Matt McFedries - Xerocon Sydney - Winning Leads Online

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Slides from Matt's 45 minute presentation to Xero Bookkeepers at Xerocon Sydney on August 29, 2013. Find out if Search Engine Optimisation is good investment, how to write content that converts visitors into clients, and how to use design to increase the quality of leads fro your website.

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  • Slides available after the presentation Today I’m going to show you why SEO is not all it’s cracked up to be why your website content probably sucks and how to fix it. I’ll also show you some tips and tricks from some star performers in your industry to help you be more successful.
  • non-technical side everyone talks about their rankings but very few talk about results
  • How do you find the most relevant search results? You want to find websites that are authorities on the search phrase
  • Don’t try to game the system Write good content Get good links
  • Also weakens your VP Needs related terms
  • accountantswellington.co.nz never paid for SEO 3 - 10 leads a week 50% worth talking to. The rest want it for free. Quality of the site. Cheap suit. Plus persausive conversation
  • A few quality links and regular blogging and social media Good quality content
  • Resource your blog
  • done right can give you an unfair advantage maniacal laugh!
  • but it affects your website and ALL your marketing efforts It’s where we start with our website projects
  • you might have thought I would say your design It’s not really your fault tho - web designers !
  • could make all the difference
  • because you’re not saying the things you need to say to win customers so what’s wrong with your content?
  • so what? what does it mean? It lacks substance and weight
  • bury the important stuff
  • It’s not a USP which is more focused on what’s unique to your competitors
  • the job of your website is to persuade people to buy from you Written for KissMetrics and ProBlogger You can tell he’s a marketing guru cos of his suit and slicked-back hair
  • persuasive? believable? unfair advantage?
  • persuasive? believable?
  • persuasive? believable?
  • persuasive? believable?
  • persuasive? believable?
  • accountantswellington.co.nz never paid for SEO 3 - 10 leads a week 50% worth talking to. The rest want it for free.
  • Too cluttered - trying to say it all on the home page Filled with “We” statements It’s not showing why I should choose Jill over others
  • No slideshow Moved nav to front and centre
  • Don’t sound like the end
  • more than pretty pictures it’s about bringing forward the most important points
  • more than pretty pictures it’s about bringing forward the most important points
  • Font size
  • Matt McFedries - Xerocon Sydney - Winning Leads Online

    1. 1. Beautiful accounting software
    2. 2. Winning leads online Matt McFedries, founder PracticePlus
    3. 3. • Why SEO is not all it’s cracked up to be • Why your website content sucks • Why your lead quality sucks • Examples from some bookkeeper superstars Today
    4. 4. Search Engine Optimisation
    5. 5. What’s Google’s goal?
    6. 6. Content.
    7. 7. Authority.
    8. 8. Your website Add-on Xero Blog Xero Advisor Flying Solo Social Media Microsite Your websiteYour websiteYour websiteYour websiteYour website Your website Little Authority
    9. 9. Write good content. Get quality links.
    10. 10. • 10 - 15 pages • 400+ words on 50% of pages • No duplicate content • Not stuffed with keywords Good content
    11. 11. Xero Trainers Sydney, the leading experts in Xero training talk to us about your Xero training needs today. Xero Trainers Sydney >
    12. 12. “Filling pages with keywords results in a negative user experience, and can harm your site's ranking. Focus on creating useful, information-rich content that uses keywords appropriately and in context.” says:
    13. 13. • Get links from high quality sources • Don’t use automated tools • Create links ‘naturally’ (10-30/mth) • 30-50% links to home page • Use a variety of ‘anchor text’ • Try Traffic Travis Link building tips
    14. 14. Xero makes working with your financial advisor incredibly easy. Talk to us today about our 3 day Xero Conversion process. Xero makes working with your financial advisor incredibly easy. Talk to us today about our 3 day process. Click here to learn more.
    15. 15. 5%-20% of leads from Search.
    16. 16. • Since Feb 2013 • 38 enquiries • 6 enquiries per month • 8 enquiries from Search • 4 were brand name AU Bookkeeper Referring Sites 53% Search 21% None 26%
    17. 17. “Accountants Wellington” Jul 22 Aug 12 Jun
    18. 18. • Good content & quality links • Blog 2-4 times a month • Avoid preloaded / duplicate content • Target local search e.g. Bookkeeper [city] • Referrals may still be your best source SEO takeaways
    19. 19. Unfair advantage.
    20. 20. • Adding an eBook download • Showing plans and prices • Adding a client login area • An amazing new design • Mobile friendly It’s not…
    21. 21. ONE thing wrong
    22. 22. It’s your content.
    23. 23. clear convincing credible content converts
    24. 24. comparison
    25. 25. content problem conversion problem=
    26. 26. It’s all about YOU
    27. 27. We offer a unique service that can cater for any size business We offer very affordable rates and can tailor our services to fit your needs Contact us today to see how we can best serve you and your business
    28. 28. Written in marketese
    29. 29. We offer a unique service that can cater for any size business We offer very affordable rates and can tailor our services to fit your needs
    30. 30. Too long Too cluttered
    31. 31. 2011 AOP UK website usage study 2518 pages
    32. 32. 3-4 pages 2-3 minutes
    33. 33. Home About Pricing Blog
    34. 34. ONE thing right
    35. 35. Value proposition
    36. 36. A believable collection of the most persuasive reasons your target customers should buy from you. Peter Sandeen - Conversion Optimisation Guru
    37. 37. If you don’t have a strong value proposition or you don’t know how to use it, your marketing lacks persuasive substance.
    38. 38. 30 minutes or it’s FREE
    39. 39. we empower [business owners] with information to run their businesses better
    40. 40. bringing you business solutions that create more value than they cost
    41. 41. better understand the health of your business add meaning to your data give you a critical edge best business decisions
    42. 42. Fast turnaround Reasonable fees Excellent support
    43. 43. Jill of All Trades - 100% Xero Xero knowledge award We provide high quality implementation We provide training to a wide range of clients
    44. 44. Transform business efficiency extract maximum value
    45. 45. 35 years' experience in the IT and Software Training field first bookkeeper in the world to be awarded Xero Gold Partner status
    46. 46. 400+ Xero setups get setup right quick & painless conversion
    47. 47. Jills results Search 5 Twitter 1 Direct 4 2 web enquiries within 2 hours of launch. In 3 weeks: •Total leads: 10 •Web leads: 5 •Other leads: 5 •Lead quality: Excellent
    48. 48. What’s your value proposition?
    49. 49. • Accuracy • BAS lodged on time • Healthy Xero • Am I making profit? • Not sure? Ask your clients. What do your clients VALUE the most?
    50. 50. Cut paperwork. Bill jobs faster. Know your profit margin. Work less. Bill more hours. Productivity solutions for busy business owners.
    51. 51. • Your website’s purpose is to persuade • Talk less about yourself • Talk more about the value you offer • Eradicate ‘marketese’ from your site • Use case studies to prove your value • Have an ongoing content plan • You’ll get better leads Content takeaways
    52. 52. Design
    53. 53. Design gives content more power!
    54. 54. Design improves your lead quality.
    55. 55. Don’t bury the lede
    56. 56. work on your business rather than in it ‘switch off’ at night in the knowledge that all your financial affairs are in order cancel your services with us at any time and will not be charged for that month
    57. 57. Run your business and access your accounts from work, home or on the go. Invite others to view your accounts and provide valuable real-time advice. Run your business and access your accounts from work, home or on the go. Invite others to view your accounts and provide valuable real- time advice. Your data is completely secure even if your computer is lost or stolen.
    58. 58. http://www.webstyleguide.com/wsg3/7-page-design/6-page-width-line-length.html It’s time to meet your macula
    59. 59. Make more time. We’ve helped make more time for over 150 small business owners. A business that works for you. Not the other way round. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo Get your weekends and nights back. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inven. Ragged edge
    60. 60. Make more time. We’ve helped make more time for over 150 small business owners. A business that works for you. Not the other way round. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo Get your weekends and nights back. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo “My eyes get tired of looking at the same things. They blur into one thing. Inserting an image or a quote to break things up a bit and create interest.”
    61. 61. Make more time. We’ve helped make more time for over 150 small business owners. A business that works for you. Not the other way round. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis. Get your weekends and nights back. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
    62. 62. We’re provide a professional high quality service You could be one decision away from having the kind of business you’d always imagined. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo
    63. 63. Don’t make me think – Steve Krug
    64. 64. • Design gives your content more power • Break up content into scannable chunks • Use images to reinforce • Use clear headings • Create space! • Visit http://webstyleguide.com Design takeaways
    65. 65. 1. Be clear on the value you offer, 2. Write content that persuades, 3. Use design to give content more power, and improve lead quality, 4. Build quality links to your site 5. Blog up a storm! In summary You have 3-4 pages to convert visitors to leads
    66. 66. Get your Jetpack! 4 free digital marketing guides http://practicepl.us/one - Guide to creating a great website - Guide to SEO and online marketing - Best practice blogging guide - Twitter 101 for accountants & bookkeepers @mattmcfedries matt@practicepl.us

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