Arkansas Tech University

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Arkansas TechUniversity
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Putting theWeb to Work
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Who is the prospect?Who comes to your
website?What do they need?What is their
process?How do they decide?When do they need
info?
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Customer Centric A good website is about the
customer his or her experience
Remember me Communicate with me Work with me Make
my life easier
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Define a Process

• Initiation
• Evaluation
• Implementation
• On-going Support

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Get Organized

• Who owns the content?
• Who owns the look and feel?
• Who manages the technology?
• Who controls the schedule?

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Determine Your Goals

• What are your goals?
• What the visitors goals?
• What are the goals of each page?

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Determine a Look Feel

• Fast no big graphics
• Current press releases, events, news, prices
• Logical mother test, 5 random guys

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Give Them a Map

• Navigation
• Site Map

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Segment Your Visitors

• Lead them along
• Use Website Statistics

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Search Ranking

• Meta Tags
• Anchor Text
• Humans vs. Robots

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Affiliate Programs Links
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Use Email Marketing

• Easy to produce Cheap to send
• Easy way to destroy credibility
• Easy to measure
• Create a Newsletter

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Answer Email

• Use valid address
• Average response time
• Email is a legal document
• Archive communication
• Develop an email policy

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Answer Questions Before Theyre Asked

• FAQ pages
• Get questions from those who know

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Listen to Your Customer

• Online surveys
• Offer incentive
• Ask for help
• Offer appreciation

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Measure Everything

• Get Attention Advertising Click Thru
• Educate Marketing Page Views
• Sell Sales Revenue
• Help Customer Service Attitudes