Tips and tricks for increasing revenue through persona development, well-designed CMS pages and pushing through the spam filter maze. Presented at the Tendenci User Conference 2007 in Houston, TX.

2. What is the goal of your website?

4. Knowing your audience begins with knowing the 3 basic rules of a site user

5. Rule #1 A site user will know within two seconds if they’re in the right spot

6. Rule #2 They respond if you talk directly to them. Use words that they’re looking for.

7. Rule #3 They know exactly what they want and they want it NOW!

8. Now that we’ve covered the basic rules, how do you really get to know YOUR audience?

9. This begins with a little bit of research Personas help to visualize who you’re talking to through your site. By creating personas, you are deciding what their needs are and anticipating where they would click by creating scenarios that get them to the correct pages to find their answers.

10. The story of the Leo Diamond as written in the book, “Waiting for your Cat to Bark”

12. How does this apply to my site? Let’s use Tendenci as an example. http://www.tendenci.com

15. 2. Capture Brad’s attention immediately

16. 3. Create hierarchies of what’s most important, second most, third, etc.

17. 4.Take them from page to page answering their questions

20. “ I can’t wait to start my new Tendenci site!”

21. How to use all of this information on YOUR CMS pages

22. Beware of falling into common mistakes made by numerous web sites.

23. Common Mistake #1 Talking too much about yourself too early Solution: Start by answering the question: “How can you help ME?” Mistake Solution

24. Common Mistake #2 Dead End Pages…Nowhere to go. Solution: Links, Links, Links. Give them multiple ways to get to the information Mistake Solution

25. Common Mistake #3 Using big bodies of text that look like big bodies of text Solution: Break up the content with bold words, links, and images. Mistake Solution

26. Common Mistake #4 Cluttering your page with too many pretty graphics and clever taglines with no real information Solution: Make sure you’re answering the user’s questions first.

27. So far we have learned what to do and what not to do, now let’s brush up on how to do it.

28. Headline: Always fill it in with relevant content. Think – “what would someone type to get to this page.”

29. Content: Break up paragraphs with links, bold words, and images. Things to remember: 1. No more then three different fonts or sizes 2. What words are the user expecting to see? Make them stand out 3. People are more likely to click on links within content than the nav

30. Help File: How to use the keyword density analyzer http://www.tendenci.com/en/cms/?191 Tip: use the keyword density analyzer located on every page.

31. Display Page: This is great for your viewer AND the search engines. Tip: Please keep it /oneword/

32. Ratings: This is a great way to get feedback from your users. Use this information to write more targeted pages of content.

33. Comments: This is also a great way to get feedback from your users. At the same time, you are interacting with them.

34. Create newsletters that keep your users informed

36. Thank you! Tim Newton [email_address] Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com

48. Thank you! Rodney Sabrsula [email_address] Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com