| Web sites are an important tool for marketing and | | | | critical path to our ability to complete all aspects of a |
| sales. Most companies know they need a web | | | | project including: Schedule, Market and competition, |
| presence, but they're not sure how it should look or | | | | Creative and Technical requirements, what the site |
| what it should say. Unless you're a web deve">Pay | | | | should say (content understanding), the sections and |
| Per Click | | | | sub-sections flow (site map development) and the |
| Pets | | | | various ways the site needs to perform and provide |
| Pregnancy & Childbirth | | | | information (functional design specs.) |
| Real Estate | | | | Workshop |
| Recreation-and-Sports | | | | A half day workshop is conducted with key |
| Reference-and-Education | | | | stakeholders - sales, marketing, chief officers, |
| Relationships | | | | customer service, operations. We dig deep into the |
| Religion | | | | goals, company, customer and technical requirements. |
| Sales and Marketing | | | | This forms the foundation for the content and |
| Search Engines | | | | identity. A recommendations document outlining the |
| Self-Improvement | | | | customer profiles, marketing strategies and |
| SEO | | | | messaging will be created. The site map and how the |
| Shopping | | | | user(s) will navigate through the pages is discussed. |
| Site Promotion | | | | Any charts, graphs, etc. that need to be developed |
| Technology | | | | will be roughed out at this meeting. If the site is an |
| Travel-and-Leisure | | | | existing one being updated, we'll decide what stays |
| Web Design | | | | and what goes. |
| Web Hosting | | | | Site Map |
| Webmasters | | | | A flow chart of the site will be developed for review. |
| Wedding & Marriage | | | | This will drive the functional design spec and be |
| Women | | | | crucial in the concept process. Information gathered |
| Writing & Speaking | | | | at the workshop will be utilized to create the final site |
| €loper, the steps and lingo of web sites can | | | | map. |
| be complex and confusing. Discussions about URL | | | | 2. Design - the look and the content |
| registration, hosting, content management, search | | | | Concept Development |
| engine optimization, meta tags, and site maps often | | | | Once the Discovery process is complete, the |
| cause glassy stares, or "oh yeah, I get that." Right. | | | | information is compiled and becomes the basis of |
| The pricing can be even more of a mystery. There | | | | direction for the Design phase. We "feed" lots of |
| are many web development companies that want to | | | | insight and input to the designer so the concepts |
| build a "really cool site" with all the bells and whistles | | | | exceed expectations and capture the company's look |
| they like. The role a web site plays in your sales | | | | and personality. This visual with some initial copy |
| process is sometimes overlooked. An effective site | | | | provides the opportunity to see how the site will look |
| communicates or demonstrates your company's | | | | and work prior to development. Ease-of-use and |
| unique product/service in a way that resonates with | | | | "easy on the eyes" are the main focus. The design |
| customers and prospects. | | | | appeals to users and prospects while reflecting the |
| Once the site is launched (goes live), what if the web | | | | company's identity. |
| person disappears with your photos or wants to | | | | Content Development |
| charge you thousands of dollars to make a few | | | | Once the content sections are determined, raw |
| changes and updates? Then, when you type in your | | | | content and required sections will be provided by you. |
| product or service into Google, your site does not | | | | Ckarma writes headlines and body text with |
| "come up." That's bad web karma. At ckarma, we | | | | prospects and customers in mind. The common |
| are passionate about helping clients understand the | | | | thread comes from your company's value proposition |
| complex world of interactive marketing so that their | | | | and messaging guidelines from the workshop. Ideas |
| web site can be a valuable sales and marketing tool | | | | and phrases for the meta tags (key words that will |
| that brings return on investment. Conscious Marketing | | | | enable your site to be found in searches) are |
| creates good karma. | | | | presented. |
| Through pictures, messages and audio a web site | | | | 3. Development - the construction |
| serves many purposes. It communicates the | | | | Site Development |
| company's identity and helps products and services | | | | Now, let the building begin. All photos and image |
| to reach customers. A well developed web site can | | | | assets need to be gathered and provided in the |
| be a critical avenue to: | | | | correct sizes. Where needed, images will be searched |
| Validate & give credibility | | | | for and purchased or a photo shoot will be |
| Generate leads | | | | conducted. Graphs and charts are created. HTML |
| Promote sales | | | | code (building the pages) and programming navigation |
| Perform transactions | | | | is developed. For Search Engine Optimization, the right |
| Get sales quotes | | | | "key words" that customers and prospects will use |
| Inform with news | | | | to search for the company/products/services are |
| Communicate promotions | | | | programmed. Databases and site features like a site |
| Keep customers informed and enableorders/account | | | | search are configured. Internal testing is conducted |
| details | | | | with programmers and designers. Based on our |
| Provide resources & education | | | | findings a punch list of corrections will be created. |
| Hire and attract employees | | | | Content Optimized for Web |
| Give contact info | | | | Final content will be scrutinized to make sure the right |
| Provide location and directions | | | | words (meta tags) are used so that the site "comes |
| Train and communicatewith employees | | | | up" on Google, etc. Editing will take place and all copy |
| An effective site is not only functional; it is easily | | | | will be optimized for the web. This step is crucial in |
| "found" by prospects and users who do searches | | | | helping search engines recognize the site and the |
| from search engines (Google, Overture) and portals | | | | important messages/content that prospects use to |
| (Yahoo, MSN, etc.) | | | | search. |
| Developing a web site generally follows four phases. | | | | 4. Deployment - test and launch |
| We've simplified them into the steps that ckarma | | | | Beta Testing |
| follows and used language that's simple to | | | | Finally, it is time to deploy the work and "go live." |
| understand, we hope. | | | | Development has stopped, content is finished and |
| 1. Discovery - "who, what, where, when and why's" | | | | the components are ready. More quality assurance is |
| To ensure that the company's needs are met, we | | | | performed, all documentation is completed and |
| put considerable effort into understanding your | | | | reviewed, a pre-flight check is done and the site is |
| business, your industry, objectives and goals. | | | | launched. Site traffic and measurements are |
| In the beginning there are a lot of questions. What is | | | | confirmed. We take all the steps to ensure that |
| the purpose of the web site? Is the URL [ the right | | | | everything is delivered on time and within budget. |
| one? What is the scope of the products/services - | | | | When content updates, news and revisions are |
| international, regional, local? What is your value | | | | needed, ckarma ensures that changes are timely and |
| proposition? How are you different/better than your | | | | economical. Plans to monitor site traffic and report |
| competition? What email addresses are used with the | | | | results are put into place. When the site launches, we |
| web site? Are databases required for information | | | | help you "get the word out" with marketing ideas to |
| that is updated? Should there be a secured area for | | | | leverage the new site with customers and prospects. |
| customers or vendors to log in to? If there is a site | | | | There you have it. We hope you are enlightened and |
| currently, what is not working? In the Discovery | | | | have learned some valuable tips about the ways a |
| process, we pull together the valuable information | | | | web site can effectively promote your company, |
| that drives the design and user experience. We meet | | | | give you credibility and connect with customers. |
| in a workshop setting and incorporate customer | | | | Does your company need better karma? |
| insights, competitive research, market trends and | | | | Karma : for every action that occurs, there will follow |
| other pertinent information. Profiles that give the | | | | another event whose existence was caused by the |
| Customer a name and personality are created. The | | | | first. |
| primary and secondary users are identified. We then | | | | Take action today. |
| map out the steps customers and prospects follow | | | | Marketing strategy and plans |
| along their path to finding and buying. | | | | Web site development & messaging |
| This is the sales cycle. | | | | Customer research - focus groups, phone surveys |
| What existing sales and marketing tools | | | | Implementation & execution - sales tools, |
| presentations do you have? Who is your competition | | | | campaignscKarma, Inc. |
| and what sites do you want to emulate? It's the | | | | |