No client ever comes to an agency asking for an ugly website. But most of us have websites that fail to convert 99% of our visitors regardless of how amazing the site looks. This presentation uncovers 5 key pitfalls that most startups fall into when building a website, highly inspired by the instructor’s own experience. In this ProjectEDU lecture, you’ll also learn the factors of a website that audiences are looking for when deciding to buy, and how you can maximize your opportunity for sales. Learn how to avoid common mistakes in order to implement a high converting website.

1. BRICE MCBETH

2. What We Obsess
About
What We SHOULD
Obsess About

3. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like
A B

5. Pitfall 1: Being Overly Social
Are you being TOO social?

16. THE CONVERSION PRECEDENCE FRAMEWORK™
Design
User Interface
Graphic Design
Buttons
Color
Layout
Outside Forces
Buyer’s Anxiety
Financial Situation

20. Pitfall 1: Being Overly Social
Hi Erin!
I admit that I saw you looked at my profile. I see you work for Freebirds. It
would be a dream to work with you guys sometime in the future. We’ve
worked with Maggiano’s for over 7 years!
I’d love to send you a copy of my book. Or you can reject my invitation if you
don’t want me to bug you again, I’ll understand. :)
Best,
Brice

21. Pitfall 1: Being Overly Social
The solution to being too social
1. Don’t intentionally drive users TO
competitive waters
2. Make it a one-way valve
3. The one exception may be to drive to
SME’s LinkedIn Profile *IF* you have LI
Sales Navigator

22. ROADMAP
Move Social Icons 4 3 1 8

23. BriceMcBeth.com/August-EDU-WrapUp
Copy of Today’s Slides
Download The Tools / Worksheets
Copy of Book Salon Chairs Don’t Sell Themselves
Upcoming Event Links

24. $100 Marketing Coach
1. Copy of Book - 21 Lessons From My Startup
2. 4 Personalized Ideas Each Month
3. Mid-Month Accountability Check-in
4. $1,000+ worth of consulting
Get First
Monthfor $1

25. Pitfall 2: Weak Contact Us Page
Does you Contact Us page prevent you
from getting new prospects?

27. Get A Quote
Schedule a Consultation
Get a Quote
Ask an Expert

28. THE CONVERSION PRECEDENCE FRAMEWORK™
Offer
Discount
Access to Info
Access to SME
Richness
Timing
Expiration
Intensity of Ask
IMplication of CTA

34. Pitfall 2: Weak Contact Us Page
The solution to fixing your weak Contact
Us page
1. Have a REASON for them to contact
you
2. Provide clear picture of next step
and what they should expect in
return for completing the form
3. Shorter form isn’t always better…
advance the relationship.
4. Personalize if/when possible.

35. ROADMAP
Move Social Icons 4 3 1 8
Get a Quote Form 4 4 2 10

36. Pitfall 3: Too Much Technical Jargon
Is the jargon on your website
too technical?

39. THE CONVERSION PRECEDENCE FRAMEWORK™
Clarity in Product/Service
Feature Set
Content / Copy
Images
Video
Pricing
Process

44. THE CONVERSION PRECEDENCE FRAMEWORK™
+144% (Stacks&Stacks)

46. Pitfall 3: Too Much Technical Jargon
It’s not about you and what you
know…
1. Don’t repeatedly mention your
own name
2. Strong visual image, how client
benefits, your unique advantage,
3rd party proof, wild guarantee,
offer, CTA, done!
3. Use video to tell your story
4. Use video of happy clients to tell
your story

47. ROADMAP
Move Social Icons 4 3 1 8
Get a Quote Form 4 4 2 10
Product Review Video 3 4 3 10

48. Pitfall 4: Trying To Be Bigger Than You Are
Are you being transparent
about you and your story?

50. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like
A B

51. THE CONVERSION PRECEDENCE FRAMEWORK™
Credibility (Company)
Transparency
Who / About
Substantiation
Credentials
Certifications
Guarantee
Warrantee
Branding/Tone
TEstimonials
Assurances

52. THE CONVERSION PRECEDENCE FRAMEWORK™
+225% (SmartInsights)
+50% with mere presence of reviews

53. Own Your Story!
1. Resist the urge to put everyone
(or fake people) on the site
2. Know that many people want to
work with the underdog
3. SELL the value in working with
you as a startup!
4. Experiment to find balance
5. Use video of happy clients to tell
your story
Pitfall 4: Trying To Be Bigger Than You Are

54. ROADMAP
Move Social Icons 4 3 1 8
Get a Quote Form 4 4 2 10
Product Review Video 3 4 3 10
Udate About Us Page 3 2 4 9

55. Pitfall 5: Over-Designing
Do you make design decisions based
on what makes you feel good?

56. Conversion Precedence Framework™

59. 393k vs 114k
More Salons in the USA Than Gas Stations
$23,120Average Annual Income
$45,840Top Earners

63. THE CONVERSION PRECEDENCE FRAMEWORK™
Exclusivity
One of a Kind
Benefit
Exclusivity
Appeal
Immediacy
Relatability
Motivation
Cause
Belief
Monetary Value

64. offer
discount, access, timing, richness
design
UI / Design, Buttons, Layout, Anxiety
credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

65. offer
discount, access, timing, richness
design
UI / Design, Buttons, Layout, Anxiety
credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

66. offer
discount, access, timing, richness
design
UI / Design, Buttons, Layout, Anxiety
credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

68. credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
design
UI / Design, Buttons, Layout, Anxiety
offer
discount, access, timing, richness
What
We
Test
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

69. credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
design
UI / Design, Buttons, Layout, Anxiety
offer
discount, access, timing, richness
What
We
Test
60% of
Tests Fail
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

70. design
UI / Design, Buttons, Layout, Anxiety
capability
Features, content, images, video, pricing
exclusivity
benefit, product/service, appeal, relatability, cause, motivation
credibility
transparency, credentials, guarantees, testimonials, value
What
We
Test
What
We
SHOULD
Test
offer
discount, access, timing, richness
60% of
Tests Fail

71. Pitfall: Over-Designing
1. Don’t ask friends or family what
they think… they’re too nice
(and have good tastes)
2. Pick a template and start
making money
3. Iterate / test
4. Learn what works and what
doesn’t
5. Then combine knowledge with
aesthetics

72. ROADMAP
Move Social Icons 4 3 1 8
Get a Quote Form 4 4 2 10
Product Review Video 3 4 3 10
Udate About Us Page 3 2 4 9
Identify Our “ONE THING!” 5 4 5 14

73. $100 Marketing Coach
1. Copy of Book - 21 Lessons From My Startup
2. 4 Personalized Ideas Each Month
3. Mid-Month Accountability Check-in
4. $1,000+ worth of consulting
Get First
Monthfor $1

74. BriceMcBeth.com/August-EDU-WrapUp
Copy of Today’s Slides
Download The Tools / Worksheets
Copy of Book Salon Chairs Don’t Sell Themselves
$100 Coach (Personalized Newsletter)
Upcoming Event Links