a beginner's guide to a winning web presence (and how to avoid a wonky one)
TRANSCRIPT
A Beginner’s Guide to a Winning Web
PresenceAnd How to Avoid a Wonky One
First Things First•What Are Your Businesses?•What’s Your Current Web Presence Like?•What Questions Would You Like Me to Answer?
Meet Win & Wonk
They Have Websites•How Do They Build Them?•How Do They Promote Them?•What Results Do They Get?
Win & Wonk Build A Website
Wonk Thinks “Business First”•He Is Cheap with Time
and/or Money•He Thinks People Care
About His Business•His Copy & Content is
“Ego-centric”
Win Thinks “Customer First”•He Invests in Quality•He Recognizes Customers
Care About Their Problems, Hopes, and Aspirations•He Finds Ways to Deliver
Value
Wonk Ignores User Experience•His Site Stinks on Mobile•His Site is Slow• Important Information is
Hard to Find
Win Loves His Users•He Recognizes 60%+ of
web traffic is mobile•His Site is Optimized for
Speed & Device•His Website Architecture
is Thoughtful & Intuitive
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Wonk Has No Goals•He Doesn’t Design with
Conversion in Mind•His Copywriting Doesn’t
Prompt Action•He Doesn’t Offer Value•His Only Lead Form is the
“Contact Us”
Win is Goal-Oriented•He Understands
Customer Goals•He Has Clear Business
Goals•He Designs for
Conversions•He Measures Results
Win is Goal-Oriented
Business GoalsCustomer Goals
Win’s Website
Wonk Doesn’t Measure Performance•Analytics Scare Him•He Doesn’t Review
Reports•Wonders Why No ROI?!
Win Likes Metrics•He Installs Google’s Free
Tools (Analytics, Tag Manager, Webmaster)•He Reviews Reports
Regularly•He Knows Performance
Matters
Wonk Is a Perfectionist•Because He Doesn’t
Review Metrics or Maintain His Site•Wants to “Set it and
Forget it”• Impossible!
Win is an Optimizerist•He Tests, Tests, Tests•He Constantly Tweaks•He Knows Working on
the Web is an Organic Process
Win & Wonk Promote Their Websites
Wonk is Timid•He Doesn’t Expect Much
from His Website•He May Passively
Promote It• Business Cards•Mailers• Car Decals
Win is Generous with Value•He Writes & Shares
Content Regularly•He Drives Paid & Unpaid
Traffic to His Website•He Has a Promotion
Strategy in Place
Nobody Can Find Wonk•He Doesn’t Have Much
Content to Index•He Has a Poor User
Experience•He Doesn’t Invest in On-
site or On-page Optimization
Everyone Finds Win•More Writing -> More
Content -> More Needles in the Haystack•More Sharing -> More
Traffic -> More Conversions -> More Backlinks•On-Site and On-Page
Optimizations with a Mix of Keywords
Nobody Can Find Wonk•His Google My Business
Account isn’t Well Set Up or Maintained•He Doesn’t Ask for
Reviews
Everyone Finds Win•Keeps His Listings
Accurate on Google• Seeks Reviews & Bolsters
Results
Questions About Your Website?Free Website Review 1. Speed2. Mobile-Friendliness3. Conversion4. SEO5. Competitive Performance
Learn More:SuperWebPros.com/Free-Website-Review
Win & Wonk Get Returns
Wonk Has Wasteful Advertising•He Doesn’t Use
Dedicated Landing Pages or Tracking URLs•He Doesn’t Track Metrics•He Promotes the Wrong
Offers to the Wrong People at the Wrong Time
Win Wins at Advertising•He Maps Campaigns to
the Sales Funnel•He Drives People to
Dedicated Landing Pages•He Measures Conversion
Rates•He Constantly Tests
Win Isn’t Nurturing•He Doesn’t Build an
Audience•He Doesn’t Communicate
to the Audience•His Fear of ”Spamming”
Makes Him Forgetable
Win is Nurturing•He Constantly Delivers
Value•He Builds his Following•He Communicates
Frequently, but not Obnoxiously
Wonk is Focused on the Short Term•He Gives Up Quickly•He Reverts to What He
Knows•He Doesn’t Invest in
Growth
Win Focuses on the Long Game• He Invests the Time it Takes
to Build His Systems• He Has a Balanced
Sales/Marketing Approach• He Focuses on Value
Creation, Lead-Generation, and Lead-Nurturing
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So, What Have We Learned?• A Good Web Presence Merges
Business Goals w/ Customer Goals• It Requires An Investment of
Time, Technology, or Money• Returns Are Realized through
Constant Value Creation• Test, Measure, Refine, Repeat• Be Nurturing• Focus on the Long Game
Questions? (And Contact)Jesse [email protected]@jflores1cConnect with Us!http://SuperWebPros.com/Welcome Get the Slides!http://sprwb.pro/ei-slideshare