A great website does not necessarily look beautiful. A great website is simply one that achieves the goals that YOU define. Looking good is simply the icing on the cake.

1. 50 Shades of Selling
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2. 50 Shades of Selling
Website Goals
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Sales
Orders
Enquiries
Phone Calls
Email Contact
Downloads
Subscriptions
Surveys
Video Viewings
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3. 50 Shades of Selling
Typical Issues
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4. 50 Shades of Selling
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5. 50 Shades of Selling
Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling & relevant content?
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6. 50 Shades of Selling
Does it tell the right story?
A – Grab the ATTENTION
I – Generate an INTEREST
D – Build the DESIRE
A – Promote the ACTION
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7. 50 Shades of Selling
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8. 50 Shades of Selling
Writing great content for the web
• Think about the message you want to convey
• List the features that you want to include
• Convert those features in to benefits
• Write the content
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9. 50 Shades of Selling
Writing great content for the web
• Read out-loud
• Edit
• Incorporate your keywords for SEO
• Cut the word count in half
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10. 50 Shades of Selling
Ernest Hemingway’s Top 5 Tips for Writing Well
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11. 50 Shades of Selling
Rule No. 1
Always use short sentences
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12. 50 Shades of Selling
Rule No. 2
Use short 1st paragraphs
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13. 50 Shades of Selling
Rule No. 3
Use vigorous English
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14. 50 Shades of Selling
“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
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15. 50 Shades of Selling
Rule No. 4
Be positive, not negative
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16. 50 Shades of Selling
Rule No. 5
Only use the gold
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17. 50 Shades of Selling
“I write one page of masterpiece
to ninety-one pages of shit,”
Hemingway confided to F. Scott
Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
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18. 50 Shades of Selling
Writing great content for the web
• Make it readable for your target audience
Words of Caution - They may not be who you think they are
• Target Reading Age – 12-13 yrs old
• Use tests to assess readability
Flesch Kincaid
Gunning Fog
SMOG Index
Coleman Liau Index
Automated Readability Index
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19. 50 Shades of Selling
www.read-able.com
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20. 50 Shades of Selling
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21. 50 Shades of Selling
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22. 50 Shades of Selling
Measuring Performance
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23. 50 Shades of Selling
• How many visitors does your site attract?
• What do they do whilst they are there
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How many pages do they look at?
How long do they spend on the site?
How does this compare against the targets set for the site?
How many conversions occur?
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Sales
Email contact
Subscription
Calls
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24. 50 Shades of Selling
Google Analytics
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25. 50 Shades of Selling
Traffic Sources
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26. 50 Shades of Selling
Webmaster – www.google.com/webmaster
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27. 50 Shades of Selling
Where does it
come from?
• Search Engine Optimisation
• Pay per Click
• Social Media
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LinkedIn
Facebook
Twitter
Pinterest
Vine
Instagram
• Email Marketing
• Direct Marketing
• Signage
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28. 50 Shades of Selling
Where does it
come from?
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SMS
Networking
Advertising
PR
Viral Marketing
Phone Apps
Augmented Reality
Location based marketing
Blogs
Video Marketing
Trade shows and public fairs
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29. 50 Shades of Selling
How can I help?
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Website design – new and refurb
Understanding Google Analytics
Search Engine Optimisation
Pay per click campaign set-up & management
Email Marketing
Video Marketing
Location based marketing
Social Media
• Facebook
• Linkedin
• Twitter
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30. 50 Shades of Selling
Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter
Linkedin
@andypoulton
AndyPoulton
Phone me
01793 23 80 20
07966 547 146
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