Website Optimization, Usage Trends & Re-Purposing.

Before you decide to go through the signficant expense to re-design your current website wouldn't it make sense to analyze what you already know? We can tell you how visitors currently use the site. How, and more importantly if, they can find your site? What content is most searched, accessed and used? How it can better invite visitors to tell you who they are and what they want. 

YP can assure that you have an online strategy prior to making any costly moves. Generally most of our clients end up re-purposing their websites and save thousands of dollars. 

Services include:

  • Online, and focus group surveys and analysis
  • Improving existing Navigation
  • Programming new components if and where needed including customer transaction interfaces, e-commerce, flash, SQL database and Content Management Systems
  • Integrated customer database mapping, management, and hosting services
  • Integrated customer communication including creation and delivery of e-messages
  • Complete web analytics including trends and usage reports
  • Search Engine Optimization (SEO)
  • Keyword Effectiveness Indexing (KEI) and optimization of content
  • Link optimization and Google Ad buying and tracking
  • Community Building
  • Secure Password accessible features
  • Hosting
  • Brand Integration with offline components
  • Experience and understanding of marketing for both traditional and complementary medicine and healthy lifestyles.

 

Project Management

The goal is to engage the client from the start by providing clear expectations of the time and resources required to deliver a superlative end product.

  • Analysis of existing customer habits by collecting and analyzing data from previous online and offline marketing efforts.
    Expectation: Client provides access and we complete the work in about two-three weeks. This may take as long as six week if new customer feedback is warranted.
  • Incorporation of essential requirements from all departments prior to development including collecting and prioritizing content.
    Expectation: This is mostly an online process using emails and interdepartmental correspondence. Client provides necessary contact information. YP collects and organizes findings. Client reviews findings and helps prioritize.
  • Time necessary to understand the client's mission, brand requirements and project goals.
    Expectation: This can usually be accomplished in a half-day meeting which is audio taped to assure capture of essential points accurately. Competitive review is done at this time of websites for which the client as identified desired features.
  • Project timeline and management plan presented and development starts
    Expectation: This is being organized as each task is completed and presented to the client for sign-off. Management receives updates bi-weekly of progress, delays, issues, etc.

Website Re-Purpose and Improved Navigation

  • At least three concepts are presented
    Expectation: Resulting sign off may incorporate features from all three or new concepts may be requested. One-week's time is usually required to review and circulate but the actual project supervisor's time may vary greatly in this phase.
  • All navigation and functionality requirements are presented.
    Expectation: Client reviews this document to assure all aspects have been incorporated. This can include need for internal content management, report frequency, web analytic expectation, etc.
  • Integration of customer communication strategy presented.
    Expectation: Recommendations for back-end data integration and ongoing communication initiatives are incorporated.

Architecture

  • This process usually begins anywhere from one month to two months after engagement. It can take anywhere from one month to two months to complete depending on complexity.
    Expectation: Client is collecting and reviewing content. This is the most time intensive portion for most clients, however, clients with existing websites usually have about 70-80% of the content, which needs to be maximized for search ability and data integration on the YP end.

Testing

  • One week to test the new product offline and one week for corrections and glitches to be fixed and re-tested.

Optimization

  • All content is maximized for SEO primarily focused on Google, Yahoo and MSN search.
  • A comprehensive list of link trades is developed and presented for sign-off by client.
  • Web Analytics are reviewed and an Executive Summary is developed and presented. The client receives an Executive Summary each month for the first six months after the site is launched.
    Expectation: Most all on the YP side of things, except for review time for findings.

Site Launch

Typically, anywhere from two months to five months from engagement depending on several factors resolved during agreement negotiation.