secrets of building a company website that drives sales [webinar]

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Testing, 1-2-3...Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

First things first!

BIG thanks to:

www.doghouseit.comJonathan Foster@thejfoster42http://jfosterwebdesign.com/

Secrets to a Company Website that Drives Sales

A simple guide to getting more out of your company website.

Who I am:Name: Jonathan FosterLocation: Elkton, KY (but we’ll go with Clarksville, TN area)

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

What I Do:I help entrepreneurs better leverage their online presence through high-converting websites, search engine optimization and content marketing.

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

A Bit About Me:● Started magazine with a friend at age 12● We figured out people would actually pay for websites (sweet!)● Around that time we got completely obsessed learning about web

design● Started taking clients about 6 months later● Never looked back

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

A Bit About Me:● Continued to nurture my obsession with entrepreneurship throughout

school● Blake and I parted ways, but continue to work together every so often● I decided I wanted a team without the hassle that comes with having a

team

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

A Bit About Me:● Around that time, I met Chris Harrell - CEO of Zinksy.com● Zinksy was a huge turning point, fueled my obsession even more● Since then I’ve been obsessed with conversions, UX, design and

building cool stuff on the internet

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

And now here we are!

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Yes, I know some of this will sound a bit odd. That’s a good thing.

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Rule #1: K.I.S.S.(Keep it stupid simple)

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Users don’t actually read your page

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Optimize your page for skim-readers

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Optimize your page for skim-readers

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

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Optimize your page for skim-readers

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

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Optimize your page for skim-readers

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

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Avoid overwhelming users with clutter

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Open your company website in a new tab - let’s try something.

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Too many options will overload and confuse your users

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Why this works:● One main selling point - one reason to sign up● Limited actions, no overwhelm

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Why this works:● We put the power in the user’s hands● They feel obligated to sign up● Provide the option of additional information, if they

want it

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Key points:1. Make your content scannable2. Reduce the number of selling points and CTA’s3. If you have several, break them up by priority4. Pick ONE selling point and make it the main focus

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Rule #2: Keep the Company Ego in Check!

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

We get it, you’re awesome. But why should we do business with you?

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Talking yourself up is great, but remember this one thing:

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

The people who visit your website do not care

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Tell them you can solve their problem first

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Then - and only then - will they care how long you have been in business

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Look back at your website

Are you telling users that you can solve their problem?

Or just talking about yourself?

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

If it does not show a benefit for the user, it should not be on the front

page

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Company info should generally stay on bio/about pages

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

The exception: testimonials!

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Rule #3: Be Mobile Optimized!

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

I know you have heard it before.

That’s because it’s important.

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

If you are not mobile-optimized, you are losing out on traffic and sales.

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

People use Google to find businesses

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Users don’t want to think about using your website

Make it easy for them

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Google favors mobile-optimized sites

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Rule #4: Draw Attention to the Right Places

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Highlight the reasons your users should do business with you

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

CTA’s should be easy to spot

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

If your CTA’s are not clearly defined, they will not drive sales

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Rule #5: Make it Simple to Convert

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Internet users are lazy - don’t ask too much

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Offer free stuff when appropriate

But offer something of real value

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Long forms can make users uncomfortable

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Keep it simple

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

How to Get Higher Quality Leads

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Yes, I break the simplicity rule

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Slightly more complex forms help filter out low-quality leads as well as

spam

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Yes - you will lose leads

But only the bad ones!

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

How to immediately increase traffic

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

SEO is cost-effective, but takes time to develop

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Here’s how to boost SEO while getting traffic to your site now

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Step 1: Write great content

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

And great content is….?

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Great content focuses on the consumer, not the publisher

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Great content solves problems and educates readers in a meaningful way

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Don’t be afraid to share your knowledge

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

That’s it. Done.

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Step 2: Syndicate your content

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Repost / share your content along with a credit line

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Step 3: Share your content via official social networks at least 3 times

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Step 4: Use Viral Content Buzz

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Credits are purchased or earned, then ‘invested’ in promoting your content

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Categorize your post accurately

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Don’t target categories where your users would reside

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Target categories that attract people with similar content - that way you

leverage their audience better

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Step 5: Submit your content to targeted social groups and

communities

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Share your content in carefully selected social groups

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Carefully selected groups provide higher quality, more targeted traffic

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Be careful not to spam, try to really add value

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Engage with the community, don’t just promote your posts

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

That’s it!

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Want my help?http://jfosterwebdesign.com/apply

Free website design and SEO analysis when you mention this session :D

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/

Questions?

Email me: jonathan@jfosterwebdesign.com

Jonathan Foster@thejfoster42http://jfosterwebdesign.com/