09:30  Registration and coffee

10:00  Session 1: The customer-centric revolution

• A short history of the rise of customer power on the Web. Why the Web gives more power to the customer than the organization.
• How to tap into customer power and make it work for your website
• Why your website is about self-service, and the key rules you must adhere to in order to succeed at self-service

11:30   Morning coffee

11:45  Session 2: Killer web content and task completion

• Why there is a small set of killer web content-the Long Neck-that really matters to your customers
• Essential tips for writing killer web content
• Why task completion is the best way to measure the success of a website

13:00  Lunch

14:00  Session 3: Secrets of ranking high in search engines

• Why if you're not in the first page of search results, you might as well not exist
• Learn about the 3 secrets of search optimization success-plus lots of bonus tips for improving your search rankings
• Why getting someone to click on a search result is just the first step-and how to make sure they complete the task

15:30  Afternoon coffee

15:45  Session 4: Customer Carewords workshop

• Learn how to identify the most important words of your customers
• Customer Carewords will help you create higher quality content, and develop a task-focused, customer centric web design
• Questions and discussion

17:00  Masterclass finishes