Increasing the Effectiveness of Your WebsiteHow your website can generate and nurture ideal customer leads.

Website: Purpose?

• Credibility Piece• Lead Generating Tool• Lead Nurturing Tool /

Resource Center• Online Retail /

E-Commerce Site

Website: Why is Design Important?

Two Interview Candidates:

Who makes the best first impression? Who are you more likely to take seriously?

Website: Why is Design Important?

This Guy = This Website

Website: Why is Design Important?

This Guy = This Website

Website: Why is Design Important?

• Builds Credibility

• Effectively navigate through the website

• Compels Visitors to take Desired Actions (Conversion)

Website: Why is Content Important?

• Communicates your Unique Value Proposition (UVP)

• Establishes your firm as a thought leader

• Compelling content retains a visitor on your website

• Search engines love unique content

• Valuable content leads to conversion

Website: Increasing Ideal Customer Visitors

• Without effective marketing, a website is like a billboard in a desert

• How do you draw the right eyeballs to your website?

Website: Increasing Ideal Customer Visitors

• Search Engine Optimization (SEO)

– Ranking for keyword phrases

• Search Engine Marketing (SEM)

– Pay-Per-Click (PPC)

• Email Marketing

– Lead Nurturing

– Lead Generation

Web Lead Generation: SEO

• On-page Optimization– Keyword placement– Keyword density– Meta tags– HTML code

• Off-page Optimization– Link building– Article distribution

Web Lead Generation: SEM

• Pay-Per-Click (PPC)– Display advertising where you pay when your ad is clicked on– Google Adwords, Banner Advertising, Facebook, Yelp, etc.– More immediate results than SEO

• Pay-Per-Impression (PPM)– Display advertising where you pay based on 1,000 impressions– Union Tribune, SDBJ, SDDT

Web Lead Nurturing: Sales Tools

Once you have built an audience, stay visible, build value and keep them engaged with:

•Email Marketing

•Blogging

•Social Media Marketing

Web Lead Nurturing: Sales Tools

Email Marketing, blogging and social media help nurture a lead from prospect to customer.

Take Aways & Tips

• Start with strong foundation: an effectively designed website with valuable content

• Always cater to your target market, what they value and their pain points

• Take a holistic approach: every business is different and certain tactics will be more impactful than others

• Most importantly, have a plan and measure results!

Thank You!

For more information, download our White Paper:

Marketing 101: Marketing for Maximum SuccessWhat Every Small Business Owner needs to know about building an online presence

Contact:

Kara Jensenkara@bopdesign.comwww.bopdesign.com732.599.1904