Websites	  Improve  your  website  in    three  simple  steps	  
1.  Focus  on  the  result  
Think	  about	  	  your	  website	  	  as	  a	  black	  box	  
Inputs  &  Outputs	  Visitors	  (in)         Leads	  (out)  
Track  visitors  over  :me  (in)	  Track  “goals”  over  :me  (out)	                               “Goal	  Tracking”	  is	...
2.  Write  about  the  problems  you  solve  
Focus  on  the  right  keywords…    What	   people	             Mismatch	   want	  &	                         What	  you	 ...
Google  makes  it  easy  
Google  makes  it  easy  
Focus  on  the  right  keywords…    What	   people	                    What	  you	   want	  &	                   do	  for	...
Inputs  &  Outputs	  Visitors	  (in)	                                    Leads	  (out)	                 KISS	  -­‐  Simple...
Align  what  you  say  with  what  people  want…    Visitors     x       Conversion  Rate     =       Leads     1000	     ...
Track  visitors  (blue	  =	  search	  engines)	  Track  “goals”  over  :me  (orange	  =	  all)	  Determine	  where	  the	 ...
3.  Don’t  waste  your  visitor’s  :me  
Avoid  classic  mistakes  •  Heading	  =	  “Welcome”	  –	  lost	  opportunity	  •  No	  phone	  number	  •  No	  call	  to...
Improve  your  website  1.  Focus	  on	  the	  result	  2.  Write	  about	  the	  problems	  you	  solve	  3.  Don’t	  was...
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Improve your website in three simple steps

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Improve your website in three simple steps

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Improve your website in three simple steps

  1. 1. Websites  Improve  your  website  in    three  simple  steps  
  2. 2. 1.  Focus  on  the  result  
  3. 3. Think  about    your  website    as  a  black  box  
  4. 4. Inputs  &  Outputs  Visitors  (in)   Leads  (out)  
  5. 5. Track  visitors  over  :me  (in)  Track  “goals”  over  :me  (out)   “Goal  Tracking”  is  part  of  Google  Analy?cs  
  6. 6. 2.  Write  about  the  problems  you  solve  
  7. 7. Focus  on  the  right  keywords…   What   people   Mismatch   want  &   What  you   search   do  for   for   customers  
  8. 8. Google  makes  it  easy  
  9. 9. Google  makes  it  easy  
  10. 10. Focus  on  the  right  keywords…   What   people   What  you   want  &   do  for   search   customers   for  
  11. 11. Inputs  &  Outputs  Visitors  (in)   Leads  (out)   KISS  -­‐  Simple  metrics  are  best  
  12. 12. Align  what  you  say  with  what  people  want…   Visitors   x   Conversion  Rate   =   Leads   1000   x   1%   =   10   1500   x   1%   =   15   1500   x   2.5%   = 38  
  13. 13. Track  visitors  (blue  =  search  engines)  Track  “goals”  over  :me  (orange  =  all)  Determine  where  the  goal  genera?ng  visitors  came  from  
  14. 14. 3.  Don’t  waste  your  visitor’s  :me  
  15. 15. Avoid  classic  mistakes  •  Heading  =  “Welcome”  –  lost  opportunity  •  No  phone  number  •  No  call  to  ac?on  •  A  lone  phone  number,  what  will  happen?  •  Lack  of  trust   – Where,  are  you  based?   – When,  will  you  call  me  back?    
  16. 16. Improve  your  website  1.  Focus  on  the  result  2.  Write  about  the  problems  you  solve  3.  Don’t  waste  your  visitor’s  ?me  

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