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Web Site Boot Camp For Beginners
JLC Live 2017
By Shawn McCadden CR, CLC, CAPS
www.shawnmccadden.com
Shawn McCadden, CR, CLC, CAPS www.shawnmccadden.com Remodel My Business, Inc. [email protected]
Shawn McCadden is a nationally-known speaker, business trainer, columnist and award-winning remodeler. As a Certified Remodeler, Certified Lead Carpenter, and RRP Certified Renovator Instructor McCadden has more than 35 years of personal experience in the remodeling and new home construction industries. He was the owner of his own multi-million-dollar design/build remodeling business, Custom Contracting, Inc., in Arlington, Massachusetts until he sold that business in May 2004; was the co-founder of the Residential Design/Build Institute, which trained best business practices to remodelers and contractors across the nation; and served as Director of Business Innovations for a nationally known kitchen and bath franchise.
Today, Shawn offers business consulting and coaching services for aspiring remodeling business owners who want more for and from their businesses and their lives. He also consults with construction-related product manufacturers and suppliers, helping them understand, find, educate and better serve remodelers. As a professional speaker, he offers an impressive array of motivational, instructional and keynote presentations. Shawn is also available to facilitate meetings and focus groups for businesses and other entities.
Shawn has received many industry awards including the National Association of the Remodeling Industry’s (NARI) Harold Hammerman Sprit of Education Award, several NARI CotY Awards, Remodeling Magazine’s BIG50, QR Magazine’s Top 500, and several awards from the American Society of Business Publication Editors (ASBPE) for his magazine columns.
An active member of NARI for over 30 years, McCadden has served as a NARI National Regional Vice President, a Massachusetts local NARI Board Representative and has been a long-time member of the NARI Certification Board. He has his own blog, writes for many industry publications and speaks at association meetings, industry trade shows and conventions throughout the year.
"Attending your seminar earlier today was like finding the key to a door I've been trying to unlock for a long time. . . and then having it swing open to reveal a room full of all the tools I need to survive and succeed. I've paid to attend classes at top business schools, but got more out of yours than any of them. I can't thank you enough"
Web Site Boot Camp For Beginners
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Web Site Boot Camp For Beginners
Presented By: Shawn McCadden CR/CLCwww.ShawnMcCadden.com
Definition Of A Web Site
A group of World Wide Web pages usually containing hyperlinks to each other and made available online by an individual, company, educational institution, government, or organization
Let’s review the definitions page of your handout
Where To Start
Choose to do all this yourself or hire an expert to help?
Should you start with a Web Site Designer or a Marketing Expert?
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Expense or Investment?
Marketing just for the sake of marketing is an expense.
Marketing based on a plan and a way to measure its effectiveness can ensure it is an investment
Where To Start
Obtain a domain name
Choose a web server to host the site
Choose a content management system (CMS)
Decide how you will get analytics
Before You Commit
Do you want a web site or a strategic marketing tool?
You need to have a target before you create your web site
Your web site is not your marketing plan, its just one tactic
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Before You Commit
A web site allowed to lie dormant will never achieve as much traffic as one that is active and updated on a frequent basis
Consider your site an opportunity to demonstrate your "Inside Realities"
Must Haves For Your Web Site
Intuitive Navigation Contact Information Contact form on
every page
"Sticky Content” Reviews Calls To Action Blog
The Purpose For Your Web Site:Getting Found and Converting Sales!
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines
Optimizing a website for SEO may involve editing its content, several times…
Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
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The Purpose For Your Web Site:Getting Found and Converting Sales!
Use Calls To Action to capture contact info and get the right prospects to move through your sales funnel
Use third party endorsements to confirm your marketing message and brand (Reviews)
Must Have Pages For Your First Web Site
Home Page About Us Page Products/Services
Page Gallery or Portfolio
Page Blog Page Contact Us Page
Home Page
A Web site's usual starting point
Functions as a table of contents or index
Not a place to sell but rather to lead visitors
Links to other sections of the site
Should be to the point at 20K feet with everything above the fold
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About Us Page
It's not really about you, it should be about them!
Should answer: Who are these people and can they help me?
Should encouraging and assist readers to further explore your site
About Us Page(s) Strategy
Use photos to put a face on your business
Be personal to your target prospect
Share your business philosophy
Show off your credentials, years in business
Demonstrate your community commitment
Products/Services Page
List and talk about the work types you offer Use keywords about the work types and the
towns/areas you do them in (SEO) Each service should “eventually” get its own
page (SEO)
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Gallery Page or Portfolio
Pictures are worth 1000 words to the right visitors!
Separate by project types What your targeted visitor
wants to see, not what you want to show off
What Is A Blog?
Best way to differentiate your business! A blog is an online journal that's published
regularly Brief and to the point (4-500 words max) Provides knowledge and info for your
target prospects Can make you an expert/credible Very inexpensive and doesn’t get thrown
away each week!
Blog Page
Make it integral to your domain
Who are you trying to reach?• Content• Persona
What types of content will attract them and why do they want it?
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Blog Page Strategy
Why should they read it and share it on social media?
Ask clients for suggestions and keep a list of topics
Use it to accomplish marketing goals and to complement your sales process
Never forget SEO, but always write for your target first!
Why Blog? Every time you add a blog post to your
site, you have another opportunity to get found via searches through a new keyword
Helps capture third party endorsements
Gives visitors reasons to come back
Helps move prospects through your sales funnel
Speeds up sales process
Contact Us Page
How visitors can reach you Use only one phone number;
the one you will answer! Don't include an address
unless its OK to show up there!
Manage expectations about response time!
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The Secret Weapon…How We Do Business Page!
Differentiates your business in ways other than price
Shows you have a defined way of doing business
Great way to direct visitors to strategic blog content
Speeds up the prequalifying process
Prevents people from contacting you!
Summary From A First Born! Know or decide who your target is Know why you are creating a web site and
how you will measure if your plan is working
Decide what you can do yourself and where you will need help
Keep it fresh and keep adding valuable content
Great leads have no value if you can’t sell!
Thanks for the Opportunity!
Shawn McCadden CR/CLCwww.shawnmccadden.com
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Peter Drucker
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Web Site Related Terms and Definitions
Content Management System: A web content management system (WCMS) is a software
system that provides website authoring, collaboration, and administration tools designed to
allow users with little knowledge of web programming languages or markup languages to
create and manage website content with relative ease.
HTML and XML: Hypertext Markup Language is the programmatic language that web pages are
based on. HTML commands your web browser to display text and graphics in orderly fashion.
URL: URL's, or 'uniform resource locators', are the web browser addresses of Internet pages
and files. A URL works together with IP addresses to help us name, locate, and
bookmark specific pages and files for our web browsers
IP Address: Your computer's 'internet protocol' address is a four‐part electronic serial number.
An IP address looks something like '202.3.104.55', complete with dot separators. Every
computer, cell phone, and device that accesses the Internet is assigned at least one IP address
for tracking purposes. Wherever you browse, whenever you send an email or instant message,
and whenever you download a file, your IP address acts like a type of automobile license plate
to enforce accountability and traceability
Social Media: Social media is the broad term for any online tool that enables users to interact
with thousands of other users. Instant messaging and chatting are common forms of social
media, as are blogs with comments, discussion forums, video‐sharing and photo‐sharing
websites. Facebook.com and MySpace.com are very large social media sites, as are
YouTube.com and Digg.com.
Social Bookmarking: Social bookmarking is a specific form of social media. Social bookmarking
is where users interact by recommending websites to each other ('tagging sites').
ISP: ISP is Internet Service Provider. That is the private company or government organization
that plugs you into the vast Internet around the world. Your ISP will offer varying services for
varying prices: web page access, email, hosting your own web page, hosting your own blog,
and so on. ISP's will also offer various Internet connection speeds for a monthly fee. (e.g. ultra
high speed Internet vs. economy Internet).
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SEO: Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un‐paid ("organic") search results. In general, the
earlier (or higher ranked on the search results page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's users
Download: Downloading is a broad term that describes when you make a personal copy of
something you find on the Internet or World Wide Web.
Keywords: Keywords are search terms used to locate documents. Keywords are anywhere from
one to five words long, separated by spaces or commas: e.g. "horseback riding calgary" e.g.
"ipad purchasing advice" e.g. "ebay tips selling". Keywords are the foundation for cataloging
the Web, and the primary means by which you and I will find anything on the Web.
Tags: Tags (sometimes called 'labels') are recommendation keywords. Tags and labels focus on
crosslinking you to related content... they are the modern evolution of 'suggestions for further
reading'.
Calls to Action: Words that urge the reader, listener, or viewer of a sales promotion message
to take an immediate action, such as "Write Now," "Call Now," or (on Internet) "Click Here" A
retail advertisement or commercial without a call‐to‐action is considered incomplete and
ineffective.
Sources: www.About.com, www.wikipedi.org,
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