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Bringing Your Company’s
Web Presence into 2015
47%
Stanford	
  Web	
  Credibility	
  Project	
  found	
  that
of	
  users	
  make	
  BUYING	
  DECISIONS	
  
based	
  upo...
87%of	
  U.S.	
  SMBs	
  cite	
  WEBSITES	
  
as	
  their	
  MOST	
  IMPORTANT	
  	
  
digital	
  markeKng	
  tacKc.
h"p:/...
h"p://designers.hubspot.com/blog/15-­‐years-­‐of-­‐homepage-­‐evolu-on
67%
Use	
  of	
  MOBILE	
  DEVICES	
  to	
  
access...
Overall Layout & Design
15
h"p://-me.com/12933/what-­‐you-­‐think-­‐you-­‐know-­‐about-­‐the-­‐web-­‐is-­‐wrong/
seconds	
  
The	
  average	
  rea...
Modern Aesthetic
New School Cool
Flat	
  Design User	
  Experience Simplicity	
  &	
  
FuncKonality
Hero	
  Image	
  &	
  
Background	
  Vi...
One	
  of	
  our	
  favorite	
  new-­‐schoolers	
  
Another	
  example	
  of	
  beauKful	
  design…	
  
Background	
  videos	
  are	
  blowing	
  up	
  right	
  now	
  -­‐	
  for	
  good	
  reason.	
  
Case	
  3D	
  couples	
  parallax	
  scrolling	
  with	
  great	
  design.	
  
Old School
Complex	
  Menus Non-­‐Responsive Not	
  Enough Lots	
  of	
  Links
Minimalism	
  gone	
  horribly	
  wrong	
  
Even	
  worse	
  
Maze-Like site structure
Over-­‐Complex	
  Sitemap	
   No	
  clear	
  call	
  to	
  acKon	
   Menu	
  item	
  order	
  
To...
Yikes	
  –	
  too	
  many	
  opKons.	
  
Where	
  to	
  click…	
  where	
  to	
  click…	
  
Menu	
  items	
  mid-­‐page	
  
Sidebar	
  +	
  two	
  headers	
  
Outdated	
  slider	
  
Long	
  company	
  descripKon	
 ...
Redundancy	
  in	
  menu	
  structure	
  
Way	
  too	
  many	
  links	
  
LEAVE
YOUR
SITE
Users	
  will
when	
  they	
  don’t	
  know	
  what	
  to	
  do.	
  
h"p://blog.crazyegg.com/2013/07/19/wh...
Responsive Design
Why Responsive Design
Increasing	
  mobile	
  and	
  
tablet	
  users	
  
Consistent	
  experience	
  on	
  
all	
  device...
Non	
  responsive	
  Desktop	
   Non	
  responsive	
  Tablet	
  
h"p://designers.hubspot.com/blog/15-­‐years-­‐of-­‐homepage-­‐evolu-on
Historic	
  Non-­‐Responsive	
  Design The	
  Respo...
80%of	
  internet	
  users	
  are	
  using	
  
SMARTPHONES	
  to	
  search	
  online.
h"p://designers.hubspot.com/blog/mob...
2
The	
  average	
  tablet	
  user	
  spends
with	
  the	
  device.
h"p://blog.hubspot.com/blog/tabid/6307/bid/33328/21-­‐...
What’s happening April 21, 2015?
40%of	
  mobile	
  queries.
h"p://designers.hubspot.com/blog/mobile-­‐website-­‐design-­‐examples
On	
  that	
  day,	
  Go...
48%of	
  users	
  who	
  arrive	
  on	
  a	
  website	
  
that	
  
ISN’T	
  WORKING	
  WELL	
  ON	
  MOBILE	
  
take	
  it...
Headers & Footers
Headers We Love
Footers we love… to hate
Skinny	
  Footer	
  
Super	
  Footer	
  
Information Absorption
Top	
  le^	
  corner	
  
Linking	
  to	
  Home	
  
The	
  “F”	
  Paaern	
  
Visuals
50%
Almost
of	
  your	
  brain	
  is	
  involved	
  in	
  
VISUAL	
  PROCESSING.
h"p://neomam.com/interac-ve/13reasons/
70%of	
  all	
  your	
  sensory	
  receptors	
  are	
  in	
  
YOUR	
  EYES.
h"p://neomam.com/interac-ve/13reasons/
Hokey stock images
Images	
  that’ll	
  make	
  
your	
  visitors	
  gag	
  
Text & Image
Make	
  certain	
  to	
  have…	
  
Oh,	
  Text	
  as	
  Image?	
  Yeah,	
  no.	
  
Editable	
  text	
   Searc...
Don’t	
  neglect	
  your	
  text	
  placement…	
  or	
  this	
  could	
  happen	
  to	
  you	
  
94%of	
  people	
  cite	
  DESIGN	
  as	
  a	
  reason	
  they	
  
DO	
  NOT	
  TRUST	
  A	
  WEBSITE.
h"p://www.instantsh...
“3D” icons/buttons/text
Avoid	
  painful	
  3D	
  design	
  
at	
  all	
  costs	
  
What	
  too	
  many	
  3D	
  elements	
  looks	
  like,	
  
even	
  with	
  an	
  overall	
  responsive,	
  flat	
  design....
Resolution
One	
  of	
  these	
  images	
  does	
  not	
  belong…	
  
Fonts
There’s	
  no	
  excuse	
  for	
  not	
  using	
  great	
  fonts.	
  
Your Website’s Code
No CMS?
Here’s	
  what	
  you’re	
  missing,	
  ability	
  to:	
  
Monitor	
  SEO	
  Edit	
  your	
  content	
  
HTML5, the modern standard
NO	
  FLASH!	
  
Load Time…
Clean	
  up	
  your	
  code	
  
Pay	
  aaenKon	
  to:	
  
File	
  caching	
  
File	
  type	
  
Your Domain
Domain Name Registration
Memorable	
  name	
   Less	
  is	
  more	
   Register	
  long-­‐term	
  
Syntax
Avoid	
  complexity	
   Website	
  name	
  vs.	
  URL	
   Hyphens	
  vs.	
  underscores	
  
Content Marketing
Blogging
What’s	
  your	
  audience	
  
reading?	
  
Your	
  content	
  needs	
  to	
  
resonate	
  with	
  your	
  
audie...
46%of	
  people	
  READ	
  BLOGS	
  more	
  than	
  once	
  a	
  day.	
  
h"p://www.slideshare.net/HubSpot/the-­‐science-­...
The	
  name	
  says	
  it	
  all…	
  
How	
  to	
  do	
  it	
  beaer	
  
The	
  beauty	
  of	
  simplicity	
  conKnues…	
  
Style & Voice
Tone	
   Geography	
   Consistency	
  
Who’s your audience?
End	
  user	
  vs.	
  reseller	
   Customer	
  vs.	
  employee	
   Regulatory	
  bodies	
  
Current	
...
Videos, Infographics, Podcasting, & More
100%
Viewers	
  spend	
  
more	
  Kme	
  on	
  PAGES	
  WITH	
  
VIDEOS.	
  
h"p://www.marke-ngsherpa.com/ar-cle/how-­‐to/...
85%
Viewers	
  are	
  
more	
  likely	
  to	
  PURCHASE	
  A	
  PRODUCT	
  
a^er	
  watching	
  a	
  PRODUCT	
  VIDEO.
h"p...
90%
Adding	
  INFOGRAPHICS	
  boosts	
  credibility	
  and	
  traffic	
  for	
  websites	
  as	
  
of	
  all	
  informaKon	
...
Should	
  have	
  picked	
  a	
  beaer	
  image	
  for	
  that	
  video…	
  
Compelling Video Content
About	
  Us	
   TesKmonials	
  
AnimaKon	
  vs.	
  Live	
  Product	
  Demos	
  
Search Engine Optimization
94%
Users	
  click	
  ORGANIC	
  SEARCH	
  RESULTS	
  over	
  paid	
  ads	
  
of	
  the	
  Kme.
h"p://searchenginewatch.co...
Shady SEO Practices
Bogus	
  Backlinks	
   Fake	
  Comments	
   Link	
  Farms	
  &	
  Directories	
  
On-Site SEO - Keywords
Finding	
  the	
  best	
  keywords	
   A/B	
  tesKng	
  
Image	
  alt	
  tags	
  HTML	
  tags	
  (h...
Meta Description
Google	
  snippets	
   Keywords	
  go	
  here,	
  too	
  
Off-site SEO is everything else
Including,	
  good	
  ol’	
  fashion	
  
spreading	
  the	
  word	
  to	
  
create	
  clea...
Outreach Marketing
Blogger Outreach
Third-­‐party	
  experKse	
   Backlinks	
   Brand	
  recogniKon	
  
News & Reviews
Local	
  news	
  sources	
   Industry	
  professional	
  
reviews	
  
User	
  review	
  sites	
  
Local SEO Tactics
Google	
  my	
  business	
   Local	
  landing	
  pages	
   Meta	
  tags,	
  again	
  
61%of	
  LOCAL	
  SEARCHES	
  result	
  in	
  a	
  purchase.	
  
h"p://searchenginewatch.com/sew/study/2305421/315-­‐busin...
Another Good Reason
To Get This All Right
44%of	
  online	
  shoppers	
  WILL	
  TELL	
  THEIR	
  FRIENDS	
  
about	
  a	
  BAD	
  EXPERIENCE	
  ONLINE.
h"ps://blog...
Doing It Wrong vs. Doing It Right
If	
  you	
  neglect	
  online	
  best	
  pracKces…	
   If	
  you	
  take	
  your	
  web...
151	
  E	
  22ND	
  ST.,	
  LOMBARD,	
  IL	
  60148	
  	
  |	
  	
  630.473.4907	
  	
  |	
  	
  MARQANA.COM	
  
Photo	
  ...
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How to bring your Company's web presence in 2015

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Starting up? Then you need to focus on how to bring up your Company's web presence in 2015. Read the Slide set to understand it in a graphical manner

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How to bring your Company's web presence in 2015

  1. 1. Bringing Your Company’s Web Presence into 2015
  2. 2. 47% Stanford  Web  Credibility  Project  found  that of  users  make  BUYING  DECISIONS   based  upon  A  BUSINESSE’S  SITE  ALONE.   h"p://wpbusiness-ps.com/2014/08/good-­‐design-­‐ma"ers-­‐business/
  3. 3. 87%of  U.S.  SMBs  cite  WEBSITES   as  their  MOST  IMPORTANT     digital  markeKng  tacKc. h"p://www.emarketer.com/Ar-cle/Responsive-­‐Design-­‐Aims-­‐Solve-­‐Mul-screen-­‐Dilemma/1009904
  4. 4. h"p://designers.hubspot.com/blog/15-­‐years-­‐of-­‐homepage-­‐evolu-on 67% Use  of  MOBILE  DEVICES  to   access  the  internet  has  increased worldwide  over  12  months.
  5. 5. Overall Layout & Design
  6. 6. 15 h"p://-me.com/12933/what-­‐you-­‐think-­‐you-­‐know-­‐about-­‐the-­‐web-­‐is-­‐wrong/ seconds   The  average  reader  will  spend  only on  your  website.  
  7. 7. Modern Aesthetic
  8. 8. New School Cool Flat  Design User  Experience Simplicity  &   FuncKonality Hero  Image  &   Background  Video
  9. 9. One  of  our  favorite  new-­‐schoolers  
  10. 10. Another  example  of  beauKful  design…  
  11. 11. Background  videos  are  blowing  up  right  now  -­‐  for  good  reason.  
  12. 12. Case  3D  couples  parallax  scrolling  with  great  design.  
  13. 13. Old School Complex  Menus Non-­‐Responsive Not  Enough Lots  of  Links
  14. 14. Minimalism  gone  horribly  wrong  
  15. 15. Even  worse  
  16. 16. Maze-Like site structure Over-­‐Complex  Sitemap   No  clear  call  to  acKon   Menu  item  order   Too  many  steps   Or  too  few-­‐   nowhere  to  go  
  17. 17. Yikes  –  too  many  opKons.  
  18. 18. Where  to  click…  where  to  click…  
  19. 19. Menu  items  mid-­‐page   Sidebar  +  two  headers   Outdated  slider   Long  company  descripKon   Yikes!  
  20. 20. Redundancy  in  menu  structure  
  21. 21. Way  too  many  links  
  22. 22. LEAVE YOUR SITE Users  will when  they  don’t  know  what  to  do.   h"p://blog.crazyegg.com/2013/07/19/why-­‐users-­‐leave-­‐a-­‐website/
  23. 23. Responsive Design
  24. 24. Why Responsive Design Increasing  mobile  and   tablet  users   Consistent  experience  on   all  devices   Less  work  for  you  and   your  customers   Fading  lines  between   device  types  
  25. 25. Non  responsive  Desktop   Non  responsive  Tablet  
  26. 26. h"p://designers.hubspot.com/blog/15-­‐years-­‐of-­‐homepage-­‐evolu-on Historic  Non-­‐Responsive  Design The  Responsive  Design  Experience  
  27. 27. 80%of  internet  users  are  using   SMARTPHONES  to  search  online. h"p://designers.hubspot.com/blog/mobile-­‐website-­‐design-­‐examples
  28. 28. 2 The  average  tablet  user  spends with  the  device. h"p://blog.hubspot.com/blog/tabid/6307/bid/33328/21-­‐Internet-­‐Marke-ng-­‐Stats-­‐That-­‐Will-­‐Blow-­‐Your-­‐Mind.aspx Hours/day  
  29. 29. What’s happening April 21, 2015?
  30. 30. 40%of  mobile  queries. h"p://designers.hubspot.com/blog/mobile-­‐website-­‐design-­‐examples On  that  day,  Google  will  make   MOBILE  FRIENDLINESS   a  ranking  signal,  affecKng…   12% of  queries. 4% and  Penguin  affected  about… To  put  that  in  context,     their  Panda  update  impacted   only  about…   of  mobile  and  desktop  queries.  
  31. 31. 48%of  users  who  arrive  on  a  website   that   ISN’T  WORKING  WELL  ON  MOBILE   take  it  as  a  sign  that     THE  BUSINESS  DOESN’T  CARE. h"p://blog.hubspot.com/marke-ng/compelling-­‐stats-­‐website-­‐design-­‐op-miza-on-­‐list
  32. 32. Headers & Footers
  33. 33. Headers We Love
  34. 34. Footers we love… to hate Skinny  Footer   Super  Footer  
  35. 35. Information Absorption Top  le^  corner   Linking  to  Home   The  “F”  Paaern  
  36. 36. Visuals
  37. 37. 50% Almost of  your  brain  is  involved  in   VISUAL  PROCESSING. h"p://neomam.com/interac-ve/13reasons/
  38. 38. 70%of  all  your  sensory  receptors  are  in   YOUR  EYES. h"p://neomam.com/interac-ve/13reasons/
  39. 39. Hokey stock images Images  that’ll  make   your  visitors  gag  
  40. 40. Text & Image Make  certain  to  have…   Oh,  Text  as  Image?  Yeah,  no.   Editable  text   Searchable  text   Imagery  to  dissolve   monotony  Alt  tags  
  41. 41. Don’t  neglect  your  text  placement…  or  this  could  happen  to  you  
  42. 42. 94%of  people  cite  DESIGN  as  a  reason  they   DO  NOT  TRUST  A  WEBSITE. h"p://www.instantshiY.com/2013/09/02/importance-­‐of-­‐effec-ve-­‐website-­‐design-­‐infographic/
  43. 43. “3D” icons/buttons/text Avoid  painful  3D  design   at  all  costs  
  44. 44. What  too  many  3D  elements  looks  like,   even  with  an  overall  responsive,  flat  design.  
  45. 45. Resolution One  of  these  images  does  not  belong…  
  46. 46. Fonts There’s  no  excuse  for  not  using  great  fonts.  
  47. 47. Your Website’s Code
  48. 48. No CMS? Here’s  what  you’re  missing,  ability  to:   Monitor  SEO  Edit  your  content  
  49. 49. HTML5, the modern standard NO  FLASH!  
  50. 50. Load Time… Clean  up  your  code   Pay  aaenKon  to:   File  caching   File  type  
  51. 51. Your Domain
  52. 52. Domain Name Registration Memorable  name   Less  is  more   Register  long-­‐term  
  53. 53. Syntax Avoid  complexity   Website  name  vs.  URL   Hyphens  vs.  underscores  
  54. 54. Content Marketing
  55. 55. Blogging What’s  your  audience   reading?   Your  content  needs  to   resonate  with  your   audience   Post  sufficiently  frequently   Google  rewards  fresh   content  and  penalized   stale  content  
  56. 56. 46%of  people  READ  BLOGS  more  than  once  a  day.   h"p://www.slideshare.net/HubSpot/the-­‐science-­‐of-­‐blogging-­‐6086313
  57. 57. The  name  says  it  all…  
  58. 58. How  to  do  it  beaer  
  59. 59. The  beauty  of  simplicity  conKnues…  
  60. 60. Style & Voice Tone   Geography   Consistency  
  61. 61. Who’s your audience? End  user  vs.  reseller   Customer  vs.  employee   Regulatory  bodies   Current  user  vs.  potenKal   Local,  regional,  naKonal   notes  
  62. 62. Videos, Infographics, Podcasting, & More
  63. 63. 100% Viewers  spend   more  Kme  on  PAGES  WITH   VIDEOS.   h"p://www.marke-ngsherpa.com/ar-cle/how-­‐to/videos-­‐a"ract-­‐300-­‐more-­‐traffic
  64. 64. 85% Viewers  are   more  likely  to  PURCHASE  A  PRODUCT   a^er  watching  a  PRODUCT  VIDEO. h"p://www.invodo.com/resources/sta-s-cs/
  65. 65. 90% Adding  INFOGRAPHICS  boosts  credibility  and  traffic  for  websites  as   of  all  informaKon  we  remember  is  based  on  VISUAL  IMPACT. h"ps://vwo.com/blog/snackable-­‐content/
  66. 66. Should  have  picked  a  beaer  image  for  that  video…  
  67. 67. Compelling Video Content About  Us   TesKmonials   AnimaKon  vs.  Live  Product  Demos  
  68. 68. Search Engine Optimization
  69. 69. 94% Users  click  ORGANIC  SEARCH  RESULTS  over  paid  ads   of  the  Kme. h"p://searchenginewatch.com/sew/news/2200730/organic-­‐vs-­‐paid-­‐search-­‐results-­‐organic-­‐wins-­‐94-­‐of-­‐-me
  70. 70. Shady SEO Practices Bogus  Backlinks   Fake  Comments   Link  Farms  &  Directories  
  71. 71. On-Site SEO - Keywords Finding  the  best  keywords   A/B  tesKng   Image  alt  tags  HTML  tags  (headers)  
  72. 72. Meta Description Google  snippets   Keywords  go  here,  too  
  73. 73. Off-site SEO is everything else Including,  good  ol’  fashion   spreading  the  word  to   create  clean  quality   backlinks   Outreach   In-­‐person  networking  
  74. 74. Outreach Marketing
  75. 75. Blogger Outreach Third-­‐party  experKse   Backlinks   Brand  recogniKon  
  76. 76. News & Reviews Local  news  sources   Industry  professional   reviews   User  review  sites  
  77. 77. Local SEO Tactics Google  my  business   Local  landing  pages   Meta  tags,  again  
  78. 78. 61%of  LOCAL  SEARCHES  result  in  a  purchase.   h"p://searchenginewatch.com/sew/study/2305421/315-­‐businesses-­‐boost-­‐rankings-­‐by-­‐op-mizing-­‐their-­‐google-­‐local-­‐pages-­‐study
  79. 79. Another Good Reason To Get This All Right
  80. 80. 44%of  online  shoppers  WILL  TELL  THEIR  FRIENDS   about  a  BAD  EXPERIENCE  ONLINE. h"ps://blog.kissmetrics.com/loading-­‐-me/
  81. 81. Doing It Wrong vs. Doing It Right If  you  neglect  online  best  pracKces…   If  you  take  your  web  presence  seriously…   Loss  of  visibility   Higher  page  ranking   Lower  traffic   More  visitors   Damaged  image   Respectability  &  ValidaKon   Abandonment   Conversion    
  82. 82. 151  E  22ND  ST.,  LOMBARD,  IL  60148    |    630.473.4907    |    MARQANA.COM   Photo  Sources:      Startup  stockphotos,  Unsplash,  Picjumbo,  Financial  Kmes  photos,  Markus  Spiske,  shuaerstock,  flickr   Check  out  our  blog:   www.marqana.com/blog  

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