Customer centric websites for inbound marketing agencies


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Growing inbound marketing agencies can take advantage of customer surveys and pre-formatted HubSpot COS templates to adopt a customer centric website practice in-house.

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Customer centric websites for inbound marketing agencies

  1. 1. Everybody can do a Customer-Centric Website 1/24/2014
  2. 2. How we want everybody to be able to create great, customer-centric websites thru: Tools: Simplex Core Process & Training: Inbound Websites University What will we talk about
  3. 3. "Our website looks need to be updated, can you help?" - like, EVERY customer What’s the most common web design request:
  4. 4. What should a website do for your buyers: Make it easy for the user to do whatever they need to do. And for you: A website should be your best salesperson
  5. 5. The customer-centric website: A site that allows your buyer to do what they need to do while meeting your lead gen objectives.
  6. 6. Ask the customer Not your client, but his customers (You know, the people who are actually going to be using the website) Where to Start:
  7. 7. All the stuff that should happen before starting the design. - Skip this at your own peril 1. Ask the end customer (~30 recent customers would be great) 2. Ask the client 3. Create buyer personas 4. Map their buying process 5. Create the content & conversion plan (what do they need to know at each stage so they convert and don’t stall) 6. Identify the user objective of the site: the ONE most important thing the site needs to do? 7. Audit current site and content - figure out what’s working and what’s not: Clarity, Distraction, User Confidence, FUDs 8. Spell out the new User Flows: what do we want the buyer to do when they come to the site 9. Spell out the new website guidelines (stuff the new site should have and should do): Structure, voice, long vs. short copy, design guidelines, etc. 10. Create and test wireframes for at least all key pages in the user flows Ok NOW, we can speak design
  8. 8. The customer-centric website design methodology: Customer Centric Website Creation Process B10 C20 Keywords & Request Content Load rest of the website content pages D10 E10 Site Architecture & Analysis B20 C10 Testing Go Live Fast Prototyping 1 Home & Standard Pages Fast Prototyping 2 Other Key pages A00 Setup B30 C10 D20 1st Conversion Kit & Video Social Blogging D30 Other Conversion Kits Customer Centric Content Creation Process F10 Continued support & transition A10
  9. 9. In fact... If you do the front end analysis well: and still have a killer site that works. How? By using a good template and personalizing it to the needs of the end customer (keyword here is end customer not client) You could skip about 80% of the design process and up to 100% of the site development process...
  10. 10. Simplex Core A template with all the workings of inbound marketing
  11. 11. Simplex Core: Awesome templates that just work. Awesome Design - Awesome Usability - Awesome Service • • • • • • Home long Home short 3 Generic Inner pages (2 col right, 2 col left, and 3 col) Advanced blog & Author page Landing page & thank you page Contact page Other Features: • • • • • • • Short Codes Advanced formatting tutorials Carefully designed typography Responsive typography Sticky menu Fully customizable through the COS Usability principles, reloaded Advanced Templates: • • • • • • • • • • 404 page Flex - multi-width structure templates Advanced landing pages Pricing tables 3 and 4 columns About us Services overview Services Clients Team Resources Service: • • A Service forum will be setup to resolve any issues with the template Access to new and improved templates Basic Templates:
  12. 12. Coming soon: The Inbound Websites University Down to earth, applicable methodology to help you create a customer centric site. ● Draws from the best available knowledge and research available today: o Usability research o Conversion research o Persuasion science o Inbound marketing experience ● You’ll learn how to build an actual customer centric site: All delivered in a practical, easily digestible, applicable material and how to guides that will help you create the website that your customer wants. ● All lessons are applicable using Simplex Core - New chapters available monthly til mid 2014-
  13. 13. Coming soon: The Inbound Websites University 1. Why do you need a website to begin with 2. Where to start 3. Marketing – getting relevant traffic to your website 4. Content Strategy 5. Site Architecture 6. Writing copy 7. Design 8. Conversion 101 9. Usability 10. Identifying qualified leads 11. Crafting your website - How to create key pages in your website 12. [Partners Only] How to manage a web design project What will be covered
  14. 14. Questions?
  15. 15. Appendix
  16. 16. Appendix 1 The Continuum of Web Design Chaotic Website The Brochure Site The Functional Website The Persuasive Website
  17. 17. Appendix 2 - Some Stats • 76% of uses prefer a website that makes it easy to find what they are looking for VS. • 70% of those that had the objective of generating leads are happy Your customer is more likely to be happy if he has an objective. Source: The Science of Website Redesign, HubSpot • Only 20% of companies that had did a redesign without a specific goal were at least somewhat happy with their project
  18. 18. The customer-centric website design methodology: Customer Centric Website Creation Process B10 C20 Keywords & Request Content Load rest of the website content pages D10 E10 Site Architecture & Analysis B20 C10 Testing Go Live Fast Prototyping 1 Home & Standard Pages Fast Prototyping 2 Other Key pages A00 Setup B30 C10 D20 1st Conversion Kit & Video Social Blogging D30 Other Conversion Kits Customer Centric Content Creation Process F10 Continued support & transition A10
  19. 19. Example of a Survey - Questions that can help you learn all about the end customer - i.e. the only thing that matters -
  20. 20. Example of the soundbites - What do we learn from questionnaires and surveys that we would have never learned otherwise Who is “Company” Whats the problem that the company solves? (customer voice) How is the problem solved (both company and customer voice) Who is the target customer (company voice) What’s to like about the company (customer voice) Doubts & Hesitations before buying (customer voice) Unique advantages (company voice) Social proof (testimonial material - customer voice) Customer’s buying process (full description of the journey) Hot keywords Warning signals (discrepancies between customers and company perceptions)
  21. 21. Example of a master objective of a website - The one thing that this site should do right, all else is secondary - The following objective is for a company that holds an annual conference The Goal of Your Site • The #1 thing people want to do in the site is learn about how the event can help their business, get information about it and register to attend. • Everything else is secondary. • You need to sell the vision, the why and the solution. The best format for this is long-form sales copy.
  22. 22. Example of a User Flow - What is the desired path of a buyer visiting the site- The desired flow should be one that exposes the user to the answers of the most common questions, eliminates fears & uncertainties, and matches the flow needed to make a decision. The following user flow is for a company that holds an annual conference Remember the main goal of the site: Sell the vision, why they should attend, and the solution. • • • • The flow of a user visiting the site should clearly be: Homepage → Sales Page → Registration Homepage → sell the vision and the why of the event Sales page → sell the solution - specifics about the event Registration → if possible start the checkout process in the sales page, however there will be shortcut links to registration clearly visible in ALL pages of the site for returning visitors (except those landing pages devised with other specific goals in mind)
  23. 23. Example of a Wireframe - Layout, messaging and structure of the pages in the user flow -
  24. 24. The 3 Rules of Customer Centric Site Making Rule #2: You are never done with your website Just like you are never done coaching a salesperson. Rule #3: Don’t base it on opinions Having a website that works well as a lead gen machine can't be done based on opinions of the HIPO Rule #1: Never assume Your customer knows better than you and your client.
  25. 25. What makes a website sell - Stuff that should be in the mind of the one creating every page of the site - 1. Motivation and relevancy 2. Clarity 3. Value proposition 4. Engagement 5. Friction 6. Urgency 7. Distraction
  26. 26. The role of the website in the buying process: BUYING PROCESS Your blog and content should kick butt here Initial Research Recognize Opportunity EVALUATION Priority Shift Discovery + Education DECISION Evaluate Options Validation Choice AWARENESS Your website should kick butt here MISMATCH Target Prospects Qualify Prospects MARKETING QUALIFIED LEAD Explain Solution Evaluate Options Demo SALES QUALIFIED LEAD Final Specs Negotiation Close CLOSE SALES PROCESS Source: Detailing the Buying Process for B2B: Awareness, Evaluation and Decision
  27. 27. Coming soon: The Inbound Websites University Smith Consultants are 10-person team of talented consultants offering their services to small-mid size businesses that want to grow and become more profitable. Smith Consultants want to create a website that will generate qualified traffic and convert leads, but they’re on a limited budget and they don’t know where to start. So, they did their research and came across Simplex Core. They got their HubSpot license and now they have to get their hands dirty making their Customer-Centric site. Introducing Smith Consultants
  28. 28. Coming soon: The Inbound Websites University ● Follow the case of Smith Consultants as they develop their own website. ● Watch a step-by-step approach to building a customer-centric site using Simplex Core. ● Grasp how all the decisions were made to create Smith Consultants’ website ● Understand exactly what you should consider while making yours So you’ll: 1. Understand best practices straight from the case study. 2. Get to see how to use Simplex Core to create your site. A Practical Case Study
  29. 29. Coming soon: The Inbound Websites University During the lessons, there will come opportunities for pretty in depth lessons. For example, when Smith Consultants are building a landing page, we discuss first the basics of a landing page: ● Setting up the objectives, assumptions and goals of the page ● Anatomy of a landing page ● How to use smart form fields ● How to set up a thank you page Then the more advanced lessons would be: ● How to reduce noise ● How to use microcopy to reduce friction ● Augmenting user confidence - how to place trust building elements and social proof ● How to craft copy that sells: length, tone ● What to test and how to test it ● How to tie all this up with your buyer personas All the basics of Simplex Core will be covered in the regular lessons. The viewers can choose to take the advanced classes at their own leisure during or after the website is complete. Advanced Studies