Outsourcing Website Development

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4 Δεκ 2013 (πριν από 3 χρόνια και 7 μήνες)

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Presented by Karen Porter

UM School of Business Administration

& ImpactOnlineMarketing.com

Outsourcing Website Development

Fall 2013

ImpactOnlineMarketing.com

Welcome to This Course


About the course


About your instructor


Course resources


ImpactOnlineMarketing
/sell
-
outsource
-
site


Karen’s contact:


karen@impactonlinemarketing.com


(406)
529
-
8931


About you!


Fall 2013

ImpactOnlineMarketing.com

3 Vital Parts of Site Development


Technical


making the site function as it
should



Design


making the site look the way you
desire



Marketing


getting the site found
online


Less than 10% of developers are proficient in
marketing. Due to this, marketing is overlooked

as a vital component in most websites.




Fall 2013

ImpactOnlineMarketing.com

Why Most Sites Don’t Succeed


No marketing incorporated into the site


Conflicting expectations


Developer depends on the client
for content


Client depends on developer to provide
guidance


SEO is not incorporated at all

or


it
is simply
addressed by throwing junk into SEO “fields”


Website is not found in search engines so it gets
very little traffic


Fall 2013

ImpactOnlineMarketing.com

Different Types of Websites

Fall 2013


Information site (brochure site)


Info site w/
add
-
ons (lead generation,
building lists,
etc.)


Simple shopping cart site


few products, PayPal check
-
out, simple shipping, etc.


Complex
shopping cart


multitude of products, multiple
payment options, etc.


Money
making site (entrepreneurial endeavor)


Other sites based on specific needs (membership site,
single sales page sites, etc.)


Developer should be experienced in
type
of site
you
need












ImpactOnlineMarketing.com

Technical Considerations

Fall 2013


Site building platform (HTML,
WordPress
,

Drupal
,
Joomla
, etc.)


Content management systems (CMS)


Keeps you from being dependent upon
developer for small changes


“Hit by a Bus” back
-
up developer potential


Don’t be held hostage by your web developer


Developer should be experienced in the type

of
site that you need












ImpactOnlineMarketing.com

YOUR Development Responsibilities

Fall 2013


Being clear about your guidance


Use of logos, certain colors, certain look/feel, etc.


Providing your developer with content for your site


Verbiage for your pages


Photos, graphics, etc.


Logo art


Information for contact forms, lead forms, etc.


Sticking to timelines outlined by your developer


Hiring the right developer ; )












ImpactOnlineMarketing.com

12 Steps in Website Development

Fall 2013


Sequential to a point



Steps 1


6 Planning (MOST important phase!)



Steps 7


9 Site Development



Steps 10


12 Marketing AFTER Development

(a critical step that can make/break a site)












ImpactOnlineMarketing.com

Step 1: Site Objectives


Know where you are headed and why?


Making sales of products


Developing leads


Capturing email addresses for a mailing list


Earnings from
Adsense

/ affiliate programs


Etc… Develop your goals



Fall 2013

ImpactOnlineMarketing.com

Step 2: Determine Demand


Important if you are building a revenue site



Is there sufficient interest in your topic?



Is there potential for enough traffic to return a positive
ROI on your time and monetary investment?



Likely won’t apply to most of you


Fall 2013

ImpactOnlineMarketing.com

Step 3: Keyword Research



What is a keyword?



Identifying best keyword vital to getting found



“Best” keywords:



Sufficient search volume to bring site traffic



Not too much competition (need to find words that have a
good chance of ranking well)



Words YOU use may not be the words your potential



customers use




Fall 2013

ImpactOnlineMarketing.com

Step 4: Competitive Review



What are your main competitive sites?



Which keywords are they trying to optimize?



What are they not doing well?


You can capitalize on things they are missing



After doing keyword research:


Visit sites that are ranking well for your best keywords


Visit those sites’ ‘source code’ to “sleuth”



Fall 2013

ImpactOnlineMarketing.com

Step 5: Build a Site Map



Identify number of pages your site needs


To cover content you need


To leverage “hot” keywords


Select primary navigation tabs


What visitors are most likely to want to find


Align your best keywords to main
nav

pages


Organize secondary pages under primary tabs




Fall 2013

ImpactOnlineMarketing.com

Step 6: Develop Page Blueprints



This is your outline for each website page


Goals


Primary keyword


Proposed URL extension


Proposed page title


Proposed page description


Proposed content (bullet points / outline only)


Proposed photos, graphics, other “additions”





Fall 2013

ImpactOnlineMarketing.com

Step 7: Copywriting



Use page blueprints as guide to develop copy


Ideally 250+ words per page


Keyword used 1
-
2% density (1
-

2 times per

100 words)


Use keywords in subtitles


Use keywords in photo titles and alt tags


One anchor text keyword is ideal





Fall 2013

ImpactOnlineMarketing.com

Step 8: Graphic Design



NOW we’re ready to make the site “pretty”


Select a theme that works well with your

website goals


Use colors and style consistent with your

overall branding


Do not use excessive flash


Make sure site is consistent with offline look/feel


The “F Factor”


where visitor eyes go





Fall 2013

ImpactOnlineMarketing.com

Step 9: Build Out the Site



Develop the site by incorporating all the above


Set up all pages and organize


Add necessary and desired optional plugins


Install desired theme


Add in copy, graphic elements, etc.


Develop parallel mobile site (22% access via mobile)


Ideal option is to use a “responsive” theme that automatically
resizes theme to fit mobile devices





Fall 2013

ImpactOnlineMarketing.com

Step 9: Build Out the Site



Develop the site by incorporating all the above


Set up all pages and organize


Add necessary and desired optional plugins


Install desired theme


Add in copy, graphic elements, etc.


Develop parallel mobile site (22% access)


Ideal option is to use a “responsive” theme that automatically
resizes theme to fit mobile devices





Fall 2013

ImpactOnlineMarketing.com

Step 10: Off
-
site SEO



Inbound linking


Focus on links from “important” sites (PR 2+)


Page rank of sites is like a Richter scale


Link “exchanges” are worthless


Takes time and patience


Hiring “SEO” professionals can be dicey


many


use tactics to rank you that can get your site in


trouble with
Google


Social validation







Fall 2013

ImpactOnlineMarketing.com

Step 11: Site Promotion



Site promotion goes beyond SEO


Pay
-
per
-
click advertising (Google
Adwords

or Facebook)


Online press releases


S
ocial media


Email marketing


Promote your online presence everywhere
off
line


Other promotional tactics as applicable for your

business and its unique goals











Fall 2013

ImpactOnlineMarketing.com

Step 12: Website Analysis



Set up and use Google Analytics


Monthly monitoring at a minimum


Identify most visited pages


Identify pages NOT being visited


Know how long visitors are staying on your site


Know what your ‘bounce rate’ is


Know where you are getting your site visitors
(organically, from PPC, referrals from other sites,
etc
)


Explore other metrics that are important to your site











Fall 2013

ImpactOnlineMarketing.com

Keyword Research is VITAL



Ideal keywords


Sufficient volume


Not too much competition


Identifying volume


Google Keyword Planning Tool


Identify
pages NOT being visited


Identifying competition


MozBar


Need PA and DA to be equal to or less than 40


Need TWO pages on 1
st

page of Google with this



















Fall 2013

ImpactOnlineMarketing.com

Keyword Research is VITAL



Ideal keywords


Sufficient volume


Not too much competition


Identifying volume


Google Keyword Planning Tool


Identify
pages NOT being visited


Identifying competition


MozBar


Need PA and DA to be equal to or less than 40


Need TWO pages on 1
st

page of Google with this



















Fall 2013

ImpactOnlineMarketing.com

Quick Lesson in SEO



40%
--

On
-
site
SEO



40%
--

Links into Your Site (
Backlinking
)



20%
--

Social Validation



















Fall 2013

ImpactOnlineMarketing.com

On Page SEO


Keyword Driven



What goes in code


meta fields (title tag,
description tag, keywords
)



What goes on the page


Headline (page title)


Page URL (permalink)


Keywords used in text


Keywords used in photo/graphics alt tags



















Fall 2013

ImpactOnlineMarketing.com

Backlinking



Sites Linking to Yours



Quality
of sites linking to yours is more important
than
quantity



Should grow over
time



“Spam” links will get your site penalized



















Fall 2013

ImpactOnlineMarketing.com

Social Validation



Links from your site to your social
profiles



Social sharing
buttons



Amount of social sharing viewed as “perfect”
indicator by engines



















Fall 2013

ImpactOnlineMarketing.com

Hiring a Web Developer



Get
recommendations / insights
from others who



are satisfied / dissatisfied



View their work


are they versatile or does

every
site look the same
?



Interview
them
and ask detailed questions



















Fall 2013

ImpactOnlineMarketing.com

Interviewing Web Developers



Time to build out a site


Experience with website MARKETING


Do they have expertise with keywords?


If
not,
do they work with someone who does?


Do they truly understand SEO? (vs. not just

stuff
“junk”
into
fields)


If
not,
do they work with someone who does?


Do they understand use of opt
-
in forms, lead
pages, etc. (if needed)



















Fall 2013

ImpactOnlineMarketing.com

Make or Break Decision



Will they give you complete and total access to
your own site
:



Domain name (YOU should own
)



Hosting account (YOU should have access
)



Site content (YOU should own copyright and all site
content)



















Fall 2013

ImpactOnlineMarketing.com

Obtain Bids from Selected Developers



Do
not rely ONLY on bids


Often are not “apples to apples”


Need to understand what bids actually
involves

in order to
fairly
compare & contrast


Cost is important, but cheapest is not always best


Expensive does not always mean highest
quality

or best developer for you


The right developer is the one who meets your
needs at a fair price and is easy to deal with



















Fall 2013

ImpactOnlineMarketing.com

Thank You for Attending!



Best of luck to you in your

website development journey!




Follow
-
up Materials


ImpactOnlineMarketing.com/sell
-
outsource
-
site


















Fall 2013

ImpactOnlineMarketing.com