This document provides an overview of building and promoting a small business website. It discusses planning an effective site structure and content, including key pages, calls to action, and engaging content. The document also covers designing an optimized homepage with clear messaging and navigation. Lastly, it discusses both organic and paid promotion strategies, such as social media, blogging, SEO, pay-per-click ads, and other online advertising. The goal is to help small businesses create a website that attracts visitors and converts them into leads and customers.

1. Building & Promoting Your Business Website
Mike Baker
Real Time Web Marketing

2. Format of this Workshop
• This short workshop is for you!
• Fast pace / Don’t get overwhelmed
• Designed to get you thinking
• Very visual presentation

3. My Introduction:
Owner of Real Time Web Marketing
MCSE, CNE & was a Microsoft Cert Trainer
Last corp. job – Dir of Net & Telecom
Mike Baker
Degrees in NEM & Web Des/Dev
Been a freelancer & biz owner last 9 yrs
Taught network engineering & web design

4. Let’s hear about you now
How many own a website right now?
Have a small business right now?
How many are on social media?
How have done any marketing online?

5. Workshop in Two Parts
PART 2: Promoting your website (business)
PART1 : Build & plan a powerful website
Creating an effective marketing tool
Optimize it for conversions and SEO
Paid Ads: SEM, Pay-per-click, FB Ads, etc.
Organic: Social Media, Blogging, SEO, etc.

7. Compelling Case Study – MCC Group
• Visibility online was only at 7% & only
one page getting traffic at all
• A non-profit trying to secure funding &
find partners
• Website was confusing & info was out
of date – losing credibility
• Ranking for only 2 keywords above 50

8. Compelling Case Study – MCC Group

9. MCC Group Success Story
MCCGroup.org

10. MCC Group Success Story
MCCGroup.org

11. Compelling Case Study – MCC Group
• Visibility online went from 7% to over
83% in just 4 months
• Has secured funding & found partners
• Website is easy to navigate, clear
messaging, helping accomplish mission
• Ranking for over 50 keywords now

12. MCC Group Success Story

13. How to Build
a Powerful
Small Business Website

14. What we want websites to do
 Found in Google search results
 Collect leads / Provide info
 Generate calls / sales / revenue
 Attract new customers
 Market products & services
 Give us credibility

15. What’s the bottom line?
We want results

16. What’s the bottom line?
Goal 1: Want to be able get people
to our website … then …
Goal 2: We want them to take action
once they are there!

17. Powerful websites
• Have well-written, optimized content
• Meaningful headlines / calls-to-action
• Built & optimized to Google’s standards
• Speak to your target market
• Compelling imagery, graphics & video

18. Powerful websites
• Are easy to navigate, well organized
• Look and feel professional
• Have content updated regularly
• Are error free, load fast & are secure
• Are optimized for mobile users

19. Great, but, how do I do all that?

20. Power starts with how you
package your business

21. Real Life Packaging Example
The packaging of this book didn’t sell …
 No offer
“Find out all about your self, your love, your friends, and family!”
 No Benefit
 No CTA
 No Promise
 Poor Tagline

22. This book sold millions! Same book! Why?
Real Life Packaging Example
 Clear Offer
 Clear Benefit
 CTA
 Promise
 Title = Tagline

23. Website packaging examples
Would you prefer this homepage ..

24. Or this homepage for your business?
Graphic from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)
Website packaging examples

25. Planning Your Website

26. If you don’t have plans…

27. You might end up with this …

28. What is a conversion?
“The point at which a website visitor performs
a desired action.” In other words, conversion
is simply getting someone to respond to your
call-to-action.”
• Click • Subscribe
• A phone call
• Fill out a Form
• Watch a video

29. What are your goals?
What is a conversion for you?
• Sale of a product / service?
• Get someone to call you?
Identify your goals / objectives
• Showcase services / products?
• What do you want them to do?

30. Engaging content
Getting Visitors to Stay

31. Plan for Engaging Content
• Infographics / FAQs
• Photo Galleries / Portfolios
• Blogs / Articles / How-to's
• Social Feeds (Twitter, Facebook)
• Social Proof (links to reviews)
• Client Endorsement Video

32. Pages Matter
Planning your pages / structure

33. Pages you should have
• About / About Us
• Contact / Contact Us
• Terms of Service Agreement
• Blog (if you will use it!)
• Services / Products
• Portfolio OR Clients if Needed

34. Add these pages if you can
• FAQs (great for voice search)
• E.g.. “How do I fix my drain?”
• Separate page for each service
• A team page if needed
• Video or photo gallery
• Pages of valuable content

35. Building Your Website Homepage

36. Elements most homepages need
• Clear messaging – who you are & what you do
• Clear, visible navigation – don’t make them think!
• Relevant content, optimized to include your
business name & service area
• Supporting images, video, graphics (relevant)
• A primary call-to-action

37. Clear Messaging Examples
• Starts with your branding
• Logo should be in header
• Good tag lines help clarify
• Place important content near top
• Include location(s) & phone

38. Poor Homepage Messaging

39. Good Homepage Messaging

40. Design & Layout Tips

41. Navigation
• Don’t get clever with location
• Should have good contrast
• Don’t make text too small
• Plan ahead for pages & navigation
• Short, but descriptive names

42. Standard Navigation Examples

43. Poor Navigation Examples

44. Which page seems more readable?

45. Which page seems more readable?

46. Services Listing Example
“What we do”

47. Benefits Example
“What we do for you”

48. Use Leading Questions
- Links to inside content -

49. Making Lists Stand Out

50. Add More Power!
Getting Them to Take Action

51. Call-to-Action (CTA)
• An image or line of text (or both)
• 70% of small biz sites have no CTA
• How you get people to buy / act
• Include a offer or enticement

52. Good call-to-action elements
Mailing list opt-in’s with offers / loss leaders

53. Good call-to-action elements
Exit Intent Pop-Ups
CTA Buttons / Offers
Countdown Offer Timers

54. Button “A”
Button “B”
Which button is better?

55. Supporting images & graphics
• Compelling images evoke emotion
• Images can be tagged for SEO
• Images reinforce what you do
• Good imagery reinforces brand
• Graphics make lists interesting

56. Are these CTA’s better? Why?
Use CTA Blocks w/ button for max results!

57. Supporting images
Which is better? This one…

58. Supporting Images
Or this one? Why?

59. Promoting Your Website
SECTION 2

60. Promote Your Website (Organic)
Utilize Social Media (build an audience)
Events / video / inspiration / coupons
Videos / how-to / humorous / etc.
Short (280 chars) / polls / teasers
Articles / groups / answer questions
Photos / tips / questions / video

61. Promote Your Website (Organic)
Blogging
Optimize your site for SEO (SERP organic)
Email marketing (newsletters, specials)
Articles on your own site (fresh content)
Write guest articles on other sites
Participate in forums

62. Promote Your Website (Paid)
SEM (search engine marketing)
Social Media Marketing
Retargeting, Geo-targeting, etc.
Pay-per-click (AdWords, etc.)
Banners, Other Online Ad’s
Online Directories, Enhanced Listings

63. Mike Baker
http://twitter.com/realtimewebmktg
https://www.linkedin.com/in/realtimewebmarketing#
Thank you!
(714) 662-2203
https://realtimewebmarketing.com
http://facebook.com/realtimewebmarketing