Deb Lavoy's talk for PRSA, May 30, 2019. What do people really want from your website? We'll show you. When you give them what they want, you get what you want - growth Includes the 3-second test.

1. Deb Lavoy
deb@atigro.com
@deb_lavoy
What people
really want from
your website
and how to give it to them.

2. WebsiteEmail
Buy
Donate
Join
Call
Find/Use
Subscribe
CTA
Word of
mouth
Media mentions
Social media
Search

3. So that’s what you want
from your website.

4. But what do they want?

5. 1. They want to know
they’re in the
right place.

9. 2. They want to know
you’re speaking to
them.

13. 3. They want to feel
something.

16. 4. They want you to
make your case.

19. 5. They want you to
answer their questions.

21. 6. They don’t want to
hunt around.

23. 7. They want an
appropriate next step.

25. 8. They want you to
earn their trust.

29. 9. They want proof.

31. 10. They want you to
help them make the
case.

34. 11. They want a chance
to get to know you
better without making a
big commitment.

36. 11. They want you to be
there when they’re
ready.

38. THE 3 SECOND TEST

39. 1. Land my eye
2. Say the most important
thing
3. Show me where to
look next.

40. Test one:
Where does your eye go?

41. Step one: Quick – what
does your eye land on?

42. Test two:
What does this org do?

44. Test three:
Where should you look next?

45. 5. They don’t want to
hunt around.

46. First, lets check out the
competition.

47. 1. Where does your eye go?
2. What does this company do?
3. Where should you look next?

48. Now, pull up your (or your
client’s) website.

49. Think like a stranger.

50. 1. Where does your eye go?
2. What does this company do?
3. Where should you look next?

51. Swap sites with your neighbor and
repeat.
Where does your eye land?
What does the company do?
Where should you look next?

52. What it takes to pass the test
1. A clear narrative
2. Focused customer journey
3. Clear design
4. Market insight
5. Competitive positioning
6. Well constructed offers and CTA
7. …
8. …

53. The excuses:
“People already know what we
do.”
“They will be curious and look
around”

54. PR Partner Program
1. Offer more to your clients
2. Show content ROI with SEO and
promotion
3. Website reinforces message
4. Revenue opportunities

55. PERFORMANCE DRIVEN MARKETING
RESONANT MESSAGING DESIGN WEBSITE
MARKETING
SERVICES
CUSTOM
DEVELOPMENT

56. PR Partner Program
1. Offer more to your clients
2. Show content ROI with SEO and
promotion
3. Website reinforces message
4. Revenue opportunities

57. • Messaging that moves people
• High performance websites
• Data-driven Digital Marketing
deb@atigro.com
ken@atigro.com
jessie@atigro.com