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Website Methodology: Attract Visitors and Acquire Leads

What will keep visitors from leaving your site seconds after landing on your page is not only your colors, design and graphics, it’s a strategic structure, intuitive interface and relevant content. This presentation will walk you through the most important components of your website strategy.

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Website Methodology: Attract Visitors and Acquire Leads

  1. 1. Website Methodology Attracting Visitors and Acquiring Leads Esta H. Singer p: 732-807-5027 esta@sheconsulting.com Hubspot
  2. 2. Reflect
  3. 3. Use one word to describe your website.
  4. 4. Think
  5. 5. Use one word to communicate your brand.
  6. 6. Yes, coming up with one word is challenging. If you want to set yourself apart from your competitors, it can be daunting. What will keep visitors from leaving your site seconds after landing on your page is not only your colors, design and graphics, it’s a strategic structure, intuitive interface and relevant content.
  7. 7. Design vs Methodology
  8. 8. Your website’s ONLY purpose is to attract visitors, turn visitors into leads, and leads into clients. As tempting as it may be, it’s not about you and what content you want to share. It’s about what the CLIENT is seeking, what he or she wants, and what they’re willing to give to get it. Your Website’s Purpose
  9. 9. Website Statement of PURPOSE Purpose must be clear within a few seconds.
  10. 10. Traditional vs Inbound Marketing
  11. 11. Information directed “at” people in hopes of grabbing their attention, and motivating them to reach out to you. Information shared “with” people for purpose of building relationships, trust and thought leadership. Traditional Inbound
  12. 12. Website Design vs Methodology Traditional approach involves contrast, coloring, balance, emphasis, graphical elements, icons, background textures and general atmosphere. Today, website design involves information architecture, website structure, user interface, navigation ergonomics, website layout, and imagery.
  13. 13. The visitor of page is the only person who clicks mouse, therefore decides everything, Usability and utility, not visual design, determine success or failure of a website. Usability VS User Experience
  14. 14. Questions & Answers
  15. 15. Three Content Questions to Ask 1. Will people know what I do within seconds? 2. Will they understand what page is about? 3. Will they know what to do next?
  16. 16. Inbound Marketing
  17. 17. Inbound Marketing earns the attention of customers, makes the company easy to be found, and draws customers to your website by producing interesting content.
  18. 18. Focus
  19. 19. Business Objective 1. Rank elements on your website based on your business objective. 2. Start with clearly defined most wanted action for each page. 3. Draw attention to one action.
  20. 20. Relevance It is essential that you know your users, and why they visit your site.
  21. 21. Buyer personas are research-based archetypal representations of whom buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. Tony Zambito
  22. 22. Profiling vs Buyer Personas
  23. 23. The Persona Advantage Personas clearly define target customer(s) and lets you better tailor your messages to people you want to buy.
  24. 24. Website Effectiveness
  25. 25. Most Important Factor VISITORS NEED QUICK ANSWERS
  26. 26. ● Scanning text is very common for higher-literacy users. ● We read approximately 28% of words on a webpage. ● Content needs to be skimmable. Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: "Not Quite the Average: An Empirical Study of Web Use," Page Scanning
  27. 27. Link Building Goal To create and promote content you think your target audience would like to share.
  28. 28. Your About Page
  29. 29. Step 1. Quick Intro Start with telling people what you do. Step 2. Your Mission A good mission energizes or makes people smile. Step 3. Credibility Specific details demonstrate your knowledge and expertise. Your life story, achievements, and accomplishments bolster your credibility but they’re not first thoughts on visitors’ minds.
  30. 30. Call to Action: CTA
  31. 31. You know you need a website to communicate your brand and services. Did you know once people land on your page you have the ability to direct their actions?
  32. 32. A CTA’s main purpose is to get a visitor to do something.
  33. 33. CTA Analytics
  34. 34. Responsive Design
  35. 35. Responsive Web Design
  36. 36. Responsive web design is recommended by Google. It allows one website to provide a great user-experience across many devices and screen sizes, and it also makes managing your SEO strategy easier.
  37. 37. Responsive Web Design
  38. 38. A/B Testing
  39. 39. A/B testing is a simple way for you to test changes to your page against the current design and determine which ones produce positive results.
  40. 40. Search Engine Optimization: SEO
  41. 41. Search Engine Optimization SEO consists of placing your most important keywords within content elements of actual pages. [Headlines, sub-headlines, body content, image tags, links.]
  42. 42. How Search Engines Work
  43. 43. Broad vs Long-tail Keyword Search Your website content should include searchable phrases. Long-tail keywords are specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase.
  44. 44. Google Determines Two Key Factors 1. Low visual complexity (simpler, better) 2. High prototypicality (how design looks for a certain category)
  45. 45. Internal Linking
  46. 46. Internal Linking Internal links are links that go from one page on a domain to a different page on same domain, commonly used in main navigation.
  47. 47. Why Internal Links Are Important A search engine’s ultimate goal is to surface the very best few pages about a topic on the web. Internal links are like voting for yourself and also letting search engines know about your site.
  48. 48. Linking to content within your site is a great indicator that your site has value. Internal links help you to rank for certain keywords and helps you distribute “link equity” across the your site.
  49. 49. Leverage If there’s a page on your website you care about most and has value to you, think about how you can explain that value to a search engine. It’s looking at how many links on your website link to that page.
  50. 50. Keyword Optimization ● Use a Primary Keyword for each page. ● Each web page needs to stand on its own topic. ● Keyword in headline + sub-headline gives ● greater weight to search engines. ● Quality content should produce meaningful interactions.
  51. 51. Blogging and Internal Linking 1. A blog regularly creates new content for your website, attracts new visitors and most importantly, attracts links. 2. When people share your post with others, it gets shared in link format, 3. Linking is the word-of-mouth of the internet.
  52. 52. Google Analytics
  53. 53. Why Use Google Analytics Discover ● Where site visitors come from ● What pages they visit ● How long they stay ● What they buy ● What makes them give up ● How often they return
  54. 54. Remember: Your Website’s Only Purpose
  55. 55. Hubspot Provide relevant content the CLIENT is seeking, and discover what he or she is willing to give to get it.
  56. 56. The Ultimate Metric
  57. 57. Follow me! Twitter @sheconsulting Linkedin.com/in/sheconsulting Pinterest.com/sheconsulting Instagram.com/estaphotography Facebook.com/esta.photography www.sheconsulting.com p: 732-807-5027 esta@sheconsulting.com Thank you!