Why Web Sites Don t Work

Slide1 : Carmel Kelly Webstream Solutions Ltd Why Websites Don’t Work!


Who am I? : Technology Expert? Web Designer? Who am I? Internet Consultant  Carmel Kelly


Slide3 : Old Thinking…. “I think there is a world market for maybe five computers.” Thomas Watson, IBM Chairman, 1943 Today’s Reality…. Active Internet Community: 605.6 million UK 34.3 million (57%) Source: Nielsen/Net Ratings In The Beginning….


Internet Advantages for SMEs : The Internet doesn’t recognise size Flexible It can flex to reflect your changing business It extends your geographic reach Adds a new dimension to your business Cost Effective Internet Advantages for SMEs


Why WebsitesDon’t Work! : Why Websites Don’t Work!


1. No Clear Objectives : 1. No Clear Objectives


How Often Have You Heard… : How Often Have You Heard… “Everyone has got one – we must have one”! A small business decides to “get a website” “My friend’s son is a web designer” Low cost! Is it really? I’ve built my own site….


Slide8 : Start With Clear Marketing Objectives Talk Research Plan Think


Slide9 : What would a website achieve? Who are we targeting and why would they come to our site? What will our visitor typically be looking for? What impression do we want them to take away after visiting our site? How will we measure our website’s success? How will it impact our offline (normal) business? Question everything ?


What Would A Web Site Achieve? : What Would A Web Site Achieve? Goals More Sales Reduce Costs Improve Customer Service More Sales More customers More revenue per order More orders from each customer What’s your goal? Or is it all of them?


Who Are You Targeting? : Who Are You Targeting? Size of your market How much traffic are you expecting? Geography Local, National or Global? Age Propensity to use the internet Other demographics Gender, income bracket etc.


What Are They Looking for? : What Are They Looking for? Be Clear About the Purpose of Your Site Fast Answers Information Entertainment Buy Products Interaction


Slide13 : Open Honest Caring Efficient Informative Reliable Quality Knowledgeable Professional First Impressions Count! Trustworthy


Measuring Success : Measuring Success Traffic Analysis Software Which network are my visitors coming from? What web pages are they looking at? What types of files are requested most frequently? How did visitors find my site? Which search engines are bringing visitors in? What keywords/phrases are they using Are visitors using current browsers to view my site? What paths are people taking through my site? If you can’t measure it, you can’t manage it!


Your “Normal” Business? : Your “Normal” Business? Is your website integrated into your normal, “offline” business? Does it play a role in your “offline” sales process? Are you marketing your website in ALL other communications? What efficiencies are you achieving? How does it help with your supplier and customer communication?


Slide16 : 2. Technology Focused


Technology Focused : Technology Focused Websites are often delegated to IT people – lose marketing focus. “Error 404 – page not found on this server” = Go Away!! Develop a culture of designing Customer-focused online solutions Frames Not supported by browsers Not indexed by search engines


Having said that… : Having said that… Choose the right infrastructure Future proof Easily administered You must identify APPROPRIATE technology for your purpose Remember to be focused on the customer benefit Don’t re-invent the wheel!


3. Poorly Written : 3. Poorly Written


Poorly Written : Poorly Written Online, the written word builds relationships Writing for the web is different “Corporate” or formal writing can come across as stuffy or pompous on the web Be flexible BUT, don’t be unprofessional!


Check & double-check : Check & double-check Spelling & Grammar! Does it speak to your target audience … appropriately? Does it address customer issues, or is it about you and your products? (Think Benefits, not features!) Is it easily “scanned” for key points “Bells & whistles may grab a customer’s attention, but words make the sale” Nick Usborne


4. Poor Design : 4. Poor Design


Poor Design : Poor Design Intuitive Ease of Navigation – “3 Clicks” rule Colours – Appropriate? Look and Feel – Appropriate? Functionality Speed of loading


Slide24 : “65 percent of Internet users surveyed won't patronise a poorly designed site — even that of a favourite brand” “30 percent reported that website design is more important than a great product.” Source: CyberAtlas Poor Design


5.No Clear Calls for Action : 5.No Clear Calls for Action


Slide26 : Do your visitors know what they’re supposed to do on your website? Have you given them good reasons to do …..? Create a sense of urgency – a reason to respond now! Use pre-qualified options? No Clear Calls for Action


6. The Site is Invisible : 6. The Site is Invisible


Driving Traffic : Driving Traffic No traffic Integrated Marketing Links Search Engines & Directories Word of Mouth = Missed Opportunities


Search Engines : Search Engines Search Engine Optimisation Keyword Marketing


Slide30 : Research shows that 85% of Internet users start with a search engine Optimisation is a highly specialised service Analyse keywords Create content Register with search engines Monitor Results Economical Long term results But, it’s a process, not an event! Search Engine Optimisation


Pay-per-click : Pay-per-click Overture Network Google AdWords Sponsored Links


Slide32 : Top positioning for all purchased Key words/phrases. Immediate results. Can be started / stopped at will. Short term and seasonal promotions. Ideal for local targeting. Measurable results. Pay-per-click Benefits


Slide33 : Accounts for up to 50% of ranking Search Engines look for Quality not just quantity Relevancy Requires Knowledge & time to research & set up quality links Vertical market sites Internet Directories Requires maintenance Incoming Links


7. The Site Doesn’t Work : 7. The Site Doesn’t Work


Slide35 : Test Everything Get people to test it Check Site Logs Links & Forms Size of Image Files Image Loading Stress Test, if appropriate Choose Hosting Carefully The Site Doesn’t Work Remember Your Reputation Is at Stake


8. Poor Maintenance : 8. Poor Maintenance


Slide37 : “Last Updated September 2001” “Under Construction” “Coming Soon!” Beware of “hit and run” developers Don’t spend all your budget on initial design. Act Quickly! Your Website Should Reflect Your Changing Business Poor Maintenance It’s a Journey Not a Destination


9. No Way to Measure ROI : 9. No Way to Measure ROI


No Way to Measure ROI : Who is accountable for the website’s success? What are the objectives? Direct Indirect No Way to Measure ROI Consider: Sales Leads Customer Service Referrals Offline sales Customer Satisfaction


In Summary : In Summary Ineffective Website Thank You For Listening Carmel Kelly Webstream Internet Solutions www.webstreamsolutions.com = Lost Revenue