1. PracticeWEB – DevelopmentWorkshop With James Scanlan and Paul Morris

2. Agenda 10:00 Registration/Introductions/Agenda 10:30 Websites for success 11.30 Coffee 11:45 Understanding your Landscape 12:45 Marketing your practice 1:15 Lunch 2:00 Marketing your practice continued 3:00 Search marketing & social media 3.45 Recap 4.00 Close

3. Websites for success

4. Value – How do you define?

5. PracticeWEB methodology (Best Practice) Website has to be aligned to the objectives of your business… Focus - Location - Services - Sectors - People / Staff / Personality - Clients - Design / Marketing Signposting – the content and functionality that will help achieve the objectives of the business / website

6. PracticeWEB methodology (Best Practice) Propositions This page is where you’re website sells your service. To increase likely hood of contact keep visitor on-site and interested through relevant content at the right time Triangle Usability Theory Landscape now includes a content recommendation engine as standard

7. Understanding your Landscape

8. Best practice content …and what’s it for? - Business News - Guides and Calculators Designed to be a resource for both clients and staff and to demonstrate the depth and breadth of expertise and client service. Used intelligently it can lead or support your marketing and / or communication efforts.

9. Best practice content cont… News - Updated daily - Written by our in-house professional journalists - Forms the basis of the weekly business update sent to all subscribers Newswires - Weekly or monthly, different design and content - Sent on Thursday, best day for recipients to read - Landscape software allows you to track opens and click-throughs

10. Best practice content cont… Guides and Calculators - Updated throughout the year by our industry experts such as Mark Lloydbottom and Rebecca Bennyworth - 3 core sections - Business - Personal - Tax - 15% “rear facing” or compliance based - 85% forward facing, designed to educate and inform and setup robust sales proposition

11. Budget report A key time of year to be proactive with your message out to clients and prospects - Written by a special team who start as soon as the Chancellor sits - Live Twitter resource during the speech - First draft of the report is usually live that afternoon, with refinements happening over the next few days - Budget email sent that evening to all subscribers, to be in their Inbox by the morning

12. Financial planning guide - An area of the content which explicitly tells visitors what your firm can do for them - Great content that can be used to generate interest in your advisory services - Guides include: - Tax planning - Exit planning - Business planning - Wealth planning - Retirement planning

13. How to use the content E-Marketing - Create an email using part of the content with a link back to the full guide - Send to all clients and / or prospects or use the “user sets” function to create a targeted group - Use the Mailshot Analytics to track opens and click-throughs - Follow the activity up by phone using internal staff or an external agency

14. How to use the content cont… Social Media - Create a summary of an area in your own words or copy and paste ours - Create a post on your blog, forum, Facebook or linkedIn page - Ensure you include a link back to the original article or guide - Create a Tweet and send to followers, include a link shortened using Tiny URL (or other)

15. How to use the content cont… Printed - Copy into a branded Word or PDF template - Distribute to clients and prospects - Use as part of a new client welcome pack - Take to events as a piece of take-home collateral Press Release - Summarise the guide to the main points and how your firm is expertly positioned to help in this area - Distribute to newspapers, trade publications and online PR websites

16. Marketing your practice

20. Budget reports

21. Newsletters

22. PR

23. Christmas

24. Blogs

25. Social Media

26. Direct Marketing

27. Telemarketing

28. Professional Fee Insurance

29. Client communications

31. Search marketing and social media

34. Reduce non-relevant visits

36. Knock competitors sites off SERPs

38. Complex software using algorithms to identify & collect information from web pages

39. Users query an index not the live internet

40. Results returned by matching search query

43. Step 2: Keyword research

44. Step 3: Benchmarking

45. Step 4: On page optimisation

46. Step 5: Link Building

48. Plan when & how you will review progress

49. Ensure that tasks are journalled

50. Create actionable items for the coming months

51. Assign responsibility for different reporting areas

54. Understanding your Landscape

55. Marketing your practice