Make Your Website Work for You

Transcription

1 Make Your Website Work for You The webinar will begin at 2pm ET (11am PT) Audio: Please connect to audio through your computer. Phone line not required. Submit questions through the Q&A panel

2 Make Your Website Work for You Host: Kim Piper Worldpay Customer Marketing, SMB Strategy

3 Helping local business owners become better business owners Through the Advantage program, we provide industry and product information, and business tools and resources to help you secure and grow your businesses.

4 Compelling Statistics This is a biggie! 81% of consumers visit your website before doing business with you Mobile responsiveness is critical +50% of website traffic now comes from smartphones or tablets Gift cards rule online 34% of respondents indicated that buying gift cards online was their preferred purchase method; Online gift card sales are growing 29% per year compared to 6% for traditional gift cards

5 Meet Your Presenter National Speaker, Google Get Your Business Online CEO, Bryan Caplan Marketing Expertise: Web Design Marketing Online Reviews Local SEO Keep this session going at BryanCaplan.com/Grow

6 79% of U.S. consumers shop online, up from just 22% in (Source: TechCrunch 2016)

7 What is web design? Fonts Colors Graphics Content Functionality Layout For us, music is an art. This is why we have decided to create a complete set of high-quality audio headphones. Our headphones and earphones are not only extremely aestheic, they also guarantee an outstanding sound quality.

8 A great website is Goal-oriented How will your website grow your business? Functional Does your website do useful things? Organized Is your site easy to navigate? Intuitive Is it easy to use your site, on all devices? Useful Does your website provide useful content? Search-friendly Can search engines find your website?

9 A great website is goal-oriented

10 Why do you want a website? Build brand Re-engage customers Generate leads Attract employees Makes sales Provide support

11 Who is your target audience? Try to understand your customers. How they act How they think How they live It s helpful to: Define audience narrowly See the world like them Understand their emotions, motivations, and desires

12 How will you measure success? Track phone calls Collect form submissions Track online sales Measure engagement Exercise: Think about your existing or future website. What do you want this site to accomplish? Be specific Be realistic How can you track and measure success?

13 A great website is organized

14 Start with a plan What is information architecture, or IA? The Uniform Store Homepage It s a way to organize info on your site to achieve business goals. About Products Contact Basketball Football Baseball

15 Tips for organizing your website Exercise: Create your IA checklist Use short, descriptive names and labels. Keep site visitors in mind. Where and how would they look for info? Keep the most important info in main navigation. Who is your target audience? What are their needs? How can you organize your site to help them?

16 A great website is useful

17 What is content? Try to understand your customers. Text Use short, descriptive names and labels. Create content that s useful for your audience. Use the IA to organize content. Make content recognizable to search engines. Images Videos

18 61% of consumers expect brands to tailor experiences based on their preferences. Source: SOASTA, The State of Online Retail Performance, April 2017.

19 Nearly 9 out of 10 times, when people had a helpful or relevant mobile brand experience, they said they would purchase from the brand in the future. Source: SOASTA, The State of Online Retail Performance, April 2017.

20 Examine the nature of user interactions Use analytics to drive segmentation and personalization for your mobile audience. How do they find my mobile site? How do they engage with my mobile site?

21 A great website is functional

22 What does functionality mean? Functionality refers to features that allow site visitors to take actions. A site search An online store An online form An online tool

23 How can your website help? Scenario #1: Scenario #2: Scenario #2: You own a landscape company that delivers mulch. Customers don t know how much to order. You started a hair salon and you don t have anyone to answer phones and schedule appointments. Your bakery makes wedding cakes. People call and ask the same questions about price and delivery.

24 A great website is intuitive

25 46% of people say they would not purchase from a brand again if they had an interruptive mobile experience. Source: Google/Purchased, U.S., How Brand Experiences Inspire Consumer Action, n=2,010 U.S. smartphone owners 18+, brand experiences=17,726, April 2017

26 Tip #1: Navigation Highlight selected elements Design site to allow plenty of space for users to tap Ensure that call-to-action can be tapped

27 Tip #2: Shopping Help them backtrack or continue shopping after a break Recommend similar products

28 Tip #3: Checkout Reduce checkout steps Show visitors their progress Offer guest checkout Enable digital wallets

29 A great website is search-friendly

30 Behind the scenes: How Google works Software known as web crawlers or spiders find web pages to include in Google s index. When you search, Google s algorithm finds the info you re looking for. The algorithm uses 200+ signals to decide which pages and content are most relevant. Results are ranked in order by relevance.

31 How search results look This is the search query This is an ad This is an organic search results This is a business listing

32 Help Google understand your site Fast load time Page titles and descriptions Useful content Information architecture Text links All browsers and devices

33 Next steps

34 What s next? Make a list of goals Create useful content Select an intuitive design Add useful functionality Plan information architecture Be search engine friendly

35 Want to learn more? gybo.com/lessons

36 Webinar Series WEBINAR TITLE AUGUST 23 Reach Customers Online with Google SEPTEMBER 20 OCTOBER 18 NOVEMBER 15 Get Found on Google Search and Maps Make Your Website Work for You Using Data to Drive Growth Learn from the expert. Bryan Caplan is a national speaker for Google who specializes in helping local businesses grow by using Google tools & products. Don t miss out on the last webinar of the series! This is not a Google ad sales webinar - you'll walk away with free tips, tricks, and best practices to grow your business.

37 Shop Small on Small Business Saturday Saturday, November 24th Free merchandising, ideas and resources com/us/small-business/shopsmall/

38 Q&A Submit questions through the Q&A panel RESOURCES Bryan Caplan BryanCaplan.com/Grow Get Your Biz Online gybo.com Webinar Recording bit.ly/vantivwebinar Advantage Site vantiv.com/hellomerchant Call us anytime

39 THANK YOU! Happy Halloween Please take a moment to fill out the post-event survey