7. Content > basics
Define Objectives
• Audience
• Brand
• Mission
• Goals
Messaging
• Value to customer
• Pain-points of customer
• Call to action
8. Content > design
• Use terms your visitors will understand.
• Profiling: who are your customers?
• What are the most effective things you can
say?
• Content Calendars help for timely content.
• Leverage customer feedback (testimonials)
• Leverage customer service stories.
9. Content > topics
•
•
•
•
Write about your services.
Write about what makes you special.
Write about your customer’s pain-points.
Make it engaging! (useful)
– What people actually will care to read, share, etc.
• Call-to-Action
– drive the user to a desired action.
10. Content > service pages
• Each service/product deserves its own page.
• Not this:
“we offer the following services:
•
•
•
•
•
Service 1
Service 2
We think you know exactly what this service entails
We make it appear likes its just a commodity.
Service 3 – we can’t be bothered to go into detail.”
11. Content > service pages
Genesislawgroup.com/services/
One page with all services listed…
12. Content > location pages
• 1 page per location
• Contain:
Location-specific
info
– Map
– Address
Map & Address
– Phone #
– Service hours
– Unique location info
– Pictures
Hours
Contact Info
16. Optimization >keyword research
• Research keywords
– Look for opportunity; why pursue phrases that
people don’t use to search?
“Apartments for rent Victoria”: 1000 searches/m
“rental properties Victoria”: 150 searches/m
What is the better opportunity??
17. Optimization > Tags
• Title Tags: page title (headline in SERP)
– Short, Sweet, & Unique
• Meta Description:
– 150 Characters, make it unique!
• Header tags (H1, H2,H3)
– Highlights what is important on the page.
22. Mobile > content
• People have more choice & expect brands to
provide:
The Information they want,
When they want it,
How they want to consume it.
23. Mobile > content
• Content requirements are different for mobile.
• Most important content for a mobile user.
– Touch to call
– Map & address that can open in map application.
– Scaled down images.
– Easy to digest information.
25. Go Mobile!
• How does the site look
on a smart phone?
- No zooming
- Relevant content first.
- How it should be!
26. Mobile > structure
• Say “No” to M.sites
– 2 sets of code
– Two sets of content
• Bing will only index one site.
• Google says they prefer responsive design.
• Google uses regular SERPs for smartphones.
27. Responsive design
• Means one design, adjusts visuals & content
to fit the screen accessing the website.
• Don’t have to worry about specific device, just
the dimensions.
– Scaling, click vs. touch.
• Google prefers Responsive design
30. Purposeful Design
• Understand your visitor’s goals.
• Help them make decision.
• Consider how visitors will arrive and interact
with your site. (mobile, desktop, etc.)
• “Economy of form”, use less to accomplish
more.
• “Persuasive Website Design”
33. Design > Navigation
•
•
•
•
Max 2 menus! (horizontal & vertical)
Reduce clutter – clear a path for visitors.
Guide them through content.
Strong call-to-action
34. Design > Conversion
• Highlight benefits.
• Showcase current or past clients.
• Use photos, industry leaders, and logos to
convince visitors.
35. Design > CTA’s
• Colours of CTA buttons should be opposite to
background.
• The CTA message is the final step to the
conversion, so make it count!
• Never hide your most important CTA’s
36. THANK YOU
Above image is an animated .gif file, and must be
opened in presentation mode for full effect.
Jordan Bones
Performance Marketing Advisor
Jordan.bones@ypg.com