1. @StoneyD
Stoney G deGeyter
@polepositionmkg
STAND OUT FROM THE CROWD
HOW TO MAKE YOUR WEBSITE AMAZINGLY, INCREDIBLY,
AND EXTRAORDINARILY UNFORGETTABLE

2. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
• @StoneyD
• +StoneydeGeyter
• linkedin.com/in/stoneygd
Web Presence
Optimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS ME
PolePositionMarketing.com/cheatsheet

3. @StoneyD
Stoney G deGeyter
@polepositionmkg
THE WEB IS A BUSY PLACE

4. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
The challenges of building a web presence
“Every two days,
we create as much
information as we
did since the dawn
of time to 2003.”
--Eric Schmidt, TechCrunch, Aug. 2010
THE WEB IS A BUSY PLACE

5. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Web users lack focus and intent
THE WEB IS A BUSY PLACE

6. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
… and are highly distractible
Squirrel
THE WEB IS A BUSY PLACE

7. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Everyone is fighting for attention
THE WEB IS A BUSY PLACE

8. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Just any ordinary site won’t do
THE WEB IS A BUSY PLACE

9. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Create an extraordinary website
THE WEB IS A BUSY PLACE

10. @StoneyD
Stoney G deGeyter
@polepositionmkg
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE

11. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Becoming unforgettable means…
When someone
thinks about the
products, services
or information you
offer…
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
…they think of you first!

12. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Provide something visitors can’t get anywhere else
Unique
niche
Interesting
approach
Compelling
experience
Valuable
content
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE

13. @StoneyD
Stoney G deGeyter
@polepositionmkg
FOCUS ON A UNIQUE NICHE

14. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Create a unique value proposition
FOCUS ON A UNIQUE NICHE

15. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Don’t try to be all things to all people
FOCUS ON A UNIQUE NICHE

16. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Don’t try to be all things to all people
FOCUS ON A UNIQUE NICHE

17. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a problem and solve it
FOCUS ON A UNIQUE NICHE

18. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a problem and solve it
FOCUS ON A UNIQUE NICHE

19. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a want and deliver it
FOCUS ON A UNIQUE NICHE

20. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a void and fill it
FOCUS ON A UNIQUE NICHE
vs

21. @StoneyD
Stoney G deGeyter
@polepositionmkg
DEVISE AN INTERESTING APPROACH

22. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find your voice
DEVISE AN INTERESTING APPROACH

23. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Humorous Whimsical Serious Snarky
Down to earth Thoughtful Brutally honest Flowery
What is yours?
DEVISE AN INTERESTING APPROACH

24. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
How would you rewrite this content…
We offer a wide selection of
long-lasting batteries designed
to deliver enough power to start
any vehicle in any weather
condition. We sell durable
batteries you can trust.
Humorous
Serious
Whimsical
Snarky
Flowery
Thoughtful
Brutally honest
Down to earth
DEVISE AN INTERESTING APPROACH

25. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Humorous
Our car batteries are
durable, long-lasting
and deliver enough
power to start any
vehicle in the harshest
winter environment.
Your escape from the
in-law's is guaranteed
every season of year.
DEVISE AN INTERESTING APPROACH

26. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Whimsical
You want a durable,
long-lasting battery?
Yeah, we got that.
There is no natural
force in the world
that'll keep our
batteries from doing
their job. When you
need power, we
deliver.
DEVISE AN INTERESTING APPROACH

27. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Serious
Our car batteries are
durable, long-lasting
and deliver enough
power to start any
vehicle in the harshest
winter environment.
You're guaranteed to
get power to your
vehicle when you need
it most.
DEVISE AN INTERESTING APPROACH

28. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Snarky
When headed to the
in-law's you want to be
equipped with one of
the most powerful car
batteries money can
buy. Come hell or high
water, you're getting
out of there alive!
DEVISE AN INTERESTING APPROACH

29. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Down to earth
We don’t compete on
price, we compete on
quality. Our batteries
deliver the juice to
start any vehicle even
in the harshest winter
environment. Can you
really put a price on
that kind of reliability?
DEVISE AN INTERESTING APPROACH

30. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Thoughtful
Let's face it, batteries
fail at the worst
possible time, in the
worst possible place.
We've built reliability
into all our car
batteries so they
deliver the power you
need when you need it
most to get you where
you want to be.
DEVISE AN INTERESTING APPROACH

31. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Brutally honest
Your boss is a jerk, your
wife a nag and your
friends are idiots. You
need an escape. Where
you go is up to you,
how you get there is
up to us. Our car
batteries will start any
vehicle any time any
where. We're ready to
go when you are.
DEVISE AN INTERESTING APPROACH

32. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Flowery
Our car batteries are
designed to withstand
whatever forces of
nature that heaven
above (or you know
who below) can throw
at it. When you turn
that key, you're vehicle
will roar to life without
so much as a cough or
sputter.
DEVISE AN INTERESTING APPROACH

33. @StoneyD
Stoney G deGeyter
@polepositionmkg
CREATE A COMPELLING EXPERIENCE

34. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Spectacular on-site experience (usability)
CREATE A COMPELLING EXPERIENCE
This
Not
This

35. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Intuitive navigation
CREATE A COMPELLING EXPERIENCE

36. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Don’t make visitors hunt for information
CREATE A COMPELLING EXPERIENCE

37. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Easy to achieve goals
CREATE A COMPELLING EXPERIENCE

38. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Clear path to conversions
CREATE A COMPELLING EXPERIENCE

39. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find ways to delight your visitors
Unlimited
customer
support
Hassle-free returns
Proprietary
products
Free shipping
More experts
available
CREATE A COMPELLING EXPERIENCE

40. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Build trust through excellence
CREATE A COMPELLING EXPERIENCE
Return calls
and emails
Secure
information
Be open &
honest
Customers
first
Exceed
expectations

41. @StoneyD
Stoney G deGeyter
@polepositionmkg
PUBLISH VALUABLE CONTENT

42. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Expert knowledge
PUBLISH VALUABLE CONTENT

43. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Strategic advice
PUBLISH VALUABLE CONTENT

44. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Product information & specs
PUBLISH VALUABLE CONTENT

45. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Product comparisons
PUBLISH VALUABLE CONTENT

46. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Customer reviews
PUBLISH VALUABLE CONTENT

47. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Tips and tutorials
PUBLISH VALUABLE CONTENT

48. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Company background and mission
PUBLISH VALUABLE CONTENT

49. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
How to videos
PUBLISH VALUABLE CONTENT

50. @StoneyD
Stoney G deGeyter
@polepositionmkg
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

51. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
They earn top search engine rankings
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

52. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
They bring in targeted traffic
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

53. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Improved conversion rates
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

54. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Increased ROI
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

55. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Word of mouth
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

56. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Customer loyalty
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

57. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Repeat customers
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

58. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Stand out in a sea of thousands
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME

59. @StoneyD
Stoney G deGeyter
@polepositionmkg
Thank
You!
COMING SOON Available Now
PolePositionMarketing.com/cheatsheet