Yesterday we consulted with a client on their website and their search presence. This not-for-profit organization, like most outfits of its type, does incredible work on a shoestring budget. To provide the best and most responsible service to them, we kept the consultation to a list of five essentials for their CEO to action.
Before we share this list, let us tell you what this looked like inside our heads. It was like taking a engine that is built with a sophisticated, robust network of parts - our digital marketing strategy system - and then hammering away at it to find the essentials for a healthy web presence.
Here’s the list we reviewed with this CEO:
Check Google and Bing searches and ensure your company name, two-line description and contact details are on point.
Optimize title and headers to sell your pitch. They should tell your story without the body copy.
Limit to 6 items or fewer (who can remember more?). Weight in favor of client solutions (programs, activities, happenings, etc.) before your company information (About, Contact, etc.)
4. All web pages
Check titles, headers and ensure there is a call-to-action for every page.
Choose images that tell a story or support an emotion you want to evoke. Eliminate any images that are not doing this. Add photo captions to optimize search.
So that was our list. The CEO loved the list as it was focused and actionable. Behind this simple list is a lot more marketing and technology strategy that could be expounded upon, but this not-for-profit didn't have the time or resources beyond basic blocking and tackling. What would be on your list of website essentials? We welcome your thoughts.
@smunthree | The Union Marketing Group | www.theunionmarketing.com
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