ugly websites make more money killer websites and electronic marketing for small busin

About Coach Thom

Senior Partner ActionCoach Central Pennsylvania

Total of $9 Million new revenue created through website improvements

Named “GLOBAL Coach of the Year/Client Results” -2009

Beat out coaches from London, Mexico City, Singapore and Sydney

Ugly WebsitesMake More Money

Coach Thom Finn

Learnings….

Blinding Flashes of the Obvious

BFO’s

Write Them Down

A Poorly Written Note is Better Than..

A Great Thought Forgotten

And your Commitments to Do

BFO’s To Do’s

To Make Sure You Get the Most Out of Your Learning ...

I KNOW

Fold white piece of paper over

1st Name

Type of business

A NEW way of looking at websites

Great question is “Whatcha gonna do?”

It’s OUR time! Not the graphic folks, not the geeks….but thanks for your pioneering

Nobody knew HOW the web worked

“I kind of think Coach Thom is a little crazy…” –name withheld

E*Marketing is HONEST

Ford’s 7 different websites

My guarantee: You’ll know more about websites than your web guy does.

Increase Number of Leads

xImprove

Conversion Rate=

Increase No. of Customers

xUP the No. of

Transactionsx

Increase Ave. $$$ Sale=

Incomex

Improve the Margin

=Profits

Increase Number of Leads

xImprove

Conversion Rate=

Increase No. of Customers

xUP the No. of

Transactionsx

Increase Ave. $$$ Sale=

Incomex

Improve the Margin

=Profits

Who should you really listen to?

A. This blow hard at the front of the room

B. Your webmaster

C. Your customer

Who is your reader?

This marketing that is essential

Male/Female

How old?

Where do they live?

Married? Kids?

How much do they earn?

What's their house like?

What are their hobbies?

How are they informed/educated?

How do they approach your product?

How do they learn about your product?

How do they use the web for your product?

PERSONAE/S*

How long is the marketing cycle?

What IS the marketing cycle?

How long is the sale cycle?

What IS the sales cycle?

Who do you write for?

The retail customer?

The Wholesale distributor?

The person who got your direct mail?

The folks that saw your ad?

Should you clearly Define your site?

Should you have separate site?

Pick a Personae..

Pick a Personae..

5 Minute Exercise: Find your Personae/s

Personae #1 is_______________ And they are________________

__________________________

And ______________________

Personae #2 is_______________ And they are _____________________

________________________________

And _____________________________

“My main focus, as creator of my company's website should be on:”

Graphics

Animations

Tasks

Exhibit A: How your target interacts with different mediums

Newspaper reader

Direct Mail and Catalogues

Professional Trade Magazine

Web user

Exhibit A: How your target interacts with different mediums

THINK! THINK! HOW will these people typically interact with these mediums? Newspaper?

Direct Mail/Catalogues?

Trade Magazine?

Web User?

Group Case Study:

Volunteer or Prepared Case Study?

Target: Colleen wants a new deck

Will the web be the 1st thing she checks?

How will she use the web? (LG? CR?)

Once there, WHAT are 4 likely tasks she wants to accomplish?

Okay..remember this and compare these FACTS with….

HOW the web is used

Different from face to face

From Sales letter

From print ad

Low % return to a site, book mark

Best Slide from Today

What are the 4 tasks a reader wants to accomplish when they visit your site

What 3 questions will they have?

What 3 objections will they raise

All 10 must be on your site

Homework Assignment:

What are the 4 tasks ______(insert name) come to your website to do

Can they currently complete these 4 tasks?

List the steps you must take so that ____ can accomplish what they want when they arrive.

Think “effortlessly”

Less is More

What does FILLER mean?

USEFUL not big

The “more” gene

Who is going to manage all this stuff?

If you are your staff haven’t made necessary updates in the past 6 months, get rid of it

Analyze your site statistics for duds.

Limit Choices

Think “Signs”

Toilets

Baggage Claim

Taxis

Temperature Check..

Who is motivated?

Focus MORE on the contents..the words..less on graphics and pictures

Focus on EDUCATION

Educate your customers

Sally must learn something as a direct result of coming to your website

#1 Rapport, #2 Trusted Advisor

Creating Killer Websites…

Test, test and test.

Usability Studies

Your webpage’s analytics

Google Analytics for free

Not a Murder Mystery- tell them “Who Done it” right away

#1 Popular Task #2 Popular Task #4 Popular Task#3 Popular Task

Navigation Basics

Popular pic.

2-dairy infor.

2-dairy infor.

Boring/required Boring/required Boring/required

2-dairy infor.

Popular pic.

Popular pic.

Fishing.

#1 Popular Task #2 Popular Task #4 Popular Task#3 Popular Task

Navigation Basics

Popular pic.

2-dairy infor.

2-dairy infor.

Boring/required Boring/required Boring/required

2-dairy infor.

Popular pic.

Popular pic.

Fishing.

www.yourwebpage.com

Try to write in bullets

Since people Skim more than they actually read, you’ll get your point across to them

Remember GIVE attention at this point, not get attention

Talk in the shape of the Pyramid.

Lesser points at the bottom

www.yourwebpage.com

Try to write in bullets

Since people Skim more than they actually read, you’ll get your point across to them

Remember GIVE attention at this point, not get attention

Talk in the shape of the Pyramid.

Lesser points at the bottom

www.yourpage.com

THISWORD and THESE words will be more important to the reader when they skim your sight. You know how I said people read, well in truth they actually SKIM. I was just trying to make a point about READING over graphics. So in a narrative (and use these sparingly) you want to make sure you lead with your KEY words. Leading with the Keywords will also get you rewards from the search engines, which we will talk about later..

And then REPEAT this process with your next. You want to get their attention with these keywords and tell them “Who dunnit” right away.

www.yourpage.com

MainPage

More info.On HighLite from

Main page

Lesserimportance

Littleimportance

Lesserimportance

Important content first on pages

After 100 words.. Lost 25%

After 300 words…lost 40%

By 500 words…lost 60%

By 1000 words…lost 80%

“Thanks for scaring the pants off me Coach Thom, just WHAT do you suggest I write about?”

Care?*

Concise

Compelling?*

Clear?*

Complete?

Correct?

* focus here

C= Who Cares?

Rule for all advertising and marketing

Write from their point of view

You are NOT your target market

Is it Compelling?

WIIFM

The purpose of the first word is to get you to the 2nd..

The purpose of the first sentence is to you get to the 2nd…

The purpose of the first page is to get you to the 2nd…

Draw the reader in using Keywords

Is it Clear?Toilets

Taxis

Baggage Claim

In Short..

KEY WORDS

We usually think of them as…..

And we usually use key words to…

Think of Key words more for your customers

Write for the readers, NOT the Search Engines.

The Search Engines will reward you. Eventually. Be patient.

Key Words for Self Service

What web users expect when they are doing it themselves.

Elements of Self Service Convenience

Speed

Price

A Successful web page is one that lets the readers accomplish the text they came for.

Keywords Before S.E.O.

The basis for Search Engine Optimization are Key WORDS*

When Larry sits down at the computer he search is based on Key WORDS*

Search Engines reward sights with higher rankings by repeated views, which are based on Key Words

*not pictures, not graphics, not out of the box web design, not flashy intros, not $90 and hour color schemes

Key Word cycle ...

How to (technically) submit Key Words to the Search Engines

www.google.com/addurl/

http://search.yahoo.com/info/submit.html

Outsource it to someone who knows the extra technical tricks.

Matt @ EZ Solution

Guaranteed 1st page placement onGoogle or you don’t pay us!Keyword Selection

Site Evaluations & Optimization

Link Building

EZ Solution: Matt Boaman

www.ezsolution.com

291.4689

Choose Keywords Wisely

Letting the Search Engines use what is currently on your sight……..F

Putting 5 minutes of thought behind what you think your customers will search and submitting those to Search Engines….C

Conducting 2 hours worth of informal chats with customers finding out what they type and submitting those words….A

Create a list of KILLER Keywords

Prepare a list of possible keywords

Get customers to choose the ones most likely to use

Analyze the results

Have these/submit these to Google, yahoo, MSN, AltaVista or specialty Search Engine

3 Minute Workshop Exercise

Brain Storm a list of possible keywords

Put a CHECK by the ones you think will be more popular

What we think VS. What they think

What we think…what they think

Accomodation.2,479

Special Offers..2,373

Planning a trip..1,475

About Hershey.1,234

Getting Around..1,048

Hershey………..263

Harrisburg……..160

Capital Region….25

HHC Visitors Center.22

Tourism Bureau…21

Thom, quit your job and write copy..

What we think…what they think

Vacation Deals…………………17,623

Vacation Special Offers…………….0

Travel Special Offers………………46

Cheap Travel……………………90,969

Travel deals……………………..58,615

To hellWith your

brand!

Penn State

US vs. THEM

PSU Staff Prospective Students

ability to explore ideas with lecturers future job prospects

curriculum placement ratios

pedigree attrition

curriculum vitae career advice

syllabus social life

internships night life

class size housing

course content… fees

course objectives top ranking university

research registration

USDA lab getting the courses I want

0

500

1000

1500

2000

2500

1 20 40 60 80 100

Care Words

The Long NeckThe Long Neck

#1 Popular Task #2 Popular Task #4 Popular Task#3 Popular Task

Navigation Basics

Popular pic.

2-dairy infor.

2-dairy infor.

Boring/required Boring/required Boring/required

2-dairy infor.

Popular pic.

Popular pic.

Fishing.

Years of Education and Experience on Copywriting in 4 points..

1. Use Keywords as lead in

2. Write in 2nd person…when considering becoming a gazebo dealer, you should consider..

3. NEVER write in 1st person..We are egotistical snobs who don’t care about anyone

4. Write as you they speak

Okay..so it wasn’t 4 points

Limit your dead ends. “Return to”, next step. Help your reader complete the task you wanted them/they wanted Talk to one of your experts Request your free custom made quote here Receive a catalogue by mail Reserve your seat at the workshop now Learn more about the speaker See what other customers are saying

Search: Getting Found

Links! Not gimmicky quantity- links

Google Dance

Google OBSESSED with customers’ tasks

Reward you for linking in a logical pattern

Go for quality

Be a link snob

Be tight with reciprocating links

Link with the right keywords

Don’t vex Google & Yahoo

Too good to be true?

White words

Messing with meta tags & headlines

Be Patient. You shall be rewarded for your content.

Why you should fill out your wrap up surveys:

“As the owner of commercial building firm that specializes in car dealerships in South Central Pennsylvania, we learned so much from Coach Thom. He is undoubtedly the smartest man to ever walk the earth. We just don’t know how we EVER managed to survive without him. I shall name by next born child after him”

- Joe Smith,www.smithsconstruction.com

How GOOGLE works with links..

Winner!

Last AND LEAST..”While I have your attention…”

Harvest leads Depending on size, use a CTA to get low

barrier information

Easy & trustworthy

Different CTA’s…more information

Email communications Cheap effective way to stay in touch with

prospects and customers

“I look around for 1-foot bars that I can step over.”~Warren Buffet

“I don't look to jump over 7-foot bars:

From Your BFO Sheet….

And your Commitments to Do

BFO’s To Do’s

Do you REALLY want to get this stuff done?

No….I just wrote stuff to get you off my back

√

√

What would it be like if youEXECUTED what you wrote down….

Yes…but it’s really not that importantYes! I do…I really do…

Sign up for FREE Accountability with Will….or AccountaWility

List the items you want to be held accountable to do, with a date, and the best way he can follow up with you (phone/Email/etc)

To Wrap It UpPlease Complete the Session Evaluation Form

Please provide your feedback (our Test & Measure)

See me with 1:1 Questions

See Will about the Voucher

Thom Finn 717.215.4277

thomfinn@actioncoach.com