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Building a business
 website in 20 steps
     A no-tech guide to doing business online




Will Rowan | TheCustomer


                                                1
2
2
2
3
3
3
4
Your content manger should be:

1 Easy as pie to write
  - wysiwyg, plugin, drag & drop
2 Easy to read
  - conventional layout, natural
   language
3 Sociable
   - easy to share
                                   4
Don’t sweat the design


Being utterly
conventional makes
your site easier to use




                          5
Login

Logo                                 Search



                             About   FAQ      Contact


   Don’t sweat the design


   Being utterly
   conventional makes
   your site easier to use




                                                        5
Login

Logo                                 Search




       Why   Choose    Us    About   FAQ      Contact


   Don’t sweat the design


   Being utterly
   conventional makes
   your site easier to use




                                                        5
Login

     Logo                                 Search




            Why   Choose    Us    About   FAQ      Contact


What    Don’t sweat the design
We
Do
£$£     Being utterly
        conventional makes
        your site easier to use




                                                             5
Login

     Logo                                    Search




            Why   Choose    Us    About       FAQ       Contact


What    Don’t sweat the design
We                                        Video Intro
Do
£$£     Being utterly
        conventional makes           Blog             Twitter
                                    Latest             Latest
        your site easier to use

                                  Upcoming Recent
                                   events Feedback


                                                                  5
Login

                     Logo                                      Search




                            Why   Reputation
                                   Choose      Us   About       FAQ     Contact


What                    Don’t sweat the design
We                                                          Video Intro
 Product & Service




Do
£$£                     Being utterly
                        conventional makes             Blog      Twitter
                                                         Google juice
                                                      Latest      Latest
                        your site easier to use

                                                    Upcoming Recent
                                                     events Feedback


                                                                                  5
Login

                     Logo                                      Search




                            Why   Reputation
                                   Choose      Us   About       FAQ       Contact


What                    Don’t sweat the design
We                                                          Video Intro
 Product & Service




Do
£$£                     Being utterly
                        conventional makes             Blog             Twitter
                                                      Latest             Latest
                        your site easier to use

                                                    Upcoming Recent
                                                     events Feedback


                                                                                    5
6
6
1           2            3

 Reads     Relates     Matches to
 your     content to    search
content   databases     queries




                                    6
1            2             3

 Reads      Relates     Matches to
 your      content to    search
content    databases     queries
 Natural     Build      Recycle into
Language   Reputation     Content


                                       6
7
7
7
7
8
8
Your content should be:

1 Current
  “What’s happening now?”
2 Easy to find
  Write using top search terms
3 Sociable
   Invite comment


                                 8
9
Search engines thrive on
fresh, user-friendly content
            Reuse, Recycle, Repurpose
 Text

 Pictures

 Video
 Audio


                                        9
Search engines thrive on
fresh, user-friendly content
            Reuse, Recycle, Repurpose
 Text       tweet, blog, newsletter, whitepaper

 Pictures

 Video
 Audio


                                                  9
Search engines thrive on
fresh, user-friendly content
            Reuse, Recycle, Repurpose
 Text       tweet, blog, newsletter, whitepaper

 Pictures   Flickr, Facebook, Tweetpic

 Video
 Audio


                                                  9
Search engines thrive on
fresh, user-friendly content
            Reuse, Recycle, Repurpose
 Text       tweet, blog, newsletter, whitepaper

 Pictures   Flickr, Facebook, Tweetpic

 Video      YouTube, Vimeo: Slideshare
 Audio


                                                  9
Search engines thrive on
fresh, user-friendly content
            Reuse, Recycle, Repurpose
 Text       tweet, blog, newsletter, whitepaper

 Pictures   Flickr, Facebook, Tweetpic

 Video      YouTube, Vimeo: Slideshare
 Audio      iTunes


                                                  9
10
10
10
10
70%   30%




            10
70%          30%


      140%




                   10
10
10
10
10
Steps to grow profitable PPC

               1 Start small
2 Test, measuring Return on Investment
        3 Roll-out successful tests




                                         10
11
11
11

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20todo The Web For Small Business 4 Myths

  • 1. Building a business website in 20 steps A no-tech guide to doing business online Will Rowan | TheCustomer 1
  • 2. 2
  • 3. 2
  • 4. 2
  • 5. 3
  • 6. 3
  • 7. 3
  • 8. 4
  • 9. Your content manger should be: 1 Easy as pie to write - wysiwyg, plugin, drag & drop 2 Easy to read - conventional layout, natural language 3 Sociable - easy to share 4
  • 10. Don’t sweat the design Being utterly conventional makes your site easier to use 5
  • 11. Login Logo Search About FAQ Contact Don’t sweat the design Being utterly conventional makes your site easier to use 5
  • 12. Login Logo Search Why Choose Us About FAQ Contact Don’t sweat the design Being utterly conventional makes your site easier to use 5
  • 13. Login Logo Search Why Choose Us About FAQ Contact What Don’t sweat the design We Do £$£ Being utterly conventional makes your site easier to use 5
  • 14. Login Logo Search Why Choose Us About FAQ Contact What Don’t sweat the design We Video Intro Do £$£ Being utterly conventional makes Blog Twitter Latest Latest your site easier to use Upcoming Recent events Feedback 5
  • 15. Login Logo Search Why Reputation Choose Us About FAQ Contact What Don’t sweat the design We Video Intro Product & Service Do £$£ Being utterly conventional makes Blog Twitter Google juice Latest Latest your site easier to use Upcoming Recent events Feedback 5
  • 16. Login Logo Search Why Reputation Choose Us About FAQ Contact What Don’t sweat the design We Video Intro Product & Service Do £$£ Being utterly conventional makes Blog Twitter Latest Latest your site easier to use Upcoming Recent events Feedback 5
  • 17. 6
  • 18. 6
  • 19. 1 2 3 Reads Relates Matches to your content to search content databases queries 6
  • 20. 1 2 3 Reads Relates Matches to your content to search content databases queries Natural Build Recycle into Language Reputation Content 6
  • 21. 7
  • 22. 7
  • 23. 7
  • 24. 7
  • 25. 8
  • 26. 8
  • 27. Your content should be: 1 Current “What’s happening now?” 2 Easy to find Write using top search terms 3 Sociable Invite comment 8
  • 28. 9
  • 29. Search engines thrive on fresh, user-friendly content Reuse, Recycle, Repurpose Text Pictures Video Audio 9
  • 30. Search engines thrive on fresh, user-friendly content Reuse, Recycle, Repurpose Text tweet, blog, newsletter, whitepaper Pictures Video Audio 9
  • 31. Search engines thrive on fresh, user-friendly content Reuse, Recycle, Repurpose Text tweet, blog, newsletter, whitepaper Pictures Flickr, Facebook, Tweetpic Video Audio 9
  • 32. Search engines thrive on fresh, user-friendly content Reuse, Recycle, Repurpose Text tweet, blog, newsletter, whitepaper Pictures Flickr, Facebook, Tweetpic Video YouTube, Vimeo: Slideshare Audio 9
  • 33. Search engines thrive on fresh, user-friendly content Reuse, Recycle, Repurpose Text tweet, blog, newsletter, whitepaper Pictures Flickr, Facebook, Tweetpic Video YouTube, Vimeo: Slideshare Audio iTunes 9
  • 34. 10
  • 35. 10
  • 36. 10
  • 37. 10
  • 38. 70% 30% 10
  • 39. 70% 30% 140% 10
  • 40. 10
  • 41. 10
  • 42. 10
  • 43. 10
  • 44. Steps to grow profitable PPC 1 Start small 2 Test, measuring Return on Investment 3 Roll-out successful tests 10
  • 45. 11
  • 46. 11
  • 47. 11