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Websites That Work!
 

Websites That Work!

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Your website can “work for you” as an effective sales pipeline. Learn the marketing fundamentals of how to make your site into more than just an attractive brochure. Christine Green is a marketing ...

Your website can “work for you” as an effective sales pipeline. Learn the marketing fundamentals of how to make your site into more than just an attractive brochure. Christine Green is a marketing strategist who specializes in Website Effectiveness and Social Media Optimization for small businesses. Find out more at http://www.christinegreen.com/

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    Websites That Work! Websites That Work! Presentation Transcript

    •  
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    • What Do You Expect of Your Website?
    • Many Small Business Owners:
      • accept that they need a website for a professional presence
      • think of their website as a brochure
      • don’t expect the site to generate business
      • don’t realize what their site can accomplish
    • How long have you had a website?
      • 1 Year?
      • 2 Years?
      • 5 years?
      • 8 Years?
      • Longer?
    • The World Wide Web is still in its infancy
      • It’s all new
      • You’re still learning
      • But what can you realistically expect?
    • Would You Expect Your Children to Stay in a Menial Job for Their Entire Career?
    • If Your Children Can Achieve Higher Goals ….So Can Your Website!
    • Your Website is the “Child” of Your Business.
      • You have high hopes
      • You believe in its ability to succeed
      • You’re willing to do whatever it takes
      • You expect a return on your investment
    • Your Website Can Work for You!
    • What Do Websites Actually Do?
      • What’s their Purpose?
    • All Websites Have a Common Purpose:
      • They “Sell” Something.
    • Websites sell:
      • Products (clothing, electronics, books)
      • Services (coaching, lawn care, legal counsel)
      • Information (news, govt. agencies, parenting)
      • A person (artist, musician, political candidate)
      • A cause (ending hunger, animal rights)
      • A community (architects, single mothers)
    • A Website’s ability to “Sell” is the top priority for….
      • Solo practitioners
      • Entrepreneurs
      • Non-profit agencies
      • Multi-national corporations
      • A teenager with something to say
    • Your Website’s Job:
      • Attract and engage ideal customers
      • Initiate your sales process
    • Your Website as Your Social Media Destination
    • Your Website is the Hub of your Marketing
      • … and your ideal Social Media Destination
    • Your online destination is where you tell your Followers, Subscribers and Fans WHY they want to be connected to you…
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    • If your Social Media contacts land on a site that does not effectively engage them… Your sales process stops there.
    • Your Website is a Platform with: Almost Unlimited Space to:
      • Say what you want to say
      • Share what you want to share
      • Engage
      • Inform
      • Impress
      • Compel
      • Sell
    • How Will You Maximize that Platform to Boost Your Business?
    • The Heart of Website Effectiveness:
      • Quality Content
    • Mike Volpe, VP of Inbound Marketing at HubSpot says: “Spend your resources on creating content, more than a beautiful design.”
    • An Attractive Visual Design is Not the Most Important Website Element
    • Marketing Guru Seth Godin, says: “The purpose of the site is to tell a story or to generate some sort of action. And if the user notices the site, not the story, you've lost.”
    • It’s All About CONTENT
    • Hire a stellar Graphic Designer if you want…
      • But budget FIRST for your
      • Content Developer and Copywriter.
    • What the heck is Content?
    • “Content” is:
      • All the “stuff” other than the design
      • Marketing copy
      • Information that is of value to your prospects
      • All the “text”
      • Can also be images, graphs or diagrams, etc.
    • What makes for Quality Content?
      • Online Marketing Pioneer, Bryan Eisenberg:
      • “ What makes content
      • valuable is its relevance
      • to your reader.”
    • Content Expert, Byron White states: “ The secret to content marketing is great writers. If you hire great writers you will grow your sales at an accelerated rate. If you hire lousy writers, you’ll remain stagnant with content that simply does not connect with readers or search engines.”
    • Two Types of Web Content:
      • Marketing Copy
        • web page text written with a marketing angle
      • Informative/Educational Content
        • content that is of value to your target audience but not written with a promotional angle
        • Your marketing copy can also be informative
    • Content Writing
      • Marketing Copy is written by a copywriter with marketing expertise. The copywriter’s job is to turn visitors into customers.
      • Informative Content can be written by any good writer versed in the subject. The content writer’s job is to offer value to the targeted prospect.
    • Definitions
      • Copywriting – the art and science of constructing a promotional message that persuades the reader to take a specific and measurable action.
      • Copyrighting – process of obtaining protected publishing rights…denoted by the © symbol.
      A common misconception is that COPYWRITING is actually COPYRIGHTING.
    • Peggy Olson, Copywriter
    • Elements of Effective Websites
      • Much more than meets the eye!
    • Creating an Effective Website is a Complex and Comprehensive Process.
    • What Doesn’t Work on Websites?
    • An INEFFECTIVE Website:
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
      • Hard to find what you need
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
      • Hard to find what you need
      • Boring, stiff or sterile
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
      • Hard to find what you need
      • Boring, stiff or sterile
      • Graphically distracting
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
      • Hard to find what you need
      • Boring, stiff or sterile
      • Graphically distracting
      • Not enough pertinent information
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
      • Hard to find what you need
      • Boring, stiff or sterile
      • Graphically distracting
      • Not enough pertinent information
      • No reason to stay on the site or connect
    • An INEFFECTIVE Website:
      • Unclear – What does the company do?
      • Difficult to determine what’s most important
      • Visually busy
      • Hard to find what you need
      • Boring, stiff or sterile
      • Graphically distracting
      • Not enough pertinent information
      • No reason to stay on the site or connect
      • Is about the company rather than the customer
    • Ineffectiveness is Often Site-specific
    • Your Website Must be Customer-Focused to be Effective. Y our site needs to anticipate and fulfill the needs of your potential customers.
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      • 12 Elements + Great Copywriting = Foundation of an Effective Sales Pipeline
    • Your Pipeline BEGINS the Sales Process
      • Purchase on the spot
      • Bookmark your site
      • Subscribe to your blog or newsletter
      • Follow you on Twitter
      • Download your article
      • Email you with a question
      • Contact you for an initial consultation
      Your Prospect might:
    • Additional Web Effectiveness Elements
      • Website Architecture
      • Usability
      • Search Engine Optimization
      • Content Management Systems
      Optimizing and Arranging Content:
    • Summary
      • Social Media Destination
      • Focus on Web Content Development
        • First-class Marketing Copy
        • Valuable Content
      • 12 Elements of Customer-focused Site
      • Architecture and Usability
      • SEO and Content Management Systems
      • My Services - One-stop Shopping:
      • Website Design and Makeovers
      • Content Development and Copywriting
      • Social Media Marketing Plans
      • Do-it-Yourself Coaching
        • www.ChristineGreen.com
      • Contact me for a FREE Initial Consultation
        • [email_address] 978-388-5502
    • Social Media Profiles
      • Blog: www.ChristineGreen.com/b l o g
      • Facebook: Christine Green’s Creative Factory
      • Twitter: ChristineGreen_
      • LinkedIn:
      • www.linkedin.com/in/ChristineGreenMarketing
    • Thank you!