How to Develop Your Website
and eBusiness
...on a shoestring.
Part 1
On Page Development Factors
Tony Treacy
Director of eLearning
Solent Training & Development Ltd.
The Internet is the most powerful
Lead Generation
&
Follow-up Marketing Tool
ever invented.
To have a successful e-Business...

Highly Qualified – i.e. Targeted – website visitors

Professional website that easily converts qualified visitors
into customers

Internet success is about Strategy...not Technology.
Today’s Goal is to help you develop a game-plan for
your online business.
To treat the Internet and the Search Engines as a
laboratory.
To test everything.
What I’ll be covering today...

Keywords

Press Releases

Website Themes and Types

Reciprocal Links

Payment Systems

Outbound e-Marketing

Domain Names & Hosting

RSS Feeds & Blogs

Submitting to Search Engines

Downloads
Website Design for the Complete Novice

The Internet is made of two main elements:
 Text
 Pictures
These are the Basics – Get them right First Time
Text...Do your research
The Internet
is all about
KEYWORDS
Keywords & Meta Tags

URL Address (e.g. www.eConsultants.it )

There are 3 types of Meta Tags that concern us:
 Title - this is the text that appears in the title bar of your browser
 Description - This is a quick summary of the information that
appears on the page
 Keywords - these are the words that are important on the page

First sentence on the page, body copy, bold or
emphasised phrases, H1 or other tags, Alt tags,
Navigation system.
Search Engine Optimisation – What we see
Search Engine Optimisation – What the search
engines see

</</script><!-- InstanceBeginEditable name="doctitle" -->
<title>microsoft training</title><div id="masthead"> <h1 class="style1
style7" id="siteName">Solent eLearning Network </h1> <div
id="pageName"> <!-- InstanceBeginEditable name="pageName" -->
<h2>Online Training Centre </h2> <!-- InstanceBeginEditable
name="body" --> <div id="content">
<div id="bannerImage">
<div align="center"><a
href="/agreement_.php?text1=demosolent&text2=demo&submit=Sign
%20On" onMouseOut="MM_swapImgRestore()"
onMouseOver="MM_swapImage('Image6','','/images/lwwwboff.gif',1)"
><img src="/images/lwwwbon.gif" name="Image6" width="570"
height="134" hspace="0" vspace="7" border="0"></a></div>
Where to get your Keywords

http://www.goodkeywords.com/ Free

http://www.axandra-web-site-promotion-softwaretool.com/start-download.htm 30 Day Trial

http://www.wordtracker.com 2 hours free

http:www.google.co.uk/adwords
Keywords – Make your list
Keywords – Search Engines

Google – First 7 Keywords/key phrases

MSN – First 15 Keywords

Yahoo – First 30 Keywords
Keywords – Search Engines
UK Search Engine Market Share
as of October 2006
MSN/Others
14.3%
Yahoo 7.7%
Google
Yahoo
MSN/Others
Google 78%
Keywords – Research
Research The Competition
Search Engine Optimisation
Given that your customers' most likely path to
your website is through a search engine or a
link from another site, strategic search engine
optimization (SEO) has become a matter of
survival.

Downloads
 http://www.solentbiz.co.uk/seo.pdf
 http://www.solentbiz.co.uk/24seotips.pdf
This download lists 24 Web sites and resources
that can help you stay ahead of the competition.
Website Designs - Types

Brochure
 Create a PDF and include site address on all Corporate ID

Information Site
 Design a mini web site that focuses on just one product or service, with no other
content of any kind. A landing page with a ‘buy button’ or a ‘sign-up form’.

eCommerce Site
 Inbound
 Outbound
 Design a content web site that includes not only your products and services, but
also information and resources that will be of interest to your target market.
Although both types of sites can be effective, your success ultimately depends on
your site design and marketing strategies. Both will play a very important role.
A Professional Web Site Will...

Drive repeated targeted traffic to your web site

Increase your web sites popularity, which will provide you
with additional links pointing to your site

Increase your Search Engine ranking and bring additional
traffic to your site

Increase the perceived value of your products and
services

Increase your sales

Increase your bank account
Website Designs - Themes

1.Buy a Template
 http://www.templatemonster.com
 http://www.thetemplatestore.com/
 http://www.ecommercetemplates.com

2. Pay a website designer to build it...but consider:





The expense
Changes / Edits
They focus on looks and appearance not SEO
It creates dependency
3. Site-Building Software
 e.g. Adobe Dreamweaver MX 2004 http://www.adobe.com/products
 FrontPage ( Included in Windows XP )
Pictures / Graphics
Bitmap Image
2.66mb
Gif Image
18.5kb
Jpeg Image
32kb

Free graphics tool download
http://www.irfanview.com
8 Simple steps for enhancing your site

1.Build it for speed
 Keep graphics small – compress them to Gifs
 Only use page space if it draws your customers to a sale

2. Target your market
 Know who they are and cater to their needs

3. Focus the site
 Focus on the goal of selling your product or service
 Give product information and ‘How to buy...’ 2 or 3 step process
 The ‘What we do...How we do it’ if you are a service
8 Simple steps for enhancing your site

4. Build credibility
 Become an authority in your chosen niche – use articles
 The Internet is about information, not just marketing

5. Keep navigation simple
 Easy and intuitive, simple and smooth.

6. Keep the look and feel consistent
 Colours, fonts and themes constant
 Make sure another page does not look like another site
8 Simple steps for enhancing your site

7. Make the site Interactive and Personalised
 Add feedback forms and an ‘email us’ link
 FAQs
 Personalisation technology provides analytic tools to facilitate
cross-selling and up-selling when they buy online.

8. Content is King
 Good content sells a product
 Does your site convey the message you wish to get across to your
visitors?
 Have others review everything. Check spelling & Grammar.
The best web sites are simple, yet professional in design,
load quickly, and provide an easy navigational system.
Free Articles
 www.isnare.com
 www.goarticles.com
 www.freearticles.com
Merchant Accounts

Check out this link for more info:
 http://www.electronic-payments.co.uk/product_data.jsp

Paypal








Easy to set up
Free
Create your own branded invoices
Full merchant account manual and help line – 0800 number
Payments arrive in your account within 3 – 5 working days
You may pay suppliers from this account
Or transfer to your business bank account
Approx <5% transaction fees
Domain Names & Site Hosting

www.europeregistry.com

Check with your Broadband Supplier
 e.g. www.f2s.co.uk

www.1and1.co.uk
** Make sure you have FTP Access**
( File Transfer Protocol )

When hosted – Test your site via
http://webxact.watchfire.com/
Search Engine Submission – Don’t use
Search Engine Submission – Do this
1. The Open Directory Project http://www.dmoz.org/add.html
2. MSN Search - http://search.msn.com/docs/submit.aspx
3. Yahoo Search http://submit.search.yahoo.com/free/request
4. Google - http://www.google.com/addurl/
Outbound / Press Releases
Free Press Releases

http://www.pressbox.co.uk/cgi-bin/links/add.cgi
Free Half-Day e-Business Seminars Held Across Hampshire.
Whatever stage you are at with your website or e-business, you can benefit
from an e-Hampshire sponsored free seminar on ‘How to Develop Your Website
and e-Business on a Shoestring’.
These are no nonsense, no jargon workshops presented by Tony Treacy of
Solent Training & Development Ltd. who delivers the skills and free tools you’ll
need to develop your e-commerce website on a tight budget.
Dates and Locations:
Southampton 24th Jan
Andover 31st Jan
Fareham 6th Feb
Portsmouth 21st Feb
Basingstoke 28th Feb.
For more information, log on to www.ehampshire.org/events.asp
Reciprocal Links (Page Ranking)
Reciprocal Links (Page Ranking)

Why Is Linking Important?
The whole concept of linking, in the eyes of the search engine
companies, is that when Site A links to Site B, then Site A is making
a personal recommendation of Site B.
Because Site A is willing to put their reputation on the line, to share
the story of Site B, the search engines have determined that Site B
must be of higher value than Site C.

The site with the most Quality Links – Quality Pointers – wins The
Market Share of the Search Engines.
Outbound e-Marketing

e-Mail

e-Newsletter

White Papers

Press Releases

RSS Feeds & Blogs

Free Downloads Section
Outbound / e-Mail

Be aware of the Legislation

‘Opt Out’ option should be easy and upfront

e-Mail Etiquette
 Don’t SHOUT
 Keep everything ‘above the fold’.

Build Database of Opt Ins
 SQL (on your web server) is better than Access

Personalise
 Personalisation isn't just about saying 'Dear Paul', it's
about content that's relevant to the recipient, which
can include offering discounts and special offers and incites immediate action.

What’s the Objective of your e-mail?
Useful Links
There are two excellent pdfs
provided by the Information
Commissioners: A Brief
Overview (3 pages), plus a
comprehensive Guidelines to
the Regulations (35 pages),
which includes an FAQ for
marketers.
SURVEY FINDS LACK OF
PERSONALISATION CAN
IMPACT MAILINGS
MediaPost Publications
Auto-Responders
Set up an auto-responder and it will do the work for you

www.aweber.com

www.getresponse.com

www.freeautobot.com
Outbound / e-Newsletter
Outbound / White Papers
Outbound / White Papers
Outbound / White Papers
RSS Feeds
Using RSS Feeds, websites can:

Attract more customers/ visitors.

Keep subscribers informed of new developments

Allow subscribers to instantly learn of new articles, content
and products on their website.

Reduce the load on the subscriber's inbox by reserving
newsletters for important news, special product offers, etc.
Download free software at http://www.sharpreader.net/
Blogs
Blogs
Outbound & Inbound
Free Downloads Section

‘How to Guides’.....
 PDF’s (make sure they’re SEO friendly...see item 18. SEO Firm
Explains How to SEO Your PDFs )

Free Trials/Samples
 Sign up for them

Information Sheets
 Product updates
 Service availability
 Quick references & White Papers
Give a site visitor a reason to visit your site.
Give them something to Click On!
Thank You
e-mail: tony.treacy@solentbiz.co.uk
This presentation: http://www.solentbiz.co.uk/eHants.ppt