3 things you need to know for your website to succeed
DESCRIPTION
"3 Things You Need To Know For Your Website To Succeed" - What you MUST address to give you new website a fighting chance. This is lesson #1 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :) Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2TRANSCRIPT
![Page 1: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/1.jpg)
Things You Need To Know For Your Website To Succeed 3
![Page 3: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/3.jpg)
Hi! My name is Mike Darnell. I was born in 1974 My 1st job was modeling underwear & Roman toys
![Page 4: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/4.jpg)
Is your website targeting and engaging prospects?
My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM…
Web: Cnngo, Vertu, Playboy…
![Page 9: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/9.jpg)
Every step you move away from it is
COSTING YOU MONEY
![Page 11: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/11.jpg)
Every click required to reach your goal “costs” you 30% of
your visitors
100 Click 70 Click 49 Click 34 Click 24 Click…
![Page 12: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/12.jpg)
When building your site you want to
ensure you’re staying as close to the
“Ultimate Website” as possible
![Page 19: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/19.jpg)
S M A R T
Goal
Specific
Measurable
Attainable
Realistic
Timely
![Page 20: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/20.jpg)
• Who’s my audience? • What do I want them to
accomplish? • Where should they do this? • When and how quickly? • Which requirements and
constraints apply • How will I know it’s done?
• Why is this important ?
What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?
Specific
![Page 22: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/22.jpg)
…The constraints of the paradigm
are set and constant:
![Page 23: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/23.jpg)
Ultimately your website has only 1 goal:
Helping you make MONEY
![Page 24: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/24.jpg)
Your audience is:
Selfish, Self Centered, Lazy, & Suspicious …and they’d rather be on Facebook
![Page 25: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/25.jpg)
Your website is judged within 4-11 seconds Every click costs you 30% of your audience
![Page 26: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/26.jpg)
Specific
Measurable
Attainable
Realistic
Timely
Goal
![Page 27: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/27.jpg)
• Who’s my audience? • What do I want them to
accomplish? • Where should they do this? • When and how quickly? • Which requirements and
constraints apply • How will I know it’s done?
• Why is this important ?
What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?
Specific
![Page 28: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/28.jpg)
You MUST know
how your website helps your business
make MONEY
![Page 29: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/29.jpg)
This is much simpler than you
might think
BECAUSE…
![Page 30: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/30.jpg)
There are ONLY 3 financial models
for all the websites in the world
![Page 37: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/37.jpg)
3rd quarter 2011
earnings = $10 Bn
![Page 39: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/39.jpg)
Never forget:
Your website’s goal is a BUSINESS goal It’s derived from how you’ve
always run your business
![Page 41: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/41.jpg)
Running a good business
isn’t about
Technology
![Page 42: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/42.jpg)
It’s about
People
![Page 43: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/43.jpg)
Successful businesses know why their clients seek them out and never stop working hard to
capitalize on these understandings
![Page 48: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/48.jpg)
It begins wherever your prospect first saw you,
and ends at your goal
![Page 49: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/49.jpg)
Google, Facebook, Email,
Business card
Homepage
Tout page
Goal
![Page 50: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/50.jpg)
Google, Facebook,
Email, Meeting, etc.
Homepage
Tout page
Goal
What we dream our funnel looks
like
![Page 51: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/51.jpg)
Cute, optimistic and MYTHICAL…
![Page 52: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/52.jpg)
Google, Facebook,
Email, Meeting,
etc.
Homepage
Tout page
Goal What our funnel really
looks like
![Page 54: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/54.jpg)
…Because every click en-route to your goal
costs you 30% of your traffic
![Page 57: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/57.jpg)
Remembers this?
Yahoo! New year’s eve 1998
![Page 58: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/58.jpg)
Online EMPIRES are born of
DISRUPTIVE FUNNELS…
![Page 62: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/62.jpg)
.1. Define goals
as something your users should
DO
• Enabling a user to buy my products
• Enabling a user to fill in a lead form
• Enabling a user to book a ticket or reservation
• Enabling a user to lodge a complaint and/or get support
• Etc…
![Page 63: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/63.jpg)
.2.
Understand your user’s mindset and requirements
![Page 64: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/64.jpg)
.3.
List the measures needed to address your user’s mindset so
they can achieve your goals
![Page 65: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/65.jpg)
.4.
Plan the fastest routes from your goal to addressing
your user’s mindset
![Page 66: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/66.jpg)
.5.
Create your website’s content and functionality only to serve this process
![Page 68: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/68.jpg)
Traffic source
Homepage Goal on
homepage
Realistic Minimal Funnel
![Page 70: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/70.jpg)
Hi! I’m Mike Pellatt - President of ICMS Asia We’re SEA’s leading Industrial Construction Project Management company Our business is building factories like this one:
![Page 71: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/71.jpg)
Our clients choose us because they understand we can be trusted to deliver complex projects on time, on spec,
and at an outstanding level of execution
![Page 72: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/72.jpg)
The engagement to build a factory like that is closed in face-to-face meetings The goal of my website is to ensure I get the leads to generate these meetings
![Page 73: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/73.jpg)
TRAFFIC SOURCES
Google search, Meeting,
Tradeshow
Homepage
GOAL
Generate a qualified
lead
My Optimal Funnel:
![Page 74: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/74.jpg)
For me to achieve my goal my prospects first need to know
WE EXIST…
GOAL
Generate a qualified
lead
![Page 75: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/75.jpg)
To enable prospects to find me I invest in ensuring my website is ranked well for relevant Key Phrases like:
“Industrial Construction Project Management“
![Page 76: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/76.jpg)
I know from experience that for a meeting to happen my prospects also need to know: • Who we are • What we do • Why they can trust us • How to contact us
GOAL
Generate a qualified
lead
![Page 81: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/81.jpg)
“Success Stories” are
3rd party validation that explains
Why they can trust us
![Page 83: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/83.jpg)
Every page on my website serves only one purpose: Getting viable leads to contact my company…
![Page 85: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/85.jpg)
I’ve explained the logic behind my website NOW YOU TRY IT!!!
![Page 87: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/87.jpg)
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
![Page 88: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/88.jpg)
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
![Page 89: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/89.jpg)
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
![Page 90: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/90.jpg)
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
![Page 91: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/91.jpg)
Top Level/Page Home
Products/ Services
Testimonials/Case studies/ References FAQ/Support Blog Retailers Contact us
Terms and Conditions (bottom menu)
Privacy Policy (bottom menu)
Sitemap (bottom menu)
Sub Category
Page
Description
Goals this pages addresses
Methods by which the page addresses the goals
Location of text (Google doc URL)
Location of images (Picasa URL)
Location of additional assets (Video = Youtube URL, Presentation = Slideshare URL, etc)
Comments
Download at: http://kuku.nu/WebsitePlanner Note capitalization!!!
![Page 93: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/93.jpg)
…5 tips that will save you heartache, aggravation,
and money:
![Page 94: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/94.jpg)
.1.
Register your own domain
Buy your own hosting
Setup your own emails
![Page 95: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/95.jpg)
.2. If you're paying peanuts you're
probably working with
monkeys
![Page 96: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/96.jpg)
.3.
"Stand on the shoulders
of giants"
Use popular open source solutions &
avoid custom development
![Page 97: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/97.jpg)
.4.
Launch your site as soon as it passes a MINIMAL sanity check
Do changes and
adjustments later…
![Page 98: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/98.jpg)
.5.
A website is a voyage,
not a destination
Collect feedback, and schedule updates as a matter of routine
![Page 107: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/107.jpg)
By Mistake?
To expand their knowledge? To evaluate your offering?
To solve a problem?
![Page 109: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/109.jpg)
Are they interested and excited about your offerings?
![Page 110: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/110.jpg)
Make a list of questions and keep adding to it always
![Page 113: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/113.jpg)
Collecting feedback is as easy as publishing a poll
on your site
![Page 114: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/114.jpg)
Services like Polldaddy and Surveymonkey are excellent tools designed to meet this precise need
![Page 115: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/115.jpg)
Customer service and support sites like GetSatisfaction and UserVoice are designed to help you collect, address, and document feedback For as little as $19/month you can provide support on par with these guys:
![Page 118: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/118.jpg)
Google Analytics are to your website, what your accounting is to your finances
You can’t make good decisions without this data!
![Page 120: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/120.jpg)
Where are people coming from and how?
Does the data match the behavior of likely
prospects?
![Page 121: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/121.jpg)
What are people looking at and doing?
Are they doing what you want them to?
HOW OFTEN?
WHAT PERCENTAGE?
![Page 125: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/125.jpg)
We’ve “Been in Business” longer than our written
history records
![Page 127: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/127.jpg)
They sell stuff
![Page 129: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/129.jpg)
Convincing, but not profitable…
![Page 131: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/131.jpg)
?
![Page 133: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/133.jpg)
YOU are the only thing that’s
special about your business
![Page 134: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/134.jpg)
Remember: People don’t remember facts, figures and features, but a good story will remain with them for a long time Use your unique story to weave together your website goals and audiences and you’re well on your way to
SUCCESS
![Page 137: 3 Things You Need to Know for Your Website to Succeed](https://reader033.vdocument.in/reader033/viewer/2022052823/5552be74b4c90581158b45ed/html5/thumbnails/137.jpg)
See you here on the 9th of February.
Please consider attending our meeting as well.