Panther Web Marketing

Web Marketing to Achieve Your Strategic Vision

• High Search Engine Ranking
  The best site will be worthless unless it is found by Web users. Panther has developed a very successful search engine optimiztion system that enables our clients to consistently outperform their competitors on the major search engines. The system involves:
  • Identification of key words that relate to your organization's strengths and what you want to do online
  • Quantification of how often those keywords, and related (synonymous or consistent) keywords are actually searched on
  • Recommendation of which keywords to optimize on your Web site
  • Panther's expert insertion of those keywords into the structure of the Web page and overall Web site
  • Editorial help for optimizing your current and future content for keyword visibility
  • Avoiding optimization schemes that can blacklist your Web site
  • Incorporating those keywords into your linking strategy for maximum online visibility
  • Periodic review of keyword optimization and necessary changes
  
  
  
• Rich Content
  Once a user finds your site, it is user-centered content that keeps them there, and coming back. We shape your content to be powerful, compelling, deep, and targeted to your user's needs and desires. We write content from the beginning or edit your content with you, always optimizing your Web pages for search engine visibility on your key words.
  
  With billions of Web pages on the Internet, what draws customers to your site and keeps them returning is content. Panther helps you develop user-centered content that is:
  • Attention-grabbing
    (You have 10 seconds to intrigue a visitor or they leave)
  • Directed at the user's needs and desires
    (Your Web site is for your customer, not for your organization)
  • Concise and clear
    (Attention span is breathlessly short on the Web)
  • Deep and well-structured
  • Consistent with good navigation
  • Search-engine friendly
  
  
  
• Ease of Use
  If a user cannot find what they are looking for and get to it quickly, they will not patronize your site. Our navigation and usability expertise means your users won't be frustrated by bad design. Our usability studies on your existing site will show you where you can improve.
  
  Web Site Usability Programming
  Panther creates new sites with high usability standards (tailored to your key customer types) and consults on existing sites to make them easier to use. A small sample of what makes a site usable:
  • Navigation is obvious and consistent across all pages
  • Images are only used to enhance understanding
  • Download times are quick
  • Links are surrounded by intelligible context
  • Advertising is clearly advertising
  • Non-graphical navigation is possible
  
  
  Web Site Usability Studies With so many Web sites vying for your customer's attention, you can't afford for your site to be difficult to use. Panther conducts usability studies to help you learn where your site needs improvement to outperform your competitors'. Our studies include:
  • Candidate selection
    We help you develop a list of key customer types based on such categories as: age, Web skill level, income, location, interests, etc.
  • Task-completion
    We develop a set of tasks that the users perform, and log: if the task is completed, how long it takes, the paths to complete the tasks, body language (camera-recorded), and vocalizations (we encourage participants to "think out loud").
  • Open-ended questions
    We develop questionnaires that the user fills out after their task completion to find out what they liked, didn't like, were frustrated with, what they expected to find and didn't, etc.
  • Intentional states
    With further questionnaires we determine what the user feels about the functionality, usability, look & feel, and more about the Web site. We also determine how the user feels about your organization after completing the testing.
  • Easy to understand analyses of data collected in the above procedures
  • Recommendations for fixes to problems identified in the study