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3 ThingsWebsite To To KnowFor Your You Need Succeed

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Introduction

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

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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?

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Where we dobusiness

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The Fun Bit

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Introducing theIDEALWebsite!!!

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Make Me Rich Click Here…

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Every step you move away from it isCOSTING YOU MONEY

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Care to guess how much?

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

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

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To do this you only need to know3 Things:

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.1.What are yourwebsite’s goals?

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

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.3.How are you measuring success?

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What are yourwebsite’s Goals?

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Specific MeasurableGoal Attainable Realistic Timely

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• 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?

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This is easierthan you think because…

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…The constraintsof the paradigm are set and constant:

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

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

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

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Specific MeasurableGoal Attainable Realistic Timely

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• 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?

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You MUST know how your websitehelps your business make MONEY

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This is muchsimpler than you might thinkBECAUSE…

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

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Care to guesswhat they are?

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Sales

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$34.2 Bn (2010)

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LeadGeneration

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+$50/lead

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Advertising

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3 rd quarter 2011earnings = $10 Bn

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Which of thesemodels matchesyour business?

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

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There’s nothing new under the sun

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Running agood business isn’t aboutTechnology

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It’s aboutPeople

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

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How do yourfunnels serve your goal?

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What’s a Funnel?

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A Funnel =A route to yourwebsite’s goals

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

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

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

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Cute, optimistic and MYTHICAL…

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

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Every step in your funnel COSTS YOU MONEY…

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

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CUTSTUFF OUT

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LESS ISMORE

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Remembers this? Yahoo!New year’s eve 1998

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Online EMPIRES are born ofDISRUPTIVEFUNNELS…

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Amazon then…

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…And now

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How do you plan your funnels?

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• 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…

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.2. Understand your user’smindset and requirements

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

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

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

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Optimal FunnelTraffic Goalsource

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RealisticTrafficsource Minimal Funnel Homepage Goal on homepage

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Example

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

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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

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

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

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

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

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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

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That’s why myhomepagelooks like this:

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Who we are

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“Services” explains What we do

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

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How to contact us + Call-to-Action

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

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…so ourcontact detailsappear on allof them

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

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Workshop Time!

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

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

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

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

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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

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Before we move on…

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

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

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.2.If youre payingpeanuts youre probably working with monkeys

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

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

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

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…Which brings us to our last point:

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How do you evaluate your Website?

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Greatwebsites…

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…are constantly improving

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They do it based onHARD DATA …and not intuition

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It begins withasking questions…

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Why are people coming to your website?

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

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What do they thinkabout your website?

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Are theyinterested andexcited aboutyour offerings?

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Make a list of questions and keep adding to it always

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Getting answers to your questions is easy…

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ASK THEM!

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Collectingfeedback is as easyas publishing a poll on your site

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Services like Polldaddyand Surveymonkey areexcellent tools designed tomeet this precise need

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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:

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You also need to start collecting data

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

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What you need to look at:

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

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

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Are things improving over time? HOW SO? WHY?

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

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Conclusion

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

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All businessesare the same

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They sell stuff

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All Marketingis the same

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Convincing,but not profitable…

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What makesyours special?

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?

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YOUare the only thing that’s special about your business

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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

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Questions?

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Homework: Complete theworksheets provided

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

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Thanks! …I’m at mi@vimi.co Mike