ugly websites make more money killer websites and electronic marketing for small busin

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  • 1.About Coach Thom Senior Partner ActionCoach Central Pennsylvania Total of $9 Million new revenue created through website improvements Named GLOBAL Coach of the Year/Client Results -2009 Beat out coaches from London, Mexico City, Singapore and Sydney

2. Ugly WebsitesMake More Money Coach Thom Finn 3. Learnings.BFOs.nhan. ow tter T m D s Be tenThe te i rgot rite No t FoW ten itWr t Tho ughorly reaA Po A GBlinding Flashes of the Obvious 4. And your Commitments to Do BFOs To Dos 5. To Make Sure You Get theMost Out of Your Learning ...IKNOW 6. Fold white piece of paperover 1st NameType of business 7. A NEW way of looking atwebsites Great question is Whatcha gonna do? Its OUR time! Not the graphic folks, not the geeks.but thanks for your pioneering Nobody knew HOW the web worked I kind of think Coach Thom is a little crazy name withheld E*Marketing is HONEST Fords 7 different websites My guarantee: Youll know more about websites than your web guy does. 8. Increase Number of LeadsxImprove ConversionRate= Increase No. of CustomersxUP the No. ofTransactionsx Increase Ave. $$$Sale= IncomexImprove the Margin=Profits 9. Increase Number of LeadsxImprove ConversionRate= Increase No. of CustomersxUP the No. ofTransactionsx Increase Ave. $$$Sale= IncomexImprove the Margin=Profits 10. Who should you really listento? A. This blow hard at the front of the room B. Your webmaster C. Your customer 11. Who is your reader? This marketing that is What are their hobbies? essential How are they Male/Femaleinformed/educated? How old? How do they approachyour product? Where do they live? How do they learn about Married? Kids?your product? How much do they earn? How do they use the web Whats their house like? for your product? 12. PERSONAE/S* How long is the marketing cycle? What IS the marketing cycle? How long is the sale cycle? What IS the sales cycle? 13. Who do you write for? The retail customer? The Wholesale distributor? The person who got your direct mail? The folks that saw your ad? Should you clearly Define your site? Should you have separate site? 14. Pick a Personae.. 15. Pick a Personae.. 16. 5 Minute Exercise: Findyour Personae/s Personae #1 is_______________ And they are________________ __________________________ And ______________________ Personae #2 is_______________ And they are _____________________ ________________________________ And _____________________________ 17. My main focus, as creator of mycompanys website should beon: Graphics Animations Tasks 18. Exhibit A: How your targetinteracts with different mediums Newspaper reader Direct Mail and Catalogues Professional Trade Magazine Web user 19. Exhibit A: How your targetinteracts with different mediums THINK! THINK! HOW will these people typically interact with these mediums? Newspaper? Direct Mail/Catalogues? Trade Magazine? Web User? 20. Group Case Study: Volunteer or Prepared Case Study? Target: Colleen wants a new deck Will the web be the 1st thing she checks? How will she use the web? (LG? CR?) Once there, WHAT are 4 likely tasks she wants to accomplish? Okay..remember this and compare these FACTS with. 21. HOW the web is used Different from face to face From Sales letter From print ad Low % return to a site, book mark 22. Best Slide from Today What are the 4 tasks a reader wants to accomplish when they visit your site What 3 questions will they have? What 3 objections will they raise All 10 must be on your site 23. Homework Assignment: What are the 4 tasks ______(insert name) come to your website to do Can they currently complete these 4 tasks? List the steps you must take so that ____ can accomplish what they want when they arrive. Think effortlessly 24. Less is More What does FILLER mean? USEFUL not big The more gene Who is going to manage all this stuff? If you are your staff havent made necessary updates in the past 6 months, get rid of it Analyze your site statistics for duds. 25. Limit Choices 26. Think SignsToilets TaxisBaggage Claim 27. Temperature Check.. Who is motivated? Focus MORE on the contents..the words..less on graphics and pictures Focus on EDUCATION Educate your customers Sally must learn something as a direct result of coming to your website #1 Rapport, #2 Trusted Advisor 28. Creating Killer Websites Test, test and test. Usability Studies Your webpages analytics Google Analytics for free Not a Murder Mystery- tell them Who Done it right away 29. Navigation Basics#1 Popular Task#2 Popular Task #3 Popular Task #4 Popular2-dairy infor. Popular pic. Popular pic.2-dairy infor.Popular pic.Fishing.2-dairy infor.Boring/requiredBoring/requiredBoring/required 30. Navigation Basics#1 Popular Task#2 Popular Task #3 Popular Task #4 Popular2-dairy infor. Popular pic. Popular pic.2-dairy infor.Popular pic.Fishing.2-dairy infor.Boring/requiredBoring/requiredBoring/required 31. www.yourwebpage.com Try to write in bullets Since people Skim more than they actually read, youll get your point across to them Remember GIVE attention at this point, not get attention Talk in the shape of the Pyramid. Lesser points at the bottom 32. www.yourwebpage.com Try to write in bullets Since people Skim more than they actually read, youll get your point across to them Remember GIVE attention at this point, not get attention Talk in the shape of the Pyramid. Lesser points at the bottom 33. www.yourpage.com THISWORD and THESE words will be more important to the reader when they skim your sight. You know how I said people read, well in truth they actually SKIM. I was just trying to make a point about READING over graphics. So in a narrative (and use these sparingly) you want to make sure you lead with your KEY words. Leading with the Keywords will also get you rewards from the search engines, which we will talk about later.. And then REPEAT this process with your next. You want to get their attention with these keywords and tell them Who dunnit right away. 34. www.yourpage.comMainPage More info.On High Lite from Lesser Main page importanceLesserimportanceLittle importance 35. Important content first onpages After 100 words.. Lost 25% After 300 wordslost 40% By 500 wordslost 60% By 1000 wordslost 80% 36. Thanks for scaring the pants offme Coach Thom, just WHAT doyou suggest I write about? Care?* Concise Compelling?* Clear?* Complete? Correct? * focus here 37. C= Who C ares? Rule for all advertising and marketing Write from their point of view You are NOT your target market 38. Is it C ompelling? WIIFM The purpose of the first word is to get you to the 2nd.. The purpose of the first sentence is to you get to the 2nd The purpose of the first page is to get you to the 2nd Draw the reader in using Keywords 39. Is it C lear?ToiletsTaxisBaggage Claim 40. In Short.. 41. KEY WORDS We usually think of them as.. And we usually use key words to Think of Key words more for yourcustomers Write for the readers, NOT the SearchEngines. The Search Engines will reward you.Eventually. Be patient. 42. Key Words for Self Service What web users expect when they are doing it themselves. Elements of Self Service Convenience Speed Price A Successful web page is one that lets the readers accomplish the text they came for. 43. Keywords Before S.E.O. The basis for Search Engine Optimization are Key WORDS* When Larry sits down at the computer he search is based on Key WORDS* Search Engines reward sights with higher rankings by repeated views, which are based on Key Words *not pictures, not graphics, not out of the box web design, not flashy intros, not $90 and hour color schemes 44. Key Word cycle ... 45. How to (technically) submit KeyWords to the Search Engines www.google.com/addurl/ http://search.yahoo.com/info/submit.html Outsource it to someone who knows the extra technical tricks. Matt @ EZ Solution 46. Guaranteed 1st page placement onGoogle or you dont pay us!Keyword SelectionSite Evaluations & OptimizationLink BuildingEZ Solution: Matt Boamanwww.ezsolution.com291.4689 47. Choose Keywords Wisely Letting the Search Engines use what is currently on your sight..F Putting 5 minutes of thought behind what you think your customers will search and submitting those to Search Engines.C Conducting 2 hours worth of informal chats with customers finding out what they type and submitting those words.A 48. Create a list of KILLER Keywords Prepare a list of possible keywords Get customers to choose the ones most likely to use Analyze the results Have these/submit these to Google, yahoo, MSN, AltaVista or specialty Search Engine 49. 3 Minute WorkshopExercise Brain Storm a list of possiblekeywordsPut a CHECK by the ones you think will be more popular 50. What we think VS. What theythink 51. What we thinkwhat theythink Accomodation.2,479 Hershey..263 Special Offers..2,373 Harrisburg..160 Planning a trip..1,475 Capital Region.25 About Hershey.1,234 HHC VisitorsCenter.22 Getting Around..1,048 Tourism Bureau21Thom, quit your job and write copy.. 52. What we thinkwhat theythink Vacation Deals17,623 Vacation Special Offers.0 Travel Special Offers46 Cheap Travel90,969 Travel deals..58,615To hell With yourbrand! 53. Penn State 54. US vs.THEMPSU StaffProspective Studentsability to explore ideas with lecturersfuture job prospectscurriculum placement ratiospedigree attritioncurriculum vitae career advicesyllabus social lifeinternshipsnight lifeclass size housingcourse contentfeescourse objectivestop ranking universityresearch registrationUSDA lab getting the courses I want 55. The Long Neck250020001500 Care Words10005000 1 20 40 60 80 100 56. Navigation Basics#1 Popular Task#2 Popular Task #3 Popular Task #4 Popular2-dairy infor. Popular pic. Popular pic.2-dairy infor.Popular pic.Fishing.2-dairy infor.Boring/requiredBoring/requiredBoring/required 57. Years of Education andExperience on Copywriting in 4points.. 1. Use Keywords as lead in 2. Write in 2