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Website Methodology
Attracting Visitors and Acquiring Leads
Esta H. Singer
p: 732-807-5027
esta@sheconsulting.com
Hubspot
Reflect
Use one word to describe your website.
Think
Use one word to communicate your brand.
Yes, coming up with one word is
challenging. If you want to set
yourself apart from your
competitors, it can be daunting.
...
Design vs Methodology
Your website’s ONLY purpose is to attract
visitors, turn visitors into leads, and leads
into clients.
As tempting as it ma...
Website Statement of PURPOSE
Purpose must be clear within a few seconds.
Traditional vs Inbound Marketing
Information
directed “at”
people in hopes of
grabbing their
attention, and
motivating them to
reach out to you.
Informatio...
Website Design vs Methodology
Traditional approach
involves contrast, coloring,
balance, emphasis,
graphical elements, ico...
The visitor of page
is the only person
who clicks mouse,
therefore decides
everything,
Usability and
utility, not visual
d...
Questions & Answers
Three Content Questions to Ask
1. Will people know what I do
within seconds?
2. Will they understand what page
is about?
3...
Inbound Marketing
Inbound Marketing earns
the attention of
customers, makes the
company easy to be
found, and draws
customers to your
websit...
Focus
Business Objective
1. Rank elements on your
website based on your
business objective.
2. Start with clearly
defined most w...
Relevance
It is essential that
you know your
users, and why they
visit your site.
Buyer personas are research-based archetypal
representations of whom buyers are, what they
are trying to accomplish, what ...
Profiling vs Buyer Personas
The Persona Advantage
Personas clearly define
target customer(s) and
lets you better tailor your
messages to people you
wa...
Website Effectiveness
Most Important Factor
VISITORS NEED
QUICK ANSWERS
● Scanning text is very common for
higher-literacy users.
● We read approximately 28% of
words on a webpage.
● Content nee...
Link Building Goal
To create and
promote content
you think your
target audience
would like to share.
Your About Page
Step 1. Quick Intro
Start with telling people what
you do.
Step 2. Your Mission
A good mission energizes or
makes people s...
Call to Action: CTA
You know you need a website to
communicate your brand and
services.
Did you know once people land
on your page you have th...
A CTA’s main
purpose
is to get a visitor to
do something.
CTA Analytics
Responsive Design
Responsive Web Design
Responsive web design is
recommended by Google.
It allows one website to
provide a great
user-experience across many
devic...
Responsive Web Design
A/B Testing
A/B testing is a
simple way for you
to test changes to
your page against
the current design
and determine
which ones
produ...
Search Engine Optimization: SEO
Search Engine Optimization
SEO consists of placing your
most important keywords within
content elements of actual
pages.
[...
How Search Engines Work
Broad vs Long-tail Keyword Search
Your website content should include searchable phrases. Long-tail
keywords are specific ...
Google Determines Two Key Factors
1. Low visual
complexity
(simpler, better)
2. High
prototypicality (how
design looks for...
Internal Linking
Internal Linking
Internal links are links that go
from one page on a domain
to a different page on same
domain, commonly u...
Why Internal Links Are Important
A search engine’s ultimate goal is to
surface the very best few pages about a
topic on th...
Linking to content within your site is a
great indicator that your site has value.
Internal links help you to rank for cer...
Leverage
If there’s a page on your website you
care about most and has value to
you, think about how you can explain
that ...
Keyword Optimization
● Use a Primary Keyword for each
page.
● Each web page needs to stand on
its own topic.
● Keyword in ...
Blogging and Internal Linking
1. A blog regularly creates new content for
your website, attracts new visitors and most
imp...
Google Analytics
Why Use Google Analytics
Discover
● Where site visitors come from
● What pages they visit
● How long they stay
● What they...
Remember:
Your Website’s Only Purpose
Hubspot
Provide relevant content the CLIENT is seeking, and
discover what he or she is willing to give to get it.
The Ultimate Metric
Follow me!
Twitter @sheconsulting
Linkedin.com/in/sheconsulting
Pinterest.com/sheconsulting
Instagram.com/estaphotography
...
Website Methodology: Attract Visitors and Acquire Leads
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Website Methodology: Attract Visitors and Acquire Leads

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What will keep visitors from leaving your site seconds after landing on your page is not only your colors, design and graphics, it’s a strategic structure, intuitive interface and relevant content. This presentation will walk you through the most important components of your website strategy.

Published in: Marketing

Website Methodology: Attract Visitors and Acquire Leads

  1. 1. Website Methodology Attracting Visitors and Acquiring Leads Esta H. Singer p: 732-807-5027 esta@sheconsulting.com Hubspot
  2. 2. Reflect
  3. 3. Use one word to describe your website.
  4. 4. Think
  5. 5. Use one word to communicate your brand.
  6. 6. Yes, coming up with one word is challenging. If you want to set yourself apart from your competitors, it can be daunting. What will keep visitors from leaving your site seconds after landing on your page is not only your colors, design and graphics, it’s a strategic structure, intuitive interface and relevant content.
  7. 7. Design vs Methodology
  8. 8. Your website’s ONLY purpose is to attract visitors, turn visitors into leads, and leads into clients. As tempting as it may be, it’s not about you and what content you want to share. It’s about what the CLIENT is seeking, what he or she wants, and what they’re willing to give to get it. Your Website’s Purpose
  9. 9. Website Statement of PURPOSE Purpose must be clear within a few seconds.
  10. 10. Traditional vs Inbound Marketing
  11. 11. Information directed “at” people in hopes of grabbing their attention, and motivating them to reach out to you. Information shared “with” people for purpose of building relationships, trust and thought leadership. Traditional Inbound
  12. 12. Website Design vs Methodology Traditional approach involves contrast, coloring, balance, emphasis, graphical elements, icons, background textures and general atmosphere. Today, website design involves information architecture, website structure, user interface, navigation ergonomics, website layout, and imagery.
  13. 13. The visitor of page is the only person who clicks mouse, therefore decides everything, Usability and utility, not visual design, determine success or failure of a website. Usability VS User Experience
  14. 14. Questions & Answers
  15. 15. Three Content Questions to Ask 1. Will people know what I do within seconds? 2. Will they understand what page is about? 3. Will they know what to do next?
  16. 16. Inbound Marketing
  17. 17. Inbound Marketing earns the attention of customers, makes the company easy to be found, and draws customers to your website by producing interesting content.
  18. 18. Focus
  19. 19. Business Objective 1. Rank elements on your website based on your business objective. 2. Start with clearly defined most wanted action for each page. 3. Draw attention to one action.
  20. 20. Relevance It is essential that you know your users, and why they visit your site.
  21. 21. Buyer personas are research-based archetypal representations of whom buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. Tony Zambito
  22. 22. Profiling vs Buyer Personas
  23. 23. The Persona Advantage Personas clearly define target customer(s) and lets you better tailor your messages to people you want to buy.
  24. 24. Website Effectiveness
  25. 25. Most Important Factor VISITORS NEED QUICK ANSWERS
  26. 26. ● Scanning text is very common for higher-literacy users. ● We read approximately 28% of words on a webpage. ● Content needs to be skimmable. Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: "Not Quite the Average: An Empirical Study of Web Use," Page Scanning
  27. 27. Link Building Goal To create and promote content you think your target audience would like to share.
  28. 28. Your About Page
  29. 29. Step 1. Quick Intro Start with telling people what you do. Step 2. Your Mission A good mission energizes or makes people smile. Step 3. Credibility Specific details demonstrate your knowledge and expertise. Your life story, achievements, and accomplishments bolster your credibility but they’re not first thoughts on visitors’ minds.
  30. 30. Call to Action: CTA
  31. 31. You know you need a website to communicate your brand and services. Did you know once people land on your page you have the ability to direct their actions?
  32. 32. A CTA’s main purpose is to get a visitor to do something.
  33. 33. CTA Analytics
  34. 34. Responsive Design
  35. 35. Responsive Web Design
  36. 36. Responsive web design is recommended by Google. It allows one website to provide a great user-experience across many devices and screen sizes, and it also makes managing your SEO strategy easier.
  37. 37. Responsive Web Design
  38. 38. A/B Testing
  39. 39. A/B testing is a simple way for you to test changes to your page against the current design and determine which ones produce positive results.
  40. 40. Search Engine Optimization: SEO
  41. 41. Search Engine Optimization SEO consists of placing your most important keywords within content elements of actual pages. [Headlines, sub-headlines, body content, image tags, links.]
  42. 42. How Search Engines Work
  43. 43. Broad vs Long-tail Keyword Search Your website content should include searchable phrases. Long-tail keywords are specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase.
  44. 44. Google Determines Two Key Factors 1. Low visual complexity (simpler, better) 2. High prototypicality (how design looks for a certain category)
  45. 45. Internal Linking
  46. 46. Internal Linking Internal links are links that go from one page on a domain to a different page on same domain, commonly used in main navigation.
  47. 47. Why Internal Links Are Important A search engine’s ultimate goal is to surface the very best few pages about a topic on the web. Internal links are like voting for yourself and also letting search engines know about your site.
  48. 48. Linking to content within your site is a great indicator that your site has value. Internal links help you to rank for certain keywords and helps you distribute “link equity” across the your site.
  49. 49. Leverage If there’s a page on your website you care about most and has value to you, think about how you can explain that value to a search engine. It’s looking at how many links on your website link to that page.
  50. 50. Keyword Optimization ● Use a Primary Keyword for each page. ● Each web page needs to stand on its own topic. ● Keyword in headline + sub-headline gives ● greater weight to search engines. ● Quality content should produce meaningful interactions.
  51. 51. Blogging and Internal Linking 1. A blog regularly creates new content for your website, attracts new visitors and most importantly, attracts links. 2. When people share your post with others, it gets shared in link format, 3. Linking is the word-of-mouth of the internet.
  52. 52. Google Analytics
  53. 53. Why Use Google Analytics Discover ● Where site visitors come from ● What pages they visit ● How long they stay ● What they buy ● What makes them give up ● How often they return
  54. 54. Remember: Your Website’s Only Purpose
  55. 55. Hubspot Provide relevant content the CLIENT is seeking, and discover what he or she is willing to give to get it.
  56. 56. The Ultimate Metric
  57. 57. Follow me! Twitter @sheconsulting Linkedin.com/in/sheconsulting Pinterest.com/sheconsulting Instagram.com/estaphotography Facebook.com/esta.photography www.sheconsulting.com p: 732-807-5027 esta@sheconsulting.com Thank you!

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