ISE 2013 Education: Building and Maintaining a Profitable Website
Three mistakes that integrators make when designing a Website, and how to improve business with an effective site: by CEDIA instructor Geoff Meads
Geoff Meads is managing the CEDIA training for ISE 2013, and he has worn virtually every hat in the custom integration world: manufacturer, trainer, and now Web designer and marketing consultant with Presto AV. He is a key member of the CEDIA Education Council and currently manages education for CEDIA Region 1.
In anticipation of Meads’ course, “Building and Maintaining a Profitable Website,” we asked him: What are three mistakes that integrators make when designing their Websites, and what are some better alternatives?
1. Thinking good looks alone will translate to a return on investment
An effective site has to look great, be easy to read and provide a good first impression to visitors. That’s a given. But to deliver return on investment a Website has to motivate visitors to do something (ultimately to buy what the site is selling)! Many Websites forget this basic rule. They might look pretty but they fail to deliver new business. An effective and profitable site will look great but also guide and motivate visitors to a clear and easy action.
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2. Forgetting it needs to be updated. Often.
Launch time for a new site is exciting! But how soon will the site start to wither and die? The very best sites attract new visitors and then encourage them to come back, each time to new, fresh and relevant content.
Often the regularity of updates is tied closely to the ease of which it can be updated. An effective business Website needs a good content management system (CMS) or “back end” so that staff can login and add content quickly and easily.
3. Thinking of SEO as a one-time deal.
Everyone wants to be #1 on Google! But, there is only one top spot and your competitors will be after it too. You don’t always need to be #1 but you need to be close and being well placed on search engines boils down to three things: proper site construction, relevant and up-to-date site content and a regular regime of monitoring and updating.
A search engine aims to deliver the most relevant and authoritative content it can. You need to make sure the search engines see your site that way. There’s no quick fix; it’s an ongoing project not a one-off exercise.
Building and Maintaining a Profitable Website
Tues., 29 Jan. 2013, 1300-1430 (Room: D202)
Speaker: Geoff Meads, CEDIA Education Manager
Presented by: CEDIA
Almost every business boasts some kind of presence on the web. But to be truly effective and deliver solid return on investment a website must be built with an agreed understanding of purpose, have a balanced position in its owners marketing mix and have clear business goals and associated success criteria defined and constantly measured.
This course will set out the essential project goals for those considering a new website or for anyone considering the redesign or refresh of an exiting site. While the fun topic of graphic design will be discussed this course will focus on the vital subjects of planning, content generation, Search Engine Optimisation and on-going maintenance. All of which will be aimed at creating new websites that deliver engaged visitors, resulting business and (most importantly) profit.
Julie Jacobson, recipient of the 2014 CEA TechHome Leadership Award, is co-founder of EH Publishing, producer of CE Pro, Electronic House, Commercial Integrator, Security Sales and other leading technology publications. She currently spends most of her time writing for CE Pro in the areas of home automation, security, networked A/V and the business of home systems integration. Julie majored in Economics at the University of Michigan, spent a year abroad at Cambridge University, earned an MBA from the University of Texas at Austin, and has never taken a journalism class in her life. She's a washed-up Ultimate Frisbee player currently residing in Carlsbad, Calif. Email Julie at [email protected]
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