9 step planning_website_cs_wurzberger

3/23/2011

C S Wurzberger – Internet Marketing Specialist

 Over 20 years of marketing experience and
I’ve helped hundreds of companies from
around the world improve their search
engine rankings
 Specialize in promoting animal related
9 Steps to Planning a Profitable Web Site companies: Zoos, Aquariums,
Conservation Centers and Green
Businesses

Energize your Marketing with a New Approach  Co-author of “9 Easy Steps to Planning a Profitable Web
C S Wurzberger – Internet Marketing Specialist site”
 Plus, I’ve placed numerous sites on the first page of Google
 Today I’m going to show you the techniques to do the same

© Copyright 2000-2011 C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission

Outline of what you will learn today Step 1: Define your Site’s Purpose

9 Easy Steps to Planning A Profitable Web Site:  It’s the most important question you’ll ask yourself.
 Step 1: Define Site Purpose  What do you want your web site to do for your
 Step 2: Choose a Domain Name business?
 Step 3: Plan the Site Design & Online Store o Work as a brochure site
 Step 4: Plan the Content o Drive leads & referrals
 Step 5: Find a Host o Sell products
 Step 6: Find the Best People  Set specific, measureable sales objectives
 Step 7: Plan for the Costs  Generate $150,000 is sales this year
 Step 8: Market your Site  Cultivate 12 new sales leads each month
 Step 9: Measure the Results  Sell 200 widgets

Presented by C S Wurzberger Presented by C S Wurzberger
© Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission

Step 2: Choose a Domain Name Step 3: Plan Your Site Design

 A domain name identifies the company’s
address on the Internet
Your Web site’s design will make
or
 Buy it from a reputable company break your online success
(www.networksolutions.com or www.wsmdomains.com)

 Make sure you can transfer your Domain name
to the hosting company of your choice
 Keep user id & password in a secure location


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3/23/2011

3: Ensure your site is buyer friendly Guidelines of a High Performing Site

 The bottom line – if a web site is not user-  Usability guidelines
friendly, if viewers can’t find what they are
 Jacob Nielson is considered the world leader
looking for, there really is not point in having in establishing the usability guidelines.
it
 His reports are published at www.useit.com
 Characteristics of a non-performing site
 113 industry standard for a brochure site
 Business goals are not being met
 226 for an ecommerce site
 Viewers are unclear who the business is and
 Does your site incorporate at least 85% of
what they sell
the guidelines?
 Viewers can’t easily find the info they need


9 Point Checklist for Usability Before and After Examples
Solstice Corp makes mammography
1. Your pages loads quickly
and general X-ray skin markers for
2. Your site clearly identifies who Diagnostic radiography.
you are. Logo & Tagline
Before:
3. Primary navigation runs across
the top or left  Homemade – non-professional
design
4. Buttons - use standard naming
conventions  Does not speak to their ideal
5. Critical elements appear above customer
the fold  Colors did not match branding
6. Site is clean and easy to read,  Hard to read
using subheads, bullets for quick  No call to action
scanning After redesign:
7. No distracting animation or  Professional branding
popup windows  Colorful, appealing
8. Easy to find contact info  Easy to navigate
9. Clear “Call to Action”  Increased lead generation by
220%


Before and After Examples Before & After
Organization Plus is a Boston based
Company that helps your transform
your home and office.
After Redesign
Before:
 Logo too large
 Does not speak to their ideal
customer
 Hard to read & navigate
 No benefit message
 No call to action
After redesign:
 Professional branding
 Colorful, appealing
 Easy to navigate
 Increased lead generation by
120%
Before
www.MendonGiftBarn.com

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How usable is your site? The Fact is

If a site’s not user-friendly (if viewers
can’t find what they’re looking for)
there’s no point in having it!


Step 4: Plan the Content Content Example

 If you’re expecting your Web site to drive orders for Write for your customer, tell them how you’ll
your products and services, you’ll want to carefully solve their problems
plan your Web content. Example: Headlines for courses designed to
 Content is King help new college graduates learn how to
 Smart, sales-oriented content will ensure the best manage their money.
results
 Engage prospects immediately  Before: We offer great courses on managing
 Clearly show them an attractive solution to their
money. We’ve been doing this for years.
needs  After: New college graduates: in just three
 Don’t make it all about you-make it about how you evenings, learn how to manage your money
can help them and build wealth.

Step 5: Find a Host Hosting Companies

A host is a server (a special computer) that www.hosting.com
holds your Web site and makes it viewable www.NewMediaMarketingPower.com
on the Internet www.Hostgator.com
 Types of Hosting Hosting Items to look for:
 Free-viewer is subject to pop up ads
 99.9% up time
 Shared-most affordable $20.00 + per month
 File storage space
 Dedicated-your business buys its own server
 Number of email accounts
 Keep the user id & password in a special spot
 Access to live stat reports


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Step 6: Find the Best People Choosing a Web Team

 Hire a great web team that has experience in What to look for:
building sites that sell  Credentials, technical ability, skills and
 Designer-plans graphic look training
 Developer-codes the site  View examples of their work
 Usability expert-makes it user-friendly  Do you like their design process?
 Content writer
 Can they speak in non-technical terms?
 E-commerce expert-knows how to sell
 SEO consultant-keeps you ranking high  Will they answer your questions?
 Maintenance person-keeps site up to date  Will they turn over ownership of all graphics
created for your site?


Working with a Web Team Step 7: Plan for the Costs

 Set up an initial consultation
 Gather info about your business  Plan a realistic Web site budget for this valuable
 Choose web site addresses you like the look of investment
 Get the proposal/agreement in writing  A start up site $3,000-$5,000
 Collect content & pictures  E-commerce $6,000 +
 Designer should present you with 1-3 screen shots “pictures
showing site design drafts”  Optimizing for the Search engines
 View your site as it is being built $2,500-$15,000
 Approval final version  Pay-Per-Click campaigns
 Upload for the world to see $1,000 +
 Get the user id & password to access your site


Step 8: Market Your Site Two Types of Marketing Tactics

 The three biggest hurdles you’ll face to Two groups of marketing tactics that will
drive traffic to your site
market your site:
 Offline
 You have to grab the attention of your
 Online
prospects
 You have about 28 seconds to make
an impact
 You need to establish credibility and
trust…fast


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Offline Marketing Identify Which Online Tactics You Need

Tools: Email addresses & customized signature
 Business cards Branding-all of your Web site
 Stationery, brochures
marketing materials Ad campaigns
should have the same
Newspaper ads Linking campaign
 look and feel
On line auctions
 The Phone book
Email newsletters
 Promotional items-bags, stickers Business Blogs
 Answering machine message Podcasts
 Broadcast your Web site address-put it on Social Networking
everything Viral marketing campaigns
Search Engine Marketing

Search Engine Marketing A Trip to the Zoo.com

Organic
Listings
a
h
Pay-per-click
Listings


Matching Blog: The Keys to the Zoo.com Step 9: Measure the Results

Evaluate the success of your Web site and
online marketing campaigns
View hosting traffic reports
How many people are coming
to your site?
How do they find your site?
Monitor PPC impressions vs. click through
rates


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3/23/2011

Web Site Building Guide Gift Shops of America.com

 Need to develop a new site and you’re The largest online shopping directory of gift
overwhelmed? shops across the U.S. with over 12,000
 You’ve come to the right place. shops listed
9 Easy Steps to Planning a Offering:
Profitable Web Site  Free directory listings for retailers & vendors
 Use this succinct, practical workbook to
plan your site so it will drive the right  Resource center
prospects to your business online and  Vendor / Rep directory
grow your profits.
 Order at:
 Major gift marts
www.NewMediaMarketingPower.com
 Only $25 for seminar attendees


Now you Know the basics

 9 Easy Steps to Planning A Profitable Web Site:
 Step 1: Define site purpose
Thank you for attending today’s program
 Step 2: Choose a Domain Name
 Step 3: Plan the Site Design & Online Store  Contact me with any follow up questions
 Step 4: Plan the Content
 Step 5: Find a Host C S Wurzberger
 Step 6: Find the Best People CS@aTriptotheZoo.com
 Step 7: Plan for the Costs
 Step 8: Market your Site
 Step 9: Measure the Results


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9 step planning_website_cs_wurzberger

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