We’re here to influence your mindset when it comes to your website. Most CEOs hire people to take care of what they see as a technical function. We speak with business owners every day who think their guys have it taken care of, but 9 times out of 10, when we get into it, they’re leaving significant money on the table In this talk, we’ll identify the most common problems company leaders make when it comes to their website and provide high-level solutions Take questions at the end We offer all these services & a comprehensive program to turn your website into 24/7 sales person Go to our website to download this presentation & resources discussed
Webite is not technology platform. It’s a marketing platform. No disrespect to IT professionals. I’m a technologist myself. Internally, put whoever is in charge of revenue for your organization in charge of your website. Example: AdvancedSettlements.com vs. Quantum Life Settlements.com When we think of websites, there are 5 marketing functions to web development: technology, writing, design, optimization, analysis. IT is one of the many important functions, but just one. Many websites are also led by committee, and there’s often internal conflict because it touches so many departments. IT definitely needs to have a large role in the website, but you need one person in charge, with final decision rights. We recommend the CMO. If you don’t have the leadership, find a good vendor who is willing to take the lead.
DK: Many owners don’t think the internet is a good fit for their business. We see this stuff work every day. Stats From Neilson: 210 Million internet users in USA From SEW: 70.7 Billion Searches in July 2009 In a few slides, we’ll talk about how to learn the size of your opportunity online Examples: Rubber manufacturer thought they were too niche. Now, they’re closing a $250,000 deal, Insurance company thought their prospects were too old. They’re now getting 3 leads a day, Largest yacht marina in the country thought their services were spread only by word of mouth . Now, they’re keeping their yacht slips full and yacht repair contractors very busy Hand someone your business card, what do they do? 1st impression of your company We’re all in the business for solving problems. People use the internet to find answers. You need to think of your website as 24/7 sales person who never sleeps, never calls in sick, works in snowstorms… So let me ask, who here can tell me how many leads you got from your website last month?
Who can answer this question? EK: Pull up analytics for QLS Big mistake we see is: Analytics not configured properly to track goals and CEO isn’t analyzing performance the way they do finances Have your team send you an Analytics report every week # Visitors & New Visitors SERPs & Best keywords (On ROI basis). Number of leads (forms, emails & calls) You track trends, they’ll figure out how to improve
Google Keyword Tool SEO Baltimore on Google Keyword Tool = 25,000 searches /month If 1% click on our listing, then approximately 250 people will visit our site each month When they get to your site, there’s only three things they can do: click, leave, or call If 2% of those visitors call, then that’s 5 leads / month Calculate: Number of searches per month on top terms (Google keyword tool) Number of *potential visitors (if you don’t know your CTR, use 1%) Number of potential leads (If you don’t know your CR use 1%) From there you can calculate your close rate and gross income
This is about the importance of keywords. Some people will search on your brand. Great to be at the top, but Need to rank high for terms related to your services or products. You want to reach people who don’t yet know you. When Eric goes on a sales call, the quickest way for us to show a CEO pain he didn’t know he had is to a few searches. Story @ Jeff Cohen, CEO of Educate Search on Math Tutor Baltimore Many factors can cause this, A good place to start is to see if you have a single page for EACH of your products and services. Importance of understanding Keywords. Do research 1 st Industry terms vs. the way people think
Your website is not about you. It’s about them. Example: www.stone-coast.com vs. QuantumLifeSettlements.com Not going to discuss website design. Most web dev projects get bogged down in this step. Committees, designers, etc. Will instead talk about something we rarely spend time on dealing with, the copy. The copy Is vital - it’s what both search engines AND people read It’s not about our products & services, it’s about how you take away their pain! A good sales person gets to pain & how to solve that pain. Website should too. Features vs Benefits USP At the end of the day, you are doing this to get people to calls, so…
If #1 priority is to get people to call you, why make that difficult? middendorfins.com vs. Carchex.com Yes, keep your contact us page and add a form because you can identify keywords people used to find you if they contact you with a form.
Call To Action A good sales person will tell you that you don’t get what you don’t ask for. People often tell us, they don’t want to come off as “too salesy” Need to tell people to call, click, or fill out the form. Call now for your…” Give me an incentive, something that won’t cost you anything Free Consultation Free Demo WhitePaper, eBook, etc Free Estimate Example: www.DDDSigns.com & Free Drawing Doesn’t have to be a give-away, can just be a statement that takes away their pain. FredFrankBailBonds.com
For local businesses, or businesses with multiple locations Example search You can influence pin maps Create your listing on Google, Yahoo! & Bing (URLs at end of this presentation, download from our site) Claim multiple listings Relevant to your keywords. Use your best keywords in listing title: dddsigns.com. (this will change!) Claim listings on review sites and make sure info is consistent (yelp, insiderpages, kudzu). Listen and encourage satisfied clients to post reviews
Implement a monthly program. Set goals & compete against yourself Constantly test, measure & improve Step you foot into this ring, you’ll knock someone off page one. It’s a fight to stay on top. Recap Top 10 Mistakes, here’s our Top 10 Solutions Put Marketing in charge of your website Know that you can get more leads from your site Understand the dollar amount of your opportunity online Rank high in search engines for keywords related to your services Make the copy of your website address your prospect’s pain Prominently display your phone number on every page Use strong calls to action Utilize pin maps Implement monthly program to compete against yourself and improve
Next seminar: example of end to end online marketing program that’s working
Top 10 Mistakes Business Owners Make With Their Websites
Business Owners Make With Their Websites (And What To Do About It) Top 10 Mistakes