HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
Small Business Marketing - What's Really Makes an Effective Website?
1. MARKETING WEBINAR SERIES
GETTING IT RIGHT IN 2014 & BEYOND
Building An Effective Website - Understanding What Goes
Into Making SureYour Website Is Properly Developed
5. HOUSEKEEPING
• Varied Group atVarious Stages of Online Presence & Marketing
• Feel Free to Ask Questions via Online Pane as Desired
• This WebinarTouches on aVariety of Elements that Work
Together as a Baseline in Effective Website Development
• Goal is to achieve a high level understanding of Concepts and
Open a Path to Self Evaluation and Next Steps Planning
• Not crunching a lot of stats - working assumption is we all
understand the opportunity the World Wide Web offers our
businesses and growth.
8. Your Website keeps
you OPEN for
business all of the
time
It is just as important in
representing you
(if not more-so at times) as any
brick & mortar location
9. “All Roads LeadsTo Rome”
Your Website IS at the Center
Different Paths Bring Visitors To The Same Goal
17. Information Architecture
Information Architecture is the art and
science of organizing, labeling and
connecting website content to support and
optimize Usability and Find-ability.
Definition adapted from:
18. Get In Your Clients Mind
WHO?
WHAT?
WHERE?
WHEN?
WHY?
19. 2014 & Beyond
WHO
Must know
Your Buyers
better than
ever before
Buyer Persona
Development
(Covered in March Webinar 2014)
20. WHAT What are they looking for?
What are the looking to achieve?
Context
Content Visitor
View
Products or
Services
Learn
Gather
Specifications
Ask
Questions
Compare
Make a Purchase
30. Enter a Product, Company or Brand Name
Search
By:
Leader Board Ad
Logo / Brand
SEARCH
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32. So Far…
Defining your message(s)
(Last Month)
Respect / KNOW your audience (personas)
Contemplate WHO,WHAT,WHERE,WHEN & WHY
Chart out the paths of delivery on site
(wire-framing process)
51. No Longer Brochure-ware
Just as you listen in physical business you must listen online
Think about your Customer’s Journey
52. • Get what they came for
• Get it easily & enjoyably
• Trust (established /reinforced)
• They tell others
• Engage & Convert
• Search Engines notice
• You attract more customers
END RESULT = YOUR BUSINESS GROWS
We want visitors to...
Additional benefits
54. Base Checklist
✓Does the site look reputable/professional?
✓Is it easy for me to use the site?
✓Is it a pleasant experience?
✓Is this site in good working order with no broken
links?
✓Does the page satisfy my search query
or my intent?
✓Can I see what I came for?
55. ✓Can I get the information I want anonymously
(at least most of it)?
✓Is there enough information here to satisfy me?
✓Is the information up-to-date?
✓Is the site offering me information that’s useful that I
didn’t think to look for?
✓Is it easy for me to share what I found at the site with
others?
✓Is it easy for me to take the next step toward getting
what I want from this company?
✓Are the phone number and contact points clearly visible?