The document identifies 5 major problems with Cambridge Press LTD's website: 1) weak headlines that do not compel visitors, 2) text that focuses on the company rather than customer benefits, 3) irrelevant pictures that do not promote sales, 4) lack of clear calls to action, and 5) failure to collect contact information from visitors. It provides analysis of each problem area, examples of better practices, and recommendations for improvements like using stronger headlines that address customer needs, replacing non-sales focused images, making calls to action more prominent, and offering an incentive to provide contact details. The document aims to help Michael Govett understand how fixing these issues could increase sales by better engaging website visitors and converting more prospects into customers.

1. The 5 Biggest Problems on
Your Website.
(and how they’re costing in you in lost Business and
Customers.)
Executive Briefing Prepared for:
Michael Govett, Owner of Cambridge Press LTD.
by Sysil Group

2. Why your Website is
Important
•
Nowadays your potential customers visit your
website to do research before giving you call.
•
Your website is has the potential to be one of your
Top salesman(who works 24/7 for free).
•
If your website doesn’t do a good job of selling,
your visitors will buy from your competitors.

3. The 5 Biggest Problems on
cambridgepress.com
1. Weak Headlines
2. Text is all about self
3. Pictures that don’t sell
4. No Call-To-Actions
5. Not Getting Contact Info of Visitors

4. Why Headlines are Important
•
Headlines are simple but powerful selling tools, not
to be underestimated. Headlines can make or
break your sales copy
•
Without Strong Headlines, the text on your website
does not get read. If the text on your website
does not read, your website doesn’t sell.
•
You need headlines to hooks your visitor with a
compelling benefit, otherwise they will loose interest
and leave your website.

5. What’s Wrong With Your Headlines
Weak headline b/c it’s not specific to your
Weak headline b/c it’s not specific to your
sales proposition  waste of valuable real
sales proposition  waste of valuable real
estate selling your products/services
estate selling your products/services

6. Example of good headlines

7. Stop Talking about
Yourself!!!
•
Your potential customers care more about
themselves than they do about your company.
•
By talking only about yourself and your company,
you turn off your potential customers.
•
Speak to them about the benefits of your product
and how it solves their problems and they will be
much more interested in buying from your
company.

8. You did go into customer problem in the middle, but
You did go into customer problem in the middle, but
reversing the order (i.e. stating the problem of time
reversing the order (i.e. stating the problem of time
waste and solution of your qualifications taking care of
waste and solution of your qualifications taking care of
the assignment) would have a better chance of your
the assignment) would have a better chance of your
prospects reading the whole thing
prospects reading the whole thing

9. Why are pictures important on your
webpage?
• Purpose of pictures is to get sales (like all other
parts of website)
• Decorations, unrelated, oversized pictures wastes
real estate that you could’ve used to make more
money

10. Examples of irrelevant
pictures to your sale pitch
The background pictures laid around the website may be
The background pictures laid around the website may be
distracting your visitors enough from contacting you (especially if
distracting your visitors enough from contacting you (especially if
the printing/press equipment isn’t yours) loss of potential
the printing/press equipment isn’t yours) loss of potential
business
business

11. Why Calls to Action are
Important!!!
•
If you don’t ask your visitors to take action(e.g. giving you
a call) they are much less likely to do so.
•
Before you ask your visitors to take a certain action make
sure you communicate the benefits they receive from
taking that action.
•
Make sure you don’t ask for an action that is too big for the
situation. Ask for too much, too soon and the result
is a rejection. Ask for an action you can reasonably
expect your visitors to take and you move your prospect
forward closer to a sale.

12. Making the colors different is a
Making the colors different is a
good start. However, you
good start. However, you
need to make them bigger.
need to make them bigger.
Otherwise, these calls-toOtherwise, these calls-toaction get overlooked  you
action get overlooked  you
losing more potential
losing more potential
sales
sales

13. Examples of Call-To-Action methods
Getting your visitors involved/more informed
right off the bat will definitely increase your
sales.

14. Not Getting Contact
Information
•
If you don’t get your prospect’s contact info before
they leave your website, you have no way of
converting them into a sale.
•
If you get your prospects email address, you can
send them emails regularly with useful information
and warm them up until they become customers.
•
You can get your visitors contact information by
offering something valuable in return, for example a
free report or free white paper.

15. Targeting the 3%
Targeting the 50%

16. Summary of 5 Biggest
Problems
1. Weak Headlines
2. Text is all about self
3. Pictures that don’t sell
4. No Call-To-Actions
5. Not Getting Contact Info of Visitors

17. Q & A Session
Interested in learning more?
Call Stanley at Sysil Group
right now at (778) 238-8490