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Getting ROI from Your Website

Learn how to acquire more business and sell more products or services with your website, and stay ahead of your competition. Avery Cohen of Metrist Partners, a well-known speaker on internet marketing topics, will show you how to evaluate your web site's effectiveness, how to optimize your site for search engines, and how to make your site compelling to new prospects. Avery will show you how to use tools such as Google Analytics, Search Engine Optimization, and Paid Search/Pay-Per-Click Advertising to gain insights about your customers and get more revenue from your website.

Google Analytics: On Line, On Message and On the Money

Does your web site generate new leads and sell your products and services? Do people engage with your important ideas and messages, or do they "bounce" off of the site without learning about how your business can help them? Do people rarely find your site, and if they do, are they not paying attention to it? Learn the secrets of how to attract people to your web site, and what they are telling you about their needs and your brand. Find out how to assess the value of your web site's contents and the actions you can take to get better results immediately, using Google Analytics, a powerful system that is available for free.

Seach Engine Optimization That Works for You

If you think you have a great website, but you are not getting enough traffic, sales or new business leads from your website, then this webinar is for you. In this webinar, Avery Cohen of Metrist Partners will show you how to assess your web site for compliance with SEO best practices. We will provide tips on site content, site structure and linking strategies. We will also show you how to measure SEO effectiveness using Google Analytics and Google Webmaster Tools.

Everything You Wanted to Know About Paid Search But Were Afriad to Ask

Can the right prospects find you on the Internet? Are competitors getting your leads? Paid Search (or Pay-Per-Click-Advertising) can get you the top listings on Search Engines if you know what to do. Join Avery Cohen as he discusses the benefits, pitfalls, and best practices of Paid Search.

SEO and Joomla

Make your Joomla website follow SEO best practices! Lean how to configure SEO extensions for Joomla. Sh404SEF rewrites Joomla URLs to a more user-friendly format. It is also a security component and manages title and meta tags. Other tools for managing SEO projects will be explored and explained.

Online Social Networking for You and Your Business

The seminar will tie the use of Online Social Networking web sites like LinkedIn, Facebook, and Twitter, to business goals, and show how to best utilize the various social networks to meet your goals. Specifically, you will learn to: - Match Social Networking Sites to your objectives. - Review and revise your social networking profiles. - Linking strategies for social networking. Learn how social networking sites like LinkedIn and Facebook can impact your site's Google ranking.

 

WebTrax members are available to do FREE presentations to organizations on a range of marketing issues.

   

Members of Webtrax Studio gave this powerpoint presentation in Chicago's City Hall called Graphic Design & Branding for Print & Web at an event hosted by Chicago's Department of Business Affairs & Consumer Protection. 

Download the powerpoint presentation PDF and accompanying handout.

 Introduction: Dialog with workshop participants

  • Whom does your business serve?
  • Describe your customer base.
  • Why does your business serve these customers?
  • Describe how your customers see their relationships to the business.
  • Are there other businesses that serve these populations?
  • What markets would you like to serve?
  • Do you have a logo and visual identity? Does it connect with your audience?

1: Graphic Design and Branding for Print and Web

  • A brand is not a logo. A brand is an experience.

2: The Key Concepts

  • The objective of design is to promote products, services and campaigns effectively.
  • Know your audience(s).
  • The best designs and brands flow from a thoughtful and creative marketing plan.
  • The design should connect with your audience(s) instantly using both words and images.
  • Guidelines for web and print design have some differences.
  • Use your website to track and measure the effectiveness of your designs and marketing.
  • Tips on choosing a design company.

3: Know Your Audience

  • Know how to listen to different kinds of people.
  • Create profiles of your target audience(s) – stresses, interests, preferred styles, culture, problems.
  • Describe your company or organizationʼs relationship with your target audience(s).
  • Describe this relationship from the audienceʼs point of view.
  • Find out your competitorsʼ relationship to your target audiences.
  • Look for any problems or blind spots with your audience relationship.

4: The Branding Experience

  • A brand is not a logo. A brand is an experience.
  • A branding experience is the relationship between a company or organization and its audience.
  • A branding experience integrates all the ways you relate to your audiences: customer service, website, catalog, advertisements, brochures, e-newsletter, web video, social media, radio, TV, etc.
  • Track your companyʼs branding experience and changes over time.

5: Your logo.

  • The branding experience can give a simple icon like the Nike swoosh a rich set of emotional associations, values and meanings.
  • Logos give brand name recognition and add visual appeal to any document or web page.
  • Logos can be words, images or both arranged in a unique way.
  • People process an image more easily than words alone which is why a logo leaves a greater and longer impact.
  • A logo is a visual focal point that naturally draws a visitor's eyes on the web and in print.
  • A logo can evolve like a branding experience as a company's relationship with its audience changes.
  • Choose a logo that connects with your audience. Donʼt base your logo design on your personal tastes and preferences.

6: Objectives of Marketing. What Are Your Goals?

  • Direct product sales, more clients, more members, increase donations
  • Generate more leads
  • Requests for information
  • Phone call or contact form
  • Email opt-in
  • Set the stage for warmer sales calls
  • Knowledgeable customers
  • Support complex sales
  • That have multiple touch points
  • Build Word-of-Mouth

7: Elements of Effective Print Design

  • Clearly communicates your objectives and goals.
  • Makes an instant emotional connection with the target audience.
  • States a bold message without clutter -– less is more.
  • Has unique and engaging headlines that grab attention.
  • Includes people, places and styles that the target audience understands and appreciates.
  • Uses humor, drama, fun, love, suspense, curiosity and other emotions in a creative way.
  • Creatively combines verbal and visual ideas.

8: Elements of Effective Website Home Page Design

  • Many principles of good print design also apply to a websiteʼs home page.
  • The eye moves from top left to bottom right.
  • Put essential elements "above the fold" (the top of the page visible before scrolling down).
  • Name of the website and the tagline.
  • Put the logo in the upper left.
  • User-friendly navigation tabs allow a visitor to find everything easily.
  • Calls-To-Action links like "sign up for e-newsletter" or "Buy TIckets."
  • A short description of what the company or group wants to be known for.
  • Interesting links directed to all your audiences.
  • Slideshow or video packs information and emotional appeal into a small space.
  • Specials, promotions, discounts.

9: Website Design and Development Beyond the Home Page

  • The lower portion of the home page ("below the fold") is really a separate page since scrolling is required. It can include useful but non-essential information.
  • Consistent user-friendly navigation tabs should repeat on all pages.
  • Making a site search engine-friendly is an essential part of the siteʼs design and content. A search engine optimized site will appear higher in a Google search and result in more site visitors.
  • A Content Management System (CMS) allows you to update ad expand your siteʼs content. Itʼs an essential requirement of a effective website.
  • Special "landing pages" for tracking ads, blogs, websites, direct mail and other marketing tools.
  • Call-To-Action links can repeat on the side columns of inside pages.

10: Testing Your Effectiveness

  • Every design you try is a test. Even great logos and brands can be improved.
  • Tracking and testing success is ongoing since the needs of your audience are constantly changing.
  • A private test of a design among staff, friends and clients can set you on the right path.
  • A public test on your website with Google Analytics is more accurate and useful.
  • A unique "landing page" for specific audiences who are directed to the site by web ads, blogs, other sites, print ads, direct mail, and other tools will help you measure the effectiveness of your site and your marketing strategy.

11: Tips for Choosing a Design Company

  • Interview several design companies to get a feel for their strengths and weaknesses.
  • Get feedback from some of their clients.
  • Does a designer understand your audiences and goals?
  • Design aesthetic – Do you admire the designerʼs work?
  • Work process – Can the design company meet deadlines.
  • Accountability – What will you get? When will you get it?
  • Transparency – Who will do the work?
  • Costs – What are the costs? Are there hidden costs? Number of design iterations?
  • Will the company help you measure results?
  • Can they take on small jobs like new business cards or a new website landing page?
  • Is there a contract with deadlines, deliverables, fees and policies?
  • What is the long-term relationship?
  • Is the designer local? Are face-to-face meetings important to you?

Presenters and Credits

WebTrax Studio has a unique collaborative structure. We are a group of successful marketing and design professionals who have chosen to come together in the interest of serving small businesses, nonprofit groups and other service organizations who are usually unable to afford top-flight professional services. Most of our team are in the Chicagoland area.

We seek creative new ways to help our clients thrive during difficult economic times. We provide personal service and customized solutions in a low-key informal environment. You'll enjoy our teamʼs complete attention, technical expertise and creativity.

We offer the services a small business and organization need to attract an audience and be effective:

  • Strategic marketing: aligned with your goals
  • Website design: development and implementation
  • Web marketing: strategy, implementation, training, coaching, online advertising, search engine optimization, and social media
  • Graphic identity: logos and branding
  • Print & web graphic services: design, illustration, and photography
  • Communications: writing, website content and media relations
  • Multimedia: video production, animation and slideshows


WebTrax Studio

Estelle Carol, Print and web design
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
708-386-7197

Avery Cohen, Internet marketing services and training, Metrist Partners
This e-mail address is being protected from spambots. You need JavaScript enabled to view it  
312-772-5945

Nalani McClendon, Resource and constituency development for businesses and organizations
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
847-363-2140

Michelle Elizabeth Kaffko, photography
www.findmichelle.com
312-952-5911

 

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Email Marketing You Can Trust
   

WebTrax collaborators live and work in may areas around Chicagoland.  One of the benefits to working in a collaboration the ability to work from our seperate offices, and still collaborate on projects together.  And the same goes for our clients, not everyone who hires us is local.  We often times have phone or web conferences with clients to make sure we're all on the same page. 


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Alex So- Business Technology Solutions  Palatine, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >    773-980-6294   

Amy Kinney- Grant Writing  Oak Park, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >    773-980-9893

Avery Cohen- Internet Marketing  Chicago and Highland Park
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >   708-602-3945
Metrist Partners, www.metristpartners.com

Bob Simpson- Web & Tech Geek  Oak Park, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >    708-386-7197

Cathy and Rich Wolfson- Video Production  Lincolnshire, IL
2BUprofessional.com  2BUstudios.com  < This e-mail address is being protected from spambots. You need JavaScript enabled to view it >

Carol Carcione - Customer Development  Wheaton, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >    847-254-3673

Daniel Quinn- Writer  Burr Ridge, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >   773-991-1368  

Estelle Carol- Senior Designer  Oak Park, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >  708-386-7197    www.webtraxstudio.com

Etta Worthington- Video Production and Script Writing
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >  708-848-2184

Jane Beckett- Nonprofit Services
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >  708-524-8004

Karen Heart- Client Relationship Coach  Oak Park, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >   708-253-7374   www.karenlifecoach.com

Kristen Bergeron- Junior Designer  Roscoe Village, Chicago, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >   

Michelle Elizabeth Kaffko- Photographer  Bucktown, Chicago, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >

Nalani McClendon- Nonprofit Consultant  Glencoe, IL  
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >  847-363-2140   

Roger Kerson- Media Relations  Ann Arbor, MI
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >   734-645-0535   

Samantha Kearney- Junior Designer  Pilsen, Chicago, IL
< This e-mail address is being protected from spambots. You need JavaScript enabled to view it >   708-203-9819

 

These are the steps we use for our Flexible Website Package:

Learning about Internet marketing, organizing and fundraising: The internet marketing plan is more important than the website and should be the guide to the website’s structure and content. At any time during the website-building process we strongly urge our clients to become familiar with the tools and techniques that draw visitors to a website. Some options:

  • Read more about our approach to internet marketing.
  • Read a great book called “Online Marketing Inside Out” by Brandon Eley and Shayne Tilley. Ask us about other excellent books like “Raising Thousands (if Not Tens of Thousands) of Dollars With Email” by Madeline Stanionis.
  • Take our mini-course on internet marketing taught by Avery Cohen of Metrist Partners. Learn how to plan and implement a professional web marketing strategy at a fraction of its normal cost. Get personal instruction on advanced SEO, Google Analytics, email campaigns, AdWords, online fundraising, pay per click, key phrases, web writing, social networking and more.

Choosing a website package: WebTrax Studio will send clients a PDF about our packages for Flexible Websites, Social Media Websites, and E-Commerce Websites. We can discuss these packages at our first meeting.

Getting acquainted meeting: Either in-person or via teleconference. WebTrax Studio and the client will determine which package is appropriate. WebTrax Studio will provide an overview of methods and services and answer questions.

Proposal and Work Order: Based on information from the first meeting WebTrax Studio will send the client a PDF of the Proposal and Work Order. The signed Work Order and Terms will be the 2-part contract. The client must initial each page, sign the last page, and return both printed documents to WebTrax Studio. Once the contract and the 50% deposit is received, WebTrax Studio will begin work.

Website planning meeting preparation: In anticipation of our initial planning meeting, WebTrax Studio suggests clients gather the following information if available:

  • Your domain name registration information (company and logins)
  • Website menu structure (first draft of top level links and sublinks)
  • Rough draft or an outline of the text you want on the home page
  • First draft of key words and phrases
  • Favorite photos for the home page
  • Your logo (WebTrax Studio’s graphic designers can enhance a logo or create one)
  • Brochure or any materials that show an existing branding (color scheme, style, type fonts, etc.)
  • Calls to action (What do you want your site visitors to do? Call? E-mail? Join enewsletter? Attend an open house?)
  • Essential content (What do you want your audience to find? What is the most essential part of the site your audience must see? Divide your audience into categories based on interests and needs.)
  • Any other brainstorming ideas (content, layout, must-have functions, any other ideas are open for discussion)

Website planning meeting: Either in-person or via teleconference, the WebTrax Studio designer, the client, and any other professionals involved with the project will discuss website design, plan and implementation. We will summarize the principles of internet marketing at the meeting for clients who have not had a chance to study this beforehand.

Site diagram: WebTrax Studio designer will create a diagram of the proposed website’s home page layout. The diagram will be based on the results of the website planning meeting and other discussion between the client and our designer.

Select a template: The WebTrax Studio designer will select a couple of templates for the site, based on its functionality and style. WebTrax Studio will create a first draft of the home page design by combining the template and the home page diagram. Although this will be closer to the final website design, the actual website won’t look exactly like the PDF we send via email.

Programming and content entry: Once the Client approves a specific template, WebTrax Studio programmers will commence technical work (HTML/CSS coding, color adjustment, customized layout).

Entering site content: While technical work is in process, the client may begin entering content into Joomla’s administrative area. WebTrax Studio staff can do all or some of the content entry.

Joomla training: First, the client’s designated web administrator(s) will view the video “Joomla! 1.5 Essential Training with: Joseph LeBlanc” produced by Lynda.com which is $50 at amazon.com. Or, a copy can be viewed in the WebTrax Studio office. The important lectures are Introduction, Chapters 2 – 5 and Chapters 12 –13. Second, WebTrax Studio will do a hands-on training in our office or by phone. WebTrax Studio professionals are available for additional tech support.

E-newslettter: An e-newsletter is the most power tool for getting visitors to a website. We highly recommend an email list signup form on the website.  Learn more about the professional email services – iContact.com and ConstantContact.com. Vertical Response offers roughly the same service for free to 501c3 nonprofits.

Completion: Once content entry and technical work is complete, the client will review the website and identify changes needed. WebTrax Studio will make the technical changes. We encourage our client to make the text and simple changes.

Launching the site: Pending final approval WebTrax Studio will launch the site and turn control over to the client. After payment of the final invoice WebTrax Studio will turn over ownership of the web host account to the client.

Marketing the site: Turn your attention to attracting visitors to your new site. We’ll help you plan your next steps.

 

 

   

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Client Quotes

Since 2004, WebTrax has provided an effective electronic front door for Third Unitarian Church. Bob and Estelle have worked hard to make sure our website is easy to use for visitor and content manager alike, and the site will soon provide the audio and video features we need to attractively convey the look and feel of our congregational activities."

— Brian Covell, Minister, Third Unitarian Church of Chicago