KW Website: Getting Started Workshop Facilitator Guide

Transcription

1 KW Website: Getting Started Workshop Facilitator Guide

2 Table of Contents WORKSHOP OVERVIEW... 4 WORKSHOP ACTIVITIES... 4 GET READY FOR THE WORKSHOP... 5 Instructor will need:... 5 Each participant will need:... 5 ACTIVITY 1: Discover the KW Website Features (5 mins.)... 6 Objective... 6 Steps... 6 Activity Wrap-Up... 6 ACTIVITY 2: Navigate Your KW Website Admin Tool (30 mins.)... 7 Objective... 7 Steps... 7 Activity Wrap-Up... 8 ACTIVITY 3: Configure Your Listing Settings (15 mins.)... 9 Objective... 9 Steps... 9 Activity Wrap-Up ACTIVITY 4: Configure Your Site Design Settings (1 hr.) Objective Steps Activity Wrap-Up ACTIVITY 5: Preview Your Site (10 mins.) Objective Steps Activity Wrap-Up ACTIVITY 6: Add Content to Your Website (40 mins.) Objective Steps Activity Wrap-Up Keller Williams Realty, Inc. 2 November 8, 2016

3 ACTIVITY 7: Maximize Your Site s Performance (10 mins.) Objective Steps Activity Wrap-Up ACTIVITY 8: Workshop Wrap-Up (5 mins.) Objective Steps Keller Williams Realty, Inc. 3 November 8, 2016

4 WORKSHOP OVERVIEW Purpose: Participants will leave this workshop having set up, customized, and launched their KW Website (powered by Placester), as well as an action plan for continuing enhancements to boost search engine optimization (SEO). Total Time: 3 hr. Audience: Agents Recommended Number of Participants: 1 to 20 WORKSHOP ACTIVITIES Activity Objective(s) Time 1 Discover the KW Website To spark excitement and creativity in the Features minds of agents around their KW Websites 5 mins. 2 Navigate Your KW Participants will know how to log into and find Website Admin Tool their way around the KW Website admin tool. 30 mins. 3 Configure Your Listing Settings 4 Configure Your Site Design Settings 5 Preview Your Site 6 Add Content to Your Website 7 Maximize Your Site s Performance 8 TOTAL TIME Workshop Wrap-Up Participants will adjust their listing settings to match their preferences Participants will adjust their site design settings to match their brand Participants will explore their site from a consumer perspective Participants will be able to add a variety of pages to their website Participants will update Lead Capture, Custom Domain, Site Tracking, and Site Verification Participants will time block to take care of unfinished editing and launch their sites when they re happy with them 15 mins. 1 hr. 10 mins. 40 mins. 10 mins. 5 mins. 3 hrs Keller Williams Realty, Inc. 4 November 8, 2016

5 GET READY FOR THE WORKSHOP Instructor will need: Computer with power supply and the ability to connect to the Internet Power outlets for all participants (surge protectors recommended) Projector and projection screen, with ability to show your laptop or tablet screen Username and password to log in to: o mykw.kw.com o KW Website For your reference, a copy of the PDFs (in digital format because you ll be showing these on your screen) that were attached to the Introduction Message sent to the participants prior to the workshop: o Agent_Website Maps_Site_Settings.pdf o Agent_Website_Start_Page_Site_Settings.pdf o KW Website Getting Started Workshop - Participant Worksheet.pdf Watch this video: Examples of local KW Websites ready to display. A few are listed below: o o o o Pens and/or highlighters to provide to participants Small gifts as incentives and rewards for workshop participation (optional) Each participant will need: Computer with power supply and the ability to connect to the Internet Materials received in Introduction Message, prior to the workshop o Agent_Website Maps_Site_Settings.pdf o Agent_Website_Start_Page_Site_Settings.pdf o KW Website Getting Started Workshop - Participant Worksheet.pdf (ideally with all URLs and credentials completed) Pen and/or highlighter for notes A digital headshot photo that is professional in nature 2016 Keller Williams Realty, Inc. 5 November 8, 2016

6 ACTIVITY 1: Discover the KW Website Features (5 mins.) Objective To spark excitement and creativity in the minds of agents around their KW Websites. Steps 1. WELCOME participants to the Agent Website Workshop 2. STATE: As a Keller Williams agent, you have access to multiple website solutions designed to promote your brand: eedge (powered by Market Leader), eagentc (with IDX powered by WolfNet), and KW Website (powered by Placester). Today, you ll learn how to launch your KW Website and learn how to leverage it to meet your business, marketing, and SEO needs, as well as the needs of your clients. Your KW Website is mobile-responsive, includes full IDX for your market, provides multiple lead capture opportunities, enables systematized follow up, and is integrated with the KW platform. And, as you ll see, setting up and managing your website is a quick and easy process. Let s take a look at some finished websites with very different brands. 3. SHOW at least two examples of different KW Websites, preferably for agents in your MLS, and be sure to POINT OUT the following features of the website(s) Same website platform with a wide variety of themes/branding options Customizable slideshow images and tagline Consumer-focused with search forms on every page Customizable menu and pages Blog and social media links 4. ASK, What do you like most about what you ve seen? Why? What kind of experience will your website provide your visitors? Activity Wrap-Up 1. EXPLAIN that this workshop will take participants through every aspect of setting up their website so that they can walk away with a website that reflects their individual brand. 2. Based on what they just saw, ASK participants to write down anything they want to incorporate into their own website on their Participant Worksheets Keller Williams Realty, Inc. 6 November 8, 2016

7 ACTIVITY 2: Navigate Your KW Website Admin Tool (30 mins.) Objective Participants will know how to log in to and find their way around the KW Website Admin Tool. Steps Log in to KW Website Admin Tool 1. ASK participants to go to mykw.kw.com->technology->kw Websites->Go to My Website 2. ASK participants to click the Login button and confirm that they have arrived at their website administration home page, which looks like this: 2016 Keller Williams Realty, Inc. 7 November 8, 2016

8 Explore the Website Administration Home Page 1. STATE, You ll notice that a basic site has already been created for you; it just hasn t been launched yet. Your website is visible only to you and is ready for you to personalize. You can choose to make it public whenever you re ready. Your website administration home page shows you a thumbnail of your new website s home page along with some high-level information: The title of your website (which you can customize more on that soon) The number of listings displayed on your website The number of blog posts already on your site, which you can later customize The number of pages your site already contains. You ll learn soon how to add more pages to your website, the number of pages you can have is unlimited The number of leads captured will start at zero, until you launch your site. As visitors compete contact forms on your website, this number will increase Finally, you have four actions you can take from this page: 1) View Preview: See how your site looks before you launch it 2) Edit Site: Adjust your site settings 3) Launch Site: This will cause your site to go live. We recommend waiting until you ve mapped a custom domain to your site first, so that it has a better chance of being found. 4) Disable: This will remove the site from your account. You can only delete sites that have been disabled (i.e., not live). 2. STATE, Let s explore your site settings now. 3. ASK participants to click the View Details link to continue Activity Wrap-Up CONFIRM that participants are viewing their Site Settings page, which looks like this: 2016 Keller Williams Realty, Inc. 8 November 8, 2016

9 ACTIVITY 3: Configure Your Listing Settings (15 mins.) Objective Participants will adjust their listing settings to match their preferences. Steps 1. STATE, The layout of your website administration tool is designed to be intuitive and easy to use. Your Site Settings page is broken down into three sections: Listings Site Design More 2. STATE, We ll begin with your Listings settings, the first of which is IDX Integration. IDX Integration 1. ASK participants to follow along as you click IDX Integration. 2. When the IDX Integration slide out screen appears, POINT OUT that all listing and site setting slide-outs contain helpful tips on the right-hand side, making the site setup easy and intuitive. 3. EXPLAIN, currently, KW Websites support only one active MLS per website. Keller Williams realizes that some agents belong to more than one MLS. Although there is no promise that these websites will be able to accommodate multiple MLSs, it s an item that is on KW s development roadmap for exploration. 4. STATE, If you see your MLS listed, click Use this MLS to select it. If you don t see your MLS listed, then: a. Contact support-kw@placester.com. b. Select the Keller Williams Listing System to show all listings in the KWLS until your MLS has been integrated. 5. ASK participants to click Save. 6. STATE, Next, you ll decide which listings in your MLS to display on your website Keller Williams Realty, Inc. 9 November 8, 2016

10 Global Filters 1. ASK participants to click Global Filters. 2. STATE, Unless you specify criteria in Filtered Listings or select your own in Specific Listings, your site will display all listings from your MLS. To change this default, click on one of the other tabs: a. Filtered Listings allows you to set criteria that will be used to automatically show listings on your site. Every time a new listing in the MLS matches the criteria you set, it will be added to the search results on your site. b. Specific Listings allows you to manually search for listings and add them to your site. This method requires you to manually add new listings from the MLS every time you want them to appear on your site. 3. ENGAGE the class in a discussion about which filters they ll select, and why. 4. ASK participants to click Save. Featured Listings 1. ASK participants to click Featured Listings. 2. EXPLAIN that this setting allows agents to highlight specific properties on their site s home page as well as on a specific Featured Listings page that they have the option of creating. 3. STATE, Your Featured Listings settings work the same way as the Global Filter settings. The Filtered Listings tab will allow you to add criteria for your site to automatically search through your MLS and display only those listings that match your criteria. If you simply want to manually select listings to display, use Specific Listings. 4. ASK participants to click SAVE. Open Houses EXPLAIN that the Open House feature is not available with KW Websites; it s only available with single-property websites which agents can purchase on their own directly through Placester. Activity Wrap-Up 1. ASK participants if they have any questions about their listing settings. 2. STATE, Now that you ve decided which listings you ll display on your site, let s move on to personalizing the look and feel of your site Keller Williams Realty, Inc. 10 November 8, 2016

11 ACTIVITY 4: Configure Your Site Design Settings (1 hr.) Objective Participants will adjust their site design settings to match their brand. Steps 1. STATE, In this activity, you ll have the opportunity to customize the default design settings that have already been applied to your site. We ll move down the Site Settings page to the Site Design section. 2. POINT OUT that site settings can be accessed from anywhere in the website administration tool by clicking Site Settings on the top menu and then selecting the specific setting. Theme Selection 1. ASK participants to follow along as you click Theme Selection and perform the following steps. 2. STATE, You ll notice that the Madison website design theme has been applied to your site. This theme is available exclusively to Keller Williams agents and offices. It includes the KW logo and the Omni box search bar that uses Natural Language Search (NLS). Visitors can type in virtually any search criteria or keyword associated with a listing (for example, white cabinets or curb appeal ). The search box also autosuggests search criteria based on what the visitor is typing. 3. STATE, There are four steps in the theme selection process. 1) Choose your website design. The Madison theme has been chosen for you, but you may click the left or right arrows to explore other available themes. 2) Choose your color. There are seven color options for Madison. Other themes will offer different color options. 3) Select your page header. The Madison theme includes two-page header options, both with the KW logo preloaded. The first header option includes the full color scheme. The second options is a white header, which will use your selected color for text, buttons, and accents. 4) Enter the statement to display over slideshow. The home page of your website contains a slideshow that rotates through five featured images. By default, the statement that displays over your slideshow will read The Best Place to Find Your Home. You can enter your own text here to change this. 4. ASK agents to share with the class which theme elements they ve selected, and why. 5. ASK participants to click Save Keller Williams Realty, Inc. 11 November 8, 2016

12 Slideshow 1. ASK participants to follow along as you click Slideshow. 2. STATE, Now that you ve made your theme selections, you can customize your homepage slideshow to include images and captions of your own that are specific to your area or the types of homes you're focusing on. 3. EXPLAIN that this screen contains several sets of home slideshow images to choose from, categorized by type. 4. ASK participants to scroll through to explore the options, using the arrows to see the different images within each set. 5. EXPLAIN that participants can either use a pre-built slideshow to customize further, or create a custom slideshow completely from scratch: a. To use a pre-built slideshow: i. Scroll through the slideshows and click Select under the one you d like to use. ii. You ll have the option to change your existing slideshow settings, or using it as is. To make changes: You can edit the name of the slideshow, or leave it as is. You can delete any existing images and replace them with your own uploaded image (1600 pixels wide by 660 pixels tall). You can edit any of the image names and/or captions. You may add a hyperlink to any image, which will take the visitor to a related page directly from the home slideshow. iii. iv. Click Save when you are finished. A checkmark icon will appear next to it, confirming that you ve selected it. Certifications b. To create a custom slideshow from scratch, click on the [+] icon and follow the instructions above. 1. ASK participants to follow along as you click Certifications. 2. STATE, Here you can choose to display up to six logos for certifications you've earned in order to help site visitors understand your areas of expertise. These logos will appear just above the footer on your website. 3. PERFORM the following steps and ASK participants to follow along. a. Check the box labeled Show certifications on my website near the top of the screen. b. Select up to six logos. c. Click Save Keller Williams Realty, Inc. 12 November 8, 2016

13 Social Networks 1. ASK participants to follow along as you click Social Networks. 2. STATE, You can add links to your personal or business social media accounts from your website. The social media links that you add will appear on the front end of your site in the header and footer. The placement of these links will vary depending on which theme you're using. 3. ASK participants to enter the URLs of the social media profile pages they wish to include on their websites. Ideally, they ve noted these on their Participant Worksheets. 4. ENGAGE participants in a discussion about which social networks they re using and whether it s more important to have links to a high number of social media outlets, or to be fully engaged in just a few (quantity vs. quality of social media presences). 5. ASK participants to click Save. Search Form 1. ASK participants to follow along as you click Search Forms. 2. STATE, You can specify the fields you want in your search form. When you select a search form layout for your home page, it will also use that selection for the search that displays in your sidebar on other pages in your website. 3. EXPLAIN how search form options are tied to the website themes: If the Madison theme is selected, no further action is required; the Omni box with Autosuggest form is already set. If any other theme is selected, choose the fields to include in the search form on your home page, as well as for the listings page. Click Next to see those settings. Menu 4. ASK participants to click Save. 1. ASK participants to follow along as you click Menu and perform the following steps. 2. STATE, Here, you can decide which pages to include in your navigation. Your menu items are displayed in order from top to bottom. You ll see that there are already a few menu items to get you started. 3. POINT OUT the options available to participants: To arrange the menu items in a different order, simply click and drag the items. To rename a menu item and/or add a tooltip, click a menu item to reveal additional configuration options. To add more pages to the menu, scroll to the bottom of the list and select a page from the drop-down. NOTE: A page must exist before it can be added to the menu Keller Williams Realty, Inc. 13 November 8, 2016

14 4. SUGGEST that participants add a menu item using the Custom URL option that will direct visitors to their unique mobile app download page. DEMONSTRATE how to do this, using this image as a guide. Participants can find their unique mobile app download URL at mykw.kw.com > Technology > KW Mobile App Resources. The URL will appear in step 3 (Share). 5. ASK participants to click Save. Site Info 1. ASK participants to follow along as you click Site Info and perform the following steps. 2. STATE, This is where you ll manage your site's branding, including the name, logo, and contact information that s displayed. 3. EXPLAIN the following notes about the Site Info settings: Logo: If you ve chosen the Madison design, the KW logo will already be selected for you. If you ve chosen another design, you can find official Keller Williams logos by going to mykw.kw.com > Marketing > Logos and Graphics. Favicon: You have the option of adding a favicon to your site, which is a small image that appears on the tab of the web browser being used to view your site. This helps build your brand by letting people know they re on your website. Contact Details: The information you enter here will display on the Contact page of your website. Office Details: The information you enter here will display in the footer of your website. SEO: You can boost search engine optimization (SEO) by adding a Meta title and description to your website. The Meta title and description are what you would like search engines to display when your page or post appears in someone's Google or Bing search results, for example. 4. ALLOW participants a few minutes to complete these settings and to ask for help. 5. ASK participants to click Save. Activity Wrap-Up 1. ASK for volunteers to share their aha s. 2. REWARD any participants who volunteered Keller Williams Realty, Inc. 14 November 8, 2016

15 ACTIVITY 5: Preview Your Site (10 mins.) Objective Participants will explore their site from a consumer perspective. Steps 1. STATE, Now that you ve completed all of your listing and design settings, take a look at your site through the eyes of a consumer. This will give you a chance to make any adjustments before you launch it and make it visible to the public. 2. ASK participants to click View Preview. 3. ASK participants to: Ensure their contact information is correct. Explore the navigation menus. Note what they like and what they would like to change on their worksheets. 4. ASK participants to click the X in the upper right corner to return to the Site Settings page. Activity Wrap-Up 1. ASK for volunteers to share their aha s. 2. REWARD any participants who volunteered Keller Williams Realty, Inc. 15 November 8, 2016

16 ACTIVITY 6: Add Content to Your Website (40 mins.) Objective Participants will be able to add a variety of pages to their website. This can improve search engine optimization, creating more lead generation opportunities. Steps Pages 1. STATE, In this activity, you ll learn how to create additional content pages for your website, and there s no limit to how many pages you can add. 2. EXPLAIN that there are five types of content that can be added to websites, all accessible from the site editor. POINT OUT the following links across the top of the Sites tab in the site editor: Pages Blog Posts Agents Testimonials Areas 1. ASK participants to follow along as you click Pages and perform the following steps. 2. STATE, This is where you ll see all of your existing pages and their statuses (i.e., whether it's a draft or a published article). You ll see the option to edit or remove any page. 3. EXPLAIN that seven pages have already been created for them pages on the new site, and that adding new pages is a three-step process: a. Decide what kind of page to add (each page is based on a pre-defined template). b. Create the page and name it. c. Fill in the page with content. 4. ASK participants to click on the + to create the page and give it a name. 5. ASK participants to fill in your page with content. 6. EXPLAIN participants may create as many pages as they d like on your website; there is no limit. 7. ASK participants to click Save to keep changes Keller Williams Realty, Inc. 16 November 8, 2016

17 Blog Posts 1. ASK participants to click on Blog Posts. 2. POINT OUT that four posts have already been created to get them started. 3. EXPLAIN participants can edit or remove the existing posts, or add new ones and there is no limit to the number of posts they can create. 4. ASK participants to create a new blog post by clicking the plus sign, then adding a title, content, an excerpt and a featured image on the page that appears. 5. ASK participants to choose Save to make changes. Agents 1. EXPLAIN if they created a page using the Agent Index template, they can add agents to the roster that will appear on that page 2. ASK participants to click the plus sign to add a new agent. 3. ASK participants who have additional team members, to add a bio, individual agent contact information, personal social media accounts, and a headshot.] 4. ASK participants who do not have additional team members to continue to work on their Blogs Keller Williams Realty, Inc. 17 November 8, 2016

18 Testimonials Areas 1. ASK participants to click on Testimonials. 2. EXPLAIN if participants created a page using the Testimonials Index template, they can add individual testimonials that will appear on that page. 3. ASK participants to click on the plus sign to add a new testimonial. 4. EXPLAIN in addition to the testimonial itself, they should include a title, the name of your referrer, their relation to you (i.e. client), and then choose whether or not to feature the testimonial on their home page. 5. ASK participants to click Save to keep changes. 1. ASK participants to click Areas. 2. EXPLAIN many agents want their sites to be narrowed down to specific cities, neighborhoods, or zip codes that they focus on. One way to accomplish this is by adding listing filters and featuring your listings on their home page. 3. ASK participants to click on the + sign to add a new area. 4. ASK participants to add a title for the area page; select which type of area you'd like to feature. 5. ASK participants to select the name of the specific area from a list that features all of the MLS data. 6. ASK participants to choose Save to make changes. Activity Wrap-Up 1. ASK for volunteers to share their aha s etc. 2. REWARD any participants who volunteered Keller Williams Realty, Inc. 18 November 8, 2016

19 ACTIVITY 7: Maximize Your Site s Performance (10 mins.) Objective Participants will update Lead Capture, Custom Domain, Site Tracking, and Site Verification. Steps 1. ASK participants to click on Lead Capture. 2. EXPLAIN the difference between Passively Capture Leads and Custom Capture Leads Passive in this case refers to when and how we require a site visitor to register on the site. A visitor to our site can search your database of homes for as long as they like. They get full information, whether they are a registered user or an anonymous user. Aggressive is also known as the term the term forced registration. A user may be required to register before seeing any homes, or they may be able to see limited information without registering. 3. EXPLAIN Lead Forwarding will bcc all leads generated by your KW Website site to one or many addresses you specify. 4. EXPLAIN Lead Forwarding will bcc all leads generated by your KW Websites site to one or many addresses you specify. 5. CLICK Custom Domain 6. EXPLAIN what mapping of an existing domain name: Mapping one of your existing domains allows you to show that domain to your website visitors rather than the one Placester provides. 7. SHOW participants how to add a custom domain. 8. SHOW participants where to find help with the Domain Names page ASK participants to time block purchasing and adding Custom Domain name. 10. CLICK Site Tracking and show where participants will add their Google Analytics Admin page. 11. EXPLAIN Site Tracking: This is a free tool offered by Google that you can use to measure key statistics about your website. These include total traffic, traffic sources, bounce rates, page views, etc. Google Analytics can help you see what's working on your site as well as what needs improvement Keller Williams Realty, Inc. 19 November 8, 2016

20 12. SHOW participants where to find help with the Sites Tracking page. Tracking-Code 13. ASK participants to time block adding their Google tracking ID to the Sites Tracking page. 14. CLICK Site Verification and show where participants will verify ownership of their website. 15. EXPLAIN Site Verification: Some services ask that you verify ownership of your site before you can access all of their tools. Site verification won't affect your sites performance in most search engines. 16. SHOW participants where to find help with the Site Verification page ASK participants to time block adding their Google social media Meta tags to the Sites Verification page. Activity Wrap-Up 1. ASK for volunteers to share their aha s. 2. REWARD any participants who volunteered Keller Williams Realty, Inc. 20 November 8, 2016

21 ACTIVITY 8: Workshop Wrap-up (5 mins.) Objective Participants will time block to take care of unfinished editing and launch their sites when they re happy with them. Steps 1. CONGRATULATE participants for participating in the workshop and therefore investing in their online presence and lead generation efforts. 2. ASK for volunteers to share their aha s from the workshop and REWARD any participants who volunteered. 3. SHOW participants where they will make their site live. 4. ASK participants to schedule a time and date to make their site live Keller Williams Realty, Inc. 21 November 8, 2016