Approach

Site Proposition

The most crucial task is for there to be objectives set for the site.
This should include consideration of:

• Objectives of the business as a whole


• Objectives of the overall sales and marketing strategy


• Define where the website fits within the sales and marketing strategy

By defining the above it is then possible to:

• Define what the website should deliver in measurable terms




• Brand awareness


• Enquiries


• Sales


• Delivery of downloadable items


• Client functionality (such as upload and management of assets/collateral)


• Regular communications


• News and new developments in marketing sector




• Retarget site content to achieve objectives set


• Add analytics to measure results of activity

Technical Considerations

• Build site in XHTML 1.0 Strict and CSS and ensure compliance with W3C validation criteria


• Employ divs and CSS for layout markup


• Reduce reliance on Flash items, where they do occur use more efficient code to embed swf files


• Remove all tables except for display of tabular data


• Increase use of plain text and text links

Search Terms and Web Marketing

• Based on business and site objectives define target market


• Use target market profile to research critical search terms
• Expand search terms to 'cast a wider net'


• Include common misspellings and incorrect terminology words

Content Generation

• Write targeted text content that meets site objectives; include critical search terms and their derivatives in body text.


• Add critical terms and derivatives to relevant title tags


• Add 'converting text'* descriptions for meta descriptions


• Add misspellings and incorrect terminology to meta keywords

Text content is a fundamental part of Search Engine Optimisation:

• Concentrate core messages on the home page


• Create a magazine/blog style news and developments section – ensure this is updated regularly


• REMEMBER, communicate benefits to the clients NOT all about you - the site is not a vanity mirror
• Include clear and obvious calls to action - what do you want the visitor to do next?


• Provide sign up for regular opt in mail outs - create a database of prospects to keep in touch with

* 'Converting text' is a summary of the page content that convinces people to click on your link in a search engine rather than one that leads to another site. Again this should focus on BENEFITS.