Technology Marketing by Tatum MarketingJust another WordPress weblog

In my garage I have a toolbox with many different tools for example; I have a hammer, a few screwdrivers and pliers.  It’s obvious that you want to use a hammer to put in a nail, but when it comes to removing a nail I don’t have to use the hammer. I could use the pliers or maybe even the screwdriver but the hammer would be the best choice because it is better suited to remove the nail.

In web design work there are many tools and options to keep in mind and while we are drawn to some options more than others because they look pretty or flashy they might not be the right tool for that job or worst they might be hurting you in your search engine optimization.

Here are three examples of different things that can be placed on a website and the pros and cons of each one.  This way you will know if this is the best tool for your website and how to use the tool better.

Tool one: “Images”

Images or pictures are the second most common item on a webpage after text; however, they can also hurt a webpage when it comes to SEO. For example, I once reviewed a webpage because the owner couldn’t figure out why when people typed in “green technology” their website did not come up at all in a search. I looked over their website and told them that the reason “green technology” didn’t come up in their search was because they didn’t have those words anywhere on the site.

The owner argued with me because he pointed to a big logo on the home page saying that they were “green technology” certified. As you can see, he told me, it says those words as big as they can be. The owner had fallen into a classic trap, thinking that a picture of a word was the same as the word itself. Currently no search engine can see words that are inside a GIF, JPEG or any other picture file format. No matter how readable your logo is the naked eye it isn’t readable by a search engine.

The solution for that website was to add an “ALT” tag to the artwork, reading ‘green technology certified’ and then to also add the phrase to the body of the text on the site.

Tool two: Flash

Flash animation, movies and interactive features all have the same problem as the image above which is that they can not be indexed by search engines. Does this mean that flash should never be used?  Of course not, it just means that the flash needs to be integrated into the page with text. Or that the flash-only portion of the site, such as a picture album, is a subset of the site not the core. Anything that is presented in flash animation should be duplicated elsewhere on the site.

Tool Three: Content management software

There are many great tools out there that help companies make WebPages who, don’t know how to do HTML. Some software examples are WordPress, Joomla, and Mambo to just name a few. These softwares make it easy to make changes to content and pages quickly thought a simple interface.

The great news is that Content management software allows website to always be updated with new content, however the problem is when most of the software limits the amount of information that can be on a single page. When the size limit is reach it creates a new page and puts the older information on these new page. This system keeps the newest information on the main page however it also means that any carefully keywords that were placed on a page will be moved deeper and deeper into the website. These constantly changing pages of text can lead a website to ride a roller coaster of being up and down in the search engine placement.

Does this mean that content management software should never be used? Like the other examples above everything can be used under the correct conditions. Too often people use this software right out of the box without thinking about what the default template does or does not do.

Before you add something to your webpage think about it and ask yourself it is the right tool for this job?

Technorati Tags: website, web site, web marketing, webpage, cms

Fourth in a series of articles on SEO and website marketing appearing every Thursday.

I’m not talking about skynet from the terminator movies, but I’m talking about website design where people create their website either to work with search engines or only for human viewers, cutting out the other half of the equation.

When creating a website, creators sometimes become fanatical about working in keywords and other SEO tricks but often forget about the humans who are coming to the website once they’ve used a search engine to find it. It doesn’t take much looking around the internet to find web pages which seem to be nothing more than a list of words on the page.   What does this type of website do for the person putting it up?  It basically makes it easier for the search engine’s spiders to crawl and index the page, which might give it a slightly higher placement on a search results page.

The problem is that while this is good for computer programs it is boring and unhelpful for a real person looking at your site. When visitors come to sites like this they tend to leave them rather than explore them farther.  If the website is not human-friendly then humans are not going to stick around no matter how close to the top of a search results page on Google the site is listed.

One can also go too far the other way and design a site only for humans and it totally ignores the search engines.  An example of this type of websites is one which has nothing but graphics and animation on the homepage.  It’s very eye catching, but there is no text for the search engines to scan.  No search engine will list a site on the first page of a search results if it can’t tell what the site is about, and few people look beyond the first page of results.

It is vital to create a balanced website which works both for the search engines and for the human viewers.  This type of design does take more thought and work but the results are well worth the effort.  Ideally a website should have some nice graphics woven around meaningful text that contains the target keywords.

How do you know if your site is not balanced toward the humans?  Just check out your Google Analytics for the bounce rate.  If 80% of the visitors are leaving right after coming to the home page then the site is not capturing their attention enough to look beyond the first page.

How do you know if your site is not balanced toward machines?  A simple look at where the site is listed in the search results.

In the next article I’ll look at lost opportunities in website design.

Technorati Tags: seo, website, web site, web marketing, search engine optimization, b2b, business-to-business

Third in a series of articles on SEO and website marketing appearing every Thursday.

In “Keyword Mania” we discussed how all the words on your website are keywords.  However, some of the words are the true key words that really drive people to your site.  Good website statistics programs including Google Analytics list what words are being used to find a website.

Google Analytics will list the top keywords, but other software can give you a much more comprehensive list of words.   Any one set of statistics is seldom enough to create a whole picture of a website; several used together can give a better view of what is going on and help you decide how to adjust your website to get better results.

For example two important statistics to keep in mind are Average Monthly Search Volume and Pages Found in Google.   The Search Volume tells you how many people entered specific word combinations that lead them to your webpage into the Google search engine.  Clearly you want focus in on the words with the highest values.  It is not necessary to focus on words which only two or three people use within a month.

On the other hand these keywords need balance out with the number of pages which are competing to use the same words.  If there are over five hundred thousand other pages found using the same words then it’s easy to get lost in the crowd.  Clearly what to do is to find keywords which have a high search volume but are unique to your website.  These are the words that you want to target to be your website’s top words.

All companies should avoid trying to guess what their keywords are and go with the information provide by the analytical software. The only time one should guess at what the keywords are is when the site is brand new and there is no history to go by.   However after your site has been ‘live’ for a week to a month, you should be able to see what the trends are using the statistical software.

I have occasionally run across companies which have firmly believed that certain words were their keywords and were doing everything in their power to promote them without positive results.  An example of this is when a company believes that their advertising slogan should be their keywords.  Can you imagine a software company who’s slogan is “Best Financial Software in the World” trying to make that their keywords to be pushed to number one on Google?  This also ignores the fact that that slogan comes back with a search result of 17,400,000 pages.

A better combination for this company would be a combination of the words such as “financial”, the type of software it is such as “purchase order” and of course the name of the company or the name of the software itself.    The correct choice of words to focus on is unique for each website and company, be careful of jumping to conclusion or simply copying what someone else has done.  Finding the correct words which will bring people to a website is key to insure the website doesn’t get lost in the World Wide Web.

With a better handle on what are good keywords it is time to move on and start talking about website design.  In the next article we will go over Machine vs. Man.

Technorati Tags: keywords, seo, website, web site, b2b, business-to-business, web marketing

Second in a series of articles on SEO and website marketing appearing every Thursday.

The concept of keywords sounds very simple.  When a person types in a word or series of words, such as ‘Power Widgets’ into the search box on Google, the search engine will find every web page which has these two words on it, even if they are not next to each other on the website – even if they are on different pages of the website. What is not so simple about keywords is figuring out which are the right words your customers will use to look for your product or service.  Those are the ones that need to be on your website for Google to find.

There is a false belief that there are some ‘magic’ words which can be put onto any webpage which will cause it to be number one on the search results page on Google.   Some people recommend putting words such as “SEX” or “Jessica Simpson” on a web page to increase it number of visitors.  There is debate whether or not this really works these days, however, even if it does work in raising your hit count, is it truly increasing the number of real customers that are visiting your website?

The true art of keywords is figuring out what words potential customers use as a search term when looking for your product or service and insuring that those words are not just scattered on your website, but placed correctly to ensure that you, and not your competitor, will be on the top of the search results page.

Where to start?  Start by looking over the words that make up the company, product or service of your website and create a list of words based on this.  I often refer to this as my priority words list. If a person knows about the website they will normally type in this information first.   I then make a list of words which are about the product or service, but not company specific and refer to these as my secondary word list.  Some of the words might overlap with the priority list but that is alright.  I then give those words much more attention. I then make a third list of words which I call my outside list.  This is a list that made up of words, such as possible typos, which people might type in looking for a product. I would also include competitor’s products and any other non-obvious words that research reveals as likely search terms.

Assuming that this is for a website that has been up and running for a while, after I have my lists I would then look at both the website statistics and Google Analytics and compare my list of words with what is in these other reports.  By going though the comparison process one can see which Keywords are been actively used and which ones can be improved upon.

It should be noted at this point that people should be careful of not falling into the trap of Google Analytics being the sole guide to creating keywords.  Google only captures active information and what Google thinks is important.  I also like to look over a website server’s raw statistics to see if there is extra data that Google is not capturing.  Based on Google Analytics and the server’s stats a good deal of information can analyze and processed.

What are you looking for in this data?  You are looking to see what words people are really using to find your website.  You need to recognize that all words on your website are keywords.

This means that every word and sentence is important especially on the home page, landing pages and main pages of a website. Do not underestimate the need for well written content.  If writing isn’t your strength, hire someone to do it for you.  Don’t pass off this important job to just anyone.  Money spent on improving your website will be paid back in hits and sales.

In the next article we will discuss how to focus and target your choice of Keywords.

Technorati Tags: keywords, seo, website, web site, b2b, business-to-business, web marketing

This article begins a series about business-to-business search engine optimization & web marketing by Tatum Marketing’s Chief SEO Strategist, Eric Gerds. This series will run every Thursday indefinitely.

Everyone wants their website to be found easily by their customers. What is the point of creating a website if no one can find it or make use of it?

Websites have become more and more important as a central marketing hub for business-to-business, whether they sell online or use the site for lead generation.  For that reason care should be taken with the design and promotion of your website otherwise it will never deliver the results that your company expects and needs.

One of the current hot topics the web world is that of Search Engine Optimization or SEO.  This is the process of designing or redesigning a website so that a search engine, such as Google or Yahoo can index the information and make it easier for customers to find that website via the search engine. Since this is how the majority of people look for a website, this is vital; but the SEO process is actually part of a larger process of web marketing and promotion.

The main focus of many people who perform the SEO process tends to be with using keywords and maximizing the website’s priority on Google, the most popular search engine.  This is a very important factor and should be worked into the design and function of the website, but there are more tools beyond keywords to keep your site at the top of the search results page.

In these articles I cover SEO and other web promotion methods along with ideas and suggestions on how to improve any business website, along with what to watch out for with some of these methods and point out some shady methods that some SEO companies use to get their ‘guaranteed’ results – without increasing real traffic or sales.

In the next article we will start off looking at Keyword Mania.

Technorati Tags: seo, search engine optimization, web site, website, web marketing, b2b, business-to-business

This is the last in a series of articles on B-to-B website redesign. If you’ve missed the first 5 articles in this series, here’s a good place to start: B-to-B Website Re-Design – Proceed with Caution.

We’ve looked at website strategy, website design, search engine optimization, and website content. Now we’re ready to look at two critical elements of running a highly successful business website that may well be the least exciting to marketers – testing and measuring.

Personally, I love testing and measuring for a couple of reasons:

• You get fast, solid feedback on what your customers and prospects like and don’t like.
• You can use the numbers to keep getting better results.
• You can avoid a heck of a lot of mistakes.
• You have tangible proof of what marketing is doing – or not doing – for your sales efforts.

Let’s look at measuring first.

What should you measure?

With the arrival of easy-to-use and easy-to-understand web analytics applications, one of the biggest problems – once you realize you need to measure – is avoiding data overload.

As I mentioned in a past article Basic Web Analytics for Technology Marketers, there are a few fundamental metrics that we recommend that all of our clients track. Beyond that it’s up to you to determine what data is really useful. My rule of thumb is this: don’t track anything you’re not going to act on.

Basic critical data includes:

• Unique visitors – the number of unique visitors who visit your website monthly.
• How many are new visitors and how many are returning visitors.
• Bounce rate – the percentage of visitors who quickly leave your site from the entry page without going anywhere else. (It has been rightly pointed out to me by Bernie Borges that you should consider where the traffic is coming from when looking at bounce rate. For example, pay-per-click traffic will have a higher acceptable bounce rate than direct traffic.)
• Actions taken – how many people did something (downloaded a whitepaper, watched a video, requested a sales call, etc.) and what did they do. This is especially important for lead generation sites.
• Number of purchases – an obvious important metric for ecommerce sites.

What should you test?

The simple answer is: test everything you can.

No matter how carefully you follow best practices, persuasion fundamentals and gut instinct from knowledge of your market, trust me on this: you will not get it right. One of the most interesting challenges of marketing is the fact that people do not always react the way you think they will. And one of the coolest parts of website marketing is that we can constantly test and improve to get the best results.

Here are just a few elements that are worthy of testing:

• Headlines
• Images
• Colors
• Buttons
• Calls to action
• Forms
• Page layout

As I mentioned before, you could test literally anything; but keep in mind why you are testing. You want to improve the performance of your website so test to learn which versions or combinations cause more people to stick to your site and take the actions you want them to take.

That ends a very rapid look at the basics of developing an effective business-to-business website. I’ll summarize just in case you missed an article or two.

To own and operate a truly effective business website – one that attracts and converts the right kind of traffic – you need to think beyond just how your website looks. You also need to consider:

• website strategy
• content
• search engine optimization
• analytics and
• testing.

All of these factors contribute to the success of your site.

Technorati Tags: business-to-business website development, strategy, content, design, seo, search engine optimization, analytics, testing

From my perspective, way too many websites are created or modified without a thought given to search engine optimization (SEO). I view it that way because I hate seeing money wasted on websites that don’t perform well. Another way to look at it, of course, is that all those websites being developed without SEO consideration just make it easier for the rest of us to succeed.

Why should you care about SEO?

The simple answer is your best prospects are actively looking for you and that’s how most of them will find you. For those of you who like statistics there are multiple studies supporting the importance of organic search. All point to the same findings: over 80% of business technology purchases involve online research and most involve a search engine. Far more searchers click on organic listings than click on paid listings. (A study conducted by metasearch engine Dogpile found that 84.2% of clicks were on organic listings). And, visitors who arrive at a site by clicking on organic links tend to be higher quality visitors. In other words a higher percentage will convert to customers.

If you’re building a brand new website, you want to take search engine optimization issues into consideration from the get-go. Otherwise you run the risk of having to do everything all over again once you come to your senses and realize how important search really is.

If you’re making over an existing site, proceed with caution – especially if your current site has some decent rankings. Horror stories abound about website owners who “update” their sites only to see their rankings crash.

What factors should you be concerned with?

There are three key elements of successful search engine optimization: keyword selection, on-site factors and off-site factors (generally other sites linking to your site). Although content contributes mightily to scoring good links from other sites, in developing your website you’ll be more concerned with keywords and on-site factors.

Start with the right keywords.

Good keyword selection means identifying the words and phrases your prospects use to find a product or service like yours. Note the emphasis on “words and phrases your prospects use”. This does not mean words you use to describe your products – a mistake we see many technology marketers make.

It also means finding the right balance between search volume and competition. You want to optimize for keywords that are searched for with some frequency yet have little enough or unsophisticated enough competition that you stand a decent chance of achieving – and maintaining - a good ranking before the next millennium.

Even if you already have a site that is optimized for a good set of keywords, a website development project is still a good time to revisit your keyword list. Prospects, markets, and search terms constantly change over time, and you want to stay on top of what is currently being used.

On-site optimization.

The on-site optimization factors include both content and site structure. My intent in writing this article is not to tell you how to optimize your site, but merely to convince you of the importance of doing it as part of a website development project.

Briefly, once you have your keywords selected, you’ll want to use them carefully in your content. This includes text, page titles, meta tags, images, and now even flash animation.

In days gone by, overloading a page with keywords was an effective SEO strategy. This can work against you now. It is far better to create content that makes sense to your human visitors than to create content simply for the search engines.

Other aspects of on-site optimization to take into consideration are your site structure and the ease of which both humans and search engines can find sense in the organization, the use of text links on your pages, file and URL names, and a seemingly endless list of other fine points.

If I’ve given you the impression that you need expert SEO assistance when you develop or re-develop your website, you’re right!  It would be a mistake to ignore such a critical element of online marketing success; and by paying attention to the factors I’ve mentioned in this article, you’ll be well ahead of most of your competitors.

Anybody still think SEO doesn’t matter? Let’s hear from you.

Technorati Tags: website, web site, search engine optimization, SEO, strategy, technology marketing

If you’ve been following this series of articles on business website development you may have gotten the impression that I am anti-website design. That’s not true. I just think far too much emphasis is placed on visual design to the detriment of other equally important elements.

I also repeatedly see poor performance from sites where a graphic or visual designer is given control. By performance, I don’t mean the technical performance of a site, I mean how well the site delivers on your objectives – including how well it entices visitors to stay on the site and how many visitors are successfully converted to customers or sales-ready leads.

There is a reason for this. Most graphic designers (I said “most”) are not trained marketers and they tend to look at website design from a, well, visual design standpoint and not from a business buying process and persuasion standpoint. And, with the availability of low-cost template type websites, some “designers” aren’t even trained designers; but that’s a different post all together.

We all agree that visual design is a key part of the success of a website, so let’s take a look at how you can ensure your site is designed to attract, engage and even persuade your target audience.

Be prepared to guide your website designer

Presumably you’ve read and followed the advice given in Effective B2B Website Strategy – 25 Questions to Ask and Answer and Website Content – Why Your Visitors Visit (previous articles in this series); so now you’re properly prepared to bring in a graphic designer. If not, I strongly suggest that you stop now and go through those steps before you talk with a designer. It can save you a lot of money.

Alternatively, if you’ve hired a website development firm, they should have completed the steps presented in these two articles before beginning the visual design stage. If that hasn’t happened, halt the project now and get them on the right track. Otherwise you may very well be paying for a site that looks good but doesn’t deliver.

Guidance for your website designer

Visual design is very personal and, in many ways, there is no right or wrong. You’re going to be looking at your website for a few years, so you might as well like it. But keep in mind that your audience’s opinion is more important than your own. In other words, if you’re a mid-30s male entrepreneur selling software to primarily mid-40s female HR professionals, you may have to sacrifice your own personal style for the comfort of your audience.

Here are five critical “truths” that most visual designers are not aware of or choose to ignore. These can make a big difference in the success of your site. Share them with your designer and hold him/her to them.

1. There is no reason to grab your visitors’ attention. You already have it. That’s why they’re at your site. Many very good designers were trained in the offline world where constant competition for the prospect’s attention creates the need to do something bold. This is called interruption marketing. The design principles that exist in interruption marketing have carried over into web design even though they aren’t appropriate. Instead of wasting space trying to get something you already have (the prospect’s attention), use design to make it easy for them to figure out what to do next.
2. Simple is better. Your website visitors are busy people. They come to your site looking for information and they won’t spend much time trying to figure out how to find it. Independent studies show that business buyers prefer simple text pages, no more than three columns and next actions that are clearly indicated.
3. Graphics don’t count for much. Marketing research firm, MarketingSherpa, found that there are only two types of graphics that business website visitors consistently pay attention to:
   a.    Recognizable logos from companies other than your own.
   b.    Bullet points.
4. Marketing messages contained within an image will probably not get read. The most popular format for business-to-business websites features a large billboard image across the top of the page. More often than not, text is embedded in the image. Even when shown flash images that feature moving text, visitors tend to skip over the image and the message. Use them if you want, but be sure to repeat any important points in the text.
5. Design for readability. Black type on a white background is – by far – the most easily read text. Text on a color background – especially white text against a dark background – requires great determination on the part of your visitor to read it. Small text and tightly spaced text is also hard to read. If your audience is over 40, forget using anything smaller than 12 point type. Make it easy to read and more people will read it. Pretty simple, isn’t it?

Remember: the purpose of your site is to engage your visitors and communicate the information they are seeking. It’s far more important to convert visitors to prospects or customers than it is to have the coolest site in town. That may be obvious, but many business technology marketers seem to forget it.

Next up: Search Engine Optimization.

Technorati Tags: website, web site, design, strategy, business-to-business, b2b

You’ve heard it before – probably more than you want. On the web, Content is King. But do you really pay attention?

Do you have a content plan for your site – or are you just serving up the same old stuff you’ve been serving for years with the possible addition of a few news releases? And if you’re about to launch your first site, have you really considered – really considered – what’s going to fill the white space?

What is website content?

First let’s look at a definition. Your website content is more than just text – although text may be the single most important element on your site. When I talk about website content I also mean illustrations, demos, images (if they pertain to your product or service), videos, podcasts, downloadable PDFs, and anything else your visitors might look for on your site.

All too often, we see clients agonizing over what a website looks like without giving much thought to what is being communicated. With this article, I hope to save you from making this same mistake.

Planning for the right website content.

The starting point for planning and developing your website content is – you guessed it – your visitors. Ask yourself these questions:

• Who are the people who are or will be coming to our site?
• Why are they there?
• What are they looking for?
• What questions do they have?
• In what format will they prefer to access the info?
• How can we best answer their questions and address their info needs?

Keep in mind that you’re almost sure to have different types of visitors with different questions and preferred answers. You could have prospects, existing customers, bloggers and journalists, industry analysts, investors, prospective employees and others that don’t come to mind off the top of my head. And in a complex business technology selling situation you’ll likely have a number of different types of prospects – executives, economic buyers, IT professionals, and users. Ask and answer these questions for each group.

Audit your current content.

Next, take a look at the content you already have. This includes any existing website context as well as collateral, presentations, demos, newsletters, articles, speeches, past webinars, training materials, testimonials, forums, whatever. Review each to determine what can be used as is, what needs to be modified and what needs to be created.

If you’re replacing or updating an existing site, I encourage you to resist the temptation to just roll over the existing content with the promise that “we’ll update it later”. I can tell you from personal experience that this almost never happens.

Many new clients come to us unhappy with their website performance, and they want a make-over. While there are very few of these sites that couldn’t use some improvement in the visual design area, it is not uncommon to find that greater performance improvements can be achieved through content changes.  So, don’t skip this step.

Partner with a pro for content creation.

Now that you know what content needs to be updated or created, you can develop a plan for getting it done. Content creation can often be the gating factor in getting a new website up and running – and you may want to stage some of it.

For my money, I recommend using a professional copywriter. This can be someone on your staff or an independent contractor you hire. The keyword here is “professional”. The ability to persuade with words – to move someone to action – is both a science and an art. Contrary to what many people want to believe, not everyone can write good copy.

This doesn’t mean you can just hire a copywriter and forget about it. You’re still responsible for providing the input and insight that leads to brilliant copy.

Keep adding content.

These days there are very good reasons for continuously expanding your content. One of them is returning visitors. For most business technology companies, website visitors are not likely to buy – or ask to speak with a sales person – on their first visit. You want them to keep coming back until they make up their minds. Fresh content is a great magnet.

A second reason to keep adding to your content is search engine optimization (SEO). Search engines love new content and active websites. Updating or adding to your website continuously can help your organic search ranking.

Next up – visual design

Once you’ve developed your website strategy and mapped out your website content requirements, you’re probably ready to talk to a designer. We’ll take a look at that in the next post.

Technorati Tags: website, web site, content, strategy, design

As business owners and marketers, we all know the importance of setting objectives and selecting appropriate strategies. Why then do so many business technology companies skip this step when they update or replace a website? Maybe it’s the lure of the cheap website design firms who make website design seem so fast and easy  — who bothers with a strategy when you only pay $499 for the site design?

Maybe its articles like How to Create a Successful Website for Nothing (or Almost Nothing) that appeared in Monday’s Wall Street Journal. Writer Vauhini Vara goes on for 2675 words and never mentions strategy.

Whatever the reason, skipping over the website strategy step is sure to result in an inferior website no matter how much you pay for it. So, don’t do that. Instead, review and answer the following questions. This will provide a very useful guide for designers, copywriters, webmasters and anyone who needs to understand how well the website is performing.

To make it easier, I’ve divided the questions into six categories: objectives, audiences and questions, metrics, competitors, and strategies.

Website Objectives

1. What’s the main objective of your new site?
2. What are the secondary objectives?
3. Why are you replacing your current site?
4. What actions do you want your visitors to take?

Website Audience

5. Who is your target audience?
6. How do they make a buying decision?
7. What questions are they likely to have about you and your product or service?
8. What risks do they perceive in buying your product?

Website Metrics

9. How will you measure the success of your site?
10. What business contribution metrics will you track?
11. What site performance metrics will you track?
12. How will you get user feedback?
13. What analytics tool will you use?

Competitors

14. Who are your top 3 – 5 competitors?
15. How does their web presence differ from yours?
16. What calls-to-action do they include on their website?
17. How easy is it to find your way around the site?
18. What is their primary messaging?
19. What do you like and dislike about the sites?

Website Strategies

20. How will you answer your visitors’ questions?
21. How will you remove their perceived risks?
22. How will you be found by the search engines?
23. How will you drive traffic to the site?
24. How will you obtain contact information from your visitors?
25. What areas will you optimize to promote conversions?

There are many more questions you can ask and answer when creating your website strategy. The ones I’ve included here could be considered the minimum. Please don’t skip this step. When you see the difference it makes in your website’s performance, you’ll be glad you took the time.

Technorati Tags: website development, design, website strategy, planning,