Description

At the end of this training, you will be able to identify and analyze the target of a website, define its objectives and establish the master plan. You will learn how to design a website that fits into the company's communications strategy.

Who is this training for ?

For whom ?

Webmaster, communications director, and anyone in charge of online communication.

Prerequisites

Training objectives

Develop a master plan for a website Audit the ergonomics, navigation and content of a website Master the techniques and tools for optimizing a website Improve SEO and increase traffic

Training program

• Web-based reminders
  • Fundamentals of the Internet and the Web.
  • Characteristics of the Web among existing media.
• Blueprint of a website
  • The four stages of the master plan.
  • Positioning the future site among other communication axes.
  • Determining the target of the site.
  • Analysis of the existing situation: identify the company's communication problem.
  • Definition of the phases and content of the future site.
  • Management of a development project or redesign of the site .
  • Establishment of a roadmap.
  • Human Resources and/or search for service providers, cost evaluation.
  • Practical work Work on a site to be optimized, defined in advance or on the website of a participating company.
• Website Optimization
  • Ergonomics, tree structure and navigation: the golden rules.
  • Site referencing on: search engines, directories, unifying sites and sectoral portals.
  • Strategy of links and partnerships in the virtual networks concerned.
  • Practical work Search and identification of partner sites for a website.
• Site Audit Tools
  • Measurement of attendance: server-oriented and/or visitor-oriented.
  • Measurement of ergonomics and visual comfort.
  • Key performance indicators of a website.
  • Practical work Define key performance indicators.
• Special case of online sales
  • The strength of the Web for B to B sales.
  • The situation of B to C electronic commerce in France and around the world.
  • The conditions for success of a B to C sales site.
  • Critical success factors.
  • Presence/distance mix: optimize the commercial function through online communication.
  • Practical work Group analysis of the conditions for success of several online sales sites.
• Integration of the site into company communication
  • Combine Internet marketing and mobile marketing.
  • Harmonize the communication charter.
  • Integrate the website into the communication mix.
  • Perspective and future of the Net.
  • Practical work Feedback from successful experiences of integrating on-line and off-line communication.