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Making Your Website Work For You
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Making Your Website Work For You


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  • 1. Making Your Website Work For You
    John Wooton
    President, Senior Developer
  • 2. President/Senior Developer of InspireMedia
    Specialize in creative web development solutions for business
    We do work with Wedding and Event Professionals
    Avid Networkers
    We believe there is no magic bullet
    Who am I?
  • 3. Are You Successful?
  • 4. Website isn’t generating any/enough leads
    Website isn’t attractive/outdated
    Can’t update website/slow updates
    Website doesn’t do what we need it to do
    What are some of the issues?
  • 5. Forgotten approach to website marketing
    Targeting the right client
    Website tools that help you build loyalty, credibility and close deals
    What we’ll be talking about…
  • 6. Why do we use a website?
    It’s easier, right?
    24 hour storefront
    Online portfolio
    Start With Why…
  • 7. Picture your website as an actual storefront with customers that stop by to purchase a product on a daily basis.
    How would you act differently?
    Welcome them with a smile
    Have a unique look that differentiates you from everyone else
    Make it easy for them to find the products they want
    Make it easy for them to purchase those products
    The Forgotten Approach…
    We often forget that our website is the same thing, we just don’t greet the customers face to face.
  • 8. In order to be successful, a website needs to have all the same elements as any other marketing campaign:
    Attractive/Eye Catching
    Useful/Easy To Use
    The Forgotten Approach…
  • 9. There are two questions that are often overlooked when it comes to targeting:
    Who is your ideal client?
    What is of value to them?
  • 10. Think of their personality traits
    What are they like on the wedding day?
    What is their budget?
    What venues will they choose?
    What are their expectations of you?
    Who Is Your Ideal Client?
  • 11. What are their biggest needs when they come to you?
    What are they most concerned about?
    What are they least concerned about?
    Are they looking for value or are they looking for quality?
    Is what you have different enough to overcome their internal objections.
    What Is Of Value To Them?
    Profiling your ideal client is probably one of the most important steps you can take when evaluating your website.
  • 12. The attention span of the average website visitor is less than 10 seconds.
    Is what they see in that 10 seconds going to appeal to their senses?
    Does it make me fall in love with what you offer?
    Remember a website is a storefront and in a storefront we appeal to their senses to help them buy.
  • 13. You don’t want to make your visitors think?
    Can they find the information that they need?
    Value Proposition?
    Portfolio or Gallery?
    Packages and Pricing?
    Call to action – a way for them to take the next step?
  • 14. Do you blog?
    How recent ago did you update your portfolio?
    Does your site look outdated?
    Are you following the same trends as your competitors?
  • 15. There are two main reasons you need the right content on your site
    Appealing to your “ideal client”
    Competing for search engine traffic
    The Role Of Content
  • 16. In order to create an effective website, you must remember who your ideal client is…
    Go back through the list of personality traits and client values
    Does the content on your website appeal to your ideal client?
    Does it overcome their objections?
    Does it show how different you are from your competitors?
    How will you structure your site differently?
    The Role Of Content
  • 17. Search Engines are usually the first place someone goes to research
    How do you compare to your competition?
    Google’s most recent update:
    Driven by consumer mannerisms
    Less importance on links (however, still important)
    More importance on unique, quality, relevant content
    The Role Of SEO
    This means the websites that will succeed in the future will be faster, have more unique relevant content and will be written with the customer in mind and less for the search engines.
  • 18. What is analytics
    Analytics is the systematic “analysis” of how your website is performing.
    Tracks detailed statistics over time
    Bounce Rates
    Traffic Sources
    Page by Page Analysis
    The Role of Analytics
    Tracking the performance of a website is a critical function for every business. Without knowing this information, you can’t make adjustments to improve the quality of your website.
  • 19. It can’t tell you WHY someone doesn’t like your site.
    It can’t tell you that you’re targeting the wrong client.
    It will not measure your performance with social media (only a prospects interaction with your website from your social media campaigns).
    What Analytics Is Not…
  • 20. There are two tools that I recommend before anything else:
    Analytics/Website Tracking
    A Call To Action/CRM
    The Tools
  • 21. Google Analytics
    Easily added to a website
    Tracks pageviews, bounce rate, etc.
    Inbound traffic sources
    Search engine keywords
    Performance Goals
    Automated Reports
  • 22. Analytics
    • Statcounter
    • 23. Also Free
    • 24. Easily added to a website
    • 25. Realtime Traffic
    • 26. Inbound traffic sources
    • 27. Search engine keywords
    • 28. Doesn’t track all the information that Google does
    • 29. No automated reports or goal tracking
  • Omniture
    Not free, can be several thousand dollars
    Typically for larger corporations
    Offers a lot more data (Does integrate social media tracking)
  • 30. No website is complete without the ability of consumers to take the next step
    Simple Solutions – Contact Information
    Better Solutions – Contact form with qualifying questions
    Best Solution – Contact form that saves to a CRM
    Call To Action
  • 31. A CRM (or Customer Relationship Manager) is an online database where you can store all of your client information and keep track of where clients are at in your sales process
    Some of the more advanced CRMs offer automated reporting based on your sales process and leads.
    CRM’s are a great way to help automate and track your sales process
  • 32. AddressTwo- Simple CRM
    Easier to use CRM
    Has a project management component
    Has an email marketing component
    Lead follow-up and task reminders
    Free contact form that adds leads to your database
  • 33. Zoho CRM
    Free for one user
    More detailed
    Integrates with the Zoho Business Suite
    Mobile App
    Automated Reporting
    Campaign Tracking
    Email Integration
    Lead and task follow up reminders
    Free contact form that adds leads to your database
  • 34. Salesforce
    Not Free (Starts at $15/user/month)
    Contact form that adds leads to your database
    More detailed CRM
    Email Integration
    Lead and task followupreminders
  • 35. If you’re not consistently blogging, you’re missing out on a vital factor that Google considers important in the ranking of your website.
    Blogging not only offers fresh, relevant content for your clients to read, it also helps you contextually compete for search engine keywords.
    Realistically, you should be blogging at least once a week.
  • 36. Wordpress (highly recommend)
    Two Methods (Free)
    Allows you to blog on
    Helps with adding unique content to your site
    Doesn’t help with the search engines (Self-Hosted Solution)
    Most hosting companies can support this
    Wide range of plugins and tools that allow for the enhancement of the website
  • 37. Blogger
    Similar to blog
    Doesn’t add value for SEO
  • 38. Typepad
    Starts at $8.95/month
    Similar to blog
    Can’t add it to your own domain
  • 39. Ideal client
    The right content
    The right image
    Website tracking
    The right tools
    You can begin to watch the performance of your website improve. How?
    Bringing it all together…
  • 40. There are several core traffic stats that you need to pay attention to:
    Bounce Rate
    % of New Visits
    Time on Site
    These are not the only statistics that you should look at, but they are by far the most important.Here’s why:
    The Stats
  • 41. Pageviews
    The total number of times pages have been viewed on your site. This number will always be the largest
    The Stats
  • 42. Visits
    The total number of times a site has been visited during the time-frame.
    The Stats
  • 43. Bounce Rate
    The percentage of people that came to your site and left immediately.
    The Stats
  • 44. % of New Visits
    The percentage of visits to your site that have not been to your site before (new customers)
    The Stats
  • 45. Average Time on Site
    The “stickiness factor”. This will show you how much time is being spent on your site.
    The Stats
  • 46. Before:
    The Numbers
  • 47. After
    The Numbers
    This client generates leads daily!
  • 48. Questions?
  • 49. Web:
    Phone: 317-750-9118
    Contact Us