New Rowley Web Site Optimization Program (WSOP)

Many organizations face the challenge of understanding if their current Web site -- often their primary marketing vehicle -- is meeting their goals, such as supporting the brand, educating users, and driving additional sales opportunities. With the New Rowley Web Site Optimization Program, we stress two concepts: 1) Analyzing and improving core site design and search engine optimization; 2) matching organizational marketing goals with Web site features and capabilities.

The Program not only provides actionable advice on improving a site's design layout, and search engine effectiveness, but it also provides insight into and discussion around more advanced site technologies that may or may not make sense for an individual organization to invest in.

While each Program is tailored to a specific organization and its needs, engagements generally involve a three-step process:

• Improving the user experience -- Web Site Review (WSR). The WSR analyzes the overall user experience, the site layout and navigation, and site support of the brand(s).


• Optimizing the site for search -- Search Engine Optimization (SEO). The SEO portion of the Program focuses on identifying core techniques to improve search results; examining advanced techniques to improve search results, including leveraging online advertising programs; and discussing the value of a site analytics investment (choosing a tool, analyzing data, and acting on the data).


• Determining future site enhancements: Next-gen Site Discussion (NSD). - The final section of the Program involves education and diiscussion of potential site enhancements. Topics include the Web 2.0 concept (interactivity and collaboration); the pros and cons of implementing blogs with or without user feedback; and the possible justifications for investing in next-generation interactivity solutions (AJAX and other technology).