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Content
1. The marketing messages Within a few seconds,
need to know: What I do What page they are
on What do they do next Why should they take
action on this site
7-9 second scan
2. Tips for good messaging Create headlines and sub-heads Use a powerful value proposition Include clear calls to action and next
steps
3. Educate & offer value Speak directly to the
audience Use “you,” “we” – speak
their language Help them solve a
problem This is how we can help
you Offer education content
White papers, videos, eBooks
4. Offer quality content Unique Write for humans (not search engines) Provide value & educate Keep content fresh Know your audience Include facts, numbers, etc. Know your product well
5. Avoid jargon Avoid overused words
“Out-of-the-box” “Cutting edge” “Easy to use” “Mission critical”
6. Don’t be too clever Tell the truth Be clear, not clever Get to the point Use simple words Be understood Be clear – what do
you want the visitor to do?
7. Share content (be social) Allow others to share your work Add a sharing widget or plug-in Facebook Twitter LinkedIn Etc.
8. Mix up content type Visuals Video Audio Utilities
9. Add customer reviews, case studies
Get confirmation Testimonial Customer reviews Case studies
Authentic stories Use real people Photos
Testimonials by topic
10. Blog to complement content Creates new
content Makes you an
authority Drives traffic and
leads Great way to talk
and engage Source of
inbound links Supports Search
Engines
Get conversions
11. Use Calls-to-action Drive the visitor to take an
action Keep it above the fold in clear
sight Key to lead generation Good practices
Make them stand out Use striking colors Provide value (whitepapers,
guides, estimate) Make it clickable (button) Keep the offer simple and
clear Test (colors, text, placement)
(Example)
Calls-to-action – good example
12. “Landing pages” – where action takes place
Visitors complete a transaction and are converted to leads
Get contact information Make the offer simple and clear
– no distractions Remove main navigation Purpose to complete the lead
form Use elements from previous
page Don’t make them think
(Example next page)
Landing page – good example
13. Forms that work Fewer fields = more conversions Only ask for what you need More valuable the offer, more
information Add a privacy message Don’t use “SUBMIT” on the button
“Download whitepaper” “Get your free…”
Fulfill the request ASAP Download link on Thanks page Send auto-responder email with link
14. Email Newsletters Offer a subscription on your website Good way to collect email addresses Make it easy to find Tell them what they’ll get
Design
15. Make a good first impression Colors
Use the right colors to draw attention to select elements
Avoid too many colors Pick 2 to 4
Animation Avoid Flash unless it
supports content Avoid Background
music
Layout Clear navigation Organize in a grid Avoid clutter
Fonts Legible Easy to read Use bullet lists, section
headers, short paragraphs
16. Be consistent from page to page
Smooth flow from one page to the next
Same navigation throughout
No more than 3 page layouts per site Home page Content pages (sub-
pages) Form pages
Home Page
Content Page
17. Use meaningful photographs and visuals Real people outperform
stock photos Stock images can be
irrelevant Place meaningful
images on the site Which photo is real?
18. Navigation – very important
Key element – Make it easy to find what I want
Think of different visitors Knows nothing Educated Customer New visitor, etc.
More navigation Keep it simple Repeat it in the footer Use breadcrumbs Include a “Search” box No more than 3 levels deep for content Include links within the page copy to
other pages Avoid Java and Flash navigation
19. Accessibility View on all
browsers View on all
devices Mobile phones Tablet PCs
Get found online
Components of Google’s Ranking Algorithm
20. Search Engine Optimization (SEO)Improve content for Search Engines
Identify customer keywords (Google keyword tool)
Think the way your customers might search Use keywords in:
Headline Sub-headline Body Image tags Links
Pick a primary keyword for each page(Example)
SEO content page example
21. SEO - Behind the content – Title, Meta & more in the background of a pagePage title tag
Meta description tag
Keyword tag – not as important anymorePage URL
22. SEO Sitemap submissions Helps search engine crawlers (spiders)
search through your pages more efficiently
Create an .xml or .txt sitemap Create one for
Google, Bing, Yahoo
23. Inbound links More inbound links,
more important your site is perceived
Create good content High quality,
educational, entertaining
Online directories Write guest posts for
other blogs Check link page
authority
24. Google Ads (Pay-Per-Click)
Google Ads (Pay-Per-Click) You control keywords You target “landing page” content You control budget You can prove “conversions” You can target geographically
Google Ad Places
Measurements
25. Measurements
25. Measurements Google Analytics (free)
Trends # of visitors New/returning Most popular pages Referring sites Keywords used “Bounce” rates Inbound links
About Pat WalshAs a marketing speaker and trainer, I help owners and management teams generate visitors to their websites and cultivate them into qualified leads. l identify their unique position, develop a marketing strategy, and then assist them in executing it. I use my 30-plus years of experience working with hundreds of companies to bring creative ideas to the table. I'm a bottom line thinker. I'm obsessive about measurements. I enjoy helping to establish goals, solve problems and implement tactics. Starting with an engaging website and content marketing, I then broaden your presence with SEO, Google ads, e-newsletters, social media and more. I build a consistent message across all communications. I love what I do, especially when I get to see you succeed and profit from my expertise. That's the most fun for me.Specialties: Setting priorities, working with clients to make better marketing decisions, using digital marketing to their advantage, and tracking results for the optimum return on investment. Also, workshops, speaking and educational engagements.
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