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Building Better Mousetraps: How Content Inspires Your Website Visitors to Act

Caring.com Digital Marketing Academy July 27, 2017

Welcome

This is a one-way webcast. Please ask questions using the tool at the right side of your screen.

Caring.com: The #1 Senior Care Resource

Part of Bankrate’s powerful network of websites

#1 for Senior Care Reviews

3 million monthly visitors

70,000 listings

150,000+ consumer reviews

3,000+ original articles

Dozens of online support groups

Featured Presenter: Andy Crestodina

Andy Crestodina Orbit Media

•  Co-Founder / Strategic Director @ Orbit Media

•  Been in web design and interactive marketing since January 2000

•  Founder of Content Jam

•  Author of Content Chemistry

Presented in Collaboration with SMASH

SMASH - the leading executive sales and marketing summit in senior care!

Rock your census and occupancy

1.  Content Marketing

2.  Digital Strategy

3.  Post Acute Professional Referral

4.  Sales Management

5.  Leadership & Innovation

“SMASH gives you renewed energy and fills your cup! I came back with 4 or 5 great ideas.” John Cincotta, Brookdale

Bailey Beeken Managing Director, SMASH

www.seniorcaremarketingsummit.com

Agenda

•  How to Answer the Questions that Trigger Action

•  How to Add Powerful Evidence to Your Website

•  Using Emotion and Reason to Compel Visitors to Act

•  Why Most Calls-to-Action Don’t Get Clicked

•  Q & A

Andy Crestodina

Orbit Media

source:NNGroup

Website Usability Study 2004 vs 2016

source:NNGroup

Website Success Rates 2004 vs 2016

Jakob Nielsen usability expert

If we assume that improvements on the web will continue on the same rate as in the past...

the web will be good by 2030.

source:NNGroup

source:NNGroup

Jakob Nielsen usability expert

Annoyance is twice as common as pleasure

source:NNGroup

Traffic x Conversion Rate = $

Two types of visitors. Two types of phrases. Two types of pages. Two types of conversions.

1. Lead generation 2. Schedule a visit / call 3. Attend an event 4. Subscribe to our newsletter 5. Apply for a job

Many types of conversions...

#winning

From Answers to Action

ANSWERS UNCERTAINTY

Conversion Map

Senior housing

CanIbringmydog?

Yes,wearepetfriendly

“MypuppyBusterloveshisnewfriends!”

DiscusspetrelocaBonwithanassociate>

Non-medical home care

Canyouhelpmomwithhermeals?

Yes,ourcaregiverspreparehealthymeals

“Janicecookedthesalmonperfectly!”

Askhowweplanandpreparehealthymeals>

There are all kinds of answers

Justin Rondeau DigitalMarketer.com

Optimization is about meeting user expectations. Page elements anticipate the visitor’s questions or objections

and page design prioritizes these answers.

“Questions Every Page Must Answer”

1.  Whoisthecompany?2.  WhatdoIget?3.  Isthisimmediatelyvaluabletome?4.  IsmyinformaConsafe?5.  WhendoIgetit?6.  Isthisofferreliable?(Offertrust)7.  Isthiscompanyreliable?(BrandTrust)

What questions does my audience ask before purchasing?

WhatclassescanItake?Whatdegreesdoyouoffer?Areyouaccredited?Howlongdoesittake?Financialaid:CanIaffordit?Aretherescholarships?CanIgopartBme?Whatcan I dowith this degree? Is itworth it? Are the alumni happy?Who goes to to thisschool? What are the demographics? Is there wheelchair access? Is there Spanishlanguage support?What about demographics, diversity, LGBT? How is parking? Is itaccessible by public transit? Can I use transfer credits when I apply? Life aPergraduaBon?WhatarethehousingopBons?WherewouldI live?Ischildcareavailable?Access to faculty? RetenBon rates and graduaBon? What kind of student support isavailable? What about the library? What makes this company unique? When doprogramsstart?Whatistheneighborhoodlike?DoIneedtotaketheGREtest?Whatislife like for students?What have the professors done?What research? PublicaBons?WhatprojectscanIworkon?Aretheypaid?Istherework-studyavailable?Isthisaforprofit school? Is it part of a bigger organizaBon?What are classes like? Is there fieldstudyor internships?available?Howlonghasthisschoolbeenaround?CanItalktoaprofessorbeforeIapply?WhatistheprocessforapplicaBons?WhatifI’veneverworkedinthisfieldbefore?Isthereadifferencebetweentheonlineandon-siteprograms?

source:answerthepublic.com

What are the three questions people always ask before using our services or moving in?

They ask. You answer.

Marcus Sheridan The Sales Lion

Message, messengers and formats

Message, messengers and formats

Message, messengers and formats

Message, messengers and formats

Message, messengers and formats

EVIDENCE UNCERTAINTY

There are 2 kinds of evidence

pathos logos ethos

emotion reason ethics

heart head cred

@crestodina

Facts are called ‘cold and hard’ for a reason. They don’t have the ability to warm hearts,

which is the key to changing minds.

Rob Biesenbach Author, Actor, Speaker

Big Evidence: Data and Statistics

Little Evidence: Testimonials and Stories

7 Things to Add To Your Testimonials

Remove Distractions! ...plus, tips for maximizing email signups

source:5EasyTipstoImproveEveryBlogDesign

Too many options...

source:OliGardner

source:OliGardner

82:1

Attention Ratio ...the ratio of the number of things you CAN do to the number of things you SHOULD be doing

Calls to action and specificity

source: Michael Aagard

source: Michael Aagard

Specific CTAs

BENEFITS COSTS

RETURN INVESTMENT

Find and fill the gaps...

What’s missing from your website?

...unsaBsfying

What’s missing from your website?

...unsaBsfying

...weak

What’s missing from your website?

...unsaBsfying

...weak

...notcompelling

Out of context answers

FAQPage

Out of context evidence

Tes+monialsPage

Beware the testimonials page

The ROI of CRO

Q&A

Key Takeaways

84

Start with a formula for success

Listen carefully for top questions

Never make an unsupported

marketing claim

Put your best evidence on your

most popular pages

And: Keep Your Content Customer-Focused!

SMASH 2017 – SPECIAL OFFER

This Executive Sales & Marketing Summit focuses on omni-channel strategies and tactics to achieve greater census and occupancy success.

$400 Off Registration:

Use Code “CARING400”

Senior Care Marketing & Sales Summit

October 2-4, 2017

Loews Chicago O’Hare

www.seniorcaremarketingsummit.com

Local Search Marketing: How to Get Found by Senior Care ProspectsThursday, August 24, 2017

11:00 AM Pacific / 2:00 PM Eastern

Digital Marketing Academy - Upcoming Webcast

Thank You!

We Welcome Your Feedback and Suggestions

denise@caring.com

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