how to build a website that converts traffic into qualified leads
DESCRIPTION
This presentation gives you the process to build a website that will convert traffic into qualified leads. The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience. We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.TRANSCRIPT
How To Build a
Website That Converts
There Are No Prizes
For Coming Second
Winning
Your website will fail if you:
• Build the site first and then think about the content• Do not know your target personas• Do not know what they are interested in• Do not know your Unique Selling Propositions• Do not have website goals• Fail to plan first
Its about Marketing Strategy first Website design and build second
Website Do Not's
The Process
1 - Marketing Strategy
2 - Website Design and Build
3- Send Traffic
WHY?The Process
Because its about THINKING about your customers.
Get this right and your website will convert traffic.
Local Authority Social Housing Industrial Petro Chemical Paper Commercial
Building ✔ ✔ ✔ ✔ ✔ ✔
Civil ✔ ✔ ✔ ✔ ✔ ✔
Electrical ✔ ✔ ✔ ✔ ✔ ✔
Instruments ✔ ✔ ✔
Cladding ✔ ✔ ✔ ✔
Insulation ✔ ✔
Reach 9 6 7 7 8 6
Profit 5 7 8 9 9 7
Life Time Value 5 8 8 8 8 5
Score 225 336 448 504 576 210
Which ones do you focus on?Which ones do you drop?
Marketing MatrixMarketing Strategy
Market Sectors
Products and Services
Score each sector for FOCUS
Local Authority Education Social Housing Industrial Petro Chemical
Paper Commercial
Architect ✔ ✔ ✔ ✔ ✔ ✔ ✔
Engineer ✔ ✔ ✔ ✔ ✔ ✔ ✔
Estate Manager
✔ ✔ ✔ ✔
Project Manager
✔ ✔ ✔ ✔ ✔ ✔ ✔
Buyer ✔ ✔ ✔ ✔ ✔ ✔ ✔
Works Engineer
✔ ✔ ✔ ✔
Mechanical Engineer
✔ ✔ ✔ ✔
Process Engineer
✔ ✔ ✔ ✔
Electrical Engineer
✔ ✔ ✔ ✔
Case Studies
6 4 4 2 4 2 2
Communication Persona’sMarketing Strategy
Who do you need to communicate to?Do you need case studies – How many?
Personas working within your sectors
Marketing Strategy
What are they interested in?What are their business constraints – How can you help them?What do they read – Where do they go?What are the best channels to communicate with them?
Persona Mapping
Marketing Strategy
Persona Mapping Workshop – For Best Results
Digital Experience
• Multi device – mobile responsive• Speed – page by page• How fast can I find answers…• Page behaviour• Don’t confuse me
Conversion Triggers
• Telephone numbers• Data capture• Live chat• Email to myself (mobile)• Take away info, downloads• Social icons and shares
Case Studies
• Relevant to me and my sector• Not just written, video, client features• Validation of your people credentials
Content
• Speak to me in a language I understand!• Be genuine and sincere – authentic• Answer my questions and objections• Scanability – ‘F’ factor• Content assets – videos, surveys,
downloads • Demonstrate thought leadership• Rendering on multi device• Things that interest and help me
Person name: Steve SmithOccupation: C-Level, HRDAge: 35 - 50
Marketing Strategy
Persona Profiling
Digital Habits
• Uses technology • Smartphones, tablets• LinkedIn, Twitter• Reads online, industry news
(sectors specific = opportunity)
Solutions I Appreciate
• Delivery, ROI• Speed – find it fast• On going relationship• No bullshit
Characteristics
• Decision maker, controls budget• Confident, driven, demanding• Time poor (very busy)• Has team around them (influencers –
who could be researching for him)
What's Important to me
• Help me achieve my business goals• Bring talent into my business• World class service• Innovation• Value, cost per hire, time to hire
Person name: Steve SmithOccupation: C-Level, HRDAge: 35 - 50
Marketing Strategy
An ExampleFrom these you can work out what to communicate and how
Marketing Strategy
What is good and what is poor?How do the user journeys work?What do you like?What key words do they use?Which ones do your customers like and why?
Competitor Analysis
Competitor AnalysisMarketing Strategy
Do they compete on natural ranking or pay per click?How successful are they compared to you in terms of generating traffic?
Competitor AnalysisMarketing Strategy
What keywords do they use in natural ranking?What keywords do they use in pay per click?What can we learn from this?
Marketing Strategy
What will make your site a World Class site?
Look & Feel High Quality Content Great User Experience Good Functionality
User Experience
Don’t make it tough
What works on your existing site?How do visitors journey through it?How can it be improved?
User Experience
Google Analytics
User ExperienceGoogle Analytics
How many steps does it take to convert a visitor?How can this be improved?
Existing Page Analysis
Marketing Strategy
What pages have good bounce rates and why?Which pages do visitors stay to read and why?
User ExperienceHeat Mapping
What do visitors click on?What did you think worked but gets no clicks?
This heat map shows you where most people click in Google – Top Natural Rank gets the most clicks
User Experience
Top TipPlan your content flow and user journeys
Top TipPlan you site map with the user experience in mind
User ExperienceSite Map
User Experience
A Home page wire frame with functionality descriptions.
This allows you to plan the site before its built and saves a lot of time and expense from making changes once completed.
Top TipPlan your site with wire frames
Wire Frames
Build The SiteOnce you have your marketing
strategy worked out you can now build your site with confidence
Top TipWrite up your brief using your marketing strategy and research. You can give this to your website developer.
Rubbish brief = Rubbish website v Great brief = Great website
Before Going Live
Keyword Research
Page Titles & Descriptions
Measure Ranking
Set your site up for search
On Page SEO
On Page SEO
Top TipCreate a spread sheet with the following fields:
• Google search result• Search volume• Competition
Your aim is to find keywords with high volumes and low competition
Use the Google keyword tool for your research
Keyword Research
On Page SEO
Top TipCreate a spread sheet with the following fields:
• Type of page• URL• Page title• Page Description
This will make it easier to see the bigger picture
On Page Titles and Descriptions
Use your keywords in your page title. Make the title useful to your
prospect
On Page SEO
Page title
Page description – Write a compelling message to
attract a click
What it looks like in Google
Set up your page titles and page descriptions in your content management system (CMS) – This example is word press
Re-Engineer using your CMS
On Page SEO
KeywordConstruction marketing lessons
Position 1 and 2 in natural ranking
A Google Search Example
On Page SEOKeyword Ranking
KeywordConstruction marketing lessons
What Gets Measured Improves
Competitor Analysis
www.yibp.co.uk
It Can Be Tough
But We Can Make It Easy
About The Author
Bob Evans is a business consultant who works with business owners and directors with the aim of protecting them from making expensive mistakes in website design.
Bob grew his own successful construction company from 1990 to 2005.
It began with an idea and finished being a multi million pound business.
He invested in property and now shares his knowledge with like minded directors and business owners. Bob has been a business consultant for the past eight years.
Bob has just spent the last 12 months as the operations director for a major digital enterprise implementing process and systems. He has a great understanding of the process of website development and knows how to build a high converting website.
Bob’s company is called ‘Your Ideal Business Partner’ feel free to visit. You will find lots of business and marketing support including more website tutors.
www.yibp.co.uk