Using The Web in Your Business Updated October 2010 V 2

Using the Web in Your Business
Slide 1 October 2010

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Who is this workshop aimed at?
Potential owner-managers and proprietors of

small businesses who have a website and are
looking to optimise returns on their web
marketing investment.
If you are a web designer or have extensive

knowledge of optimising websites you will most
probably not gain anything from this workshop.
To find out more call 08457 17 16 15

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The Objective of the Workshop

To provide you with key
information that a manager
should know in order to make
sure the time, effort and money
that is put into your website
delivers effective results.

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This workshop will cover

Planning your website using a Site Map
Design and Layout of your website
Deciding whether to build the website yourself
Functionality and Trading Online
Hosting, domain names and email
Maintaining the site
Preparing for online marketing
Finding the right search engine keywords
Optimizing your website
Pay-per-click marketing
Social Networking
Monitoring and Evaluation
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Planning your Website

Introducing The Site Map:
main page
page
page
page
Provides a specification for your website build

Ensures your web content remains focused
Does not have to have lots of pages.
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page

The Targeted / Matrix Site Map
Who is your target audience?
What are your products & services?
Think about your website visitors:

What will hold them to your
website?
What are they looking for?
What is their thinking pattern?
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What is your audience thinking?

Show Expertise
Talk Forum / Help & Advice
Exact Requirement
Part or product search
Social Networking
Follow on Twitter
Just Browsing
Categories
Impulse Buys
Special Offers and Sale Items
Marketing Mix
Other ways to buy
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How important is design?
Make sure you meet your visitors expectations
Give the right impression
Use images and colours to target your audience type
Dating website (datingdirect.com)

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IT Website (dell.com)

Layout, Functionality and Online Payments
Remember Jacobs Law keep layout simple
Be aware of barriers to interaction

Forgotten Passwords
Registration is required
If paying online then be aware that

Visitors may be fearful of trusting you
People may not buy on their first visit
Is all of the functionality necessary?

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The Conceptual Site Map
Home Page
Gaming

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Home &
Home Office
Business
Government &
Education

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The Conceptual Site Map

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We know WHAT to sell

and WHO is buying
Starting telling the visitor

About the product
Start to show
IMAGES

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Can you give

PRICES?

The Targeted Site Map
Each page is focused on the type of:
Visitor
Product or Service
We know what we are selling to whom

Help to reduce bounce rate
Help to increase conversion rate
Makes SEO marketing easier
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Target Markets & Up-selling
This is a different
Target Market
but some products

are the same.

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Show a RANGE of
products to help
up-selling.

The Targeted Site Map

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The Thematic Site Map
Look at the site content as a whole

Divide website up into categories
Works well for
Information websites
Products that have options or can be
tailored
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www.bbc.co.uk

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HOME
NEWS
SPORT
WEATHER
TV
Business
Football
Terrestial
Politics
Rugby
Satellite
Health
Tennis
Online
Five day forecast

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Mikes Cars
Renault
Ford

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Estate
Sporty
Laguna
Va Va Voom
City Car
Clio
Rep Mobile
Family
Mondeo
FAST - ST
Hire car
Focus

Lead visitors down a path
Becoming more detailed the further down
your visitor goes.
Powerful in Search Engine Optimisation:
Broad (I want a Ford)
Detailed (I want a Focus ST with Alloys)

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Which Site Map suits your business?
main page
page
page
page
page
Home Page
Desktops
Workstations
Ford
Gaming
Desktops
Corporate
Notebooks
Corporate
Desktops
Corporate
Workstations

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Estate
SME
Workstations
Laguna
Va Va Voom
SME
Desktops
Clio
City Car
SME
Notebooks
Family
SOHO
Desktops
Mondeo
ASBO - ST
SOHO
Notebooks
Hire Car
Focus
Rep Mobile
Gaming
Notebooks
Renault
Sporty
Notebooks
Mikes Cars

Site Navigation
You must ensure that a

visitor to your website can
reach the key pages within
just a few clicks
Is the visitor able to see and click to view the range of
products and services you offer from any page?
Can the visitor see where they are in the site (e.g. using a
breadcrumb trail?)

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How are people accessing your website?
Search Engines
Google
Yahoo!
Bing!
Links on other sites, blogs,

social networks etc
Typing in your domain name
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So what about your Home Page?
Important to remember
You do need a home page

Not all your visitors will enter via your home page
Some visitors may never see your home page
It is likely the home page will never make a sale!
So we need to
Ensure the design is throughout the website
Allow visitors to navigate freely from any page.

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Summary
Think about your message
What are you selling
Who are you selling to
What do your customers want to know?
Think or take advice on design and layout
Make the Site Map "path" and "call to action" easy

Ensure people can access key pages within 3 clicks
Its not all about the Home Page
Only write the content after the Site Map is complete
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Social Networking

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Building Your Website

What are the Options?
Self Build

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Instant Site
Systems
Web Designer

Self Build
Personal Development
Work to Specification
Purchase software
Learn to use software
Time to build
Get it hosted
Maintain the site
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Instant Site Systems
May restrict pages
Functionality may be limited
Time to learn system
Hosting
Maintenance
Implications on SEO
Can be a quick fix
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Use a Designer
Choosing the right designer

Explain the specification
Pay for the site
Get it hosted
Maintain the site

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Software Costs
HTML Editor
MS FrontPage 2003 (200)

MS Expressions Web (120)
MS Sharepoint Designer (240)
Adobe Dreamweaver (375)
Photo Editor
Paint Shop Pro (50)

Adobe Photoshop (600)
FTP
CuteFTP (30)
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Finding Web Designs
Portfolio
Technical competence
Web Design skills

Understanding
It will help design and marketing if your product or
service as well as the target market is understood.
Appropriate
Is their style suitable for this market?
Their approach, location, size, price.
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Getting a Website Quote
Prepare an Invitation to Tender
Provide as much information as you can
Check copyright ownership if you are buying a
template to use
Review the contract
READ the responses they may differ in non-price

aspects.

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Management Issues
Accessibility
Legal Points
Time, Cost &

Quality
These are important no matter which

build option you choose.

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Ensuring Accessibility
Why?
You have a legal obligation
Many customers may have disabilities

It helps greatly with search engine optimisation
How?
Visit http://validator.w3.org
Higher levels of accessibility are available

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Regulations & The Law
Advertising Standards Authority Regulations
Copyright & Intellectual Property laws
Data Protection
Distance Selling Regulations

E-commerce Regulations
Privacy and Electronic Communications
Directive
Website accessibility laws (DDA & WAI)

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Price, Quality & Time
Time
Price

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Quality

Functionality & Trading
Only add functionality that is necessary
Ensure it forms part of your specification
Web Designers v Web Developers
Trade Online via PayPal or similar
Dynamic Coding
Learning and available examples

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Social Networking

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Hosting: What is it?
You lease part of a server that is connected to the
Internet 24/7/365
Hosting costs are based on the type of package you need:

Shared hosting
Virtual Private Server hosting
Dedicated hosting
Be sure to check key hosting details:

What support is offered?
Is there any uptime guarantee?
Are statistics included in the package?
Price and break points.
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Arranging Hosting
Using a designer
Ask designer it may be included in price

Make sure you understand costs
How will you renew hosting?
What if designer ceases to trade?
Building yourself
Use your functionality spec to work out your needs
Decide which company to use
Buy online, some offer 30 day money back guarantee

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The Domain Name
Needed to access your WWW and @
Keep it simple and integrate with SEO keywords
You can own and use more than one.
Check the name you want with a registrar
Types of domains (.co.uk, .com etc) and costs
Ensure that you renew
If purchased on your behalf check it is in your
name.
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Social Networking

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Maintaining Your Website

Why is it important?
Search engine spiders will visit often if content
changes often
Visitors to your website will continue to return if
they see new content each time
Your company will look active, dynamic and
progressive
You will need to modify prices, products,

services over time
You will need to amend the content to ensure
good search engine rankings
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What are the options?
<html>
Web Designer
HTML Editor
Shopping Cart
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C.M.S.
Online Editor

Using a Web Designer
May well charge for every update
Might be possible to buy time in discounted

bundles
Results should be professional, compliant
and done well
May be a delay while the work is done

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<html>
HTML Editor
If you built the site this is perhaps the most logical
choice
If not, you will need to buy the software
Gives you full site access (is this a good thing?)
Remember costs, time to learn, time to implement
If editing a site that has been developed for you
check that it is compatible with this approach
Keep in mind how much your time is worth
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Dreamweaver

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Dreamweaver - Code

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Online Editors
Consider as part of the build specification
Gives users restricted access
Costs approx 200.00
May be an installation or setup fee

Can collaborate with others in your team

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Online Editor

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Online Editor

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Online Editor

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Shopping Cart
May come as part of your hosting (eg shared
hosting)
Will include a system for updating pricing,
products etc
Can be customised and added to
Payment Solution Provider may be required
PayPal offers own very easy to set up
Shopping Cart system.

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Content Management System

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P
P
P
P
Planning the website

Building the website
Hosting & Domain Name
Maintain & Update the website
Youre now just about ready to launch

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Website pre-launch checks

Does your site look OK in the major browsers?
Test all buttons and text links
Do enquiry forms submit to you?
Is your website content up to date?
Ensure there are no spelling mistokes. They dont
look veery prefeshional.
Remember building a website IS NOT like printing a
book, you can always update and amend it.
Have you scheduled your first update?

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Social Networking

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Achieving Success with

Search Engines
Nobody can guarantee a listing on a search engine
Google is the most commonly used search engine

Search Engineering is another form of marketing
Even the most highly ranked websites still need to close
the deal
If done well, search engine marketing can give you
access to an enormous market.

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Search Engine Marketing

Reality Check
Websites are supported by the more traditional forms of
marketing
You must reply to enquiries, manage the site etc
There is no ONE way to achieve success

It is NOT a one day job it goes on forever
Larger companies may employ dedicated staff
members to optimise their website.

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The Process
Assess the business requirements of website

Research the keywords for the site
Choose the method of Search Engine Marketing
Operate your campaign and make site changes
Evaluate the response from the marketing
Repeat the cycle

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Introducing Keywords
What are keywords?
How do we choose the correct keywords?

Why do we need to update keywords?
Can we automate the process?
Can we outsource the process?

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Begin Choosing Your Keywords
Getting the correct keywords is a multi-step

process
Begin by identifying the keywords from the
products and services offered on your website
Refer back to your website planning stage
What products do you offer?
What services do you offer?
What is your target market?

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Refine and Extend your Keywords
Yahoo! Search Marketing (Previously Overture) Search Term Suggestion tool
Gives you an idea of how popular a keyword phrase is
Lists associated phrases that you may want to use
It's available on Yahoo and Its FREE
Google Use their Keyword Tool (part of AdWords)

Enter keyword phrase(s) - it will list all variations plus
estimated cost per keyword
Other tools are provided by companies such as

Wordtracker (30 per month)
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Use Googles Keyword Tool to do your keyword research
https://adwords.google.com/select/KeywordToolExternal
There is no charge
Integrates with your Adwords programme
Also access via Adwords home page

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Stuck for keyword ideas?

Select the industry that you work in;
Tick the keywords that reflect your services;
Read off the keyword suggestions;
Review traffic, competition etc.

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Demand and Supply
Just like the real world your success relies upon
demand and supply of your product
For each keyword
Demand is about ensuring you have the target audience in
sufficient numbers
Supply is about ensuring you havent got too many
competitors
The demand is created by people searching

Your competitors are companies that have
the same keyword(s) as you.
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What competition do you have?
For each keyword, use the intitle: command to check
on the number of competitors you have.
The higher the number in the result, the more
competition you have:

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Should you be concerned about longer keywords?
Consider the readiness to buy:
car
ford car
ford car colchester essex
ford focus colchester essex new
ford focus silver diesel colchester essex new
The more words we use the more ready we are to

buy (perhaps!)

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Longer search terms many indicate an increased
readiness to buy
A result with less than 1,000 entries means you have a
good chance of getting on the first search engine result
page
A simple way to assess the competition for each
search term
Works on a number of search engines.

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Prioritise your Keywords
Key Phrase
New ford focus
Intitle"
Competition
Google
Searches
19575
126,000
New ford focus st
193
13,700
Focus ford new site uk
102
40,300
New ford focus rs
80
558
New ford focus estate
59
53,200
All new ford focus range
42
638
New ford focus convertible
35
25,600
Ford focus new car
34
126,000
Nearly new ford focus
33
17,500
Diesel estate focus ford new
28
705
New and used ford focus
28
86,900
New ford focus prices
27
93,400
220 focus ford new st
356
New ford focus st 220

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The Long Tail
Ford
Focus
Ford Focus Herts
Ford Focus ST
Ford Focus ST 170
Ford Focus ST 220
Ford Focus Body Kit

Ford Focus Spoiler

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Summary of Keyword Research
Keywords need to be researched
Understand what you are selling and who you are

selling to
Use the Web to check keywords with the intitle
command and the Google Keyword Tool.
Keyword Research Companies such as WordTracker
are there to help

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Search Engine Optimisation

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Search Engine Optimisation (SEO)
Costs nothing (other than your time) to appear in this
listing
May be more trusted by those using the search engine
May take time to start and/or stop a campaign

Although we talk of web site optimisation
Each page has its own popularity in search engine terms
Pages share common features (e.g. domain name)

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Search Engine Optimisation (SEO)
For each keyword that you have identified during your
research stage
Allocate it to an appropriate page
Aim for no more than 3 or 4 keywords per page
If no page exists for a desired keyword consider creating one
Each page should have at least 1 keyword assigned

The hardest page to optimise is the home page but
do we need to?

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SEO: The Approach
Use a Site Map & good Site Structure
Giving the Search Engines content that has keyword
density in text
Place keywords/phrases in the right places
You will need to make changes to your website
Text content
Tags
Links (to your site and within your site)

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SEO: Positioning your Keywords
META tags
TITLE of web page
HEADINGS of each page
CONTENT of the page
IMAGES within the page

LINKS within the page
Lets look at each in turn

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SEO: What is a TAG?
A TAG controls content on a web page so that it
displays properly.
For example, each paragraph would have:
An opening TAG
A closing TAG
<p>
</p>
Knowing a handful of tags will help you optimise your

website.

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META tags
<meta>
A META tag is not normally visible

It gives search engines an idea of what a web page is
about
The BBC website home page has the following META
tag content
<meta name="description" content="Breaking news, sport, TV,
radio and a whole lot more. The BBC informs, educates and
entertains - wherever you are, whatever your age." />
<meta name="keywords" content="BBC, bbc.co.uk, Search,
British Broadcasting Corporation, BBC iPlayer, BBCi" />

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Web page title
The page title acts as a good indication
as to what the page is about
Title tags appear at the top left of the
browser, or in the tab you are viewing.

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<title>

Web page headings
<h1>
Page headings are not the same as the page title

There are main headings, sub-headings, sub-subheadings etc
Search engines view content headings as an
indication as to what the page is about
Try adding keyword content to your headings.

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Web page Content
Perhaps the most important part of SEO for the
modern search engine
Your content should be relevant to the keywords and
interest that the target audience has.
Lets see an example

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Keyword use in Document

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Title Tag - BBC

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Web page images
<img>
They are important to convert the viewer once they

have found your page
Each image must have an ALT tag and possibly a
TITLE tag
ALT tags should be keyword rich.

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Web page Links
Links are important for promoting your web pages
Use link text wisely (never click here)

Internal links
External links
Google Page Rank
Only add links if they add value to your visitors
experience
Beware link exchange programmes.
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Tips and Techniques
Dont forget to use each page footer in order to make
your page keyword rich
Replicate graphical menu items with text links
Add a sitemap to your web site showing all other pages

Web friendly page names and folder names can be a
help.

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Things to Avoid
Avoid the use of Frames
Check the code to see if your site uses Frames.

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Things to Avoid
Keyword spamming
Delivery Disparities
Link Farming
Splash pages
Pages with no text content
Lets look at each in turn

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Things to Avoid: Keyword Spamming
Man : Morning!
Waitress : Morning!
Man : Well, what have you got?
Waitress : Well, there's egg and bacon; egg sausage and bacon; egg and
spam; egg bacon and spam; egg bacon sausage and spam; spam
bacon sausage and spam; spam egg spam bacon and spam; spam
sausage spam spam bacon spam tomato and spam.
Waitress : ...spam spam spam egg and spam; spam spam spam
spam spam spam baked beans spam spam spam.
Waitress : ...or Lobster Thermidor, a Crevette with a mornay sauce
served in a Provencale manner with shallots and aubergines garnished
with truffle pate, brandy, and with fried egg on top and spam.
Wife: Have you got anything without spam?
Waitress : Well, there's spam egg sausage and spam, that's not got
much spam in it.
Wife: I don't want ANY spam!
Man : Why can't she have egg bacon spam and sausage!
Wife: THAT'S got spam in it!
Man : Hasn't got as much spam in it as spam egg sausage and spam,
has it?
Wife: Could you do the egg bacon spam and sausage without the
spam then?
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Things to Avoid: Delivery Disparities

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Things to Avoid: Delivery Disparities
?
Keywords only for
Search Engines

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Things to Avoid: Splash Screens

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Things to Avoid: Lack of Content
Every page that you want visitors to see should have
content
Some techniques (like flash and images) cant be read
by search engines
Pages behind login screens etc cant be seen
Gallery pages, video pages should still have text
content.

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Things to Avoid: Navigation Problems
Mikes Cars
Ford
Renault

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Estate
Sporty
Laguna
Va Va Voom
City Car
Clio
Rep Mobile
Family
Mondeo
FAST -ST
Hire Car
Focus

SEO: Summary
Understand how you intend to optimise the site
before you build it
Dont fall into the trap of using illegal techniques to
improve your sites ranking
If you intend to outsource SEO you must
understand what they are doing for you.

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Social Networking

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Pay Per Click (PPC)
Get listed at the top of the search engine

in less than 15 minutes!
Googles PPC is called Adwords
Bing has AdCenter
Yahoo has Yahoo! Advertising
Lets look at some things
you should know before
you start
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Pay per Click | Adwords

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Common Mistakes with PPC
Creating a long list of less than relevant

keywords & key phrases
A lack of keywords in your advert
Directing traffic to your homepage
Using a broad match technique only
Failing to track results

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Social Networking

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Social Networking
A broad class of web sites

and services that allow you to
connect with friends, family,
and colleagues online, as
well as meet people with
similar interests
Google Buzz

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Social Networking
Some ways that Social Networking can help
your business:
Attract followers or fans
Broadcast your news to people that follow you

Keep in touch with what competitors are doing
Search or advertise for people who need

your services
Offer realtime advice and support.
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Social Networking

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Monitoring & Evaluation

It is vital that you know how successful (or
unsuccessful) your marketing efforts are.
Half the money I spend on advertising is wasted; the trouble
is I don't know which half - John Wanamaker (maybe)
Can the Search Engines see you?
Web Hosting Logs
Analytical Software

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Can the Search Engines see You?
Check each of the main search engines
Google
Bing!
Yahoo!
Ask
Use the site: command to see how many pages from

your domain have been indexed.

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If your site is not listed

It is possible to submit your site
manually to each of the search engines
It is better to get other sites to link to
your website; it will soon be found.

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Web Hosting Logs
Where to look
Part of your hosting package

Normally accessed via your Control Panel
What to look for?
Unique Visitors & Page Views (not Hits)
Referrers Who sent traffic to you
Entry & Exit Pages

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Web Hosting Logs

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Web Hosting Logs
Who is referring traffic to you?

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Web Hosting Logs
Entry & Exit Pages

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Webmaster Tools
Google provide Webmasters Tools to aid website
management
It is free to register and you can add multiple websites
www.google.com/webmasters/tools/
Features
Submit site maps

View how your site is indexed
Diagnose problems (why arent my pages indexed?)
Receive advice on page content
See basic statistics on popularity etc

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Analytical Software
Hosting logs view the global information

Analytical software can provide you with far
more detail, on a page by page basis

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Analytical Software
Shows page by page
which links are being
used and which are not.
Also can be set to show

those links that have the
highest conversion rate.

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Analytical Software

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Google
Analytics

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Analytical Software
ClickTracks
You need to download the website log files
Starts from approx 270.00
Google Analytics
Code needs to be added to every page
FREE to use.

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Analytical Software
Hot Spot Analysis

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Check that your sites on the Search Engines
Analyse your web hosting logs
How many visits & page views do you get?
Where are they coming from?
Compare to past stats to find any trends.
Monitor your visitors behaviour where are they

going? Follow the customer journey

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Social Networking

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Next Steps
Visit the Business Link website for No Nonsense Guides,
information, tools and templates, plus links to other business
support agencies www.businesslink.gov.uk/east
Contact the Business Link Information and Intelligence Service
for information and research
Speak with an On Line Adviser for free, confidential and
impartial advice - 08457 17 16 15
Book for other Starting a Business workshops online
www.bookevents.org or call 0845 601 1000
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Business Link Workshops

Book for other Starting a Business workshops:
Business Ideas
Starting a Business - Is it for me?
Planning your business
Managing money & making a profit
Finding and keeping customers
Buying a Franchise
Boot Camp Does your business have the potential of a 500,000 turnover?
Application only in writing or online at www.startupbootcamp.org.uk
Applications reviewed monthly
95.00 two day residential
www.bookevents.org
0845 601 1000
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Action Planning
List three things which you will change or do
in your business after this workshop
1.
2.
3.

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Using the Web in Your Business

Slide 1 October 2010

Who is this workshop aimed at?

Potential owner-managers and proprietors of

If you are a web designer or have extensive

Slide 2 October 2010

The Objective of the Workshop

Slide 3 October 2010

This workshop will cover

Planning your Website

Provides a specification for your website build

Planning your Website

Think about your website visitors:

Planning your Website

What is your audience thinking?

Planning your Website

Use images and colours to target your audience type

Dating website (datingdirect.com)

Planning your Website

Be aware of barriers to interaction

If paying online then be aware that

Is all of the functionality necessary?

Slide 10 October 2010

Slide 11 October 2010

Planning your Website

Slide 12 October 2010

Slide 13 October 2010

Slide 14 October 2010

Planning your Website

Slide 15 October 2010

We know WHAT to sell

Starting telling the visitor

Slide 16 October 2010

Can you give

Planning your Website

We know what we are selling to whom

Planning your Website

but some products

Slide 18 October 2010

Planning your Website

Slide 19 October 2010

Planning your Website

Look at the site content as a whole

Planning your Website

The Thematic Site Map

Slide 21 October 2010

Planning your Website

Five day forecast

Slide 22 October 2010

Planning your Website

Slide 23 October 2010

Planning your Website

Slide 24 October 2010

Planning your Website

Slide 25 October 2010

Planning your Website

You must ensure that a

Slide 26 October 2010

Planning your Website

Links on other sites, blogs,

Planning your Website

You do need a home page