a. URL = See table at end of spec
b. Copy on Right

Page Headline and lead copy = Web Design Services with a Strategic Twist [A White
Paper] Summary -

Good Web Design and Web Development practices are a prerequisite for
high ROI Campaigns. For this simple reason, we recommend that you align [or “tune-up” in the case of a site “makeover”], your Web Design strategies with your online Campaign strategies prior to writing any copy or launching any campaigns. We first want you to make sure all your customer acquisition and retention strategies fits together and that you are using consistent messaging in all media. We’re also strong believers that if all your Website isn’t strategically designed, aligned and optimized with your total business, then you can risk wasting a lot of time and money.
In this paper we discuss the importance of a solid Web Design and organic SEO strategy to integrated marketing communications and integrated marketing campaigns. If you take the extra time up front to do organic SEO right, then you can achieve permanent competitive advantage by being in the “Top Ten” search results for the major search engines Google, MSN and Yahoo for your most valuable keywords. We define that advantage to be the time when your product or service rises to the first organic SERP2 rank - a circumstance we metaphorically call the “reaching the promised land.”
This is the first of a 2-paper series and it discusses our Strategic Website Optimization™ process [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 www.strategic-reports.com/campaigns.html 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. Insert NEW Graphic [Both Rings with bottom ring subdued to a ghost] to the right of the first paragraph

The Design of the page is in the style of the file Palm_3_20
The copy begins as a newspaper column width to the right of the left
column on the page
The NEW Graphic appears to the right
The copy flows underneath the graphic as one scrolls down.
First Paragraph and subhead = The Many Definitions of “Web Design” - How many
definitions of the phrase “Web Design” would you get from the 1,830,0003 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 to 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
processional 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
2 Search Engine Results Page.
3 This is an average according to the Google AdWords KeyWord tool. https://adwords.google.com/select/KeywordToolExternal

Design Optimization and Search Engine Optimization, we advise caution in selecting a
Web Design Service and to read the rest of this paper before deciding.
Second Paragraph and subhead = 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 searches 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 http://www.google.com/Google AdWords/learningcenter/ 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.
Third Paragraph = 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
understand of this new and business-critical marketing technology. We even liken “Web
Design” to the “La Brea tar pit” for 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.
Fourth Paragraph and Subhead = A ‘Web Design Coaching” Service for “Do-It-
Yourselfers” - For Web Designers desiring to learn from us and drive our processes inhouse,
we offer a "Web Design Coaching” Service that is designed for the “do-ityourselfer.”
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 the 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 [links to Web Design home] processes [Processes #1-6]; you’ll see they
are the same as the ones we use for our Business Planning Service [links to Business
Planning home]. For these reasons we offer our client’s the option of our teaching them
our integrated marketing processes [Link to Eight Steps paper] so that they can
internalize them into their business. Or of course, we can tackle the entire project for
them if they wish.
Fifth Paragraph = Why Choose Us? – Simple – We have a strategic positioning frontend
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 shop for Web Design services, that you use our 18 step process as 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 steps SWO™ and ICMO™
marketing processes, [this links to an enlarged “NEW Graphic” with neither ring ghosted]
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.”
Sixth Paragraph = 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 onpage 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 personally. [An ** indicates that there
is an active link to the indicated file FROM THE GRAPHIC CAPTION ALSO]
1. Step 1 - Free Customized 30-minute Webinar
a. Purpose - The purpose of our the Free Customized 30-minute
Webinar in Step 1 of our integrated 18-step Web Design and
Campaign Optimization process is: 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 if desired.
b. Setting a Time - We arrange by email inquiry to info@strategicreports.
com 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.
c. 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 a
preliminary 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’sdomain.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.
d. 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 contact a whitepaper that can
also be found at www.strategic-reports.com/webdesign/html 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.
e. Optional Client Homework - Clients can optionally review our papers
on Strategic Website Optimization™ [SWO™] and/or Integrated
Campaign Marketing Optimization™ [ICMO™]at www.strategicreports.
com prior to proposal discussion. To learn more about the
technical details of Web Design and Organic SEO, we recommend
four papers that can 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:
f. Other Optional Client Homework
i. Skim SWO papers prior to proposal discussion
ii. Skim ICM paper prior to proposal discussion
iii. Review Articles on Web Design and Organic SEO Mechanics
1. SEO For Google [links to
http://www.seopapers.com/article/352]
2. SEO For MSN [links to
http://www.seopapers.com/article/347]
3. Ecommerce & SEO [links to
http://www.seopapers.com/article/280]
4. Jump Start Your Link Building [links to
http://www.seopapers.com/article/203]
g. To download this description of our Free Customized Webinar please
Click Here [This links to the file for Step 1 on CD #2]
2. Step 2 - Sample Web Design Proposal
a. Our Web Design proposals [like for any of our Marketing Services]
[links to the Services home page] 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.
b. For a sample Web Design Proposal Click Here [This links to the file for
this step on CD #2] **
3. Step 3 - 7 Key Positioning Questions Template [This links to the file for this
step on CD #2]
a. 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. 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 keyword research.
b. For our “7 Key Positioning Questions Template” Click Here [Links to
xyz file on CD #2] **
c. Client Homework
i. Complete “7 Key Positioning Questions Template” and return /
discuss / refine.
4. Step 4 - Creative Brief
a. 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.
b. 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.
”http://en.wikipedia.org/wiki/Creative_brief
c. For the “Creative Brief Template Click Here [This links to the file for
this step on CD #2] **
d. Client Homework

i. Complete “Creative Brief” and return / discuss / refine.
5. Step 5 - Web Research
a. In this step we continue the work we began in our Free Initial
Consultation [This is an onsite links to the Step 1c above titled
“Preparatory Work that We Do”] 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.
b. For a sample of our Competitive Web Positioning Research Click Here
[This Links to the file titled Step 5a - Sample Competitive Web
Positioning Research] **
c. For a Case History of our Competitive Web SEO Research Click Here
[This links to the file for Step 5b CD #2] **
d. Products/Services comparison
e. Competitive positioning analysis
f. SEO & Competition Analysis – Part One [links to
http://www.seopapers.com/article/282]
g. SEO & Competition Analysis – Part Two [links to
http://www.seopapers.com/article/283]
h. Competitive keyword analysis
i. Competitive “Back links” analysis using the Google Webmaster tool
and Total Optimizer Pro from Top Net Solutions [links to
http://www.beanstalk-inc.com/resources/recommended/top.htm]
j. Competitive marketing ideas to modify and co-op.
6. Step 6 - Strategic Keyword Basket by URL
a. 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.
b. We work with you to create a basket of “strategic keywords” FOR
EACH PAGE [URL] ON YOUR SITE using the Google’s AdWord
Keyword Tool [This links to https://Google
AdWords.google.com/select/KeywordToolExternal
c. For a sample of a Strategic Keyword [basket] by URL click here [This
links to the file for this step on CD #2] **
7. Step 7 – Define Landing Pages, NavBars / URLs
a. Define NavBar, Drop-Down-Links, and Page Links to align with
keyword Landing pages.
b. For a sample NavBar, and Drop Down Menu Specs by URLClick Here
[This links to the file for this step on CD #2] **
8. Step 8 - Web Design Spec
a. For a sample of what we consider a [professional] Website Design
Spec Click Here. [This links to the file for this step on CD #2] **
9. Step 9 - HTML tags
a. Using the information from Steps 1-7 we are not in a position to write
copy. But not copy for the site visitor – rather copy for the search
engines.
b. Title Tags form the headline for a search result and Description Tags
become the line 2 and 3 copy for the serach result.
c. Writing Title Tags and Description Tags therefore are equivalent to
writing 4 line text ads for search adversiting programs such as
AdWordsd.
d. We then writh and rewrite these critical HTML tags with our clients.
i. Title tags
ii. Content meta tags
iii. Keyword meta tags
e. For a sample of HTML Tag Specs by URL Click Here [This links to the
file for this step on CD #2] **

10. Step 10 - Web Page copy
a. We then write/rewrite page copy or the text that is visible to the site
visitor [i.e., the visible Webpage copy].
b. For sample Spec for Web Page Copy Click Here [This links to the file
for this step on CD #2] **
11. Step 12 – Graphics
a. Create/Redo NEW One-Picture-Says-It-All graphic
b. Make sure alt tags for readability of graphics by search engines.
c. For a sample Graphics Spec Click Here [This links to the file for this
step on CD #2] **
12. Step 13 - Interactive Design
a. 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.
b. 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.
c. Makes sure information links [such as “For more information email us
at info@strategic-reports.com” takes the visitor to an on-site page so
that your log analysis tools can differentiate “bounce off” from
interested inquiries.
d. Table Structures For Top Search Engine Positioning [links to
http://www.seopapers.com/article/188]
e. For a sample Interactive Design Spec, please Click Here [This links to
the file for this step on CD #2] **
13. Step 13 - Strategic Keywords
a. 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.
b. We research and refine a keyword list for you to actually use in your
AdWord’s campaign.
c. For a sample Strategic Keywords [Basket] for PPC and SEM please
click here. [This links to the file for this step on CD #2]
14. Step 14 - Sample Continuing SEO Proposal
a. We learn from the Organic SEO master Dave Davies on the Ten
Steps To Higher Search Engine Positioning [links to
http://www.seopapers.com/article/189 and improve his 10-step SEO
processes with our strategic front end while surrounding his technical
excellence with our Integrated Marketing Services [Links to Services
Home] ]
b. We launch your PPC campaign on keywords and coach and our
Google AdWords Processionals [GAP] certified coaches help you
internalize how to manage this yourself going forward.
c. To see a sample of our Continuing SEO proposal please Click Here.
[This links to the file for this step on CD #2]
15. Step 15 - Social Media [SEO] Plan
a. We have experts in Web 2.0 cutting edge social marketing who can
help you increase the “stickiness” of your Website.
b. “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 guarded
secrets.
c. For more information on our Web 2.0 marketing capabilities and to
see a sample of our Social Media and SEO Proposal please click here
[This links to the file for this step on CD #2]
16. Step 16 - Launch Campaign

a. We launch campaigns only after final QA is performed on all copy,
HTML source, and of course integrated campaign “touch points” of an
Integrated Marketing Campaigns
b. 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 prelaunch
checking than your own.
c. To download our white paper on Integrated Campaign Markeitng with
our PreLaunch Checklist please Click Here [This links to the file for
this step on CD #2]
17. Step 17 - Google Analytics, Awstats and Webalizer Statistics
a. At the beginning of Web Design we deploy both Google Analytics and
Awstats and some other programs at the beginning of a project.
b. If we are coming into a Website we did not develop - we will install
Google Analytics and Awstats as SOP
c. For a sample Analytics Report please Click Here [This links to the file
for this step on CD #2]
18. Step 18 – Campaign “Dial In”
a. We consider ourselves quite proficient in campaign “fine tuning” which
we call campaign “dial in.”
b. To see a sample Campaign “Dial In” Report please Click Here. [This
links to the file for this step on CD #2]
c. Left Column Caption
i. Line 1 = Our Strategic Web Optimization™ Process
ii. Line 2 = Click Here to Download
d. Left Column Top Image
i. This is a pdf TO A SAMPLE PAGE THAT DESCRIBES THIS DOCUMENT AND
ALLOWS A DOWNLOAD.
1. This Document has the file name Website Design Specs
2. This document will be cleaned up and put on CD #2 along with the documents
for the links to the NEW Graphic
e. Left Column Links List
i. Same as the Drop Down Menu in #6 above BUT without the Home Page AND without
the Top Image T [which is in the caption line #1]
f. [Other] Left Column Image Links
i. Same as the Drop Down Menu in #6 above BUT without the Home Page AND without
the Top Image T [which is in the caption line #1]
g. HTML Tags
i. See table below for keywords and title tag copy
ii. We are not putting in description tags, just title tags and Keyword tags