Website

  • Why does a company need a website?

    • A website provides legitimacy to a company, regardless of whether it is a primary tool for sales

    • A website is “home base” for digital marketing initiatives

      • Display ads direct customers to landing pages on websites

      • Search engines optimization (SEO) drives website traffic

      • Content marketing drives website traffic

      • Social media drives website traffic

      • Analytics are tracked based upon website traffic

  • Start with the core principles in mind

    • Knowing your company value

      • Products vs services

    • Knowing the customers you provide it to

    • Knowing how to use this channel to facilitate the value exchange

  • Website Design Framework

    • Design for Usability

    • Conversion-Centered Design

    • Three Questions

      • What are you offering

      • Why should I pick you

      • What do you want me to do next

    • Customer Segments

    • Mobile First

  • Designing a website to drive conversion

    • A conversion occurs when a visitor to your website completes a desired goal

      • Complete a sale

      • Generate a new lead

      • Email sign ups

      • Memberships

    • This goal varies depending on the company’s core principles and should be the center of website’s design

  • Website DOES NOT EQUAL webpage

  • Landing pages

    • The first page a visitor sees when they land on the website

      • Home page or any page on the website

    • In the context of digital marketing, a landing page is most often refers to a specefic page created for when people click on an ad