwww loading time
17. Test performance • https://testmysite.withgoogle.com • Google PageSpeed Insights • http://tools.pingdom.com Performance: >>> Slowwww loading time
18. Test performance • https://testmysite.withgoogle.com • Google PageSpeed Insights • http://tools.pingdom.com Performance: >>> Slowwww loading time
19. Time for a change!!!
20. • 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 !
21. Who has the skills to improve Performance?
23. • Hard to read • Not customer-focused • Focus on features not benefits. • Bad writing (poor grammar) Poor content:
24. • Shows benefits: “What’s in it for me?” • Solves a problem: “Can you help me fix MY problem?” • Communicates investment: “What will it cost to have problem fixed?” Great content:
25. • 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:
26. Who has the skills to improve Content?
28. • 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:
29. Who has the skills to improve Direction? • Graphic Designers ? • Web Designers ? • Online Marketeers ?
31. • 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
32. • 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
33. • Clickmaps Usability: LuckyOrange
35. • Clickmaps • Move maps Usability: LuckyOrange
37. • Clickmaps • Move maps • Scroll maps Usability: LuckyOrange
38. • Clickmaps • Move maps • Scrollmaps • Visitor video Usability: LuckyOrange
40. Who has the skills to improve Usability?
42. • No focused keyword strategy • Audience has no clue what site is about • Google has no clue what site is about Poor focus:
43. • 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:
44. Who can improve a website’s focus?
46. • Email marketing • Blog marketing • Social Media • Advertising • Search engine advertising (SEA) • Search engine optimization (SEO) • Offline Promotion Channels of promotion:
47. • Know your target market. • Have an SEO strategy • Promote where your market hangs out. • Speak language of your audience • Track your efforts. See what works, or not. Improve promotion:
48. Who knows how to promote websites? • SEA • Online Marketing • Advertising
50. Need for a Holistic approach ALL these skills are necessary to make a web project a success!
51. So…. let’s work together!
52. Find your holistic partners Yellow: direction Green: performance Orange: promotion Blue: content Red: focus Purple: usability
53. 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
54. Wanna share some stories? Manuela van Prooijen @manuelaweblish Buy me a beer at the drink afterwards and let’s get the stories flowing !!!