Getting potential clients to land on your page is only half the battle. If all they do is play around on your site before moving on to something else, this hasn’t helped your bottom line at all. The real trick of the trade is getting these visitors to turn into sales. Once visitors have landed on your site, have you given them a compelling reason to stay? If not, you’re losing quality leads. Join Google expert, Joe Apfelbaum, as he teaches you how to turn your website into a gold mine through compelling content, masterful internal links, call-to-action forms, and fool proof layouts. Joe will review the basics of eCommerce conversion and give you the tools you need to reinvent your website and dramatically increase your ROI.

1. Ajax Union Internet Marketing
From Landing To
Converting:
Turning Your Leads Into
Sales

2. If you build it, will they come?
Yup, they got there… Now what?
What are all these people doing on my site?!
Today’s Presentation
LETS LEARN TO CONVERT
(and make believers out of your visitors.)

3. Joe Apfelbaum
Ajax Union Marketing, CEO & Co-founder
Friend me on Facebook:
Facebook.com/JoeApfelbaum
Follow me on Twitter:
@JoeApfelbaum
Connect with me on LinkedIn:
Linkedin.com/in/JoeApfelbaum

4. Ajax Union
Online Marketing Agency Dedicated To Helping Companies
Get More Sales.
Like us on Facebook:
Facebook.com/AjaxUnion
Follow us on Twitter:
@AjaxUnion
Connect with us on LinkedIn:
Linkedin.com/Company/Ajax-Union

5. 1. Visitor Personas
2. Compelling Content
3. Optimized Website
4. Call-To-Actions
5. Landing Pages
6. Case Studies
7. Marketing Automation (*Magic)
You’ll Turn Your Website Into
A Gold-Mine In 7 Steps:

6. Wait A Min!
Didn’t Set
Business
Goals??

7. Ask Yourself:
Why do I Want More Visitors?
-Specific
-Measurable
-Attainable
-Realistic
-Timely

8. “I want as much as possible”
– Average Small Business Owner
BE Specific!

9. • I want to open my email every morning and see at least 3 new orders.
• I’d like to get as many clicks as I can for less than $0.80 per click.
• I want five quality leads a day for my sales team to call.
• I want to double my customer base.
• I’d like to increase sales by 15 percent.
• I want at least 40 visits to my website every day.
• I want an ROI of 250 percent on all sales coming from AdWords.
Popular Goals

10. Step 1:
Visitor Personas

11. Ask Yourself:
Who buys your
product or service?
Who Is Your Ideal Client?

12. Background: Job, Career Path, Family
Demographics: Gender, Age, Income, Location
Identifiers: Attitude, Communication
Goals: What do they want to accomplish
What can you do? To help your target buyer person achieve his
or her goals?
Finally, Ask Yourself:
Is my target buyer persona coming to my
website?
Identify Buyer Personas.

13. • Reallocate ad spend to be focused on the niche where
your personas spend their time.
• Write an eBook with a specific persona in mind.
• Write blog posts dedicated to your niche audience.
• Optimize landing pages for personas.
• Segment out exclusionary personas that won’t buy from
you.
Help Them!
Focus Your Energies On The Right Group.

14. Step 2:
Compelling
Content.

15. Content Builds Trust

16. Content for your company can be presented in a
variety of media, including:
Create Clever Content.
• Videos
• Blogging
• Articles
• Press Releases
• eBooks
• Infographics
• Case studies
• How-to guides
• Q&A’s
“Marketing Is
Impossible Without
Great Content.”

19. Step 3:
Optimized
Website.

20. 94% of people cited web design as the
reason they mistrusted or rejected a
website

21. •56% of B2B small business websites don’t update their
meta descriptions
•87% don’t do anything to make their “contact us” option
stand out
•82% don’t bother to even list their social media profiles
•68% do not show an email address on the home page
Statistics According To Small Biz Trends*
Did You Know?

23. Do you have the following:
Is Your Website Optimized?
 Google Analytics
 URL
 Page Titles
 Headline
 Body
 Headings
 Images
 Fast Load-Time
 Responsive Design

24. 5 Steps To Designing Great Visual
Communication
1. Typography: Have readable and appropriate fonts
2. Color: Use no more than 5 colors in a single layout
3. Icons: Should be simple. Not distracting
4. Negative Space: Too much information gets cluttered
5. Simplicity: Avoid unnecessary design

25. Step 4:
Call-To-Action.

26. Tell People What TO DO!

27. Personalized Calls-To-Action Convert 42% Better.
Why is a CTA so important?

28. Tell your audience what you want them to do.
Some of our favorites:
What is your Call To Action?
1) Click here.
2) Click here to find out all the details.
3) Sign up for your free trial
immediately.
4) Your free trial is just a click away.
3) Download now.
4) Immediate download.
5) Reply today.
6) Try it free.
7) Start your free trial now.
8) Join now.
9) Start now.

30. In Five Effective Tips…
1. Decide what you what your audience to do.
2. Write action-oriented copy
3. Design a visually friendly button
4. Save and upload to your site
5. Link to proper landing page
Create A Great CTA, Quickly.

31. Step 5:
Landing Pages.

32. • Focus on Conversion
• Better Metrics
• Cut Costs on Advertising
Why landing pages?

33. Are you doing this right now?
5 Steps To A Great LP
 Move your form above the fold
 Make sure the form headline is a call-to-action
 Ensure your privacy policy
 Think about how many fields you have
 Make sure your “submit” button says something other than
“submit”

34. Design Your Own:
www.leadpage.net

35. Design Your Own:
www.leadpages.net

36. Step 6:
Case Studies

37. 8 out of 10 people say that opinions and
recommendations from people they don't
know indicate brand quality and
influence what they buy!
Source: Bazaarvoice

38. Create great case studies and testimonials from
existing clients and customers.
Do you have Case Studies?
Steps For Creating A Case Study:
• Survey Clients.
• Collect Data.
• Put Into a Document.

39. 3 Tips For Great Case Studies
1.Address Their Challenges
2.Talk About Your Solution
3. Show Results

41. Step 7:
Marketing
Automation

42. Sales & Marketing
Go hand-in-hand.

43. The definition… in 10 words
or less.
Marketing automation is
often thought of as just
software to help nurture
contacts more efficiently.

44. Are You Currently…?
 Wasting your valuable time and
money marketing?
 Burning out your email list?
 Not following up frequently enough to
see positive results?

45. Why Marketing Automation?
Step 1: You send an email invitation to
download your latest eBook to a targeted list
Step 2: You send a thank you note to all the
people that downloaded the offer
Step 3: A few days later, you send a follow up
email to the list of people who downloaded the
eBook, offering them a case study on that topic
Step 4: Finally, when someone downloads that
case study, your sales team will get a
notification so they can follow up
Here’s an example of how automation can work for your company:

46. 1. Focusing On Visitors
2. Creating Compelling Content
3. Optimized Website
4. Setting Up Strong Call-To-Actions
5. Generating Great Landing Pages
6. Adding Case Studies and Testimonials
7. Marketing Automation
Recap. Today We Discussed:

47. Action Items!
Tell Us: How Will You
Optimize Your Website
To Close More Deals?

48. Stay in touch
with Joe
.
@JoeApfelbaum

49. You Are Invited..!
Register today:
…To Our Two-Year Anniversary Networking Rooftop Event!

50. Questions?
Comments?
Concerns?
www.ajaxunion.com

51. Ajax Union
Online Marketing Agency Dedicated To Helping Companies
Get More Sales.
Like us on Facebook:
Facebook.com/AjaxUnion
Follow us on Twitter:
@AjaxUnion
Connect with us on LinkedIn:
Linkedin.com/Company/Ajax-Union