The document summarizes a website conversion strategy workshop presented by Robin Gurney of Altex, an Estonia-based internet marketing agency. It discusses strategies for improving visibility through Google Adwords, SEO, and LinkedIn. It also covers measuring success through metrics like CPC and CPA. The presentation provides tips for entrepreneurs, including the importance of credibility, usability, content, analysis and engagement.

1. Website Conversion Strategy Workshop for DDVE By Robin Gurney Strategy Director @ www.altex.ee

2. About Altex Estonia’s first specialist internet marketing agency Multicultural, multinational Altex is a „European agency based in Tallinn“ Turnover grown each year Modest profit every year Reinvest profit into experimentation and people „ Magnet for excellence“ Ready to expand now the basics are right Eco-friendly, charitable to community Share our knowledge and skills with all 100+ presentations here www.pay4results.eu is growing fast.

3. About Me Nearer 50 than 40. English. Creative Strategy Director – ex-Boss Passionate about the internet since 1997 when I discovered Manchester United (BOO!) had a website and Liverpool FC did not! Started one of UK’s first internet marketing agencies 1997. Sold it 2002. Imported to Estonia by a Princess in 2005. Love travelling (to escape the winters) Fan of The Fall, Liverpool FC, anywhere hot with a great beach, my two kids (Miabel and Josep)

4. The Conversion Funnel

5. Visibility: Google Adwords Choose a product or service Keyword research in target markets Check trends and insights Set up an account if you don’t have one Google keyword research tool Google Trends Google Insights Choose target market Write an ad Choose landing page Start campaign Test test test

6. Visibility: SEO 80/20 rule applies . Adwords is good test. Adwords plus SEO = more than 100% . Key factors: Title . URL . Meta desc tag (to get the click) . Content - H tags, bold etc. Links . Sitemap . SEO Ranking Factors

7. Visibility: LinkedIn

8. CPC and CPA

9. Credibility is Essential Credibility checklist and Source: Stanford University .

10. Usability

11. Content is King

12. Analyse and Engage

13. Tips for Entrepreneurs The devil is in the detail Don’t overwork, enjoy life Make mistakes fast - learn and never repeat same mistake A ssumption is the mother of all fuck ups Understand your limitations. Delegate. Outsource. Step aside. Don’t be greedy. Share shares. Ideas are cheap, execution is everything If you don't ask, you don't get N e te confundant illegitimi ! Act decisively and fast, react even faster Don’t sell yourself cheap Don’t be afraid to fail – trust your instincts

14. Magnet 4 Excellence Help us GROW Contact Andri Viiand http :// www.linkedin.com/in/andriviiand [email_address]