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Your website should be a lead generating machine, and this session teaches you all the fundamentals you need to maximize lead generation from your site and minimize lost and wasted leads. PostcardMania's Joy Gendusa joins us for another powerful Small Business Marketing 101 webcast. Plus, attendees will come away with a few lesser-known tricks to improve conversion even more! Attend this session to learn: - The importance of your website in your overall marketing strategy - 8 things every GREAT website MUST include - 6 vital things that your website development team MUST be able to do - Website critiques — by Joy!
Citation preview
Lora Ullerich
Digital Media Specialist
Session Framework
Joy Gendusa
Founder & CEO
PostcardMania
www.postcardmania.com
Then and Now
Cole Directory
• Published in 1947
• “Blue Book”
• Crisscross directory of addresses
and phone numbers
Invaluable information for:
• Telemarketers
• Debt collectors
• Law enforcement
Today, web-based lead generation for business
Features:
• Webcasts
• Playbook download
• Articles
• Buddy’s Blog
• Resources
Features:
• Webcasts
• Playbook download
• Articles
• Buddy’s Blog
• Resources
WHO AM I?
1998: JOY & A FEW STAFF NOW: 200+ EMPLOYEES
BACK IN THE DAY
EVOLUTION OF POSTCARDMANIA
1998 NOW
DIRECT MAIL PROMO
EVOLUTION OF POSTCARDMANIA
Importance of a good
website.
Prospects
Prospects
Who Become
Customers
Prospects
Who
Leave
Without
Buying
95% of interested prospects will
visit your website before
contacting you.
LEAD FOLLOW-UP
Importance of IMMEDIATE follow-up.
LEAD FOLLOW-UP
Good Website:
Interest and trust in you instantly increases.
WEBSITE IMPORTANCE
Bad Website:
Interest and trust in you instantly decreases.
WEBSITE IMPORTANCE
What feeling does your website give
visitors?
Spa - Relaxing
WEBSITE IMPORTANCE
What feeling does your website give
visitors?
Dental - Fun,
kid-friendly,
eases anxiety
WEBSITE MOOD
What feeling does your website give
visitors?
Lawyer – Trust, credibility,
professionalism
WEBSITE MOOD
8 Things
Every GREAT Website MUST Include
GREAT WEBSITE DESIGN
1. Are the colors and graphics inviting
and
make the visitor want to stay and read
more?
GREAT WEBSITE DESIGN
2. Is there a way to capture the
visitor’s identity?
GREAT WEBSITE DESIGN
3. Is there contact info on every
page?
GREAT WEBSITE DESIGN
4. Are there pictures of
your product or service?
GREAT WEBSITE DESIGN
5. An about us page,
pictures of the staff and
owner.
GREAT WEBSITE DESIGN
6. Ratings, reviews,
testimonials.
GREAT WEBSITE DESIGN
7. Video content is
a must.
GREAT WEBSITE DESIGN
8. Blogging keeps visitors
coming back and helps increase
search engine rankings.
GREAT WEBSITE DESIGN
Companies that increase blogging from 3-5 times a month to 6-8 times a month almost double their
leads.
Companies with over 200 blog articles generate more than 5 times the leads than those with 10 or
fewer.
The average company will see a 45% growth in traffic when increasing total number of blog articles
from 11-20 to 21-50 articles.
www.blog.hubspot.com/blog/tabid/6307/bid/33742/12-revealing-charts-to-help-you-benchmark-your-business-blogging-performance-new-data.aspx
BLOGGING STATISTICS
Split-Test New Ideas
35% Abandon Rate 27% Abandon Rate
GREAT WEBSITE DESIGN
Split-Test New Ideas
0.27% Conversion Rate 1.08% Conversion Rate
400%INCREASE
GREAT WEBSITE DESIGN
6 Vital Hats of a Website
Development Company
GREAT WEBSITE DESIGN
1. Design and aesthetic
aspect
• Appropriate colors
• Professional, ideally non-stock photos
• Familiarity, Logo
6 WEB DEVELOPER HATS
2. Marketing Aspect
• Turning visitors into leads
• Building Trust
• Benefits vs Features
6 WEB DEVELOPER HATS
3. SEO
(Search Engine Optimization)
• Optimized Page Titles
• Site Organized Properly
• Ensure text is readable by search
engines
6 WEB DEVELOPER HATS
4. Copywriting Aspect
• Optimized for SEO
• Proofread, no Errors
• Conversational
• Benefits vs. Featuresc
6 WEB DEVELOPER HATS
5. Programming Aspect
• Tidy code
• Quick Load Time
• Cross Browser Tested
6 WEB DEVELOPER HATS
6. Tracking your site aspect
• What pages are visited the most?
• Which pages cause most visitors to leave
the site?
• Which pages do visitors spend the most
time on?
6 WEB DEVELOPER HATS
Contact info on home page
Images that relate to their service
Form on home page to collect visitors’ contact info
GREAT WEBSITE EXAMPLES
Images that relate to their service
E-newsletter sign-up on home page
Links to video tour and advice blog
GREAT WEBSITE EXAMPLES
Colors and graphics are not inviting and
do not make the visitor want to stay and
read more
Can’t immediately tell what they do or
sell
No way capture the visitors identity
BAD WEBSITE EXAMPLES
No easily visible contact
information
No images of products or services
No fill-in forms
Colors are unappealing
BAD WEBSITE EXAMPLES
Poorly programmed
No fill-out forms
Colors are unappealing
BAD WEBSITE EXAMPLES
Don't Make
Me Think
A common sense approach to web
usability
-Steve Krug
RECOMMENDED READING
Web Design
for ROI
Turning browsers into buyers and
prospects into leads
-Lance Loveday
-Sandra Hiehaus
RECOMMENDED READING
Template Sites
Start at $495 + $49/month
Custom Sites
Start at $1295
POSTCARDMANIA WEB DEVELOPMENT
© 2012 PostCardMania, Inc. All Rights Reserved.
Quoted material by L. Ron Hubbard: © 1951,1958, 1961, 1965, 1967, 1974, 1975, 1977, 1979, 1984, 1990, 1991, 2001, 2007 L. Ron Hubbard Library. Grateful acknowledgment is made to L. Ron
Hubbard Library for permission to reproduce selections from the copyrighted works of L. Ron Hubbard. IA # 12051802