Are you looking to create a website or update your current one so you can generate more enquiries? A well designed website with the right anatomy can drive targeted traffic, increase conversions and ultimately help your business grow. Your website is your online storefront, so making sure it’s optimised to attract the right buyers, is key. It can help improve your brand image, increase visibility, provide a better user experience, as well as be a cost effective marketing channel, due to its 24/7 availability. So the question is, does your website attract and retain your prospects, or is it making them go to your competitors? When assessing websites for clients, we regularly come across elements that are often overlooked. It’s these elements that help decide whether the website needs a simple refresh or a full redesign. In this webinar attendees learned about the 5 ways to optimise their website to achieve stronger enquiries. We covered: - Knowing the journey you should take your website user through before they make that all important next step of contacting you. - Having your audience personas in place in order to make sure your website is speaking to each one of them. - Making sure your website has content that caters for different user habits. - Making use of the right kind of imagery - Building credibility through testimonials and reviews. In the 15+ years, we’ve worked with business owners, designing and building websites that pack a punch. And we shared some of our insights and experience in this webinar.

1. 5 ways to optimise your
website to achieve
stronger enquiries
Presented by Jag Panesar

2. Your speaker today
Jag Panesar
Director at Xpand
Founded Xpand in 2007
Delivered projects for:

3. There are 5 key skill sets
required to create
your website
Ok, let's get started...

4. The 5 key skill sets to create a website...

5. Marketer
The 5 key skill sets to create a website...
1

6. Marketer
SEO
The 5 key skill sets to create a website...
1
2

7. Marketer
SEO
Copywriter
The 5 key skill sets to create a website...
1
2
3

8. Marketer
SEO
Copywriter
User experience (UX) designer
The 5 key skill sets to create a website...
1
2
3
4

9. Marketer
SEO
Copywriter
User experience (UX) designer
Web developer
The 5 key skill sets to create a website...
1
2
3
4
5

10. Knowing the journey you should take your website user through - UX
Having your audience personas in place - Marketer
Making sure your website has content that caters for different user habits - UX/ Copywriter
Making use of the right kind of imagery - UX
Building credibility through testimonials and reviews - UX
What you'll learn today:

11. touch points (minumum)
with your brand, before
they take action
Your prospect needs...
7

12. 7 stages to achieve return on investment

13. A little bit of research...

14. Social
media
Email
Website Website Website Enquiry!
PR
Distracted Distracted
A typical B2B journey...
Google

15. Knowing the journey you
should take your website
user through
1

16. A path a user may take to
reach their goal when
using a particular website.
What is a user journey?

17. Get in touch

18. Get in touch

19. Get in touch

24. How to map out your user journey

25. How to map out your user journey
Put yourself in your website users' shoes

26. How to map out your user journey
Put yourself in your website users' shoes
What information would they want to see?

27. How to map out your user journey
Put yourself in your website users' shoes
What information would they want to see?
Make it degistible

28. A typical journey might be...
Home
page
Case
studies
Contact
or
Quote

29. A typical journey might be...
Home
page Services
Contact
or
Quote
Case
studies

30. A typical journey might be...
Home
page
Services
Contact
or
Quote
Case
studies

31. Website Website Website Enquiry!
Distracted Distracted
Where point 1 fits into the journey...
1 1 1
Social
media
Email
PR
Google

32. 2
Having your audience personas
in place in order to make sure
your website is speaking to
each one of them
A typical journey might be...

33. "A semi-fictional representation of your
ideal customer based on market research
and real data about your existing
customers.”
HUBSPOT

34. Start with the who
What do they care about?
Who is your audience?
What are their pain points?
Why are they buying?
When are they buying?

35. AGE
ROLE Assistant Depot Manager
38
STATUS
LOCATION Nottingham
Recently married
EDUCATION
FAMILY Husband and two daughters
(12yr old & 9yr old)
School leaver at 16, currently
studying at Open University
Nicola - Assistant Depot Manager "Be kind, be honest & work
hard; growth and
progression is a team
sport, help your colleagues
up alongside you.
Team motivation and
problem-solving are what I
enjoy day to day. "
Background
Nicola has worked in the construction industry for 19 years, starting as an Office Junior working her way up to Assistant Deport
Manager. She is a hard worker who enjoys learning new things so she can progress in her career. She enjoys problem-solving,
working as part of a team and having a laugh with the other employees. She has completed several Open University courses in
managing, learning more about how the company works by completing LinkedIn courses and is a first aider, plus has a forklift
license.
Goals:
Ensure month ahead at depot is planned and optimised
To spend more quality time with her daughters
To go see more football games
To complete more online courses and keep up with first aid
certificate
Continue to be proactive on LinkedIn
Primary Challenges
Finding a balance between work and home
Ensuring deliveries are leaving depot on time
Finding more ways to improve organisation at THE depot
Identifiers:
Likes to know the details & facts
Straightforward
Needs a plan of action
Busy schedule with work & 2 kids
Enjoys personal development & completing courses
Always keep to the point when discussing plans with
her
Always honest & appreciates hard work
Big supporter of women succeeding in their field
Sources of Information
Social media
LinkedIn
Likes to read about women who are succeeding in their industry,
especially if women are not represented in particular industry
Part of a lot of construction and landscaping LinkedIn groups
Watches/Listens to news in the morning on way to work:
BBC
Radio 2
Interested in:
Construction
Landscaping
Topics:
Social Media
Local councils & community
Health & Safety
Girls in coding
Influencers & Companies:
Sara Davies
Reshma Saujani
Steven Bartlett
Simon Sinek
What can Mitchell's of Mansfield do to help?
The construction company Nicola works for specialises in landscaping for both commercial and home landscaping. Nicola is a highly
organised and empowering manager that worries about trucks delivering on time, she wants to give customers the best possible experience
with them. Mitchells will be able to keep in touch and provide her with regular updates about deliveries, showing Mitchells is reliable. Mitchells
is a family-oriented company and likes to develop talent, same as Nicola who has worked for the same company for 17 years and progressed
along the way. She appreciates the hard work of the drivers and will always leave positive feedback for those who work hard.
EXAMPLE

36. Website Website Website Enquiry!
Distracted Distracted
Where point 2 fits into the journey...
2
2
Social
media
Email
PR
Google

37. 3
Making sure your website has
content that caters for
different user habits

38. There are
3 types of
website users

39. Skimmers
Skimmers will read the
headings, bullets, and
key stats.
They'll quickly make a
decision on how to
move forward.
1

40. Swimmers may read
some of the more
detailed content, watch
a video, and click onto
a deeper page.
Swimmers
2

41. Divers will read all the
content on the page,
watch a video, and will
go to other pages on
the site.
Divers
3

42. Let's look at this in relation to a sales funnel...

43. Let's look at this in relation to a sales funnel...
Skimmer
Swimmer
Diver

44. Website Website Website Enquiry!
Distracted Distracted
Where point 3 fits into the journey...
3 3 3
Skimmer Swimmer Diver
Social
media
Email
PR
Google

45. How to lay out your copy - use a hierarchy

46. How to lay out your copy - use a hierarchy
Main headers in a large font

47. How to lay out your copy - use a hierarchy
Main headers in a large font
Get to the key point of the section in the first
few lines. This can be made bold to create a
text hierarchy.

48. How to lay out your copy - use a hierarchy
Main headers in a large font
Get to the key point of the section in the first
few lines. This can be made bold to create a
text hierarchy.
The body copy in the smallest font. It's what the user
will read if they are a natural Diver or further down
the sales funnel.

49. Example - Zip

50. 4
Making use of the right
kind of imagery

51. Imagery can be the make or break of your website
It takes 13
milliseconds
for the
human brain
to process an
image

52. Imagery can be the make or break of your website
It takes 13
milliseconds
for the
human brain
to process an
image
The human
brain
processes
images
60,000 times
faster than
text

53. If you're a service business, people pictures sell

54. Eyes are a strong Biomotive Trigger
Andrex used Biomotive
Triggers to reinvigorate sales.
The use of this thinking
allowed them to turn 6 years
of volume decline into
record revenue growth.

55. Think about where eyes are looking...

56. Think about where eyes are looking...

57. Website Website Website Enquiry!
Distracted Distracted
Where point 4 fits into the journey...
4
Social
media
Email
PR
Google

58. Building credibility
through testimonials
and reviews
5

59. Why?

60. 92% of
customers read
online reviews
before buying
Big Commerce
Why?

61. 92% of
customers read
online reviews
before buying
Big Commerce
72% of
consumers say
positive
testimonials and
reviews increase
their trust in a
business
Big Commerce
Why?

62. 92% of
customers read
online reviews
before buying
Big Commerce
72% of
consumers say
positive
testimonials and
reviews increase
their trust in a
business
Big Commerce
70% of people
trust reviews
and
recommendati
-ons from
strangers
Nielson
Why?

63. What not to do with testimonials

64. Have a dedicated page for testimonials
What not to do with testimonials

65. Have a dedicated page for testimonials
Have testimonials rolling on a slider
What not to do with testimonials

66. Have a dedicated page for testimonials
Have testimonials rolling on a slider
Hidden away in deeper pages
What not to do with testimonials

67. What to do with testimonials

68. Place at least one on the home page
What to do with testimonials

69. What to do with testimonials

70. Place at least one on the home page
Place them throughout the website
What to do with testimonials

71. Place at least one on the home page
Place them throughout the website
Think about the font hierarchy.Make
them larger.
What to do with testimonials

72. What to do with testimonials

73. But it's so hard to
get testimonials
and reviews!

74. Strike while
the iron
is hot!

75. Website Website Website Enquiry!
Distracted Distracted
Where point 5 fits into the journey...
5 5
Social
media
Email
PR
Google

76. A few useful
resources...

77. We'd love your
feedback...
But first....

78. Useful resources - other Xpand webinars
xpandmarketing.co.uk/blog/category/webinar

79. Useful resources - other Xpand webinars
xpandmarketing.co.uk/blog/category/webinar

80. Just one
more thing...

81. Nearly 70% of consumers
admit that page speed
impacts their willingness to
buy from an online retailer
Page speed can be the make or break...
UNBOUNCE

82. 36% 92%
Result achieved for a client
Speed performance improvement
on a Wordpress website

83. A 10 point assessment on your website's SEO
A simple traffic light colour system to show
where you need to focus
An SEO assessment of your competitors
Suggestions on how you can improve your SEO
30 minute consultation of your report
An SEO traffic light report of your website.
You'll get:
Traffic light assessment

84. Your investment:
Interested?
Email: jag@xpandmarketing.co.uk
Subject: Traffic light report
£249 + VAT
Traffic light assessment

85. We'd love
a Google
review!
If you've found today's
session useful...

86. You should now know...
Knowing the journey you should take your website user through
Having your audience personas in place
Making sure your website has content that caters for different user habits
Making use of the right kind of imagery
Building credibility through testimonials and reviews

87. Any questions?

88. Follow us
/XpandMarketing
@Xpand_Marketing
/company/xpand-marketing
/xpandmarketing
Let's connect
www.xpandmarketing.co.uk