Website Development Process
Who is ______? BKStrategic is a ______ and ______ firm.
Why does anyone need to know who we are? People need to know that we are a _____ for them.
What’s in it for people who use us? ________ solutions for their ______ and _____needs.
1. Initiate Plan
–Set Goals: What is a realistic timeline to develop website and target date? What is our budget for the website?
Goal: We would like to have a website up and running in one month and finish the project in 3 months with a $3,000 budget.
–Establish Project team:
- Designer: Design and layout of website
- Marketing Coordinator: Plan and execute entire website development process as project manager: ($3,650)
- Content Development: Integration with the WordPress publishing platform for content management. Provide a hosting account, dynamic navigation, integration of Google Analytics and Google Adwords, and links to social media profiles. ($1,500)
- Dynamic Photo Gallery Integration: Allow visitors to see thumbnails and then larger detail images. Installation and configuration. ($300)
- Home Page Content Rotator: Series of photos/text/links with fading or scrolling transition on home page ($450)
- Landing page Template: Design and implementation of an additional page with WordPress to be used as landing page. ($350)
- Blog: Develop blog pieces and allow for content guest blogging
- Functionality: Perform HTM validation request, test the ability of pages to load quickly
- Basic Html Email Form: For contact/support/email subscription/lead generation with results to be emailed to client and stored in database for easy access. ($150)
- Automation: Automation tools that include email marketing modules, email drip modules for lead nurturing, lead tracking and alerts and other tools.
- Offer Suite of Digital Marketing Services ($900)
- Benchmark metrics and analyze:
- Number of visits/visitors/unique visitors (monthly average)
- Bounce rate (monthly average)
- Time on site (monthly average)
- Top performing keywords (in terms of rank, traffic and lead generation).
- Number of inbound linking domains
- Total number of new leads/form submissions (per month)
- Total number of total pages indexed
- Total number of pages that receive traffic
- What are most shared or viewed content, what are most trafficked pages, what are your most ranked pages
- Site Speed: Does the platform have good deliverability site speed and up time
- Are URL’s structured and search engine friendly?
- Track in a spreadsheet using tools screamingfrog.co.uk or xenus-link-sleuth.en.softonic.com to crawl all the pages, review all website pages and current site architecture. Note, which are your most viewed and shared content. Evaluate which content is worth keeping. Did you find duplicate content, and check pages for 404’s and list the most important pages as fixes.
- Review current website architecture.
- Develop a URL mapping document/301 redirect plan: Tracking Status, Due Date, Date completed, Owner
- Define content plan and identify what call to actions need to be added.
- Track progress in Hubspot Website Redesign Process
- Social media: Implement program and develop content. Pinterest, Facebook, LinkedIn, Google+, Twitter
- Develop a Newsletter service
- Web Programmer, Web Consultant: Consult on abilities to build website and advanced coding and functionality. Needs to tell us what WordPress theme can meet our current design, which has a vertical and horizontal navigation in responsive design.
–Identify Audiences: What’s the first impression we want to give our target audience? Target Audience: ]
–Define key messages:
–Set priorities and rough out project plan
1) Landing page
2) Competitive Audit
3) Organize Structure
4) Finish Company Logo
4) Draft Expertise Copy
5) Send Initial Project Requirements to Bill
4) Choose a WordPress theme for template
5) Add widgets and write customized html coding
6) Implement design
6) Test functionality
7) Integrate Google Analytics
8) Check all images
9) Set Editorial Calendar
10) Develop Blog and set publishing schedule
11) Implement Social Media program
12) Create YouTube Video of Customer Testimonials
–Define success: A fully functional website that allows potential clients and current clients to see a portfolio of work. Extend your brand digitally by providing interactive marketing experiences. Generate leads that lead to sales and new business development. Serve as a thought leader in the _____ and ______ industry with knowledge and expertise.
2. Build groundwork
–Conduct competitive audit: Take notes and expand upon via http://bit.ly/Vw3V8w
Overall Impressions of other marketing websites:
- Many lack immediate impact of who and what, confusing navigation at times.
- Some cluttered, some very sterile (how to be clean and warm, inviting?)
- Most motion and movement was annoying, slows down search for information
- Liked sites where work was the “Hero”
- Simple is better.
- Liked small things that seemed more personal
- Light is in, dark out; dark overly colorful sites seem yesterday.
The best are simple clean and well designed. Too much information was as much a turnoff as to little. Sites that went overboard with movement and motion were annoying. From a design perspective, I am more impressed by simple intuitive navigation and emphasis put on good work. The most successful sites had something small that made it feel personal and gave a quick connection. Almost all of the websites had little or no social media presence. This is a huge opportunity for LIFT Creative to capture and be a leader in the industry with the strongest social media presence. Also, many did not blog regularly and lacked that they’re of. Again, a HUGE opportunity to generate leads and drive traffic to our website.
–Gather data about audience
–Consider content sources: What projects do we want to put in our portfolio?
–Explore technological issues
–Evaluate existing site: no existing site; have a static landing page currently with contact information
–Establish project team
–Revisit goals and set strategies
3. Define structure and Outline Content
1. HOME: General info about who we are
II. TAB 2
III. TAB 3
a) Creative copywriting and editing
b) Concept development
d) Brandscape videos (with moving images and sound)
e) Brand books and guidelines
h) Trade Marketing Communications
j) Printed Marketing Collateral & Publications
k) Company Literature
p) Social Media
q) Brand storytelling
r) Brand Naming
IV. TAB 4
V. MARKETING SUPPORT
a) Sell Sheets
c) Direct Mail
d) Point of Purchase materials
e) White Papers
VI. TAB 5
I. BRAND IDENTITY
b) New brand creation
c) Brand architecture
d) Visual Brand essence
e) Brand Storytelling (Also in marketing communications)
f) Brand Naming- Messaging, Define, Describe, Differentiate, Delight (Also in marketing communications)
g) Brand Management
j) Company Branding
k) Brand Strategy
l) Launch and New Brand Creation
n) Positioning and Repositioning
p) Implementation, Execution and Program Management
q) Brand Audit
r) Consumer Insights
s) Research Management
t) Trend Research
u) Creative Copywriting and Editing (Also in Marketing Communications)
v) Brand Development
w) Brand Guidelines (Also in Marketing Communications)
y) Customer Segmentation
II. Promotional Marketing
b) Sweepstakes, Games and Contests
c) Strategy and Ideation
d) Concept Creative
e) Execution Platform Development
f) Web based/IVR Extensions
g) Support Materials and Collateral Developments
III. CLIENT LIST
Includes client list, client testimonials, and case studies.
Our goal is to help our clients be successful in their marketing and design. These are a few of the fine companies that we have had the privilege to work with. If you need to improve your marketing, or take your brand to the next level, contact us. (YouTube Video and written quotes),
IV. MARKETING PROCESS
a) Design thinking model
V. MEET TEAM
a) Fun photo included/ 2 sentence bio
c) Social Media Networks
e) Photo of location
6. BLOG TOPICS AND TAGS
4. Prepare content
-Define logical relationship
-Create user scenarios
-Build wire-frame prototypes
-Set editorial calendar: We want x amount of blog pieces a month
-Describe how often content changes: Content should change constantly until finished project goal
-Identify existing content
-Rewrite text for web: Need help with this with coding
-Commission new content, visual or media assets
-Approve content including legal signoff
-Review content in screen context
-Edit and proofread text
5. Create visual design
-Color palette, tone, metaphor, and finalize color scheme to match branding: What is our color scheme and logo?
-Grid and element placement
-Graphic elements + text styles
-Layouts of key screens
-Interface for functions
-Integration of media
-Prototype and test with users
6. Develop technical design
-Strategy for data integration
-Static vs. dynamic screens
-Transaction flow design
-Quality assurance testing plan
-Security + stability
-Review design prototype and test
7. Finalize development
-Production of screen graphics
-Development of HTML Templates
-Insert content into screens
-Approval of beta site
-Test beta site for quality
Check navigation: Is there a clear content hierarchy and organization? Is the site structure intuitive and user friendly?
Design and layout: Perform a HTML validation test via a CSS validator like validator.w3org
Assess the overall design and layout. Does it meet your expectations?
Performance: Do your pages load quickly? Run test with a tool like Yslow or developer.yahoo.com/yslow
-User test of beta site
8. Launch and maintain
-Promote site launch: Announce new site launch within 1 week of launch via email, social media, PR, blogs, other
-Complete style guide
-Optimize site for search engines
-Develop maintenance plan: Once a
-Monitor logs and user paths
-Measure success: Benchmark metrics
-Ongoing usability testing: Run focus groups, collect survey data from current clients on functionality of website
9. Optimize, Test, and Deliver
a) Is the new site multi browser compatible? Use browsershots.org
b) Do custom/user friendly 404 pages exist?
c) Run site through a broken link checker.
d) Set up and add sitemap.xml and robots.txt files
e) Check for common errors like grammar and misspellings
–Can users easily subscribe to content?
–Can users easily share pages, photos, posts, etc?
–Add your favorite and/or previous analytics tool back to site
–Typical content pages cover no more than one topic/keyword per page.
–Keywords are included within a well thought-out page title and page descriptions.
–Keywords are incorporated naturally throughout content and content is designed to match persona needs and overall value proposition
–Calls to actions/offers focus on the topic specified in a page.
–Is there clear and meaningful use of keywords throughout the site?
–Does the content relate to your target audience?
–Check to see your site is indexed in all major search engines
–Are all of your important pages indexed?
–Confirm that you’re that your Robots.txt file(s) is set up properly.
–Resubmit your .XML sitemap (s) via (Google and Bing) Webmaster tools about 1 week after launch.
–Add a public HTML sitemap (if you haven’t already)
–Benchmark metrics under Benjamin at the 1, 3, and 6-month markers
–Continue keyword research
Other sources to look at via notes I read:
- Book: Brand Bible by Debbie Millman Sterling Design
- Need to use responsive to support all devices from laptops, desktops, smart phones, tablets, and anything released in the future.
- Vertical Navigation
- Infinite Scrolling
- Whitespace & Minimalism
- Design portfolios may fill in large oversized typography leaving gaps for white space between headings and paragraphs
- Natural desing elements such as corners, box shadows, or background gradients with a flexible container using only CSS3 to generate these effects
- Big photographs are best used for displaying creative work such as illustrations, vectors, or your own photos to give a deeper connection to your visitors
- Detailed Illustration
- CSS Transparency: The new CSS3 properties have allowed for opacity edits on any webpage element. This means you have control to generate transparency in any modern web browser – no Photoshop required!
- Fixed header bars: Using the CSS position: fixed; property is a great way to staple a header bar onto your website. But aside from the aesthetics, this bar also provides an exceptional user experience without needing to look very far to navigate the website.
- Newer browsers that support HTML5/CSS3 web standards
- Graceful degradation
- progressive enhancement
- Release of more CSS frameworks have allowed web developers to chop down coding times and less HTML markup necessary to achieve the same results. Means everything is more streamlined and often much smaller. Smaller file sizes mean quicker loading times from server
- Clean code: http://codevisually.com/css-resources/ , https://github.com/ , http://stackoverflow.com/
Choosing a WordPress Theme and Appropriate Plugins/Widgets
Piece of software for $18 to purchase off the shelf and, other than the licensing fee — assuming there are no unforeseen issues with installation/styling — we won’t need to add any scope to the project, the $300 we had budgeted to install/style the other software can be applied to this no problem: http://demo.madebyraygun.com/portfolio-slideshow/
Number of visits/visitors/unique visitors (monthly average)
Needs to be benchmarked with Google Analytics against our competitors. As of right now, a realistic goal may be 10 visits a day; 300 a month if we are producing 2-3 blog posts a week and sharing them across social media networks Facebook, LinkedIn, Twitter, and Pinterest. Social media and blog posts will help this number increase through promotion and content marketing and thus a Social Media plan should be launched at the same time or after launching of website. After a year, 100 a day may be realistic with about 4,000 visits a month. Visits will be less than visitors as a visitor may view multiple pages. These numbers are estimates, but will grow exponentially over time dependent on the amount of CONTENT PRODUCED through social media marketing and blogging. A good goal would be 20,000 visits a week in 5 years. If web traffic is low, write more blog articles 1-5 per week or interact and promote your blog articles on social media LinkedIn, Twitter, Facebook, Pinterest. This will promote people to our website to draw more traffic for visits and visitors.
Bounce rate (Monthly average)
Defined as the percentage % of visitors who come to your site but shortly leave after arriving. It allows you to know where bad traffic is coming from. It’s a great qualifying metric to help you ask the right questions and see what is not working. A good bounce rate is between 40-60%. A way to lower our bounce rate is by improving usability for people on our website. Content should be clear, concise and paired with exciting graphics that point visitors to what they want. Take note in variations monthly. It needs to be measured at a site level, top entry pages, core acquisition strategies, and your landing pages if you spend money on Google AdWords. A keyword research should also be done every 6 months due to the ever-changing beast of the billions of searches on the Internet and how different keyword search traffic changes.
Time on site (Monthly average)
How long a visitor stays on your website is a key relative and indication measure of how successful that site is in attracting relevant visitors. The theory being that the longer someone spends on the site the more interested they are in what you have to offer. As time on site doesn’t account for the time spent reading (or ignoring) the last page in the session it can’t be said to be an accurate reflection of how visitors actually use the site. So leaving your browser open on a page doesn’t cause the average time on site to increase unless you click on another page. In this case each web analytics tool will have its own rules about when to terminate a session and start a new one. In most cases this is based on a gap of 30 minutes or more in the sequence of activities. So if you left your browser open on a page and went to lunch then returned in an hour to click on a link it would be counted as a new session or visit to the site.
An additional factor is that time on site should be assessed as the average number of pages viewed during the session. In some sites such as online banking you are looking for lower time on site but the number of page views may be high depending on the tasks that are completed. In other sites like a newspaper you would be looking for high time on site with high numbers of page views as an indication of success as the revenue is tied to page impressions.
Selection of appropriate quadrant depends on the site and the business goals associated.
Quadrant A: High time on site, high number of page views
May indicate a high level of interest and involvement with the site.
Could indicate high level of frustrations with visitors really having difficulties on the site.
|Good Indicator for:Where a high level of involvement is a key performance indicator. E.g. advertising based sites selling banners based on page impressions.||Poor Indicator for:Where a site is supporting visitors who should be able to readily access information or perform a task in a short period of time. E.g. government and self-service websites like online banking.|
Quadrant B: High time on site, low number of page views
May indicate a reading behavior pattern.
Lower number of page impressions may be a negative for advertising related websites
|Good Indicator for:Sites that require a lot of time to read and understand the contents of the site. E.g. a professional services company||Poor Indicator for:Sites that sell advertising|
Quadrant C: Low time on site, high number of page views
May indicate success for sites that require visitors to complete tasks quickly
Could indicate that visitors are lost in the site.
|Good Indicator for:Sites that require high involvement in short bursts. E.g. banking sites, online applications.||Poor Indicator for:Complex websites such as those of government agencies.|
Quadrant D: Low time on site, low number of page views
|Positive: For sites that only provide a simple response or quick answers||Negative:
Generally implies disinterest in the site
|Good Indicator for:Sites where visitors are seeking answers. E.g. search engines, directories, dictionaries, etc.In this case repeat visitor behavior is a crucial contributing factor and must be assessed as well.||Poor Indicator for:Most websites.|
Beyond this there are many other layers that need to be carefully interpreted to understand the value of time on site, however in general it is a good indicator of performance.
Domain Trust (Trust Rank)
–Who links to you?
–Who do you link to?
–User Data Signals
–Link Juice/Page Rank-DmR (Domain Moz Rank)
–Diversity of Link Sources
Best prediction about how a website will perform in search engine rankings and is likely to rank in Google.com’s search results.. This goal cannot be really made until I see how it is performing. Use Domain Authority when comparing one site to another or tracking the “strength” of your website over time. We calculate this metric by combining all of our other link metrics (linking root domains, number of total links, mozRank, mozTrust, etc.) into a one single score. Over 150 signals are included in this calculation. We constantly refine this model over time. This means your website’s Domain Authority score will often fluxuate. For this reason, it’s best to use Domain Authority as a competitive metric against other sites as opposed to a historic measure of your internal SEO efforts. Whereas Domain Authority measures the predictive ranking strength of entire domains or subdomains, Page Authority measures the strength of individual page. The same is true for metrics such as MozRank and MozTrust. You can measure Domain Authority using Open Site Explorer or the MozBar, SEOmoz’s free SEO toolbar.
It is based off of the Linkscape web index and includes link counts, mozRank, mozTrust, and dozens more. It uses a machine-learning model to predicatively find an algorithm that best correlates with rankings across thousands of search results that we predict against. While more specific metrics like mozRank can answer questions of raw link popularity and link counts can show the raw quantities of pages/sites linking, the authority numbers are high level metrics that attempt to answer the question “How strong are this page’s/site’s links in terms of helping them rank for queries in Google.com?” This means the best way to influence this metric is to improve your overall SEO. Particularly you should focus on your link profile (which influences mozRank and mozTrust) by getting more links from other well linked to pages.
What do we want our visitors to do once they get to our site
—Sign up for your email newsletter, fill out a bid request, or ‘Like’ us on Facebook?
–Decide on one main goal and make it obvious.
–Who is my primary audience?
–What type of leads do I want to capture?
–Of those leads, what is their primary function on my site?
–What would best motivate them to leave their contact information behind? Need to incentivize customers to complete your lead capture system. Spend some time considering what they will value. A free estimate? A free digital download with tips? What will strike a cord with them and help them cross the finish line?
Top performing keywords (in terms of rank, traffic and lead generation)/ Current SEO rankings for important keywords
Measuring the individual keyword rank, group keywords together into indexes and then track the average rank of those indexes over time – all with Google Analytics.
1. Someone clicks on an organic search results
2. The user lands on your site
3. A custom piece of code that you install on your site collects the keyword and the rank of the result using a Google Analytics event
4. Google Analytics will automatically calculate the average position for the result
5. You create indexes of keywords and analyze the data using the Event reports OR Excel and the GA API
Number of inbound linking domains-TBD
Total number of total pages indexed
In general, the term indexing means analyzing large amounts of data and building some sort of index to access the data in more efficient way based on some search criteria. Compare it with database indexes. Google servers are constantly visiting pages on the Internet (crawling) and reading their contents. Based on the contents Google builds an internal index, which is basically a data structure mapping from keywords to pages containing them (very simplified). Also when the crawler discovers hyperlinks, it will follow them and repeat the process on linked pages. This process happens all the time on thousands of servers.
Total number of pages that receive traffic-TBD
What are most shared or viewed content, what are most trafficked pages, what are your most ranked pages? TBD
Does the platform have good deliverability site speed and up time
This is better for Bill to help us with since it deals more with Computer programming and coding. Here are few things to point out:
–Leverage browser caching
–Enable gzip compression
–Make landing page redirects cacheable
–Use a CDN
–Reduce DNS lookups
–Specify CSS, JS and Images dimensions
–Put CSS at the top and JS at the bottom
–Serve resources from a consistent URL
–Avoid bad requests
–Specify a character set
–Minify your codes
–Remove query strings from static resources
Are URL’s structured and search engine friendly?
–Test monthly and track in a spreadsheet using tools screamingfrog.co.uk or xenus-link-sleuth.en.softonic.com to crawl all the pages, review all website pages and current site architecture.
–Note most viewed and shared content.
–Evaluate which content is worth keeping.
–Did you find duplicate content, and check pages for 404’s and list the most important pages as fixes.
–Review current website architecture.
–Develop a URL mapping document/301 redirect plan: Tracking Status, Due Date, Date completed, Owner
–Define content plan and identify what call to actions need to be added.
Total amount of sales generated goals
These should be realistic goals for the website after being up for 6 months. We need to answer 5 biggest questions people want to know about buying our service to close a sale. What information do we want for leads? Phone numbers, name, and email would be the simplest. Your website is a sales tool whether it is an effective one, is another question.
–Monthly sales goal: 10,000
–Average size of sale: 5,000
–Monthly visits: 2,000
–Number of sales needed to reach monthly sales goal: 2
–Monthly leads: 40
–Lead to customer conversion rate %: 20%
–Visits to lead conversion rate %: 1-2%
–How many web visitors are needed to meet your visits to lead conversion rate: 1,000
How to qualify and follow-up with website leads
When should you call web-generated leads for optimal contact and qualification ratios?
–Wednesday and Thursday are by far the best days to call for contact; Monday is worst
–4-6pm is the best time to call to make contact with a lead
–8-9am and 4-5pm is the best time to contact a lead to qualify over 11-12am
–What methods of communication will they prefer? Email? Phone?
–What is my system for handling new leads once they come in?
–Email Leads: Gathering email addresses for an email newsletter is one of the simplest and most effective ways to gather new leads. It provides a very low barrier to entry, and will be utilized by many visitors. These leads typically include an email address and nothing more and require an email-marketing program.
–Contact Leads: Leads generated through a contact form, or ‘request a bid’ form usually come with the advantage of including a lot more information than just an email address, but can be far more difficult to gather. These leads are highly valuable though and certainly worth striving for. Leads generated this way are FAR more likely to actually turn into dollars over a simple email address.
–Plan to actively utilize leads with an email-marketing program or a customer management system that allows you to track customers and leads.
–There is a very steep drop off of response to calls after the 1hr mark and after 20 hr mark each additional phone call may actually hurt your ability to make a contact to qualify a lead.
— The chances of reaching a new sales lead drop over 10-fold if you wait longer than the first hour of shown interest, and the odds of qualifying that lead decrease 6-fold after the first 60 minutes
–Need to develop lead response management practices: key is to reach the prospect as soon as possible; ideally within 1 hour, and in a perfect world, within 5 minutes.
–Need to look at lead qualification requirements.
–Search terms they used or the content they looked at can be great indicators to what their problem is and how you can help them. It is essential that the follow-up call not only reference the specific piece of content that they viewed but immediately direct the discussion to the reason for this search, and the broader needs and pains of their company.
— Integrating your marketing automation solution with your CRM can help achieve this.
— You must create a specific and robust nurture program to ensure that all responders who are not immediate leads are not discarded for the information phase
— The average overall response time to new leads is 42 hours. That’s almost 2 days. Combine with it the fact that over 75% of the time the deal goes to those who follow up first, even in B2B complex sales. By simply improving your response times and having an efficient process, you can win more business
— Some people prefer whitepapers, demo’s, trial offers, benchmarking studies, so we must be sure we have these ready as it will aid us in increasing our lead count and subsequent ROI.
–Average conversion rate for e-commerce is 2%.
How Do We Plan To Measure
First, hopefully reading this research has opened eyes to the time needed into building, optimizing, and analyzing a website before you can expect to see results and achieve realistic goals. With this in mind, there needs to be a certain amount of time devoted to the website DAILY. A blog post could take 2 hours to write, social media could take an hour, and another hour just spent for analyzing website traffic and following up with leads. 4 HOURS NEEDED DAILY for web/digital marketing measurement and content production. If this is approved, you can expect to see good results for measuring the effectiveness of our website efforts for new business development.
Google Analytics provides powerful digital analytics for anyone with a web presence, large or small. It’s one of the most powerful digital analytics solutions available – and it’s free for anyone to use. This is hands down the best solution for us measuring the website, but will take time for me to learn as well in the beginning. I am confident I can learn it and get great results with it. See the full list of benefits Analytics offers
Executives can learn:
- Which marketing initiatives are most effective
- Accurate website traffic patterns/trends
- Which customer and customer segments are most valuable
Marketing Professionals can learn:
- Where visitors come from and what do they do on the site
- How can the website convert more visitors into customers
- Which keywords resonate with prospects and lead to conversions
- Which online ad or creative is the most effective
Content & Developers can learn:
- Where people leave the site
- Which pages retain visitors the longest
- What search terms people use to find the site
VII Analyze: Make a Excel Spreadsheet for recording
Make a spreadsheet to record daily.