The document provides tips for ensuring a website adds value to a business. It discusses the importance of understanding target audiences, having clear goals and strategies for reach, conversion, and retention. It also offers tactics for content, usability, branding, SEO, and social media optimization to help websites perform effectively. The presentation was given by Jeremy Anderson of digital marketing agency Obergine.
3. Who is Obergine?
Full service digital marketing agency.
We create online and mobile solutions that add value
to our clients and their customers.
Clients include:
Concha y Toro
Cono Sur Vineyards & Winery
Oxford University Press
University of Reading
4. About the presenter
Jeremy Anderson
Digital director
Jeremy is a founding partner of Obergine and is
responsible for client services and digital strategy.
With over 15 years as a digital marketing
professional, Jeremy has expertise in:
Web design
Content management & e-commerce
Mobile sites & apps
Digital & social media marketing
Web & data analytics
6. Target audience insight
Who is your target audience?
What are their goals?
What motivates them?
Are they skilled internet users?
What do they want to achieve by visiting the site?
What information do they need from the site?
Create personas in order to profile them…
Personas describes the goals, skills, attitudes, motivations and
environment of a specific user group.
Examples include “fine wine lovers”, “weekend party animals” and
“discount vultures”
7. Solid strategy
Reach
Make it easy for your target audience to find your
business and engage with you online
Convert Reach Convert
When people visit your website – recognise that they
are looking for an answer to a need and the website
must facilitate this quickly and easily
Retain
Retain
Empathise with your customers and respond to their
needs to ensure that long term satisfying
relationships are formed
8. What are the tactical areas do you need to consider?
9. Comprehensive tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
10. Goals Goal tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
11. Goal fundamentals Goal tactics
Your website needs to achieve business
goals such as bookings, sales and data
collection
12. People want information quickly Goal tactics
No visible contact details
No visible opening hours
No visible location information
No call-to-actions for goals
Only link gets lost at the bottom
No web analytics
Performance against core strategies
Reach Convert Retain
N/A O O
13. Build an email marketing database Goal tactics
Incentivised email sign-up form
Capture gender and DOB
Too many mandatory fields
No privacy policy
Contact info & opening times
Third party reviews
Performance against core strategies
Reach Convert Retain
N/A
14. Content
Content tactics tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
15. Content
Content fundamentals tactics
The best content is relevant, clear and
useful and available in different media
formats
16. Content
Keep content current tactics
Menu available as PDF
Menu not available as HTML
Content is out-of-date
Event content not promoted
Photography is good &relevant
Informative & friendly content
Performance against core strategies
Reach Convert Retain
17. Content
Show off your venue and products tactics
Stunning photography
Photos lack content relevancy
Menus can not be printed
Excellent use of video
Content is fresh and useful
Reviews prominent
Performance against core strategies
Reach Convert Retain
P P
18. Usability
Usability tactics tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
19. Usability
Usability fundamentals tactics
Make it easy for visitors navigate the
website, locate the information they need
and perform the tasks required
20. Usability
Manage user expectations tactics
Clear navigation interaction
Breadcrumbs trail
Verbose link hover text
Clear call-to-actions
Clear error prevention
Embedded Google map
Performance against core strategies
Reach Convert Retain
N/A P
21. Usability
Make it easy for your users tactics
Navigation interaction not clear
No breadcrumbs trail
Call-to-actions ambiguous
Error prevention not clear
No link hover text
Performance against core strategies
Reach Convert Retain
N/A O O
22. Branding
Branding tactics tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
23. Branding
Branding fundamentals tactics
Your website needs a recognisable design
with the content to invoke an emotional
response that reinforces the brand
identity
24. Branding
Customers as brand fans tactics
Consistent and deep branding
Happy people photography
Friendly and fun tone of voice
Social media branding aligned
Communication consistency
Tab/bookmark favicon present
Performance against core strategies
Reach Convert Retain
N/A P
25. Branding
Branding needs consistency tactics
Limited branding on site
Venue photography is tiny
Food photography is absent
Brand / message mismatch
Twitter branding inconsistent
Performance against core strategies
Reach Convert Retain
N/A O O
26. SEO tactics SEO tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
27. SEO fundamentals SEO tactics
Build your site for easy indexing
Keep your content fresh and relevant
Maximise diversity and volume of quality
backlinks
28. Why is SEO important? SEO tactics
Over 85% of prospective customers use the internet to find what they
are looking for
Seven out of ten users click a search result within the first page of
results
Only 8% of users venture beyond the third page of search results
A good ranking on a major search engine
can make the difference between
commercial success and failure
29. SEO top tips SEO tactics
1. Search engine results are ads 6. Quality backlink diversity
2. Be consistent and relevant 7. Outbound links matter
3. Localise your content 8. Be social
4. Link text must work out-of-context 9. Get listed locally
5. Keep your content fresh 10. Make sure your site is fast
30. Social media optimisation tactics SMO tactics
Reach Convert Retain
Goals Goals
Content Content Content
Usability Usability
Branding Branding
Search engine
optimisation (SEO)
Social media Social media Social media
optimisation (SMO) optimisation (SMO) optimisation (SMO)
31. Social media fundamentals SMO tactics
Be active in social media, push and pull
content to/from social media channels and
encourage user generated content
32. Be active, friendly and genuine SMO tactics
Social media promoted on site
Branded Facebook & Twitter
To enter on FB – need to “like”
Twitter & Facebook integrated
Fun, relaxed & regular dialogue
Can not share content from site
Performance against core strategies
Reach Convert Retain
34. Goal tactics
Review your website goals and ask yourself if there are missed opportunities for the website to
help your business
Display contact information prominently on all website pages
Ensure that opening times and address details with Google map links are present on all pages
Measure website performance and user interactions – Google Analytics is highly effective and a
great free tool
Capture email addresses for email marketing at every data capture touchpoint
Include a privacy policy on website that explains clearly what data is captured by the website, who
it is used and how the user can be removed from any marketing database
Make call-to-actions for purchases, bookings and contact requests clearly visible across the
website
35. Content tactics
Use photography and video to promote your venues and products
Align page content with photography used
Ensure that content can be printed, downloaded as a PDF and also available online
Include third party reviews and customer testimonials
Promote new and updated content and remove old content as soon as it lacks relevancy
Spell check and proof read your content before publication
Create content for your target audiences eg., “conferences”, “Christmas parties” and “families”
Cross-sell content across the site
36. Usability tactics
Navigation controls should use different colours and styles indicate when selected or activated
For sites that include sub-pages, always have a breadcrumbs trail
All call-to-actions (secondary, primary and tertiary) should use clear language and styling
Utilise link descriptions to provide tool tips that aid the user journey and set user expectations
On data capture forms, ensure that mandatory fields are clearly indicated and that any field that
fails error validation is highlighted
When linking to external sites and/or PDF files ensure that they launch in a new browser window
Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content
On large sites provide a site wide free text search
37. Branding tactics
Implement your brand so that it reflects the credibility and reputation of your business
Your website design should consider fonts, styles and colour palletes holistically and should not be
limited to the logo
Your social media channel branding needs to reflect your website design and branding
Brand both your 404 “missing page” and browser tab/bookmark favicons
Use the same tone of voice for your website copy as you do for social media channel
communications
Use photography that shows off your venue, food and drinks in situ ie., with real customers
Be grateful and reward your customers for their custom with offers and initiatives that encourage
repeat visits
38. Search engine optimisation tactics
Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon
and substantiating the page title
Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords
Link text - ensure that all your internal links are verbose and make sense out of-context
Quality backlink diversity - get your restaurant, bar and hotel reviewed on a range of blogs and review sites with backlinks to
your site
Outbound links - be generous with your links and link out to other sites within your content
Content freshness - create content on a regular basis that people will find useful, discuss and link to
Social signals - engage with people on social media channels and publish links to your content there
Get local – register with Google Places, Bing for Business and Yahoo Local and include local keywords in your content
Speed matters – make sure your site loads quickly
39. Social media optimisation tactics (1 of 2)
Start with Twitter then Facebook – you don’t have to do everything at once
Brand your social media channels
Use social media to engage with those influential in your industry eg., hospitality industry bloggers
Be active! Engage with people every day
Integrate Twitter feeds on to your website
Provide content sharing facilities on your website to allow people to share content via email and
social media
If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon
your posts
40. Social media optimisation tactics (2 of 2)
Be generous - give back to those who interact and share your content
Create Facebook pages and not groups
You're human - communicate like one and do not hide behind a brand name
Include shortened links (ie., http://bit.ly) whenever you can in your posts on Facebook and Twitter
Link your Twitter, Facebook and LinkedIn social media channels - one tweet can then get
published in 3 places if you have integrated a Twitter feed on your website!
Claim your vanity URL (ie., web address) such as www.facebook.com/obergine by getting 25
followers ASAP – ask your friends, families, colleagues and staff!
42. Thank you
If you wish to discuss your digital or print marketing activities with Obergine, please contact us
using the details below.
Jeremy Anderson Obergine
Mob: +44 (0)7718 781189 The Jam Factory
Tel: +44 (0)1865 245777 27 Park End Street
Email: info@obergine.com Oxford OX1 1HU
Web: http://www.obergine.com United Kingdom
Twitter: http://twitter.com/obergine
Facebook: http://facebook.com/obergine.agency