how to build a website that converts traffic into qualified leads

How To Build a

Website That Converts

There Are No Prizes

For Coming Second

Winning

Your website will fail if you:

• Build the site first and then think about the content• Do not know your target personas• Do not know what they are interested in• Do not know your Unique Selling Propositions• Do not have website goals• Fail to plan first

Its about Marketing Strategy first Website design and build second

Website Do Not's

The Process

1 - Marketing Strategy

2 - Website Design and Build

3- Send Traffic

WHY?The Process

Because its about THINKING about your customers.

Get this right and your website will convert traffic.

Local Authority Social Housing Industrial Petro Chemical Paper Commercial

Building ✔ ✔ ✔ ✔ ✔ ✔

Civil ✔ ✔ ✔ ✔ ✔ ✔

Electrical ✔ ✔ ✔ ✔ ✔ ✔

Instruments ✔ ✔ ✔

Cladding ✔ ✔ ✔ ✔

Insulation ✔ ✔

Reach 9 6 7 7 8 6

Profit 5 7 8 9 9 7

Life Time Value 5 8 8 8 8 5

Score 225 336 448 504 576 210

Which ones do you focus on?Which ones do you drop?

Marketing MatrixMarketing Strategy

Market Sectors

Products and Services

Score each sector for FOCUS

Local Authority Education Social Housing Industrial Petro Chemical

Paper Commercial

Architect ✔ ✔ ✔ ✔ ✔ ✔ ✔

Engineer ✔ ✔ ✔ ✔ ✔ ✔ ✔

Estate Manager

✔ ✔ ✔ ✔

Project Manager

✔ ✔ ✔ ✔ ✔ ✔ ✔

Buyer ✔ ✔ ✔ ✔ ✔ ✔ ✔

Works Engineer

✔ ✔ ✔ ✔

Mechanical Engineer

✔ ✔ ✔ ✔

Process Engineer

✔ ✔ ✔ ✔

Electrical Engineer

✔ ✔ ✔ ✔

Case Studies

6 4 4 2 4 2 2

Communication Persona’sMarketing Strategy

Who do you need to communicate to?Do you need case studies – How many?

Personas working within your sectors

Marketing Strategy

What are they interested in?What are their business constraints – How can you help them?What do they read – Where do they go?What are the best channels to communicate with them?

Persona Mapping

Marketing Strategy

Persona Mapping Workshop – For Best Results

Digital Experience

• Multi device – mobile responsive• Speed – page by page• How fast can I find answers…• Page behaviour• Don’t confuse me

Conversion Triggers

• Telephone numbers• Data capture• Live chat• Email to myself (mobile)• Take away info, downloads• Social icons and shares

Case Studies

• Relevant to me and my sector• Not just written, video, client features• Validation of your people credentials

Content

• Speak to me in a language I understand!• Be genuine and sincere – authentic• Answer my questions and objections• Scanability – ‘F’ factor• Content assets – videos, surveys,

downloads • Demonstrate thought leadership• Rendering on multi device• Things that interest and help me

Person name: Steve SmithOccupation: C-Level, HRDAge: 35 - 50

Marketing Strategy

Persona Profiling

Digital Habits

• Uses technology • Smartphones, tablets• LinkedIn, Twitter• Reads online, industry news

(sectors specific = opportunity)

Solutions I Appreciate

• Delivery, ROI• Speed – find it fast• On going relationship• No bullshit

Characteristics

• Decision maker, controls budget• Confident, driven, demanding• Time poor (very busy)• Has team around them (influencers –

who could be researching for him)

What's Important to me

• Help me achieve my business goals• Bring talent into my business• World class service• Innovation• Value, cost per hire, time to hire

Person name: Steve SmithOccupation: C-Level, HRDAge: 35 - 50

Marketing Strategy

An ExampleFrom these you can work out what to communicate and how

Marketing Strategy

What is good and what is poor?How do the user journeys work?What do you like?What key words do they use?Which ones do your customers like and why?

Competitor Analysis

Competitor AnalysisMarketing Strategy

Do they compete on natural ranking or pay per click?How successful are they compared to you in terms of generating traffic?

Competitor AnalysisMarketing Strategy

What keywords do they use in natural ranking?What keywords do they use in pay per click?What can we learn from this?

Marketing Strategy

What will make your site a World Class site?

Look & Feel High Quality Content Great User Experience Good Functionality

User Experience

Don’t make it tough

What works on your existing site?How do visitors journey through it?How can it be improved?

User Experience

Google Analytics

User ExperienceGoogle Analytics

How many steps does it take to convert a visitor?How can this be improved?

Existing Page Analysis

Marketing Strategy

What pages have good bounce rates and why?Which pages do visitors stay to read and why?

User ExperienceHeat Mapping

What do visitors click on?What did you think worked but gets no clicks?

This heat map shows you where most people click in Google – Top Natural Rank gets the most clicks

User Experience

Top TipPlan your content flow and user journeys

Top TipPlan you site map with the user experience in mind

User ExperienceSite Map

User Experience

A Home page wire frame with functionality descriptions.

This allows you to plan the site before its built and saves a lot of time and expense from making changes once completed.

Top TipPlan your site with wire frames

Wire Frames

Build The SiteOnce you have your marketing

strategy worked out you can now build your site with confidence

Top TipWrite up your brief using your marketing strategy and research. You can give this to your website developer.

Rubbish brief = Rubbish website v Great brief = Great website

Before Going Live

Keyword Research

Page Titles & Descriptions

Measure Ranking

Set your site up for search

On Page SEO

On Page SEO

Top TipCreate a spread sheet with the following fields:

• Google search result• Search volume• Competition

Your aim is to find keywords with high volumes and low competition

Use the Google keyword tool for your research

Keyword Research

On Page SEO

Top TipCreate a spread sheet with the following fields:

• Type of page• URL• Page title• Page Description

This will make it easier to see the bigger picture

On Page Titles and Descriptions

Use your keywords in your page title. Make the title useful to your

prospect

On Page SEO

Page title

Page description – Write a compelling message to

attract a click

What it looks like in Google

Set up your page titles and page descriptions in your content management system (CMS) – This example is word press

Re-Engineer using your CMS

On Page SEO

KeywordConstruction marketing lessons

Position 1 and 2 in natural ranking

A Google Search Example

On Page SEOKeyword Ranking

KeywordConstruction marketing lessons

What Gets Measured Improves

Competitor Analysis

www.yibp.co.uk

It Can Be Tough

But We Can Make It Easy

About The Author

Bob Evans is a business consultant who works with business owners and directors with the aim of protecting them from making expensive mistakes in website design.

Bob grew his own successful construction company from 1990 to 2005.

It began with an idea and finished being a multi million pound business.

He invested in property and now shares his knowledge with like minded directors and business owners. Bob has been a business consultant for the past eight years.

Bob has just spent the last 12 months as the operations director for a major digital enterprise implementing process and systems. He has a great understanding of the process of website development and knows how to build a high converting website.

Bob’s company is called ‘Your Ideal Business Partner’ feel free to visit. You will find lots of business and marketing support including more website tutors.

www.yibp.co.uk