Notes from a web conference

Maybe you can get some ideas from this - you don't have to do them all! Sorry it's so long - I don't know how to attach a file!

BTW - I am trying very hard to get the domain finalised so you can start uploading the work you have done so far
Lin

Make the experience more interesting
Site should be layered – some direct access, some permission-based – for sign-up, surveys – gather info & use to provide better support

Data Capture – needed for useful information – marketing purposes - give real-time response - send email – thank you – cookies – remember me

• Customer self-service – what do they want from the site?
• Information alone is not enough – know their name – be interactive
• Changes & updates must be made in minutes, not hours or days
• Web 2.0 means Dynamic Interaction – build relationship with audience
• What do the customers get out of it?

• Plan for different types of user – speak to them individually
• Give lots of links to related topics & ideas – keep interest
• Provide what they need – and more than they are expecting
• Make them a part of the experience – surveys – use to adapt
• Live feeds & automatic updates, join this, buy that, answer polls
• Make them feel they belong & are involved
• Include lots of linked spin-offs – added value

• Relate to their interests / where they live
• Save settings – create customer account - make it easier
• Create stronger relationship – goodwill
• What does not work – find the holes in the site – identify the problems
• Get feedback – where they are not finding what they want
• Communicate back to customers – help them to learn to use the site
• Use their expertise to optimise the site – star rating
• What was useful / fun / why / what else would they like to see?
• Give options & analyse responses – do they like the new content?
• Guide them to what’s new, extra media, etc.

HOW?
• Rollovers & Flash
• Logins & track use
• Forms & survey / ratings
• Instant polls & show results
• Join – profile
• Separate content from layout – CSS

MARKETING
• Google now has 80% of market – use complex algorithm for searches
• Users tend to use 2-4-word search terms
• Best strategy is to target correctly
• 2 options – PAID / NATURAL search
1. Paid - instant results, more focussed searching, good for promotions, needs regular monitoring
2. Natural – long-term strategy – high-volume, low conversion, more generic search terms

Natural SEO
• Structure & layout important – no frames, no tables, no flash intro
• Spiders need to go straight to content – not too much code in the way
• Use external CSS file with all format data
• Use Title tags on every page & suitable headers
• Use Desc, Keywords, Alt tags – all linking to text content
• LINKS most important for SEO – how many other sites link to you?
• Important to belong to a community – directories – must be relevant
• All help to improve overall performance score of site
• What are you Key phrases? Check out your popular competitors
• https://siteexplorer.searchyahoo.com
• www.ranks.nl
• Link to all relevant sites – encourage them to link back to you
• Link to all press / newswires etc.

PPC (Pay per Click) campaigns
• Use most relevant keywords
• Use adverts to track visitor operations
• Include suitable landing pages – deal with visitor’s area of interest – then move them on
• Offer value on these pages – relevant material & get feedback

GENERAL POINTS
• NOT a brochure – must be customer-centred
• Use a genuine tone of voice – show passion!
• Make the content worth re-visiting – update often
• Latest news & interesting media & interactive content
• Interest, stories, fun, friendly – then get their money!
• Personal touch – podcasts, forums, blogs
• Real people – actual visible contacts – emails, forums
• Make it easy to use – give clues - Click Here
• Use Buttons – attractive & consistent – large & clear text
• Left-hand-side navigation easiest to use
• NO POP-UPS!
• Good easy-to-use navigation – lead them through the site
• Encourage them to keep going – added value & many links
• Leave email address for contact / join forum & contribute ideas
• Make contact with web team & offer suggestions
• Rich media - games, videos, animations, link to You Tube
• Other media – press / radio / TV? - speak direct to camera / voice clip
• 30-second clips – on click – real people – scripts & storyboards
• Websites need intimacy – emotion – generosity
• Link to all related external websites – and then come back
• Must lead to contributions – what will make them give / join?
• Use personalised scripts – welcome back Lin!
• Real-time data e.g. GPS
• Promote events – online booking?
• External e-commerce – shopping basket software
• Consistent style & navigation
• FAQs, competitions, multimedia
• Embedded & relevant links