3 Things You Need to Know for Your Website to Succeed

3 ThingsWebsite To To KnowFor Your You Need Succeed

Introduction

Hi!My name isMike Darnell.I was born in 1974My 1st job wasmodeling underwear& Roman toys

My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM… Web: Cnngo, Vertu, Playboy…Is your websitetargeting and engaging prospects?

Where we dobusiness

The Fun Bit

Introducing theIDEALWebsite!!!

Make Me Rich Click Here…

Every step you move away from it isCOSTING YOU MONEY

Care to guess how much?

100 Click 70 Click 49 Click 34 Click 24 Click…Every click required to reach your goal“costs” you 30% of your visitors

When building your site you want toensure you’re staying as close to the “Ultimate Website” as possible

To do this you only need to know3 Things:

.1.What are yourwebsite’s goals?

.2. How do your“Funnels” serve your goals?

.3.How are you measuring success?

What are yourwebsite’s Goals?

Specific MeasurableGoal Attainable Realistic Timely

• Who’s my audience? • What do I want them to accomplish? • Where should they do this? • When and how quickly? • Which requirements andSpecific constraints apply • How will I know it’s done? • Why is this important ? What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?

This is easierthan you think because…

…The constraintsof the paradigm are set and constant:

Ultimately your website has only 1 goal:Helping you make MONEY

Your audience is:Selfish, Self Centered, Lazy, & Suspicious …and they’d rather be on Facebook

Your website isjudged within4-11 secondsEvery click costs you30% of youraudience

Specific MeasurableGoal Attainable Realistic Timely

• Who’s my audience? • What do I want them to accomplish? • Where should they do this? • When and how quickly? • Which requirements andSpecific constraints apply • How will I know it’s done? • Why is this important ? What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?

You MUST know how your websitehelps your business make MONEY

This is muchsimpler than you might thinkBECAUSE…

There are ONLY 3 financial modelsfor all the websites in the world

Care to guesswhat they are?

$34.2 Bn (2010)

LeadGeneration

+$50/lead

Advertising

3 rd quarter 2011earnings = $10 Bn

Which of thesemodels matchesyour business?

Never forget:Your website’s goalis a BUSINESS goalIt’s derived from how you’ve always run your business

There’s nothing new under the sun

Running agood business isn’t aboutTechnology

It’s aboutPeople

Successful businesses know why their clientsseek them out and never stop working hard to capitalize on these understandings

How do yourfunnels serve your goal?

What’s a Funnel?

A Funnel =A route to yourwebsite’s goals

It begins wherever your prospect first saw you,and ends at your goal

Google,Facebook, Email, Business card Homepage Tout page Goal

What we dream our funnel looks Google, Facebook, like Email,Meeting, etc. Homepage Tout page Goal

Cute, optimistic and MYTHICAL…

Google,Facebook, Email, Meeting, etc. Homepage Tout page Goal What our funnel really looks like

Every step in your funnel COSTS YOU MONEY…

…Because every clicken-route to your goal costs you 30% of your traffic

CUTSTUFF OUT

LESS ISMORE

Remembers this? Yahoo!New year’s eve 1998

Online EMPIRES are born ofDISRUPTIVEFUNNELS…

Amazon then…

…And now

How do you plan your funnels?

• Enabling a user to .1. buy my products • Enabling a user to fill in a lead form • Enabling a user to Define goals book a ticket oras something your reservation users should • Enabling a user to lodge a complaint DO and/or get support • Etc…

.2. Understand your user’smindset and requirements

.3. List the measures needed toaddress your user’s mindset so they can achieve your goals

.4.Plan the fastest routes from your goal to addressing your user’s mindset

.5. Create your website’scontent and functionalityonly to serve this process

Optimal FunnelTraffic Goalsource

RealisticTrafficsource Minimal Funnel Homepage Goal on homepage

Example

Hi!I’m Mike Pellatt -President of ICMS AsiaWe’re SEA’s leadingIndustrial ConstructionProject ManagementcompanyOur business is buildingfactories like this one:

Our clients choose us because they understand we can be trusted to deliver complex projects on time, on spec, and at an outstanding level of execution

The engagement tobuild a factory likethat is closed in face-to-face meetingsThe goal of mywebsite is to ensure Iget the leads togenerate thesemeetings

TRAFFIC My Optimal SOURCESGoogle search, Meeting, Funnel: Tradeshow GOAL Homepage Generate a qualified lead

GOALGenerate a qualified lead For me to achieve my goal my prospects first need to know WE EXIST…

To enable prospects to findme I invest in ensuring mywebsite is ranked well forrelevant Key Phrases like: “Industrial Construction Project Management“

GOALGenerate a qualified lead I knowfrom experience that fora meeting to happen myprospects also need toknow:• Who we are• What we do• Why they can trust us• How to contact us

That’s why myhomepagelooks like this:

Who we are

“Services” explains What we do

“Success Stories” are3rd party validation that explains Why they can trust us

How to contact us + Call-to-Action

Every page onmy websiteserves only onepurpose:Getting viableleads to contactmy company…

…so ourcontact detailsappear on allof them

I’ve explainedthe logic behindmy websiteNOW YOUTRY IT!!!

Workshop Time!

Download at:http://kuku.nu/websitegoalsheetNote capitalization!!!

Terms andTop Products/ Testimonials/ Case studies/ Download at: Conditions Privacy Policy Sitemap (bottom (bottom (bottomLevel/Page Home Services References FAQ/Support Blog http://kuku.nu/WebsitePlanner Retailers Contact us menu) menu) menu)Sub Category Note capitalization!!!PageDescriptionGoals thispagesaddressesMethods bywhich thepageaddresses thegoalsLocation oftext (Googledoc URL)Location ofimages(Picasa URL)Location ofadditionalassets (Video= YoutubeURL,Presentation= SlideshareURL, etc)Comments

Before we move on…

…5 tips that will save youheartache, aggravation, and money:

.1.Register your own domain Buy your own hosting Setup your own emails

.2.If youre payingpeanuts youre probably working with monkeys

.3. "Stand onthe shoulders of giants" Use popular open source solutions & avoid custom development

.4. Launch your site as soon as itpasses a MINIMAL sanity check Do changes and adjustments later…

.5. A website is a voyage,not a destination Collect feedback,and schedule updatesas a matter of routine

…Which brings us to our last point:

How do you evaluate your Website?

Greatwebsites…

…are constantly improving

They do it based onHARD DATA …and not intuition

It begins withasking questions…

Why are people coming to your website?

To expand their knowledge? To evaluate your offering? By Mistake?To solve a problem?

What do they thinkabout your website?

Are theyinterested andexcited aboutyour offerings?

Make a list of questions and keep adding to it always

Getting answers to your questions is easy…

ASK THEM!

Collectingfeedback is as easyas publishing a poll on your site

Services like Polldaddyand Surveymonkey areexcellent tools designed tomeet this precise need

Customer service and support sites like GetSatisfactionand UserVoice are designed to help you collect,address, and document feedbackFor as little as $19/month you can provide supporton par with these guys:

You also need to start collecting data

Google Analytics are to your website,what your accounting is to your finances You can’t make gooddecisions without this data!

What you need to look at:

Where are peoplecoming from and how?Does the data matchthe behavior of likely prospects?

What are peoplelooking at and doing?Are they doing whatyou want them to? HOW OFTEN?WHAT PERCENTAGE?

Are things improving over time? HOW SO? WHY?

It’s a long drive,but “Practice makes Perfect”

Conclusion

We’ve “Been in Business” longer than our written history records

All businessesare the same

They sell stuff

All Marketingis the same

Convincing,but not profitable…

What makesyours special?

YOUare the only thing that’s special about your business

People don’t Remember:remember facts,figures and features,but a good story willremain with them fora long timeUse your unique storyto weave togetheryour website goals andaudiences and you’rewell on your way toSUCCESS

Questions?

Homework: Complete theworksheets provided

See you here on the 9 th of February.Please consider attending our meeting as well.

Thanks! …I’m at mi@vimi.co Mike

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3 Things You Need to Know for Your Website to Succeed

by Mike Darnell - Vimi.co on Oct 19, 2011

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3 Things You Need to Know for Your Website to Succeed — Presentation Transcript