matt mcfedries - xerocon sydney - winning leads online
DESCRIPTION
Slides from Matt's 45 minute presentation to Xero Bookkeepers at Xerocon Sydney on August 29, 2013. Find out if Search Engine Optimisation is good investment, how to write content that converts visitors into clients, and how to use design to increase the quality of leads fro your website.TRANSCRIPT
Beautiful accounting software
Winning leads onlineMatt McFedries, founder PracticePlus
• Why SEO is not all it’s cracked up to be• Why your website content sucks• Why your lead quality sucks• Examples from some bookkeeper superstars
Today
SearchEngineOptimisation
What’s Google’sgoal?
Content.
Authority.
Your websit
e
Add-onXeroBlog
XeroAdvisor
FlyingSolo
SocialMedia
Microsite
Your websiteYour websiteYour websiteYour websiteYour websiteYour
website
Little Authority
Write good content.
Get quality links.
• 10 - 15 pages• 400+ words on 50% of pages• No duplicate content• Not stuffed with keywords
Good content
Xero Trainers Sydney, the leading experts in Xero training talk to us about your Xero training needs today.
Xero Trainers Sydney >
“Filling pages with keywords results in a negative user experience, and can harm your site's ranking.
Focus on creating useful, information-rich content that uses keywords appropriately and in context.”
says:
• Get links from high quality sources• Don’t use automated tools• Create links ‘naturally’ (10-30/mth)• 30-50% links to home page• Use a variety of ‘anchor text’• Try Traffic Travis
Link building tips
Xero makes working with your financial advisor incredibly easy. Talk to us today about our 3 day Xero Conversion process.
Xero makes working with your financial advisor incredibly easy. Talk to us today about our 3 day process. Click here to learn more.
5%-20% of leads from Search.
• Since Feb 2013• 38 enquiries• 6 enquiries per month• 8 enquiries from Search• 4 were brand name
AU Bookkeeper
Referring Sites53%
Search21%
None26%
“Accountants Wellington”
Jul 22
Aug 12
Jun
• Good content & quality links• Blog 2-4 times a month• Avoid preloaded / duplicate content• Target local search e.g. Bookkeeper [city]• Referrals may still be your best source
SEO takeaways
Unfair advantage.
• Adding an eBook download• Showing plans and prices• Adding a client login area• An amazing new design• Mobile friendly
It’s not…
ONE thing wrong
It’s your content.
clear convincingcredible content converts
comparison
content problem
conversion problem=
It’s all about
YOU
We offer a unique service that can cater for any size business
We offer very affordable rates and can tailor our services to fit your needs
Contact us today to see how we can best serve you and your business
Written in marketese
We offer a unique service that can cater for any size business
We offer very affordable rates and can tailor our services to fit your needs
Too longToo cluttered
2011 AOP UK website usage study
2518 pages
3-4 pages2-3 minutes
HomeAboutPricingBlog
ONE thing right
Value proposition
A believable collection of the most persuasive reasons your target customers should buy from you.
Peter Sandeen- Conversion Optimisation Guru
If you don’t have a strong value proposition or you don’t know how to use it, your marketing lacks persuasive substance.
30 minutes or it’s FREE
we empower [business owners] with information to run their
businesses better
bringing you business solutions that create more value than they cost
better understand the health of your business
add meaning to your data
give you a critical edge
best business decisions
Fast turnaround
Reasonable fees
Excellent support
Jill of All Trades - 100% Xero
Xero knowledge award
We provide high quality implementation
We provide training to a wide range of clients
Transform business efficiency
extract maximum value
35 years' experience in the IT and Software Training field
first bookkeeper in the world to be awarded Xero Gold Partner status
400+ Xero setups
get setup right quick & painless conversion
Jills results
Search5
Twitter1
Direct4
2 web enquiries within 2 hours of launch.
In 3 weeks:•Total leads: 10•Web leads: 5•Other leads: 5•Lead quality: Excellent
What’s your value proposition?
• Accuracy• BAS lodged on time• Healthy Xero• Am I making profit?• Not sure? Ask your clients.
What do your clients VALUE the most?
Cut paperwork. Bill jobs faster. Know your profit margin.
Work less. Bill more hours.Productivity solutions for busy business
owners.
• Your website’s purpose is to persuade• Talk less about yourself• Talk more about the value you offer• Eradicate ‘marketese’ from your site• Use case studies to prove your value• Have an ongoing content plan• You’ll get better leads
Content takeaways
Design
Design gives content more power!
Design improves your lead quality.
Don’t burythe lede
work on your business rather than in it
‘switch off’ at night in the knowledge that all your financial affairs are in order
cancel your services with us at any time and will not be charged for that month
Run your business and access your accounts from work, home or on the go.
Invite others to view your accounts and provide valuable real-time advice.
Run your business and access your accounts from work, home or on the go. Invite others to view your accounts and provide valuable real-time advice. Your data is completely secure even if your computer is lost or stolen.
http://www.webstyleguide.com/wsg3/7-page-design/6-page-width-line-length.html
It’s time to meet your macula
Make more time.We’ve helped make more time for over 150
small business owners.
A business that works for you. Not the other way round.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab
illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
Get your weekends and nights back.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab
illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inven.
Ragged edge
Make more time.We’ve helped make more time for over 150 small business owners.
A business that works for you. Not the other way round.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
Get your weekends and nights back.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
“My eyes get tired of looking at the same things. They blur into one thing. Inserting an image or a quote to break things up a bit and create interest.”
Make more time.We’ve helped make more time for over 150 small business owners.
A business that works for you. Not the other way round.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis.
Get your weekends and nights back.Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
We’re provide a professional high quality service
You could be one decision away from having the kind of business you’d always imagined. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
Don’t make me think– Steve Krug
• Design gives your content more power• Break up content into scannable chunks• Use images to reinforce• Use clear headings• Create space!• Visit http://webstyleguide.com
Design takeaways
1. Be clear on the value you offer,
2. Write content that persuades,
3. Use design to give content more power, and improve lead quality,
4. Build quality links to your site
5. Blog up a storm!
In summaryYou have 3-4 pages to convert visitors to leads
Get your Jetpack!4 free digital marketing guides
http://practicepl.us/one
- Guide to creating a great website- Guide to SEO and online marketing- Best practice blogging guide- Twitter 101 for accountants & bookkeepers