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3 Things You Need to Know for Your Website to Succeed

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3 Things You Need to Know for Your Website to Succeed

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"3 Things You Need To Know For Your Website To Succeed" -
What you MUST address to give you new website a fighting chance.

This is lesson #1 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :)

Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history

Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king

Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2

"3 Things You Need To Know For Your Website To Succeed" -
What you MUST address to give you new website a fighting chance.

This is lesson #1 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :)

Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history

Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king

Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2

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3 Things You Need to Know for Your Website to Succeed

  1. 1. 3 ThingsWebsite To To Know For Your You Need Succeed
  2. 2. Introduction
  3. 3. Hi! My name is Mike Darnell. I was born in 1974 My 1st job was modeling underwear & Roman toys
  4. 4. My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM… Web: Cnngo, Vertu, Playboy… Is your website targeting and engaging prospects?
  5. 5. Where we do business
  6. 6. The Fun Bit
  7. 7. Introducing the IDEAL Website!!!
  8. 8. Make Me Rich Click Here…
  9. 9. Every step you move away from it is COSTING YOU MONEY
  10. 10. Care to guess how much?
  11. 11. 100 Click 70 Click 49 Click 34 Click 24 Click… Every click required to reach your goal “costs” you 30% of your visitors
  12. 12. When building your site you want to ensure you’re staying as close to the “Ultimate Website” as possible
  13. 13. To do this you only need to know 3 Things:
  14. 14. .1. What are your website’s goals?
  15. 15. .2. How do your “Funnels” serve your goals?
  16. 16. .3. How are you measuring success?
  17. 17. What are your website’s Goals?
  18. 18. Specific Measurable Goal Attainable Realistic Timely
  19. 19. • Who’s my audience? • What do I want them to accomplish? • Where should they do this? • When and how quickly? • Which requirements and Specific 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?
  20. 20. This is easier than you think because…
  21. 21. …The constraints of the paradigm are set and constant:
  22. 22. Ultimately your website has only 1 goal: Helping you make MONEY
  23. 23. Your audience is: Selfish, Self Centered, Lazy, & Suspicious …and they’d rather be on Facebook
  24. 24. Your website is judged within 4-11 seconds Every click costs you 30% of your audience
  25. 25. Specific Measurable Goal Attainable Realistic Timely
  26. 26. • Who’s my audience? • What do I want them to accomplish? • Where should they do this? • When and how quickly? • Which requirements and Specific 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?
  27. 27. You MUST know how your website helps your business make MONEY
  28. 28. This is much simpler than you might think BECAUSE…
  29. 29. There are ONLY 3 financial models for all the websites in the world
  30. 30. Care to guess what they are?
  31. 31. Sales
  32. 32. $34.2 Bn (2010)
  33. 33. Lead Generation
  34. 34. +$50/lead
  35. 35. Advertising
  36. 36. 3 rd quarter 2011 earnings = $10 Bn
  37. 37. Which of these models matches your business?
  38. 38. Never forget: Your website’s goal is a BUSINESS goal It’s derived from how you’ve always run your business
  39. 39. There’s nothing new under the sun
  40. 40. Running a good business isn’t about Technology
  41. 41. It’s about People
  42. 42. Successful businesses know why their clients seek them out and never stop working hard to capitalize on these understandings
  43. 43. How do your funnels serve your goal?
  44. 44. What’s a Funnel?
  45. 45. A Funnel = A route to your website’s goals
  46. 46. It begins wherever your prospect first saw you, and ends at your goal
  47. 47. Google, Facebook, Email, Business card Homepage Tout page Goal
  48. 48. What we dream our funnel looks Google, Facebook, like Email, Meeting, etc. Homepage Tout page Goal
  49. 49. Cute, optimistic and MYTHICAL…
  50. 50. Google, Facebook, Email, Meeting, etc. Homepage Tout page Goal What our funnel really looks like
  51. 51. Every step in your funnel COSTS YOU MONEY…
  52. 52. …Because every click en-route to your goal costs you 30% of your traffic
  53. 53. CUT STUFF OUT
  54. 54. LESS IS MORE
  55. 55. Remembers this? Yahoo! New year’s eve 1998
  56. 56. Online EMPIRES are born of DISRUPTIVE FUNNELS…
  57. 57. Amazon then…
  58. 58. …And now
  59. 59. How do you plan your funnels?
  60. 60. • 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 or as something your reservation users should • Enabling a user to lodge a complaint DO and/or get support • Etc…
  61. 61. .2. Understand your user’s mindset and requirements
  62. 62. .3. List the measures needed to address your user’s mindset so they can achieve your goals
  63. 63. .4. Plan the fastest routes from your goal to addressing your user’s mindset
  64. 64. .5. Create your website’s content and functionality only to serve this process
  65. 65. Optimal Funnel Traffic Goal source
  66. 66. Realistic Traffic source Minimal Funnel Homepage Goal on homepage
  67. 67. Example
  68. 68. Hi! I’m Mike Pellatt - President of ICMS Asia We’re SEA’s leading Industrial Construction Project Management company Our business is building factories like this one:
  69. 69. 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
  70. 70. The engagement to build a factory like that is closed in face- to-face meetings The goal of my website is to ensure I get the leads to generate these meetings
  71. 71. TRAFFIC My Optimal SOURCES Google search, Meeting, Funnel: Tradeshow GOAL Homepage Generate a qualified lead
  72. 72. GOAL Generate a qualified lead For me to achieve my goal my prospects first need to know WE EXIST…
  73. 73. To enable prospects to find me I invest in ensuring my website is ranked well for relevant Key Phrases like: “Industrial Construction Project Management“
  74. 74. GOAL Generate a qualified lead I know from experience that for a meeting to happen my prospects also need to know: • Who we are • What we do • Why they can trust us • How to contact us
  75. 75. That’s why my homepage looks like this:
  76. 76. Who we are
  77. 77. “Services” explains What we do
  78. 78. “Success Stories” are 3rd party validation that explains Why they can trust us
  79. 79. How to contact us + Call-to-Action
  80. 80. Every page on my website serves only one purpose: Getting viable leads to contact my company…
  81. 81. …so our contact details appear on all of them
  82. 82. I’ve explained the logic behind my website NOW YOU TRY IT!!!
  83. 83. Workshop Time!
  84. 84. Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
  85. 85. Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
  86. 86. Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
  87. 87. Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
  88. 88. Terms and Top Products/ Testimonials/ Case studies/ Download at: Conditions Privacy Policy Sitemap (bottom (bottom (bottom Level/Page Home Services References FAQ/Support Blog http://kuku.nu/WebsitePlanner Retailers Contact us menu) menu) menu) Sub Category Note capitalization!!! Page Description Goals this pages addresses Methods by which the page addresses the goals Location of text (Google doc URL) Location of images (Picasa URL) Location of additional assets (Video = Youtube URL, Presentation = Slideshare URL, etc) Comments
  89. 89. Before we move on…
  90. 90. …5 tips that will save you heartache, aggravation, and money:
  91. 91. .1. Register your own domain Buy your own hosting Setup your own emails
  92. 92. .2. If you're paying peanuts you're probably working with monkeys
  93. 93. .3. "Stand on the shoulders of giants" Use popular open source solutions & avoid custom development
  94. 94. .4. Launch your site as soon as it passes a MINIMAL sanity check Do changes and adjustments later…
  95. 95. .5. A website is a voyage, not a destination Collect feedback, and schedule updates as a matter of routine
  96. 96. …Which brings us to our last point:
  97. 97. How do you evaluate your Website?
  98. 98. Great websites…
  99. 99. …are constantly improving
  100. 100. They do it based on HARD DATA …and not intuition
  101. 101. It begins with asking questions…
  102. 102. Why are people coming to your website?
  103. 103. To expand their knowledge? To evaluate your offering? By Mistake? To solve a problem?
  104. 104. What do they think about your website?
  105. 105. Are they interested and excited about your offerings?
  106. 106. Make a list of questions and keep adding to it always
  107. 107. Getting answers to your questions is easy…
  108. 108. ASK THEM!
  109. 109. Collecting feedback is as easy as publishing a poll on your site
  110. 110. Services like Polldaddy and Surveymonkey are excellent tools designed to meet this precise need
  111. 111. Customer service and support sites like GetSatisfaction and UserVoice are designed to help you collect, address, and document feedback For as little as $19/month you can provide support on par with these guys:
  112. 112. You also need to start collecting data
  113. 113. Google Analytics are to your website, what your accounting is to your finances You can’t make good decisions without this data!
  114. 114. What you need to look at:
  115. 115. Where are people coming from and how? Does the data match the behavior of likely prospects?
  116. 116. What are people looking at and doing? Are they doing what you want them to? HOW OFTEN? WHAT PERCENTAGE?
  117. 117. Are things improving over time? HOW SO? WHY?
  118. 118. It’s a long drive, but “Practice makes Perfect”
  119. 119. Conclusion
  120. 120. We’ve “Been in Business” longer than our written history records
  121. 121. All businesses are the same
  122. 122. They sell stuff
  123. 123. All Marketing is the same
  124. 124. Convincing, but not profitable…
  125. 125. What makes yours special?
  126. 126. ?
  127. 127. YOU are the only thing that’s special about your business
  128. 128. People don’t Remember: remember facts, figures and features, but a good story will remain with them for a long time Use your unique story to weave together your website goals and audiences and you’re well on your way to SUCCESS
  129. 129. Questions?
  130. 130. Homework: Complete the worksheets provided
  131. 131. See you here on the 9 th of February. Please consider attending our meeting as well.
  132. 132. Thanks! …I’m at mi@vimi.co Mike

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