A Beginner's Guide to a Winning Web Presence (And How to Avoid a Wonky One)
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This presentation on how to build, promote, and measure returns on a winning website. Given to Lansing's Entrepreneur's Institute in October 2016.
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A Beginner's Guide to a Winning Web Presence (And How to Avoid a Wonky One)
- 1. A Beginner’s Guide to a Winning Web Presence And How to Avoid a Wonky One
- 2. First Things First •What Are Your Businesses? •What’s Your Current Web Presence Like? •What Questions Would You Like Me to Answer?
- 3. Meet Win & Wonk
- 4. They Have Websites •How Do They Build Them? •How Do They Promote Them? •What Results Do They Get?
- 5. Win & Wonk Build A Website
- 6. Wonk Thinks “Business First” • He Is Cheap with Time and/or Money • He Thinks People Care About His Business • His Copy & Content is “Ego-centric”
- 7. Win Thinks “Customer First” • He Invests in Quality • He Recognizes Customers Care About Their Problems, Hopes, and Aspirations • He Finds Ways to Deliver Value
- 8. Wonk Ignores User Experience • His Site Stinks on Mobile • His Site is Slow • Important Information is Hard to Find
- 9. Win Loves His Users • He Recognizes 60%+ of web traffic is mobile • His Site is Optimized for Speed & Device • His Website Architecture is Thoughtful & Intuitive
- 10. Shameless Plug • November 10th Lansing Chamber Business Education Series, 8am (http://www.lansingchamber.org /events/EventDetails.aspx?id=87 2662&group=) • Get the Report (http://sprwb.pro/ei-mobile- ebook )
- 11. Wonk Has No Goals • He Doesn’t Design with Conversion in Mind • His Copywriting Doesn’t Prompt Action • He Doesn’t Offer Value • His Only Lead Form is the “Contact Us”
- 12. Win is Goal-Oriented • He Understands Customer Goals • He Has Clear Business Goals • He Designs for Conversions • He Measures Results
- 13. Win is Goal-Oriented Win’s Website
- 14. Wonk Doesn’t Measure Performance • Analytics Scare Him • He Doesn’t Review Reports • Wonders Why No ROI?!
- 15. Win Likes Metrics • He Installs Google’s Free Tools (Analytics, Tag Manager, Webmaster) • He Reviews Reports Regularly • He Knows Performance Matters
- 16. Wonk Is a Perfectionist • Because He Doesn’t Review Metrics or Maintain His Site • Wants to “Set it and Forget it” • Impossible!
- 17. Win is an Optimizerist • He Tests, Tests, Tests • He Constantly Tweaks • He Knows Working on the Web is an Organic Process
- 18. Win & Wonk Promote Their Websites
- 19. Wonk is Timid • He Doesn’t Expect Much from His Website • He May Passively Promote It • Business Cards • Mailers • Car Decals
- 20. Win is Generous with Value • He Writes & Shares Content Regularly • He Drives Paid & Unpaid Traffic to His Website • He Has a Promotion Strategy in Place
- 21. Nobody Can Find Wonk • He Doesn’t Have Much Content to Index • He Has a Poor User Experience • He Doesn’t Invest in On- site or On-page Optimization
- 22. Everyone Finds Win • More Writing -> More Content -> More Needles in the Haystack • More Sharing -> More Traffic -> More Conversions -> More Backlinks • On-Site and On-Page Optimizations with a Mix of Keywords
- 23. Nobody Can Find Wonk • His Google My Business Account isn’t Well Set Up or Maintained • He Doesn’t Ask for Reviews
- 24. Everyone Finds Win • Keeps His Listings Accurate on Google • Seeks Reviews & Bolsters Results
- 25. Questions About Your Website? Free Website Review 1. Speed 2. Mobile-Friendliness 3. Conversion 4. SEO 5. Competitive Performance Learn More: SuperWebPros.com/Free-Website-Review
- 26. Win & Wonk Get Returns
- 27. Wonk Has Wasteful Advertising • He Doesn’t Use Dedicated Landing Pages or Tracking URLs • He Doesn’t Track Metrics • He Promotes the Wrong Offers to the Wrong People at the Wrong Time
- 28. Win Wins at Advertising • He Maps Campaigns to the Sales Funnel • He Drives People to Dedicated Landing Pages • He Measures Conversion Rates • He Constantly Tests
- 29. Win Isn’t Nurturing • He Doesn’t Build an Audience • He Doesn’t Communicate to the Audience • His Fear of ”Spamming” Makes Him Forgetable
- 30. Win is Nurturing • He Constantly Delivers Value • He Builds his Following • He Communicates Frequently, but not Obnoxiously
- 31. Wonk is Focused on the Short Term • He Gives Up Quickly • He Reverts to What He Knows • He Doesn’t Invest in Growth
- 32. Win Focuses on the Long Game • He Invests the Time it Takes to Build His Systems • He Has a Balanced Sales/Marketing Approach • He Focuses on Value Creation, Lead-Generation, and Lead-Nurturing
- 33. Need Help Planning Campaigns? Our Free Marketing Campaign Workbook Can Help You Plan Campaigns That Convert! Learn More & Download it At: http://sprwb.pro/ei-mktg-wkbook
- 34. So, What Have We Learned? • A Good Web Presence Merges Business Goals w/ Customer Goals • It Requires An Investment of Time, Technology, or Money • Returns Are Realized through Constant Value Creation • Test, Measure, Refine, Repeat • Be Nurturing • Focus on the Long Game
- 35. Questions? (And Contact) Jesse Flores SuperWebPros jesse@superwebpros.com 517-885-3212 @jflores1c Connect with Us! http://SuperWebPros.com/Welcome Get the Slides! http://sprwb.pro/ei-slideshare