7 must-have elements of every highly effective website · 2018. 3. 7. · • website, ads,...

7 Must-Have Elements of Every Highly Effective WebsiteJohn JantschDuct Tape Marketing

The greatest change in marketing is the way people buy

It’s the way people use websites that’s driving the need to evolve how

we think about them

https://flickr.com/photo/100361175@N08/12177169993/

https://flickr.com/photo/100361175@N08/12177169993/

77% of a typical purchase decision is made before a customer talks to a supplier.

Source: CEB

63% of those surveyed claimed that the experience itself was one of the greatest contributing factors in continued loyalty to the brand.

Source: CEB

Marketing today is less about creating demand and more about

organizing behavior

The Marketing Hourglass

• Website, ads, referrals, networking, media mentionsKnow

• Message, blog content, social media, podcast, articles, toolsLike

• SEO, webinars, marketing materials, eBooks, partners, technology useTrust

• Workshops, evaluations, demo, DIY training, starter versionTry

• Service team, new customer kit, orientation process, surprisesBuy

• Post project review, cross selling, customer eventsRepeat• Champion events, partner intros, peer2peer

roundtablesRefer

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Get found Build trust Educate Inform Nurture Convert

Your website is the hub of marketing

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It’s not a design challenge

It’s a strategy issue

Website structure

SEOContent

Solve problems1

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Nobody wants what you sell – they want their problems solved – period.

We help contractors get paid faster

We help your students graduate on time

We make tuition more affordable

Trust signals2

Social proof3

SEO Content4

Video5

Calls to action6

Target client

Ideal client7

https://different.com.au/

Bonus

Thank you!