BritWeb Education - 31.01.14

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THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2
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UX

User Experience


Projection
is
Perception

The greatest level
playing field ever


Unprecedented
opportunity


Online brochure?
Are you nuts?


Six guiding
principles of UX


1.
2.
3.
4.
5.
6.

A clear focus on the needs of your customer
Familiar and accessible language
Authentic and relevant imagery
Highly visible contact information
Easy and intuitive navigation
Irresistible next steps


1. A clear focus on the needs of your customer
- It’s not about you!
- WIIFT
- Customer focussed benefits
- Remember, we are driven by emotion


2. Familiar and accessible language
- Remove non-essential jargon
- Consider your audience
- Embrace positive words…
DISCOVER
HAPPINESS

PROVEN

EASY
LOVE

RESULTS
NOW

MONEY
NEW

PLEASE

GUARANTEE
FREE

BECAUSE

SAVE


HEALTH

3. Authentic and relevant imagery
- Stock photography can look lazy
- Feature your customers
- Don’t be shy of personal branding
- Hire a photographer if possible
- And PLEASE do not use this man…

He’s literally everywhere…


4. Highly visible contact information
- Should be visible on every page
- In the header
- Social links
- Use contact forms where appropriate


5. Easy and intuitive navigation
- Create a natural hierarchy for pages
- Big menus can be fabulous
- Use context based menus
- Free text search bar
- Sitemap

6. Irresistible next steps
- Calls to action - what are they?
JOIN

SUBSCRIBE COLLABORATE SHARE CONTACT REGISTER

BUY NETWORK ASK DOWNLOAD BOOK CONTRIBUTE CHAT


1.
2.
3.
4.
5.
6.

A clear focus on the needs of your customer
Familiar and accessible language
Authentic and relevant imagery
Highly visible contact information
Easy and intuitive navigation
Irresistible next steps
EXERCISE 1


How to create an
outstanding UX


Customer
Profiling


Who are they?


Where are they?


What are they
looking for?


Where do they
currently buy?


What are their
“hot buttons”?


How do they access
web services?


If you don’t know
ask them!
hat
t’s w
“tha
edia
cial m
so
for”
is

1.
2.
3.
4.
5.

Who are your customers?
Where do they hangout online / offline?
Where do they currently buy?
What are their hot buttons?
How do they access web services?
EXERCISE 2


If you don’t know
ask us!

hat
t’s w
tha
“
eb
BritW
for”
is


UX + CP =


ONLINE MAGNETISM
SEO + Social


SEO
What exactly is it?


SEO - a quick guide
is the practice of optimising your website
to rank well in search engines like
Google, Yahoo, and Bing.


SEO - a quick guide
done well SEO will generate leads, sales,
and build brand awareness.
Don’t leave home without it.


SEO - a quick guide
01. Keyword research
02. On-site optimisation
03. Off-site optimisation


SEO - a quick guide
01. Keyword research is…
targeting the most profitable words
for your business.


SEO - a quick guide
02. On-site optimisation is…
making your site as
“search engine friendly” as possible.
The page content itself

Download size/time

Meta data

Navigation

Alt and title attribute tags Image and video optimisation Site structure
Semantic structure Internal & external linking URL’s Use of valid HTML


SEO - a quick guide
03. Off-site optimisation is…
link building and exchanges, as well as creating a
“buzz” about your website in related and
respected communities


SEO - the challenge
Search engines regularly update their search quality
algorithms to ensure they are providing the most
relevant results to their users.


SOCIAL MEDIA
Misconceptions


SOCIAL MEDIA
“I don’t have the time”


SOCIAL MEDIA
“I don’t have anything
to say”

SOCIAL MEDIA
“My customers aren’t
on social media”

SOCIAL MEDIA
“It’s too complicated”


SOCIAL MEDIA
“It’s full of banal rubbish”


SOCIAL MEDIA
Five compelling
reasons to use it

SOCIAL MEDIA
01. Help Increased Search Engine Rankings Using brand names and keywords in your
profiles can help you to generate traffic


SOCIAL MEDIA
02. Generates Site Traffic - update regularly
to get additional traffic to your site


SOCIAL MEDIA
03. Find new customers through a
company profile


SOCIAL MEDIA
04. Brand monitoring - find out what
others are saying about you


SOCIAL MEDIA
05. Networking - build a network
of loyal followers


IS IT TIME TO REBOOT
YOUR SOCIAL MEDIA?


SOCIAL MEDIA STARS…
work from a plan


SOCIAL MEDIA STARS
do not mix business
with pleasure

SOCIAL MEDIA STARS
use it to watch for
industry trends

SOCIAL MEDIA STARS
are helpful, kind
and natural sharers

SOCIAL MEDIA STARS
are trusted experts
in their field

SOCIAL MEDIA STARS
do not SELL*
*

With

s - Dell
ception
ome ex
s


SOCIAL MEDIA STARS
do not vent


SOCIAL MEDIA STARS
use words, images
and video

BACK TO YOUR
DIGITAL MARKETING PLAN


1.
2.
3.
4.
5.
6.
7.
8.
9.

Opinions / Reaction to trends
Events
Industry News
Humour / fun
Sharing top tips / how to’s
Reports / Analysis
Campaigns
EXERCISE 3:
Research
List out the next 6 months
considering what you could
Selling (eh?)
be sharing

FREE YOUR
DIGITAL FOOTPRINT


• 50% of the average global mobile web
users now use mobile as either their
primary or exclusive means of going online
• Mobile web adoption is growing 8 times
faster than web adoption did in the 1990’s
and early 2000
•28.85% of all emails are opened on a
mobile phone
Data compiled by Super Monitoring


• One in three mobile searches have local
intent versus one in five on desktops
• 60% of Twitter users access through a
mobile
•80% of smartphone owners and 81% of
tablet owners use their device in front of
the TV
•57% of users say they won’t recommend a
business with a poorly designed mobile site
Data compiled by Super Monitoring


“Mobile users will do anything and
everything desktop users will do, provided
it’s presented in a usable way.”

Brad Frost


WHAT ACTION
WILL YOU TAKE?
One thing you’ve learned today
One action you will take


MORE POWER FOR
YOUR BUSINESS ONLINE
BritWeb Education 2014


2014 Programme
February 28th - B2B -Be a Social Media Star, Twitter and LinkedIn
You will learn:
• Social media monitoring tools and how to use them
• Benchmarking, "listening" and engaging with customers
• Twitter and LinkedIn focus
• Blogs, microblogging sites and social networks
• Selecting appropriate platforms
• Using social insights across other digital channels
• Creating a Digital Marketing Plan

2014 Programme
March 28th - B2C - Be a Social Media Star, Facebook and Pinterest
You will learn:
• Facebook and Pinterest focus

2014 Programme
April 25th - Content Creation - create content that really sells
You will learn:
• Understanding the needs of your market
• Writing open, inclusive content that motivates action
• Understanding how Google uses and indexes your content
• How to become the trusted expert
• Ten power words that you must use
• How to quickly and easily share your content via social media

2014 Programme
May 30th - Google - The Ultimate Google Masterclass
You will learn:
• How to harness Google tools for your business
• Setting up a Google + account
• Hashtags
• Communities
• Circles
• How to ensure your site is optimised

2014 Programme
June 27th - B2B -Be a Social Media Star, Twitter and LinkedIn
You will learn:
• Twitter and LinkedIn focus

2014 Programme
July 25th - Wordpress Training - to the next level
You will learn:
• A refresher of the basics
• How to share your content across social networks
• How to ensure every page and post is fully optimised for Google
• How to create searchable tags
• How to organise your blog posts into categories
• How to improve UX with Plug ins
• How to create a Gravatar and online profile

2014 Programme
February 28th - B2B -Be a Social Media Star, Twitter and LinkedIn
March 28th - B2C - Be a Social Media Star, Facebook and Pinterest
April 25th - Content Creation - create content that really sells
May 30th - Google - The Ultimate Google Masterclass
June 27th - B2B -Be a Social Media Star, Twitter and LinkedIn
July 25th - Wordpress Training
NORMALLY £75 per session

TODAY JUST £55 per session
(3 sessions for £150!)


Our thanks to
Jo Chadwick - Made With Love
www.madewithlove.co.uk
Simon Hooley - Photographer
www.theimagecella.co.uk
Graham Goacher - Impact Creative
www.impactcreativeservices.co.uk


BritWeb Education - 31.01.14

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