ASENZ360 New Client Protocol

Using the ASENZ360 Strategy Guide to develop a web site

Luis Escobar

Completing the Strategy Guide

• Using the Strategy Guide, invest 1-2 hours with the client to collect information:– Understand their

business– What makes them

different/unique– What are their

business goals

Understand their Perfect Prospect

• Every business has lots of different types of clients.

• This process is to learn about the one or two that are the best/most profitable group.– Orientation statement - the

one line that lets this prospect know they are at the right site

– Keywords - what words would this prospect most likely use to find your site

– Headlines and subheads - answer this prospects most pressing concerns

What is the prospect’s incentive to give you their contact details?

• Knowing our perfect prospect, what can we offer them in exchange for giving us their contact information?

• When they sign-in, what information should we collect so we can speak to them intelligently in the future?

Important Home Page Elements

• Speaks to the perfect prospect– Orientation statement– Orientation graphics

(images that quickly let the visitor know what the site is about)

– Headline– Two subheads– Join pitch and sign in– Navigation bar– Site map

Lay out the main navigation

• The home page should serve is the “menu” for the site.

• The supporting pages are expanded content on each of the headline and subhead items from the home page plus information about the business

– Contact information– Map– History of the business– Key management

Keywording for the best search engine placement

• Keywording is an internal and external process– During our strategy session with a client, we solicit

keywords that the prospect might use to find our site– We input those keywords into tools like

www.overature.com and www.wordtracker.com to test those keywords against the number of searches done on the major search engines using that keyword

– We specifically look for:• keywords with the highest number of searches • Keywords with the least competition (number of

existing web sites also using those same keywords– We chose keywords with the best ratio of the

number of search vs. competition

From Strategy Guide to Developing Copy

What’s important to the prospect

Headline/subhead

Copy point

Content

Need their order fast

Fast Delivery!!

On a tight deadline? We can turn your job

around in less than a week!

Paragraph description of how the production facility is onsite so there are no long

delays in sending our production to an

offsite facility, etc., etc., etc.

Bringing it all together in a design

• Note how the design and lay out address:– Perfect prospects

• Military Contracting Officer

• Business with >100 employees

– Orientation statement– Orientation graphics (images

that quickly let the visitor know what the site is about)

– Headline– Two subheads– Join pitch and sign in– Navigation bar– Site map