Statement of Work for Site Management and Web Usability

Abstract

A statement of work proposal for managing the marketing and site maintenance. This outlines our approach for a small to medium sized business but the actual detail of all we do is more extensive. Please feel free to call. Much of our methodology is proprietary but we can explain it. We also are willing to subcontract for agencies or other firms.

Scope of Work

The website is at present incomplete, registering poorly on the Search Engines, not generating leads and not maintained. Our job will be to complete the site, optimize it for the search engines, improve the usability and sales persuasiveness of the site and begin the outreach campaign via Pay per click advertising; press releases and whatever other tools we agree make sense. Web Marketing Resources (WMR) will continue to manage the site marketing via SEO, Pay per Click and additional tools to continue to generate leads and deliver a positive ROI for the site investment. Site traffic will be monitored and enhancements will be tested and implemented as they show success.

Period of performance

One year, no penalty for termination within six months, afterwards there will be a two month fee incurred for early termination.

Project Structure and Detailed Scope of Work.

Site will be reviewed for missing content and also for the “sales funnel” changes. All elements that appear in the browser and are added to the site will be submitted to client upon uploading and it is client's responsibility to request changes. Simple text or graphic changes will be made within 24 hours of receiving notice from client

Changes for the purpose of SEO and coding will not be submitted for clients' review.

Work descriptions below are outlined as a minimum only; additional work will be undertaken at our discretion to improve the site. There will be no additional fees incurred beyond incidental fees (less than $100) without prior approval of the client.

Search Engine optimization,

An ongoing campaign focused upon improving organic listings for Local Search Objectives.

•  This begins with in depth keyword research for relevant terms and their frequency of their use
•  We incorporate essential SEO Elements into the site, such as: adding robot.txt files, removing barriers and testing for crawler compatibility establishing baseline ranking.
•  Build keywords into text, optimize text
•  Outline link strategy and train company personnel in soliciting links.
•  Submit to Search Engines
•  Fix all Titles, descriptions, alt tags, image tags, HTML problems
•  On going maintenance described below

Site Effectiveness Review and Conversion Rate Enhancement

Improve the ability of the site to convert visitors into customers.

•  We deliver and implement architectural outlines, style recommendations to insure that all essential elements are necessary for conversion.
•  Conduct an expert review and limited individual user testing. Test results will drive specific recommendations for architecture, content and sales funnel improvements
•  Carefully review traffic logs to “macro” review site for functional barriers and site problems.
•  Establish baseline conversion rates for future comparison

Marketing the site prior to concluding these two essential steps is counter productive. Once these two components are completed est. time 4 – 6 weeks we ramp up the marketing campaign.

Structure PPC Campaign

•  Include extensive research for keywords and the development of multiple Landing pages, ads and test procedures. First month ad fees to be paid by WMR up to $500.
•  Daily monitoring of ad results with analytic tools will indicate success rates and where changes are needed.
•  Ongoing testing to improve the results as well as to reduce the erosion of the campaign as time goes on.

Ongoing monthly maintenance to include

•  Additions, changes and corrections to the Web site, content to be supplied by client.
•  Review of traffic analytics
•  Ongoing research of PPC keywords
•  Ongoing research of SEO Keywords, revise site to exploit new SEO opportunities
•  Addition of links to the site
•  Ongoing monitoring of new promotional opportunities
•  Ongoing integration with non web marketing tools such as TV, Radio, Print or Yellow Pages ads.
•  Regular review of sales funnel and ongoing testing for improvement of conversion rate and any barriers to conversion
•  Availability for consulting on web marketing questions and concerns
•  Integration of site marketing with newsletter or email campaigns
•  Optimization and release of Web PR as appropriate.
•  Recommendation of new online tools to help reduce business operation costs as they become available
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Additional Costs to Client

None incurred without prior approval

•  Major changes to the web site including changes to the navigation structure, additions of multiple pages, or the development of involved graphics,
•  Adword campaign fees at rate TBD after initial $500 from WMR.
•  PRWeb fees, first Web press release to be paid by WMR subsequent ones by client,
•  Any unusual expenses not anticipated.

Monthly Reporting –

Each month Client will receive a report detailing

•  Search engine ranking for selected keywords, and if desired compared to competitive sites.

•  PPC campaign results, including click thru rates, cost per term and conversion rates per term. Samples of landing pages and test results for various ads will also be included.

•  Traffic reports detailing number of visitors, new visitors, conversion rates of visitors, and selected details such as page views and time spent on pages, as determined relevant by WMR. Client may stipulate additional reporting they deem valuable and there is no additional charge assuming it is within the scope of the reporting software.

•  Review of work undertaken beyond these areas

Monthly Maintenance