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Inbound marketing agencies can't always do a website project for their clients. But when visit to lead conversion rates are low, something needs to be done. A website optimization project is a strategic deliverable that tells your clients exactly how to organize the pages on their site to match the buyer's journey, and gives a detailed overview of the role that each page will play in the buyer's process for making a purchase.
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CMB Partner Office Hours
How to sell website optimization services to
inbound clients.Every Tuesday @3pm Eastern
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Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion
Extra time: CMB Partner Questions
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Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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After the Webinar
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• Webinar recording
• Slides
• Blog article
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Today’s Question:
How can I sell website optimization services to my clients without doing an entire website redesign?
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First, why are most websites anti-
inbound
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SEO in 1990s and 2000s
Volume of content = Credibility
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What happens?
Content Overload… No Process
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Symptoms
Very short time on site
Low number of pages/visit
Low site conversion rate
Low quality of leads
You can’t tell what they do in 10 seconds…
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What is a website optimization
strategy?
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Website optimization is…
Buyer persona work provides a map of what content is needed and when.
Website optimization plan organizes web pages to match the buying process.
Simplify your site!
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Selling a website optimization plan…
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Use data to identify the need.
CMB’s Lead Quality Report
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Why are we doing this?
If users don’t find the content they want, they will go somewhere else.
Your website needs to lead a user down the buying process in order to make a sale.
Let me help you get more out of your website.
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Scope of work
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IMR’s Website Optimization Plan
Sitemap Organization of pages to match the buyer’s journey.
Purpose map Set goals for each page of the site to match the
buyer’s journey.
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Quick recap on the buyer’s journey
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Home ProgramsCampus
LifeAdmissions Blog
Residential life
Food services
AcademicsHow to apply
Financial aid
Schedule a call
Awareness Consideration Decision
• Programs overview
• Why choose an all boys school
• Virtual Tour
• Admissions Event
• Schedule a call with admissions
Converting visitors to admissions leads with valuable offers. (must fill out a
quick form to access)
Health center
Arts
Athletics
Library…Calendar
A plan that reflects the evaluation process
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Purpose Map
Detailed plan for each page of the website
Who is this page for?
What does this page need to accomplish (objective)
How will the page accomplish the objective? (brand messaging)
What do we want the user to do next? (action)
What might stand in the way of the user taking the next step? (pushbacks)
How will we address that pushback? (Secondary Action)
Additional direction for content/design team.
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Pricing
Between $1,000 and $3,000
Make sure you set a limit to how many pages you are mapping out, and monitor your hours so you don’t go over budget.
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Download the asset
Proposal copy, step by step guide to delivering the service, and a sample purpose map are available for
download on the blog.
www.contentmarketingblueprint.com/blog
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Next Session: Tuesday June 24th @ 3:00 PM EST
“How to sell a premium content package”
Sign up at: www.contentmarketingblueprint.com/2014-
webinars
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