How To Build a Website That Converts Traffic into Qualified Leads


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This presentation gives you the process to build a website that will convert traffic into qualified leads.

The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.

We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.

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How To Build a Website That Converts Traffic into Qualified Leads

  1. 1. How To Build a Website That Converts
  2. 2. There Are No Prizes For Coming Second Winning
  3. 3. Your website will fail if you: • Build the site first and then think about the content • Do not know your target personas • Do not know what they are interested in • Do not know your Unique Selling Propositions • Do not have website goals • Fail to plan first Its about Marketing Strategy first Website design and build second Website Do Not's
  4. 4. The Process 1 - Marketing Strategy 2 - Website Design and Build 3- Send Traffic
  5. 5. WHY? The Process Because its about THINKING about your customers. Get this right and your website will convert traffic.
  6. 6. Local Authority Social Housing Industrial Petro Chemical Paper Commercial Building ✔ ✔ ✔ ✔ ✔ ✔ Civil ✔ ✔ ✔ ✔ ✔ ✔ Electrical ✔ ✔ ✔ ✔ ✔ ✔ Instruments ✔ ✔ ✔ Cladding ✔ ✔ ✔ ✔ Insulation ✔ ✔ Reach 9 6 7 7 8 6 Profit 5 7 8 9 9 7 Life Time Value 5 8 8 8 8 5 Score 225 336 448 504 576 210 Which ones do you focus on? Which ones do you drop? Marketing Matrix Marketing Strategy Market Sectors Products and Services Score each sector for FOCUS
  7. 7. Local Authority Education Social Housing Industrial Petro Chemical Paper Commercial Architect ✔ ✔ ✔ ✔ ✔ ✔ ✔ Engineer ✔ ✔ ✔ ✔ ✔ ✔ ✔ Estate Manager ✔ ✔ ✔ ✔ Project Manager ✔ ✔ ✔ ✔ ✔ ✔ ✔ Buyer ✔ ✔ ✔ ✔ ✔ ✔ ✔ Works Engineer ✔ ✔ ✔ ✔ Mechanical Engineer ✔ ✔ ✔ ✔ Process Engineer ✔ ✔ ✔ ✔ Electrical Engineer ✔ ✔ ✔ ✔ Case Studies 6 4 4 2 4 2 2 Communication Persona’s Marketing Strategy Who do you need to communicate to? Do you need case studies – How many? Personas working within your sectors
  8. 8. Marketing Strategy What are they interested in? What are their business constraints – How can you help them? What do they read – Where do they go? What are the best channels to communicate with them? Persona Mapping
  9. 9. Marketing Strategy Persona Mapping Workshop – For Best Results
  10. 10. Digital Experience • Multi device – mobile responsive • Speed – page by page • How fast can I find answers… • Page behaviour • Don’t confuse me Conversion Triggers • Telephone numbers • Data capture • Live chat • Email to myself (mobile) • Take away info, downloads • Social icons and shares Case Studies • Relevant to me and my sector • Not just written, video, client features • Validation of your people credentials Content • Speak to me in a language I understand! • Be genuine and sincere – authentic • Answer my questions and objections • Scanability – ‘F’ factor • Content assets – videos, surveys, downloads • Demonstrate thought leadership • Rendering on multi device • Things that interest and help me Person name: Steve Smith Occupation: C-Level, HRD Age: 35 - 50 Marketing Strategy Persona Profiling
  11. 11. Digital Habits • Uses technology • Smartphones, tablets • LinkedIn, Twitter • Reads online, industry news (sectors specific = opportunity) Solutions I Appreciate • Delivery, ROI • Speed – find it fast • On going relationship • No bullshit Characteristics • Decision maker, controls budget • Confident, driven, demanding • Time poor (very busy) • Has team around them (influencers – who could be researching for him) What's Important to me • Help me achieve my business goals • Bring talent into my business • World class service • Innovation • Value, cost per hire, time to hire Person name: Steve Smith Occupation: C-Level, HRD Age: 35 - 50 Marketing Strategy An Example From these you can work out what to communicate and how
  12. 12. Marketing Strategy What is good and what is poor? How do the user journeys work? What do you like? What key words do they use? Which ones do your customers like and why? Competitor Analysis
  13. 13. Competitor Analysis Marketing Strategy Do they compete on natural ranking or pay per click? How successful are they compared to you in terms of generating traffic?
  14. 14. Competitor Analysis Marketing Strategy What keywords do they use in natural ranking? What keywords do they use in pay per click? What can we learn from this?
  15. 15. Marketing Strategy What will make your site a World Class site?  Look & Feel  High Quality Content  Great User Experience  Good Functionality
  16. 16. User Experience Don’t make it tough
  17. 17. What works on your existing site? How do visitors journey through it? How can it be improved? User Experience Google Analytics
  18. 18. User Experience Google Analytics How many steps does it take to convert a visitor? How can this be improved?
  19. 19. Existing Page Analysis Marketing Strategy What pages have good bounce rates and why? Which pages do visitors stay to read and why?
  20. 20. User Experience Heat Mapping What do visitors click on? What did you think worked but gets no clicks? This heat map shows you where most people click in Google – Top Natural Rank gets the most clicks
  21. 21. User Experience Top Tip Plan your content flow and user journeys
  22. 22. Top Tip Plan you site map with the user experience in mind User Experience Site Map
  23. 23. User Experience A Home page wire frame with functionality descriptions. This allows you to plan the site before its built and saves a lot of time and expense from making changes once completed. Top Tip Plan your site with wire frames Wire Frames
  24. 24. Build The Site Once you have your marketing strategy worked out you can now build your site with confidence Top Tip Write up your brief using your marketing strategy and research. You can give this to your website developer. Rubbish brief = Rubbish website v Great brief = Great website
  25. 25. Before Going Live Keyword Research Page Titles & Descriptions Measure Ranking Set your site up for search On Page SEO
  26. 26. On Page SEO Top Tip Create a spread sheet with the following fields: • Google search result • Search volume • Competition Your aim is to find keywords with high volumes and low competition Use the Google keyword tool for your research Keyword Research
  27. 27. On Page SEO Top Tip Create a spread sheet with the following fields: • Type of page • URL • Page title • Page Description This will make it easier to see the bigger picture On Page Titles and Descriptions Use your keywords in your page title. Make the title useful to your prospect
  28. 28. On Page SEO Page title Page description – Write a compelling message to attract a click What it looks like in Google Set up your page titles and page descriptions in your content management system (CMS) – This example is word press Re-Engineer using your CMS
  29. 29. On Page SEO Keyword Construction marketing lessons Position 1 and 2 in natural ranking A Google Search Example
  30. 30. On Page SEO Keyword Ranking Keyword Construction marketing lessons What Gets Measured Improves Competitor Analysis
  31. 31. It Can Be Tough But We Can Make It Easy
  32. 32. About The Author Bob Evans is a business consultant who works with business owners and directors with the aim of protecting them from making expensive mistakes in website design. Bob grew his own successful construction company from 1990 to 2005. It began with an idea and finished being a multi million pound business. He invested in property and now shares his knowledge with like minded directors and business owners. Bob has been a business consultant for the past eight years. Bob has just spent the last 12 months as the operations director for a major digital enterprise implementing process and systems. He has a great understanding of the process of website development and knows how to build a high converting website. Bob’s company is called ‘Your Ideal Business Partner’ feel free to visit. You will find lots of business and marketing support including more website tutors.