Is Your Website Hurting Your Business

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Are you missing information on your website that prospects need?

Is your website full of specialized jargon and turning people away without you even knowing it?

These slides from our webinar will help you develop content that strengthens the connection between your prospects and your business.

cover:
- Information that needs to be on your About page
- Keywords: what are they and how can you incorporate them into your site?
- Balancing keywords with speaking in layman’s terms
- Proper website linking – using opportunities to cross-promote throughout your site
- Formatting information for optimized online reading and skimming

These slides cover why stating the obvious on your website will benefit prospects and search engines alike.

More about AdvisorDeck: http://getadvisordeck.com/feature-list/

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  • Hello! Welcome to our webinar, Is your website hurting your business? Here at AdvisorDeck, we schedule a webinar regularly to provide a touch point for those interested in the platform to see it in action and for current customers to get updates on our roadmap as well as tips on marketing best practices. I’m Christine Luc and I’m the marketing lead for AdvisorDeck, and I will be discussing information that prospects want to find on your website and ways to tease out that information more effectively. I’ll leave some time for Q+A afterward. Please use the “questions” box in GoToWebinar to submit questions along the way, and I’ll walk through them at the end of the call.
  • For those of you that aren’t familiar with AdvisorDeck, AdvisorDeck is an online marketing suite for financial advisors that brings together various online marketing tools that are vital to the financial services space. We offer blogging and social media scheduling tools. We pair that with FINRA-approved content by leading resources in the AdvisorDeck Marketplace. All of that is supported by compliant archiving services as well as extensive resources for marketing best practices, including webinars such as this one.
  • In our webinars we usually show off our great staff who have fantastic industry experience. Cameron, the co-founder has worked for a wide range of digital media and social products, including PBS.org, WIRED Science, and the White House before working at AdvisorDeck. We’re backed by Lincoln Collins and Wade Dokken of WealthVest Marketing.
  • Before we dive into information that your website should have, we’ll state the obvious and reaffirm that your business needs an online presence. If your business is not online, it needs to be. People familiar with your business offline will look you up to make sure you’re legit and a real resource they can trust.
  • For a brief once-over, these are the questions your website should answer. Who are you? What do you do? How can you be reached? Most importantly, information on your website should support the case for WHY you should be reached at all. Let’s break down these big questions into chunks.
  • Try to incorporate phrases that people type into search engines like Google. When you write about your business, you’re thinking in paragraphs and chunks but given that people don’t use search engines by typing in full sentences, accommodate that line of thinking by breaking it up into familiar word phrases.
  • Is Your Website Hurting Your Business

    1. 1. Christine LucMarketing SpecialistDecember 11, 2012
    2. 2. We Merge Marketing tech Engaging content Compliance Expert guidance Ease of use
    3. 3. Who We AreSan Francisco, California Cameron Christine Co-Founder Marketing SpecialistLeadership & backing Lincoln Collins Wade Dokken • Co-Founder, • Co-Founder, WealthVest Marketing WealthVest Marketing • Fmr. CEO The • Fmr. CEO American Hartford Europe Skandia • Fmr. COO American Skandia
    4. 4. If your business is not online, it needs to be.
    5. 5. What are we covering today?• Making information readily available• Using keywords to flesh out the info you provide• Presenting information in easy-to-skim formats• Maximizing content value by linking pages to other pages
    6. 6. Basic questions your website shouldanswer:• Who are you?• What do you do?• How can you be reached?• Why you should be reached?
    7. 7. Who are you? What do you do?• Basics: • Name • Job title • Responsibilities with that title that prospects want to know
    8. 8. Provide examples.• Do you work with a certain type of client? • Even if you don’t, give examples of demographics you do work with and give prospects the chance to connect with you that way. • Examples of demographics: • Multiple generations of clients • Widows • HNW • Tech Sector • Etc • This may be obvious to you but not to strangers!
    9. 9. Break down what you do into tasks,actions.• This will help for SEO as well as for illustrating your point.
    10. 10. Keywords• Keywords are words/phrases that people search for using search engines like Google• Important to use terms and phrases that are familiar to prospects • Easier for skimming • Friendly to search engines
    11. 11. How do you use keywords?• DO NOT REPEAT THE SAME KEYWORD PHRASES ALL OVER THE PAGE.• Incorporate keywords where it makes sense and helps your prospect understand you better.• Use keywords to anchor URLs to other pages on your site.• Use keywords that you know people are using so that you avoid jargon syndrome.
    12. 12. How to find keywords• Google’s Autocomplete function
    13. 13. Linking• Links encourage prospects to explore your website for longer.• People want more details! They want to know more. Link other content that demonstrates what you know.
    14. 14. Format your website to be skim-friendly.• Avoid giant blocks of text• Organize info into pages and subheadings• If someone briefly skimmed through your website, would you get your point across or no?
    15. 15. Summary• Explain what you do and who you do it for • Be specific• Info should help illustrate why prospects would benefit from working with you• Search popular keywords to get an idea of layman’s terms• Make everything easy to gloss over• Use opportunities to show off knowledge that you have that people are looking for with relevant links
    16. 16. QUESTIONS
    17. 17. Getting Started• Go to advisordeck.com and create a new account• Follow the guided setup process• Support and best practices• Questions? support@advisordeck.com

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