Digital Marketing: Module 1

website fundamentals

Create A Website That Converts & Sells

An effective website is crucial to reach & convert customers. Learn how to implement best practices and growth strategies.

This module covers the fundamentals needed to ensure you have an effective web presence.

Let’s Get Started…

Overview

Websites aren’t optional in today’s competitive business environment. With 95% of tourists starting their travel planning online, you have to offer them a fantastic online experience. But a pretty site isn’t enough – your site must convert.

Websites make it easy to connect with potential clients from all over the world. It has changed the way we do business and it’s your voice online. This course will look at the fundamentals needed to engage customers, grow your audience and do better business.

Every aspect of your website should be user-centric. The market has evolved where they don’t respond to sales tactics, but rather engage with ‘stories’ that capture their imagination. In today’s market we sell experiences, not products. And the way to do exactly that, is to use your website as a platform to engage your clients. It builds loyalty and establishes your authority in your area of expertise.

Let’s have a look at the different areas we will be covering:

SUBJECTS

Understanding Your Customer and what they want
What is UX and why is it important?
Think Mobile-First; that’s where your clients are
– Micro Moments
– Responsive Websites
– Web Apps
Website Architecture
– Intuitive Navigation
– Landing Pages
– Browser and Mobile Compatibility
Website CMS Platforms
– WordPress
– Drupal
– Joomla
Booking Engines
– Nightsbridge
– ActivityBridge
– LodgeMgr
– Reservations Systems
Growing Your Audience with engaging content
– Mailing List Subscriptions
– Blogs
– Videos
– Sharing
Test, then test some more
– Analysis and Feedback
Google – How To Play Nice
– SEO
– Analytics
The Web Development Process
– Step-by-step guide to web development
– Maintenance
Need Help?

Understanding Your Customer

Your website is so much more than just an online brochure. It’s potentially an interactive platform where you can engage your clients and grow loyalty through an immersive experience on your website. Getting to know your client helps you to give them exactly what they need.

Full Lesson: Understanding Your Customer

One of the biggest mistakes you can make is to design your website based on what you think your clients want versus what they really want. Too often, website owners base their website designs on the perceived needs and preferences of their customers instead of basing their decisions on real data. If you truly want to make your website successful, you first have to understand customer persona.

A customer persona is a data based representation of your target audience. It’s not just assumptions and opinions about people who you want to sell to. Customer personas share all of your ideal customers’ distinct characteristics, including pain points, wants, irritants, psychographics and demographics. Ultimately, this level of understanding will help you to influence audience behavior.

Let’s dig into customer persona.

How to create a customer persona:
1. Ask the right questions
2. Obtain information about your target audience
3. Put your finding to good use

What is UX?

It stands for ‘User Experience’ and is a design process that refers to the judicious application of certain user-centered design practices, a highly contextual design mentality, and use of certain methods and techniques that are applied through process management to …