the art & science

THE

of Effective Websites

Art & Science

Meet Your Presenters

● Owner, Flourish Marketing

● Former Chef & Catering Company Owner

● 13+ Years of Marketing Experience

● StoryBrand Certified Guide

● 2021 WeddingPro Educator

● NACE Marketing and Technology Committee Chair

Aleya Harris, CPCE@flourishmarketing.co

Meet Your PresentersThe ART & SCIENCE of an Effective Website

Meet Your Presenters

● Owner, Mountainside Media

● Former Director of Digital Marketing

● Former Director of Marketing, Aisle Society

● 13+ Years of Marketing Experience

● Planned and directed award-winning website rebuild

● NACE Marketing and Technology Committee Member

Christie Osborne

@mtnsidemediaco

The ART & SCIENCE of an Effective Website

WEBSITE GOALSThe true goal of your website,

no matter who you are.

(and how to track your goals)

CORE PAGESThe only two web pages you

absolutely need.

(and how to measure

engagement)

TIPS FOR EVERY PAGEElements every page on

your website should have.

(and how to find and fix

problems)

What We’ll Cover

Your Website’s Number One Goal

GOAL TRACKINGTYPES OF GOALS

● Destination: Easy!

● Events: Intermediate

● Events + First Party Cookie: Advanced!

SETTING UP A DESTINATION GOAL

DESTINATION GOAL: Pro Tip

HOME PAGE INQUIRY PAGE

H O M E P A G E M U S T S

Use Words to Drive

ConversionsPain & Pleasure

Relevant Credibility

Services

Plan

Call to Action

E N G A G E M E N T

Tracking Behavior On the HomepageBehavior can tell you a

lot about where in the

WPJ web visitors are

E X A M P L E

Are People Really

Interested?Time on Page

Second Click

Scroll Tracking

Crafting an Inquiry Page that Converts

A company is an association or collection of individuals,

whether natural persons, legal persons, or a mixture of

both. Company members share a common purpose and

unite in order to focus their various talents and organize

their collectively available skills or

A company is an association or collection of individuals,

whether natural persons, legal persons, or a mixture of

both. Company members share a common purpose and

unite in order to focus their various talents and organize

their collectively available skills or

A company is an association or collection of individuals,

whether natural persons, legal persons, or a mixture of

both. Company members share a common purpose and

unite in order to focus their various talents and organize

their collectively available skills or

A company is an association or collection of individuals,

whether natural persons, legal persons, or a mixture of

both. Company members share a common purpose and

unite in order to focus their various talents and organize

their collectively available skills or

Here’s What We Offer

An affordable suit that fits perfectly

straight out of the box.

Here’s How You’ll Be Transformed

Look great in photos without having

to stand for hours in a store

Here’s What to Do Next

Schedule an appointment

Thank you and Next Steps

Continue to sell and be of service.

Get them excited and comfortable

about working with you.

M E A S U R E

Tracking & Optimizing

● Conversion Goals in Analytics

● Google Optimize

Use These Techniques on Every Page of Your Website

BE CUSTOMER-CENTRICIt’s not about you.

You are the guide, not the hero.

ASK FOR THE SALEClosed mouths don’t get fed.

USE LESS WORDSThis is not your chance to

be Tolstoy.

SIMPLE LANGUAGEBe clear, not cute.

GRUNT TESTWhat do you offer?

How will it make my life better?

How do I buy?

B O T T O M L I N E

Your Website Should Make You MoneyIf you can’t show that you are an authority, solve problems,

and empathize, you won’t make money. Measure what

matters and adjust based on data.

Finding and Fixing Problems with Analytics

Lack of Engagement

K.I.S.S.Keep It Simple… Always

Use headlinesHeadlines break up

concepts. Should be able

to only read headlines and

understand what the page

is about and what to do

next

ClearClear not clever wins

Use ImagesImages also help break

up content and help to

reinforce concepts

F I X I N G P R O B L E M S

PROJECT TITLEEntrepreneurial

activities differ

substantially

Low ConversionsGive them a good reason to click

Make sure the scent matches

F I X I N G P R O B L E M S

Segmenting Visitors

DemographicsAge and Gender

GeographyYour city / feeder city

F I X I N G P R O B L E M S

F R E E

Highly-Converting Website ChecklistYour website should be one of your most important marketing assets. It should tell a clear and compelling story about your business.

Get the FREE Highly-Converting Website Checklist PDF to help you understand if your website is helping or hurting your business.

WWW.FLOURISHMARKETING.CO/CHECKLIST

5 Key Google Analytics ReportsEvery Event Pro Should Know (with video tutorials)

mountainsidemedia.com/go/NACE21/

F R E E

Stay in Touch

Flourish Marketing

www.flourishmarketing.co

grow@flourishmarketing.co

@aleyaharris

Mountainside Media

www.mountainsidemedia.com

christie@mountainsidemedia.com

@mtnsidemediaco

Aleya Harris, CPCE Christie Osborne

The ART & SCIENCE of an Effective Website