FUNDAMENTALS OF DIGITAL MARKETING: MODULE 3/26

Build your web presence

1. Choosing your online presence

Key Learnings
There’s more than one place for people to find you online. In this lesson we’ll
explore just how important being online is these days, as well as some common
ways to do it, including: * websites * local business listings and review sites *
social media * mobile apps.

Video Transcript
Hiya! In this lesson, we’ll introduce you to all the ways you can create an online
presence—from websites and social media to local business listings and review
sites.
You can see just how important it is these days to be online, so let’s get going. The
most obvious way to “go digital” is with a website. Early websites weren’t much
more than online brochures that described the who, what and where.
Today’s websites can do much more. Your site can help people do research, chat
with experts, read customer reviews, watch videos, buy things, track orders – and
much, much more. If you decide that a website makes sense for you, the key is to
think about what your site actually needs to do in order to support your business
goals. We’ve got a whole lesson coming up where we’ll talk about that in detail, but
for now, don’t worry about whatever today’s shiny new technology is if it’s not
going to directly contribute to your goals.
Of course, it’s also possible to do business online without a website. If you own a
bakery, for example, you want customers to be able to find you, website or not.
Think about the last time you had a craving for a carrot cake. You probably
searched for something like ‘bakery near me’ and reviewed your options.
You might see a website for a local bakery... or you might discover a good option
in local listings.
Some businesses use local listings to create a digital presence, using products
like Google My Business and Bing Places for Business. These types of directories
let businesses publish details like descriptions, reviews, maps and images.
These listings are usually free, and are a good way to help your business appear
on results pages when people search.
Beyond local listings, there may be review sites for your specific type of business
where people can leave feedback — and you can respond. Rave reviews will give
you the edge over the competition.
You can also use social media as your digital presence. People all over the world
use Facebook and Twitter pages to complement — or in some cases replace — a
website.
Another way you can reach customers online is through their mobile. You’ve
probably downloaded apps or games on your mobile phone. You can create and
offer these apps to customers yourself.
Apps can take advantage of a mobile device’s unique capabilities, like GPS,
mapping and phone, to connect with customers.
If a customer installs your app on her mobile, the next time she’s near your shop,
the app might send her a special offer, thanks to GPS.
Apps could even let her place an order right then, so when she comes in she can
skip the queue, pick up her order and pay by tapping her mobile against the till.
Mobile apps are often used as loyalty tools, to encourage existing, frequent
customers to come back… and maybe get a free coffee with that carrot cake.
So, to recap: whether you use a website, local business listings, social media,
mobile apps, or all of the above, the trick is to decide what you want customers to
do, then create a home that accomplishes those goals. Together, these things
work as your digital storefront: your space to interact with customers online.
We’ve got lessons covering all of these areas, but for the next little while we’ll be
focusing on websites: you'll learn the basics like how websites work, how to pick
and register a proper domain name, and how to make whatever you decide to do
online as friendly as possible to your digital visitors AND support the goals of your
business. And if you keep watching, we’ll cover all of this and more.

2. How websites work

Key Learnings
If your business needs a website, the first step is to understand the basics. Here’s
a quick summary of what you’ll need to know: * what web servers do * how
domain names work * how your website uses these.

Video Transcript
Welcome to our lesson on how websites work. We’ll run down the basics —
without getting too technical, promise! — on web servers and domain names, what
they do for you and how to find what you need to get started. A website is your
business’s home on the Internet. It’s where potential customers can come and
learn about your business and what it has to offer them. Let’s say you decide to
open a bakery in the real world. First you’d have to rent a space to house it, right? A
website is no different. Only you’re not renting space on a high street, you’re
renting space on a server.
There are loads of services out there that take care of this automatically... but
here's a quick overview so that you have an idea about what's happening behind
the scenes. OK, hang with us, here comes a bit of technical information.
A server is a computer connected to the Internet, with software that allows it to
store or 'host' the pieces of your website: the code, the images, the video clips and
anything else that makes up your site.
It’s called a server because it ‘serves’ up the right content when requested — that
is, when someone wants to view a page on your website.
There are many companies and services that will rent you space on a server and
host your website. Just like a brick-and-mortar shop, you pay an ongoing hosting
fee, which is a bit like paying rent, leaving them to take care the technical aspects
of running a server so you don’t have to.
Every single server in the world has its own address. This is called an IP address,
which is short for internet protocol. All you need to know is, it’s a long string of
numbers that means any device connected to the internet can talk to the server
and find it. Luckily, you don’t need to understand what they’re saying to each other;
all you need to do is choose a nicer name to reference that numeric IP address.
Which brings us nicely to the second part of this session: the web address, or
‘domain name.’ Your domain name is how potential customers will find you, the
same way people would find our real-world bakery: by the sign above its door. It’s
the thing you type into the browser window to get to any website. Like
www.google.co.uk or www.yourbusinessnamegoeshere.com. Let’s take a minute
to break it down. Everything after the ‘WWW dot’ is actually what’s known as the
domain name. It’s the part that lets people find your website, so it's pretty
important. Any device that searches for this address — a tablet, a smartphone, a
laptop — is communicating with the server. The server then sends that device all
the correct pieces it needs to display the website — things like images and code —
so that whoever is on the other end of the device can view your pages. When
someone types your web address into their browser, here’s what basically
happens. First, their browser figures out which server holds the content, and heads
over to that server. The browser then says, “Hey, would you mind giving me all the
elements I need to show a person this web page?” The Server replies, “Sure, I’m
sending along 5 images, 2 scripts, and a few additional files.” The browser puts all
the pieces together, and the person sees your nicely formatted web page. And
that’s pretty much it, except they’d actually be talking in really confusing bits and
bytes, not English. But that wouldn’t make any sense to us, so...
To sum up: Deciding to build a website for your business starts with
understanding how it all works together: a server ‘hosts’ your site, and a domain
name helps people find it.

3. Key website ingredients

Key Learnings
A website consists of many parts. Build and blend them right, and you’re sure to
succeed. In this lesson, we’ll cover: * your name * the website’s organisation * text,
photos and other interactive elements.

Video Transcript
In this lesson we’ll talk you through some crucial early decisions you’ll make about
your website: choosing a website name and planning how your site is structured.
The goal is making it easy for customers to find their way around and get what
they want. Because a happy customer equals a more successful business, right?
Ready to go?
First up, your domain name. That’s what people will type into a web browser to find
you.
When choosing a domain name, you first need to check if the one you want is
available. There can only be one TastyBakery.com on the web, for example, and if
someone has already claimed it, you won’t be able to use it.
So, how do you know if the name you want is taken? Just do a search for 'domain
registrar' and click on one of the results. There should be a tool on the site that lets
you see if someone is already using the name you want. And, if they are, it may
suggest another similar name that’s available for you to use.
A good domain name is one that people can easily remember. Keep it as short,
relevant and as to-the-point as possible.
You may be able to get a variation of the name you want by choosing a different
extension, which is the fancy name for the bit at the end. You’re probably familiar
with the '.com' or '.co.uk' extensions, but you might find others that are available or
a better fit. For example, non-profit organizations often use '.org.' What this also
means is that although 'TastyBakery.com' may be taken, 'TastyBakery.net' may still
be available. OK, that’s the name sorted. Let’s have a look at some other common
parts of a website, like the home page. This is the first page people see after they
type in your domain name and get to your website. The home page is your shop
window, where you invite people in and explain what you’re all about. A home page
also directs visitors to other pages of your website through what we call
'navigation'. Your navigation headings may run across the top of a page or down
the side. Either way, it’s a menu that lets people travel from one part of the site to
another.
How you organise the site is very important. Start by thinking about the websites
you visit regularly. How are they organised?
Now, decide what kind of content you want to offer, and then group it together in
ways that make sense. Incidentally, many website-building tools offer business
website templates that can help you get started.
One easy place to start? The pages and sections you see on most websites: things
like 'About' and 'Contact' pages. Your website’s Contact page might include your
address, phone number, email and a map with directions.
The About page might tell the story of your business and include photos of some
of your best work. There’s no right or wrong way to organise a site, but you’ll
always want to put yourself in your visitor’s shoes. What’s he or she looking for?
What are they trying to accomplish on the website?
Now, you want to set things up so it’s super-easy for visitors to find the
information they need, like the bakery’s working hours, or complete important
goals, like submitting an online order.
Let’s check out what you’ll see on the pages themselves.
First, you’ll notice those navigation signposts, like the About and Contact
headings. They should appear on every page of your site so that people can
always get to where they want to go, or back to where they’ve been.
Of course, there will also be words, or text: headlines, paragraphs, bulleted lists.
And you might also have things like images and video.
Text and images can also be set up to link to other pages on the Internet when
they’re clicked. These are known as 'hyperlinks', or shortcuts to other pages either
on your site or elsewhere on the web. Many websites also invite customers to
interact, with features like forms to submit questions, maps with turn-by-turn
directions to your store or shopping baskets to buy products directly. Your website
— your digital storefront — is a great opportunity to connect with customers.
Choosing the right domain name, organising the site logically and including nifty
features can help your visitors find exactly what they’re looking for.
4. Websites and your business goals

Key Learnings
When creating your website, consider how to combine your business goals with
what your visitors want. In this lesson, we'll talk about: * using your site to further
your business goals * thinking like a customer * telling your story online.

Video Transcript
It’s time to take a look at meeting your customers in the middle—that is, how your
website can unite your visitors’ wants with your business needs. We’ll walk
through how to think like a customer and design your website accordingly, all
without losing sight of your own goals.
So you’re starting to design your site. As you do this, keep your goals in mind, but
also consider what your visitors are looking for. Marrying what you want people to
do on your site and what they want to do is the secret to success.
Here’s an example. Think of the last time you went to a website looking for a
phone number. Maybe you wanted to ring a shop to ask a question or get
directions. Was the number easy to find?
If you’re a business, be sure to put your phone number in a very visible
location—maybe even highlight it—on every page of your site. You might even
consider adding some text encouraging visitors to “call now.” And make your
Contact page easy to find, in case that’s their first stop.
Also, it’s a good idea to allow mobile users viewing your site to call you with just
one click.
So, back to our local bakery. Let’s say you want more locals to visit the shop.
Meanwhile, your customers want to know how to find you when they’re craving
some fresh baguettes. Including maps on your website along with specific
directions can make you both happy.
So, what other things visitors might be looking for on your website? Prices?
Special offers? Certifications to show you’re qualified to provide a service?
By making sure all of these things are easily available, you match your business
goals with your visitors’ needs.
And If you're interested in learning how to measure what your visitors are doing on
your website with analytics, check out our lessons on that topic, too.
Now let’s talk about content, or the actual words on your pages.
The words you use should be so much more than just a sales pitch. In most cases
you want to avoid technical jargon and chest-beating about how great you are.
Instead, explain how you can meet the needs of your customer or solve a problem
they have. By framing it in terms of what you can do to help visitors, your content
will be much more engaging, not to mention more helpful.
To achieve this, write in a tone that’s confident, but not intimidating. Unless your
audience is made up of astrophysicists, explain concepts in everyday language.
Tell a story to help connect with your visitors. Things like testimonials or videos
starring satisfied customers whose problem you solved, or letting people write
reviews about your products and services directly on your site can really help.
Remember, every second counts. People won’t be on your website for long, and
they may scan words quickly or not at all. But images, headlines and clear
navigation can help them find exactly what they’re looking for before they move
on.
Design and build your website with your business goals and your visitors’ desires
in mind, and it will have a much better chance of success.

5. Make your website easy to use

Key Learnings
Visitors to your website should be able to navigate and interact with your site
easily – that's called usability. Bring them back again and again by: * providing
simple and clear navigation * creating a consistent layout * writing relevant and
effective content.

Video Transcript
Hello! Welcome to our lesson on website usability. That’s digital speak for making
it easy for visitors to find what they’re looking for and accomplish what they want.
We’ll go over the best ways to improve usability, from how to provide simple and
clear navigation to the importance of a consistent layout. We’ll also explain how
your writing can make your site more effective.
Sound good?
First, let’s look at navigation: the stuff that guides visitors around your site.
Good navigation means arranging your site in a way that makes sense for your
visitors.
If you have a physical shop, like a bakery, think of how your goods are grouped
there. Big items like cakes and pies might be in one area, while individual treats
like croissants and cupcakes are in another.
On your site, you can organize things the same way, and have the main menu
navigation tell visitors what they’ll find in each section, like signs in your shop.
In spite of all of this, your site may not make perfect sense to everyone. That’s why
including a search box might be a good idea, especially if your site has lots of
pages or products. Put the search box in the same place on every page of your
site, so it’s easy to find, and visitors who are in a rush will always be able to find it,
and whatever they’re looking for.
One last thing to consider about navigation: When people visit any site on the web,
they expect things to work a certain way.
Say you’re browsing a site and you want to get back to the home page—what do
you do? Click on the logo.
This is something visitors will expect, and it’s common to nearly every website, so
be sure your logo is clearly displayed on every page, and that a click on it takes
them “home.”
That’s navigation navigated. Now let’s talk about style and the way your site looks
and feels. Everyone has their own tastes, but there are some general guidelines to
follow.
First, consider your page layout. It should be consistent across your site, with
similar fonts, images and other design elements.
When it comes to color, you may be inclined to go bold to grab attention. But
online, most people are used to reading dark text on a light background. You’ve
worked hard to create your content—make sure your visitors’ eyes don’t cross
when they try to read it.
You also need to be conscious of where on the page your content ends up. Don’t
make people scroll down too far to see the important stuff. Use headers and
bulleted lists to help them quickly scan your pages and decide if it’s worth their
time to stay.
Write for your audience. Are they a highly technical bunch? Then jargon is A-OK.
Otherwise, write for the everyman.
Another tip? Encourage visitors to take an action while visiting your site. This is
called - can you guess it? - a “call to action,” and it can help them understand what
to do next.
Want them to pick up the telephone? Tell them to “Call now.” Hoping they’ll pay
you a visit? Point them to “Get directions to our store.” Or nudge them to make a
purchase with a “Buy now!”
So, let’s review. When you’re creating a website, try your best to make it easy to
use. Give visitors a clear roadmap to your site’s pages, keep design consistent
throughout, write content that speaks their language, and give them the experience
they’re looking for.
6. Website design do’s and don’ts

Key Learnings
When designing your website, watch out for mistakes that often chase customers
away. In this lesson, we'll outline some ways to avoid frustration, such as: *
quick-loading pages * mobile-friendliness * general accessibility.

Video Transcript
You’ve heard the expression “you only get one chance to make a first impression,”
right?
Well, it holds true online, too.
This lesson can help you avoid common mistakes in your website design that can
drive visitors away.
We’ll cover how to make sure your pages load fast, making your site mobile
friendly, general accessibility and the quality of your content.
First, you need speed. Internet users aren’t famous for patience, and if your pages
take too long to load, they’ll leave.
There are lots of technical things that you, or whoever builds your website, can do
to speed things up, like choosing the right technologies and hosting solutions.
But there are also some simple fixes.
If you have images on your pages, use the smallest ones you need. Ditch large,
high-resolution files if they’re only going to appear as thumbnails. Plenty of
software programs can resize or compress images to make them smaller, and this
translates to faster loading times.
Simplify your design. Generally, the more you limit what your visitors’ browsers
have to download and re-use, the faster pages will load.
Use the same background image across many pages, and ask whoever is building
your website to be efficient with code and scripts.
If you want to test how you’re doing, try opening the site on your mobile - using a
data connection, not WiFi - and see how quickly it loads.
Next, make sure your website is easy to use on a mobile. More and more people
are using their smartphones as their primary device for browsing the web, and if
your site is difficult to use on these devices, you’ll potentially lose customers.
The easiest way to have a mobile-friendly website is to build it that way from the
start, using an approach like “responsive design,” which automatically detects the
type of screen being used and displays the site accordingly—doing things like
stacking text and photos vertically on a smartphone being held upright.
If you want to get a sense for whether your site is mobile-friendly, try Google’s
Mobile-Friendly Test tool.
Keep in mind things like swiping or tapping, which are unique to touchscreens. Be
sure the components of your website respond properly to these kinds of “inputs.”
Using widely recognised icons and making content clear and well organised will
help visitors using smaller screens to find what they need.
Next, make it easy to find your address and phone number. Many devices are
equipped with GPS and mapping features, which can help visitors on-the-go. And
of course, when accessing your website from a mobile, it should be easy for
visitors to give you a ring.
You’ll also want to remember that people will be viewing your site on different
browsers—like Chrome or Firefox—and different platforms, like Windows or Mac.
Do a test run from as many computers, devices and browsers as you can. Does
your site look right in every case? Are you prompted to download plug-ins? That’s
an extra step that may send visitors away.
Last, remember that your website is not just for selling—it’s for solving.
Imagine you’re a visitor. Ask yourself, why am I here? What am I trying to do? What
problem am I trying to solve?
For example, if you own a bakery that makes custom cakes, someone is probably
visiting your site because they need one.
You could write pages about your decorating style and inspirations. But a
testimonial and photos from a real-life customer might be a better bet.
So those are some common mistakes that trip up many websites. To avoid them,
make sure your pages load quickly, and look and behave properly, no matter what
device and browser a visitor uses.
And think of your customers when you create content. Answer their needs, and
you have the best chance of bringing them in.