presentation to The Entrepreneurs Network (TEN) November 11, 2011

1. Making your Website Work
(Harder)
Tim Hay-Edie
November 11, 2010
14/C, Kimley Commercial Building, 142 Queen’s Road Central, Hong Kong
[t] 2810 1110 [e] info@pilot.com.hk [w] www.pilot.com.hk

2. the current webscape:
blogging platforms English social media English video sites
website
Chinese video sites
organic search
industry forums
business directories
sponsored search other Chinese social media
© Pilot 2010 www.pilot.com.hk
2

3. usability:
1. broken usability
© Pilot 2010 www.pilot.com.hk
3

4. usability:
2. bad usability
© Pilot 2010 www.pilot.com.hk
4

5. usability:
3. best practice usability
© Pilot 2010 www.pilot.com.hk
5

6. basic assumptions:
1. you all have a website
website
CMS
© Pilot 2010 www.pilot.com.hk
6

7. basic assumptions:
1. you all have a website
2. you are all salesmen
existing clients potential clients
website
CMS
© Pilot 2010 www.pilot.com.hk
7

8. basic assumptions:
1. you all have a website
2. you are all salesmen
existing clients
3. you all use Google
website
CMS
© Pilot 2010 www.pilot.com.hk
8

9. 1. you all have a website:
© Pilot 2010 www.pilot.com.hk
9

10. 1. you all have a website:
• what is your website for?
• who is visiting it?
• what do they want?
© Pilot 2010 www.pilot.com.hk
10

11. 1. you all have a website:
• what is your website for? (what are your objectives?)
to generate sales (or leads)
• e-commerce
• web enquiries
• downloading PDF brochure
© Pilot 2010 www.pilot.com.hk
11

12. 1. you all have a website:
• what is your website for?
to generate sales
not to simply generate traffic
© Pilot 2010 www.pilot.com.hk
12

13. 1. you all have a website:
• who is visiting?
potential clients only? mix?
B2B or B2C?
in work or leisure time?
English language only? Chinese? Other?
© Pilot 2010 www.pilot.com.hk
13

14. 1. you all have a website:
• who is visiting?
© Pilot 2010 www.pilot.com.hk
14

15. 1. you all have a website:
• who is visiting?
expected visitors by user group value to business by user group
newbies 1st time
orphans 10%
5% 15% 5%
15%
35%
newbies returning 15%
20%
sophisticated 1st time 5%
sophisticated returning 20% 10% 45%
high net worth individuals
© Pilot 2010 www.pilot.com.hk
15

16. 1. you all have a website:
• what do they want?
content?
confidence?
© Pilot 2010 www.pilot.com.hk
16

17. 1. you all have a website:
• what do they want?
content? information or solutions?
• take-aways (PDFs, printable pages, etc.)
• usability
confidence?
• design
© Pilot 2010 www.pilot.com.hk
17

18. 1. you all have a website:
• what do they want?
• usability
you can deconstruct your
existing site using usability
analysis best practice
© Pilot 2010 www.pilot.com.hk
18

19. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
19

20. 2. you are all salesmen:
• it is easier to sell to existing customers than to prospects
• referrals are the easiest prospects to convert
© Pilot 2010 www.pilot.com.hk
20

21. 2. you are all salesmen:
• focus your energies with existing clients and referrals
send 2 friend
newsletter
sign-ups
website enquiries
referrals
@
EDMs CMS contacts
© Pilot 2010 www.pilot.com.hk
21

22. 2. you are all salesmen:
• something on newsletters:
short
mature
attachment free
relevant
timely
© Pilot 2010 www.pilot.com.hk
22

23. 2. you are all salesmen:
• then look at complimentary content sites
newsletter
sign-ups
website enquiries
@
EDMs CMS contacts
© Pilot 2010 www.pilot.com.hk
23

24. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
24

25. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
25

26. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
26

27. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
27

28. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
28

29. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
29

30. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
30

31. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
31

32. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
32

33. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
33

34. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
34

35. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
35

36. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
36

37. 2. you are all salesmen:
© Pilot 2010 www.pilot.com.hk
37

38. 2. you are all salesmen:
• you must have a marketing strategy
team in place
themes / scope
deadlines
review analytics
© Pilot 2010 www.pilot.com.hk
38

39. 3. you all use Google:
© Pilot 2010 www.pilot.com.hk
39

40. 3. you all use Google:
• do you exist?
• who is your competition?
• are you SEO?
• do you SEM?
© Pilot 2010 www.pilot.com.hk
40

41. 3. you all use Google:
• do you exist?
search by your name
search by your company name
set up Google alerts
© Pilot 2010 www.pilot.com.hk
41

42. 3. you all use Google:
• do you exist?
search by your name
search by your company name
set up Google alerts
© Pilot 2010 www.pilot.com.hk
42

43. 3. you all use Google:
• who is your competition?
search by your services
search by competitor’s company name
set up Google alerts
© Pilot 2010 www.pilot.com.hk
43

44. 3. you all use Google:
• are you SEO?
the 3 main influences on search ranking are:
1.keyword relevance and density
2.inbound links
3.website structure
© Pilot 2010 www.pilot.com.hk
44

45. 3. you all use Google:
• are you SEO?
blogging platforms English social media English video sites
website
Chinese video sites
organic search
industry forums
business directories
sponsored search other Chinese social media
© Pilot 2010 www.pilot.com.hk
45

46. 3. you all use Google:
• do you SEM?
search term
organic result
paid result
© Pilot 2010 www.pilot.com.hk
46

47. 3. you all use Google:
contextual CPC ads based
on search query
© Pilot 2010 www.pilot.com.hk
47

48. 3. you all use Google:
• do you SEM?
ads by Google (contextual ads based on web content) Facebook ads
(based on demographics of user)
© Pilot 2010 www.pilot.com.hk
48

49. 3. you all use Google:
• do you SEM?
© Pilot 2010 www.pilot.com.hk
49

50. in conclusion:
© Pilot 2010 www.pilot.com.hk
50

51. in conclusion:
• to make your website your best salesman
focus on:
1.valuable content
2.usability
3.consistent design
4.qualified traffic
ongoing reporting & analysis for ROI
© Pilot 2010 www.pilot.com.hk
51

52. in conclusion:
newsletter
sign-ups
website enquiries
@
EDMs CMS contacts
© Pilot 2010 www.pilot.com.hk
52