[Steps 1-8 of Figure 1].
We refer the reader to the second [companion] paper that discusses
our Integrated Campaign Marketing Optimization™ process [Steps 9-16]
and the utilization of the "Web analytics" [Steps 17 and 18] that
we install on your site during Web Design, to "fine tune" your
messaging, Web design and campaign processes.
The second paper is titled SEO Optimization Services
with a Strategic Twist - A White Paper
This paper defines all 18 steps, and provides supporting links
and tells you how to get samples and templates of our work
product for each of these steps. The examples we provide for
each step along the way should give you a good idea as to
how thorough our processes of Web Design and Organic SEO are
and how dedicated we are to help you achieve the first organic
SERP rank with no PPC expense.
The Many Definitions of "Web Design"-
How many definitions of the phrase "Web Design" would you
get from the 1,830,000 people who "Google" this key phrase
each month? Certainly many of them think of graphics design
and graphic artists when they are asked "How would you define
Web Design? Since most people knows at least one graphic artist
who has learned some HTML, they might consider hiring him
or her for their Web Design - or they might just run an ad
for Web Design services on CraigsList. As you read about our
processes and look over our professional Web Design Specs,
ask yourself how many graphic artists ALSO understand the
confusing terminology of backlink building, spidering, seeds,
frontiers, politeness policies, Slurp, Web 2.0 social marketing,
NavBars, image links, search engine indexing, title tags,
keyword Meta tags, buttons, interactive design, site "stickiness",
Goggle Web analytics, GAP and the secrets to effective online
copywriting? Since these are just a few of the concepts needed
to be understood for skillful Web Design Optimization and
Search Engine Optimization, we advise caution in selecting
a Web Design Service and to read the rest of this paper before
Theory, language and Practice-
Like learning to sail or almost anything else, to become good
at Website Design, you'll need to learn the theory, the language
and then practice the actual process of putting it all together.
And after you've done this on a multi-disciplinary level [JUST
like we have], you'll probably have learned the hard way and
made some expensive mistakes along the way. Unfortunately,
there are no "best practices" on Web Design. To illustrate
this, consider for a moment running a PPC AdWords campaign
on Google for the phrase "Web Design." Just about
anyone, regardless of competence and knowledge can pony up
$4.70 per click to get their 4-line "text ad" in the 1-3 position
on the first Google SERP? This means that anybody who pays
to participate in Google's AdWord's search advertising program
can get into the game by "hanging
out their shingle" as a Web Developer, Web Design Firm, Web
Page Design Firm, Web Designer, professional Web designer
or whatever they choose to call themselves - and create a
Google text ad headline as long as it's under 25 characters.
Our Strategic Website Optimization™
[SWO] Process- Unfortunately, good "Web Development"
has no broadly accepted standards for effectiveness - and
yet Web Design can arguably be the most critical marketing
variable in your marketing tool bag. If you think we're kidding
about the lack of standards for Web Design practices, just
do a Google search for "Web Design" and call some companies
running AdWords "sponsored links". You'll quickly see that
the Web Design firms advertising on Google are all over the
place in terms of the services they offer and their understanding
of this new and business-critical marketing technology. We
even liken "Web Design" to the "La Brea tar pit" for the naïve
e-marketer because it’s so easy to hire the wrong in-house
Web team OR worse yet – engage a Web Design firm that doesn't
have the deep strategic and technical knowledge of integrated
marketing that you will need to win. But then again, we have
a Website-centric and perfectionist view of Integrated Campaign
Marketing [ICM] that not all marketers are going to agree
with. Although we are preaching here that your choice of a
Web Design firm is critical, many marketers may be handicapped
by past design decisions - or they might think our longer
and more careful Web Design process is going to be more expensive -
which it may be in the short term - but not in the long term.
So we realize our processes may not appeal to everyone and
hope that any readers who disagree with us can pick up some
useful “tips and tricks” by reading about our processes anyway.
A Web Design Coaching Service
for "Do-It-Yourselfers"- For Web Designers desiring
to learn from us and drive our processes in-house, we offer
a "Web Design Coaching" Service that is designed for the "do-it-yourselfer."
Our service uses the clear documents, templates, processes
and samples on our Website PLUS sample deliverables [click
the graphic's links], templates and final project examples,
that can be downloaded from our numerous on-site links. When
you think about it, in today's Web-centric environment, designing
a Website is almost as complicated as writing a business plan.
In fact when you look at our front-end Web Site
Design Services processes [Processes #1-8]; you'll see
they are the same as the ones we use for our Business
Planning Service. For these reasons we offer our client's
the option of our teaching them our integrated marketing
processes so that they can internalize them into their
business. Or of course, we can tackle the entire project for
them if they wish.
Why Choose Us? – Simple
– We have a strategic positioning front-end and an IT-integration
back-end and use consistent improvement BPM practices in between.
Unless you're careful and understand that Web Design AND Campaign
Marketing MUST be optimized and integrated as a unified process
[i.e. SWO and ICM = the "Promised Land" of first organic SERP
rank], your marketing budget can fall into a financial sink
hole of inefficient investment of your "demand gen" dollars.
We suggest that when you shop for Web Design services, that you
use our 18-step process as the basis for interviewing and decision
making. If the candidate(s) can talk intelligently about the
integrated multi-disciplinary nature of effective Web Development,
then you probably are headed to success. Since we're already
practicing our 18-step
SWO™ and ICMO™ marketing processes, and have written
3 papers on our other formal marketing processes, we hope
you will consider us for your Web Design project as either
"project manager" or "coach."
An 18-Step Process for Optimal
Web Design and Campaign ROI – Here's a brief outline
of our 18-step process that includes templates, descriptions
and examples of our interim work product deliverables for
each step. By clicking on the links provided on the graphic
or the on page links below, you can clearly see how systematically
we cover all the bases. We encourage email questions about
any of the steps and would also be happy to speak with you
- Step 1 - Free Customized 30-minute
- Purposes - The purposes of our
Free Customized 30-minute Webinar
in Step 1 of our integrated
18-step Web Design and Campaign Optimization process are:
to help us understand a potential client's e-marketing
literacy, strategic business needs, operational constraints,
and importantly - the extent to which the client wishes
to internalize the process and do the technical work themselves.
During the Webinar we will [jointly] try to size the ROI
for the project and discuss preliminary budget alternatives
and deliverables and the timing for the proposal to follow
- Setting a Time - We arrange by email
inquiry to firstname.lastname@example.org
or by telephone to 408-733-4137 a good time to discuss
your project and conduct this first step in our 18-Step
process. In some cases the Webinar can be done onsite
or can be preceded by a more high-level strategic meeting
to discuss the client’s strategy for buying marketing
services, internalizing marketing business processes and
IT integration of these processes.
- Preparatory Work
that We Do - Prior to the Webinar or on-site meeting,
our consultant conducts a [free] preliminary review of
the potential clients Web site. Our purpose here is to
develop an initial understanding of the client's business
model, and to make some overall Web design observations
to discuss at the customized Webinar. We look at the site's
HTML source code [for one or two pages] to see if there
are HTML "title tags", "description [meta] tags" and "keyword
tags" and to learn if analytics are installed and what
they are. In some cases we will choose a keyword and look
for other keyword suggestions using the AdWords Keyword
Tool or other keyword tools. We also use the Google Webmaster
special ["link colon"] command "link:www.client's domain.com"
and make initial observations as to the quantity and quality
of back links, how many are internal page links and how
many are from non-paid-for sites. This process usually
gives us initial perceptions as to the SEO work that has
been done to date on the site. It also gives us preliminary
insight into keyword choices relative to the clients strategic
positioning and business strategy that may be useful for
any PPC campaign we may recommend.
- Minimum Preparatory Work We Ask the Client
To Do- We ask the client to do some homework if they
have the time. After we have set a time for the Webinar,
we send the client a link to the whitepaper
that you are reading now
that describes our 18-step process. Since we are process
centric and believers that ROI is optimized by process
enforcement, we have found that projects are most successful
with like-minded clients where we work together to optimize
the client’s customer engagement and retention processes.
- Optional Client Homework - Clients
can optionally review our papers on Strategic Website
Optimization™ [SWO™] and/or Integrated Campaign Marketing
Optimization™ [ICMO™] at www.strategic-reports.com prior
to proposal discussion. To learn more about the technical
details of Web Design and Organic SEO, we recommend four
papers that can also be [optionally] studied prior to the Webinar.
These papers however, are most relevant if the client
is a Webmaster or wants to learn more about the mechanics
of our processes:
- Other Optional Client Homework
- Skim SWO papers prior to proposal discussion
- Skim ICM paper prior to proposal discussion
- Review Articles on Web Design and Organic
- To download this description of our Free
Customized Webinar please Click
Here or click Step 1 on the graphic.
- Step 2 - Sample Web Design Proposal
- Our Web Design proposals [like for any
of our Marketing Services]
attempt to define with specificity the steps the client
wishes to engage us for, the deliverables, project personnel
and the terms of billing and payment.
- For a sample Web Design Proposal Click
- Step 3 - 7 Key Positioning Questions
- We've found it's a huge time saver
to first understand the client's business model in terms
of their strategic competitive positioning in the markets
in which they compete. In Step 3 we discuss and get a handle on
both direct and indirect competitors and look for both
hard and soft competitive advantages prior to our strategic
- For our "7 Key Positioning Questions Template"
- Client Homework
- Complete "7 Key Positioning Questions
Template" and return / discuss / refine.
- Step 4 - Creative Brief
- We have found that another huge time saver
is to prepare a "creative brief" for the Web Design
and Campaign Optimization projects we work on.
- As Wikipedia notes, the creative brief
can be used for any creative project and consists of
"a series of simple questions asked by the creative
team and answered by the requestor, [to] become the
guidepost for the development of the creative deliverable."
- For the Creative Brief Template Click
- Client Homework
- Complete "Creative Brief" and return
/ discuss / refine.
- Step 5 - Web Research
- In this step we continue the work we began
in our Free Initial Consultation
and do a far more thorough assessment of not only SEO
factors such as HTML tags, backlinks etc but also analyze
the competitors business models using the information
we learned in Steps 3 and 4 above regarding products,
positionings and strategic advantages.
- For a sample of our Competitive Web Positioning
- For a Case History of our Competitive
Web SEO Research Click
- Products/Services comparison
- Competitive positioning analysis
- Competitive keyword analysis
- Competitive “Back links” analysis using
the Google Webmaster tool and Total Optimizer Pro from
- Competitive marketing ideas to modify
- Step 6 - Strategic Keyword Basket
- We've found that one of the most frequent
errors in Web Design is to write copy before doing Strategic
Keyword Research. So we insist on doing keyword research
before writing any HTML code or page copy.
- We work with you to create a basket of
"strategic keywords" FOR EACH PAGE [URL] ON YOUR SITE
using the Google's AdWord Keyword
- For a sample of a Strategic Keyword [basket]
by URL click
- Step 7 – Define Landing Pages, NavBars
- Define NavBar, Drop-Down-Links, and Page
Links to align with keyword Landing pages.
- For a sample NavBar, and Drop Down Menu
Specs by URL Click
- Step 8 - Web Design Spec
- For a sample of what we consider a [professional]
Website Design Spec Click
- Step 9 - HTML tags
- Using the information from Steps 1-7 we
are now in a position to write copy. But not copy for
the site visitor – rather copy for the search engines.
- Title Tags form the headline for a search
result and Description Tags become the line 2 and 3
copy for the serach result.
- Writing Title Tags and Description Tags
therefore are equivalent to writing 4 line text ads
for search advertising programs such as AdWordsd.
- We then write and rewrite these critical
HTML tags with our clients.
- Title tags
- Content meta tags
- Keyword meta tags
- For a sample of HTML Tag Specs by URL
- Step 10 - Web Page copy
- We then write/rewrite page copy or the
text that is visible to the site visitor [i.e., the
visible Webpage copy].
- For a sample Spec for Web Page Copy Click
- Step 11 – Graphics
- Create/Redo NEW One-Picture-Says-It-All
- Make sure alt tags of
graphics readable by search engines.
- For a sample Graphics Spec Click
- alt tags of graphics are readable
- Step 12 - Interactive Design
- We agree with the Microsoft Windows user
interface philosophy of providing 2-3 ways [via text
and image links] to navigate to a particular file.
- We believe the value of off-site links
may exceed the risk of "click off" if the education
advantages of the off-site link are substantial.
- Makes sure information links [such as
"For more information email us at email@example.com"
takes the visitor to an on-site page so that your log
analysis tools can differentiate "bounce off" from interested
- For a sample Interactive Design Spec and "Link Tree" graphic,
- Step 13 - Strategic Keywords
- We round out the strategic keyword market
basket that you began in the Website design phase in
step #6 prior to writing your HTML Keyword meta tags.
- We research and refine a keyword list
for you to actually use in your AdWord's campaign.
- For a sample Strategic Keywords [Basket]
for PPC and SEM please click
- Step 14 - Sample Continuing SEO Proposal
- We learn from the Organic SEO master Dave
Davies on the Ten
Steps To Higher Search Engine Positioning and improve
his 10-step SEO processes with our strategic front end
while surrounding his technical excellence with our
- As we launch your PPC campaign on AdWords,
our Google AdWords Processional [GAP]
certified coaches help you internalize how to manage
this yourself going forward.
- To see a sample of our Continuing SEO
proposal please Click
- Step 15 - Social Media [SEO] Plan
- We have experts in Web 2.0 cutting edge
social marketing who can help you increase the "stickiness"
of your Website
- "Stickiness" is measured by Web analytics
software that is used by Google, Yahoo of Microsoft
to determine on-site and on-page time in milliseconds.
This average "on-page" time in ms, in turn is used by
SERP rank-determination algorithms which are closely
- For more information on our Web 2.0 marketing
capabilities and to see a sample of our Social Media
and SEO Proposal please click
- Step 16 - Launch Campaign
- We launch campaigns only after final QA
is performed on all copy, HTML source, and of course
integrated campaign "touch points" of an Integrated
- We provide complete QA and Campaign Launch
services that are important to both ad agencies and
clients - since a "fresh set of eyes" can make for more
effective proof reading and detailed campaign pre-launch
checking than your own.
- To download our white paper on Integrated
Campaign Markeitng with our PreLaunch Checklist please
- Step 17 - Google Analytics, Awstats
and Webalizer Statistics
- At the beginning of Web Design we deploy
both Google Analytics and Awstats and some other programs
at the beginning of a project.
- If we are coming into a Website we did
not develop - we will install Google Analytics and Awstats
- For a sample Analytics Reports please Click
- Step 18 – Campaign "Dial In"
- We consider ourselves quite proficient
in campaign "fine tuning" which we call campaign "dial
- To see a sample Campaign "Dial In" Report