Websites That Work!

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…

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:

Unclear – What does the company do?

Difficult to determine what’s most important

Visually busy

Visually busy
Hard to find what you need

Visually busy
Boring, stiff or sterile

Visually busy
Graphically distracting

Visually busy
Not enough pertinent information

Visually busy
No reason to stay on the site or connect

Visually busy
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.

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!

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Websites That Work!

by Christine Green on Apr 25, 2010

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Websites That Work! — Presentation Transcript