Speaker presentation outlining an on-page link strategy that mimics the customer journey, driving deeper visitor experiences and transforming visitors into champion referrers and better clients.

1. Convert the other 95% of your website visitors

2. 95% of website visitors don’t buy
Across industries, the average conversion rate is only 2.35%.
The top are converting at 5.31% – WordStream

3. Conversion rates are dismally low
because we attempt to convert visitors
in the most difficult way possible;
without gaining trust first.

4. Let’s take a look at what we can
achieve when we earn our visitor’s
trust, and in effect turn them into
better customers – and champion
referrers – as well.

5. Real world
conversion rates
once a site is in a
state of flowww

6. Flowww is an on-page link strategy
focussed on researcher-type visitors.
You know, the ones who aren’t
buying right now, but will later.

7. Amazon code:
B085DRH5W1

8. How they think
vs. how we link.

9. Awareness. Consideration.
Desire. Action.
Aka, the customer journey.

10. An example…

11. A bookkeeper realizes it’s taking too
long to get receipts from her clients,
which limits the number of accounts
she can process during tax season.
(Awareness)

12. She starts looking for solutions
to this problem, asking her peers for
suggestions and searching the web.
(Consideration)

13. Discovering that electronic filing
would help solve her time crunch
issue, she seeks out potential
cloud software vendors.
(Desire)

14. Once she finds a vendor with
the right combination of features
and pricing, she subscribes
to their service.
(Action)

15. Those software companies who
provide content around the topic
for accountants would have an
advantage in securing her business.

16. The example combines the 4 steps
in a customer journey with the
concept of a simple funnel.

17. Structuring links
to maximize flowww

18. Place links just anywhere?
Not a chance.

19. 1. A link within a
paragraph (links to
more content)
Button

20. Please click here to learn more
about on-page link strategies.
Vs.
This book shares link placement
strategies which are critical to
engaging your website visitors.

21. 2. A link in contextual
navigation (links to
related content)
Button

22. Main, footer, and side navs.
Use them to guide visitors to
topically relevant sections
(not to every page).

23. 3. A link on a visual
CTA (links to high
value content)
Button

24. Visual CTAs link to landing
pages with a form (no NAVs).
Make it worthwhile…provide great
content, never sales material.

25. 4. A link on a button
(also a CTA)
Button

26. Buttons prompt your website
visitors to take an action: Buy now,
Download, Contact Us, Subscribe.
They are not navigational links.
They are action links.

27. visual CTA
Button
IMAGE
Download
email
Button
3
4
21
Button
Executing the Customer’s Journey aka flowww
Awareness | Consideration | Desire | Action

28. Content attracts searchers. Write
authentically – you’ll earn trust, and
make friends at the same time.

29. Execute the art of flowww on the
website platform that inspired the book.
flowwwsites.com/sign-up