Marqana Digital Presents: Bringing Your Company's Web Presence Into 2015

Bringing Your Company’s

Web Presence into 2015

47% Stanford  Web  Credibility  Project  found  that

of  users  make  BUYING  DECISIONS  based  upon  A  BUSINESSE’S  SITE  ALONE.  

h"p://wpbusiness-ps.com/2014/08/good-­‐design-­‐ma"ers-­‐business/

87% of  U.S.  SMBs  cite  WEBSITES  as  their  MOST  IMPORTANT    digital  markeKng  tacKc.

h"p://www.emarketer.com/Ar-cle/Responsive-­‐Design-­‐Aims-­‐Solve-­‐Mul-screen-­‐Dilemma/1009904

h"p://designers.hubspot.com/blog/15-­‐years-­‐of-­‐homepage-­‐evolu-on

67% Use  of  MOBILE  DEVICES  to  

access  the  internet  has  increased

worldwide  over  12  months.

Overall Layout & Design

15 h"p://-me.com/12933/what-­‐you-­‐think-­‐you-­‐know-­‐about-­‐the-­‐web-­‐is-­‐wrong/

seconds  

The  average  reader  will  spend  only

on  your  website.  

Modern Aesthetic

New School Cool

Flat  Design User  Experience Simplicity  &  FuncKonality

Hero  Image  &  Background  Video

One  of  our  favorite  new-­‐schoolers  

Another  example  of  beauKful  design…  

Background  videos  are  blowing  up  right  now  -­‐  for  good  reason.  

Case  3D  couples  parallax  scrolling  with  great  design.  

Old School

Complex  Menus Non-­‐Responsive Not  Enough Lots  of  Links

Minimalism  gone  horribly  wrong  

Even  worse  

Maze-Like site structure

Over-­‐Complex  Sitemap   No  clear  call  to  acKon   Menu  item  order  

Too  many  steps  Or  too  few-­‐  

nowhere  to  go  

Yikes  –  too  many  opKons.  

Where  to  click…  where  to  click…  

Menu  items  mid-­‐page  

Sidebar  +  two  headers  

Outdated  slider  

Long  company  descripKon  

Yikes!  

Redundancy  in  menu  structure  

Way  too  many  links  

LEAVE YOUR SITE

Users  will

when  they  don’t  know  what  to  do.  

h"p://blog.crazyegg.com/2013/07/19/why-­‐users-­‐leave-­‐a-­‐website/

Responsive Design

Why Responsive Design

Increasing  mobile  and  tablet  users  

Consistent  experience  on  all  devices  

Less  work  for  you  and  your  customers  

Fading  lines  between  device  types  

Non  responsive  Desktop   Non  responsive  Tablet  

h"p://designers.hubspot.com/blog/15-­‐years-­‐of-­‐homepage-­‐evolu-on

Historic  Non-­‐Responsive  Design The  Responsive  Design  Experience  

80% of  internet  users  are  using  

SMARTPHONES  to  search  online.

h"p://designers.hubspot.com/blog/mobile-­‐website-­‐design-­‐examples

2 The  average  tablet  user  spends

with  the  device.

h"p://blog.hubspot.com/blog/tabid/6307/bid/33328/21-­‐Internet-­‐Marke-ng-­‐Stats-­‐That-­‐Will-­‐Blow-­‐Your-­‐Mind.aspx

Hours/day  

What’s happening April 21, 2015?

40% of  mobile  queries.

h"p://designers.hubspot.com/blog/mobile-­‐website-­‐design-­‐examples

On  that  day,  Google  will  make  MOBILE  FRIENDLINESS  a  ranking  signal,  affecKng…  

12% of  queries.

4% and  Penguin  affected  about…

To  put  that  in  context,    their  Panda  update  impacted  only  about…  

of  mobile  and  desktop  queries.  

48% of  users  who  arrive  on  a  website  

that  ISN’T  WORKING  WELL  ON  MOBILE  

take  it  as  a  sign  that    THE  BUSINESS  DOESN’T  CARE.

h"p://blog.hubspot.com/marke-ng/compelling-­‐stats-­‐website-­‐design-­‐op-miza-on-­‐list

Headers & Footers

Headers We Love

Footers we love… to hate

Skinny  Footer  

Super  Footer  

Information Absorption

Top  le^  corner  

Linking  to  Home  

The  “F”  Paaern  

Visuals

50% Almost

of  your  brain  is  involved  in  VISUAL  PROCESSING.

h"p://neomam.com/interac-ve/13reasons/

70% of  all  your  sensory  receptors  are  in  

YOUR  EYES.

h"p://neomam.com/interac-ve/13reasons/

Hokey stock images

Images  that’ll  make  your  visitors  gag  

Text & Image

Make  certain  to  have…  

Oh,  Text  as  Image?  Yeah,  no.  

Editable  text   Searchable  text  

Imagery  to  dissolve  monotony  Alt  tags  

Don’t  neglect  your  text  placement…  or  this  could  happen  to  you  

94% of  people  cite  DESIGN  as  a  reason  they  

DO  NOT  TRUST  A  WEBSITE.

h"p://www.instantshiY.com/2013/09/02/importance-­‐of-­‐effec-ve-­‐website-­‐design-­‐infographic/

“3D” icons/buttons/text Avoid  painful  3D  design  at  all  costs  

What  too  many  3D  elements  looks  like,  even  with  an  overall  responsive,  flat  design.  

Resolution One  of  these  images  does  not  belong…  

Fonts There’s  no  excuse  for  not  using  great  fonts.  

Your Website’s Code

No CMS?

Here’s  what  you’re  missing,  ability  to:  

Monitor  SEO  Edit  your  content  

HTML5, the modern standard NO  FLASH!  

Load Time…

Clean  up  your  code  Pay  aaenKon  to:  

File  caching  

File  type  

Your Domain

Domain Name Registration

Memorable  name   Less  is  more   Register  long-­‐term  

Syntax

Avoid  complexity   Website  name  vs.  URL   Hyphens  vs.  underscores  

Content Marketing

Blogging

What’s  your  audience  reading?  

Your  content  needs  to  resonate  with  your  

audience  Post  sufficiently  frequently  

Google  rewards  fresh  content  and  penalized  

stale  content  

46% of  people  READ  BLOGS  more  than  once  a  day.  

h"p://www.slideshare.net/HubSpot/the-­‐science-­‐of-­‐blogging-­‐6086313

The  name  says  it  all…  

How  to  do  it  beaer  

The  beauty  of  simplicity  conKnues…  

Style & Voice

Tone   Geography   Consistency  

Who’s your audience?

End  user  vs.  reseller   Customer  vs.  employee   Regulatory  bodies  

Current  user  vs.  potenKal  Local,  regional,  naKonal  

notes  

Videos, Infographics, Podcasting, & More

100% Viewers  spend  

more  Kme  on  PAGES  WITH  VIDEOS.  

h"p://www.marke-ngsherpa.com/ar-cle/how-­‐to/videos-­‐a"ract-­‐300-­‐more-­‐traffic

85% Viewers  are  

more  likely  to  PURCHASE  A  PRODUCT  a^er  watching  a  PRODUCT  VIDEO.

h"p://www.invodo.com/resources/sta-s-cs/

90% Adding  INFOGRAPHICS  boosts  credibility  and  traffic  for  websites  as  

of  all  informaKon  we  remember  is  based  on  VISUAL  IMPACT.

h"ps://vwo.com/blog/snackable-­‐content/

Should  have  picked  a  beaer  image  for  that  video…  

Compelling Video Content

About  Us   TesKmonials  

AnimaKon  vs.  Live  Product  Demos  

Search Engine Optimization

94% Users  click  ORGANIC  SEARCH  RESULTS  over  paid  ads  

of  the  Kme.

h"p://searchenginewatch.com/sew/news/2200730/organic-­‐vs-­‐paid-­‐search-­‐results-­‐organic-­‐wins-­‐94-­‐of-­‐-me

Shady SEO Practices

Bogus  Backlinks   Fake  Comments   Link  Farms  &  Directories  

On-Site SEO - Keywords

Finding  the  best  keywords   A/B  tesKng  

Image  alt  tags  HTML  tags  (headers)  

Meta Description

Google  snippets   Keywords  go  here,  too  

Off-site SEO is everything else

Including,  good  ol’  fashion  spreading  the  word  to  create  clean  quality  

backlinks  

Outreach  

In-­‐person  networking  

Outreach Marketing

Blogger Outreach

Third-­‐party  experKse   Backlinks   Brand  recogniKon  

News & Reviews

Local  news  sources   Industry  professional  reviews  

User  review  sites  

Local SEO Tactics

Google  my  business   Local  landing  pages   Meta  tags,  again  

61% of  LOCAL  SEARCHES  result  in  a  purchase.  

h"p://searchenginewatch.com/sew/study/2305421/315-­‐businesses-­‐boost-­‐rankings-­‐by-­‐op-mizing-­‐their-­‐google-­‐local-­‐pages-­‐study

Another Good Reason

To Get This All Right

44% of  online  shoppers  WILL  TELL  THEIR  FRIENDS  

about  a  BAD  EXPERIENCE  ONLINE.

h"ps://blog.kissmetrics.com/loading-­‐-me/

Doing It Wrong vs. Doing It Right

If  you  neglect  online  best  pracKces…   If  you  take  your  web  presence  seriously…  

Loss  of  visibility   Higher  page  ranking  

Lower  traffic   More  visitors  

Damaged  image   Respectability  &  ValidaKon  

Abandonment   Conversion    

151  E  22ND  ST.,  LOMBARD,  IL  60148    |    630.473.4907    |    MARQANA.COM  

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Check  out  our  blog:  www.marqana.com/blog