This presentation on how to build, promote, and measure returns on a winning website. Given to Lansing's Entrepreneur's Institute in October 2016.

1. A Beginner’s Guide to a
Winning Web Presence
And How to Avoid a Wonky One

2. First Things First
•What Are Your Businesses?
•What’s Your Current Web Presence Like?
•What Questions Would You Like Me to
Answer?

3. Meet Win & Wonk

4. They Have Websites
•How Do They Build
Them?
•How Do They
Promote Them?
•What Results Do
They Get?

5. Win & Wonk Build A Website

6. Wonk Thinks “Business First”
• He Is Cheap with Time
and/or Money
• He Thinks People Care
About His Business
• His Copy & Content is
“Ego-centric”

7. Win Thinks “Customer First”
• He Invests in Quality
• He Recognizes Customers
Care About Their
Problems, Hopes, and
Aspirations
• He Finds Ways to Deliver
Value

8. Wonk Ignores User Experience
• His Site Stinks on Mobile
• His Site is Slow
• Important Information is
Hard to Find

9. Win Loves His Users
• He Recognizes 60%+ of
web traffic is mobile
• His Site is Optimized for
Speed & Device
• His Website Architecture
is Thoughtful & Intuitive

10. Shameless Plug
• November 10th Lansing Chamber
Business Education Series, 8am
(http://www.lansingchamber.org
/events/EventDetails.aspx?id=87
2662&group=)
• Get the Report
(http://sprwb.pro/ei-mobile-
ebook )

11. Wonk Has No Goals
• He Doesn’t Design with
Conversion in Mind
• His Copywriting Doesn’t
Prompt Action
• He Doesn’t Offer Value
• His Only Lead Form is the
“Contact Us”

12. Win is Goal-Oriented
• He Understands
Customer Goals
• He Has Clear Business
Goals
• He Designs for
Conversions
• He Measures Results

13. Win is Goal-Oriented
Win’s Website

14. Wonk Doesn’t Measure Performance
• Analytics Scare Him
• He Doesn’t Review
Reports
• Wonders Why No ROI?!

15. Win Likes Metrics
• He Installs Google’s Free
Tools (Analytics, Tag
Manager, Webmaster)
• He Reviews Reports
Regularly
• He Knows Performance
Matters

16. Wonk Is a Perfectionist
• Because He Doesn’t
Review Metrics or
Maintain His Site
• Wants to “Set it and
Forget it”
• Impossible!

17. Win is an Optimizerist
• He Tests, Tests, Tests
• He Constantly Tweaks
• He Knows Working on
the Web is an Organic
Process

18. Win & Wonk Promote Their Websites

19. Wonk is Timid
• He Doesn’t Expect Much
from His Website
• He May Passively
Promote It
• Business Cards
• Mailers
• Car Decals

20. Win is Generous with Value
• He Writes & Shares
Content Regularly
• He Drives Paid & Unpaid
Traffic to His Website
• He Has a Promotion
Strategy in Place

21. Nobody Can Find Wonk
• He Doesn’t Have Much
Content to Index
• He Has a Poor User
Experience
• He Doesn’t Invest in On-
site or On-page
Optimization

22. Everyone Finds Win
• More Writing -> More
Content -> More Needles in
the Haystack
• More Sharing -> More
Traffic -> More Conversions
-> More Backlinks
• On-Site and On-Page
Optimizations with a Mix of
Keywords

23. Nobody Can Find Wonk
• His Google My Business
Account isn’t Well Set Up
or Maintained
• He Doesn’t Ask for
Reviews

24. Everyone Finds Win
• Keeps His Listings
Accurate on Google
• Seeks Reviews & Bolsters
Results

25. Questions About Your Website?
Free Website Review
1. Speed
2. Mobile-Friendliness
3. Conversion
4. SEO
5. Competitive Performance
Learn More:
SuperWebPros.com/Free-Website-Review

26. Win & Wonk Get Returns

27. Wonk Has Wasteful Advertising
• He Doesn’t Use
Dedicated Landing Pages
or Tracking URLs
• He Doesn’t Track Metrics
• He Promotes the Wrong
Offers to the Wrong
People at the Wrong
Time

28. Win Wins at Advertising
• He Maps Campaigns to
the Sales Funnel
• He Drives People to
Dedicated Landing Pages
• He Measures Conversion
Rates
• He Constantly Tests

29. Win Isn’t Nurturing
• He Doesn’t Build an
Audience
• He Doesn’t Communicate
to the Audience
• His Fear of ”Spamming”
Makes Him Forgetable

30. Win is Nurturing
• He Constantly Delivers
Value
• He Builds his Following
• He Communicates
Frequently, but not
Obnoxiously

31. Wonk is Focused on the Short Term
• He Gives Up Quickly
• He Reverts to What He
Knows
• He Doesn’t Invest in
Growth

32. Win Focuses on the Long Game
• He Invests the Time it Takes
to Build His Systems
• He Has a Balanced
Sales/Marketing Approach
• He Focuses on Value
Creation, Lead-Generation,
and Lead-Nurturing

33. Need Help Planning Campaigns?
Our Free Marketing Campaign
Workbook Can Help You Plan
Campaigns That Convert!
Learn More & Download it At:
http://sprwb.pro/ei-mktg-wkbook

34. So, What Have We Learned?
• A Good Web Presence
Merges Business Goals w/
Customer Goals
• It Requires An Investment of
Time, Technology, or Money
• Returns Are Realized through
Constant Value Creation
• Test, Measure, Refine, Repeat
• Be Nurturing
• Focus on the Long Game

35. Questions? (And Contact)
Jesse Flores
SuperWebPros
jesse@superwebpros.com
517-885-3212
@jflores1c
Connect with Us!
http://SuperWebPros.com/Welcome
Get the Slides!
http://sprwb.pro/ei-slideshare