the startup platform website bootcamp
DESCRIPTION
Everything you need to launch your first successful WordPress website.TRANSCRIPT
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Website Bootcamp:Build a Better Wordpress Website & Copy
in 1 Hour
Presenters: Matt Medeiros, Kristin Dziadul
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A little about us...Matt Medeiros Kristin Dziadul
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Agenda
● What you’ll learno Planning: Content & Platformo Deep Dive: Contento Why Wordpress (& How)
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Step 1: Plan, Plan, Plan!
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Content questions you should be asking:
o When should I start planning out my copy?
o How do I align my content with design and development?
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Planning for Website Copy
● Start ASAP!
● Develop a team consensus on:o Core company & product
messageso What is the storyo Target audience & their languageo Features vs. benefits
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Simple Content Layout
Home
About Services Products Features Contact
Services 1
Services 2
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Complex Content Layout
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Align Copy, Design, Development
Content and layout first!
Help out your designers and developers!
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Define their story
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Your target customer
Demographics● Name● Type● Gender● Age● Profession● Income
Back story (Problems)
● What challenges are they having?
Their Needs● What do they
need to solve this?
How to exceed their needs?
● What do we need to do?
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Prioritizing
E-mail lead CaptureProduct salesContent consumptionLearn about…Read about processes
11357
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WordPressWhere to start, how to do it
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Why WordPress?Pros
● Easy ● Inexpensive● Content● Mobile● SEO ● Community
● Learning curve● A lot of “noise”● Still requires some
custom work● Security● Updating
Cons
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Platform opportunity● Content marketing
o Blogging, social, e-mail● E-commerce
o Digital sales, product● Membership
o Paywall, premium content
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Iterate & phases
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How to Approach Copy
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How to make your copy ROCK
o What makes a great headline?
o How do I incorporate keywords?
o How much copy is too much?
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Writing Awesome HeadlinesSpecific, well-defined benefit -- not feature!
This: NOT this:
The 5-Minute Improvement that Brings in 500 More Customers. The Top Customer Acquisition Tool
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Keywordsin action
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Keywordsin action
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Recipe for a Great Headline● Lead with the most important word(s), i.e.
benefits● Avoid being clever when you can be clear
o Stay away from typical, overused words like “Save time”, “save money”, etc.
● Keep it short without leaving out the meat
Spend more time writing your headline than writing the rest of the page!
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Example: Freshbooks
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The fold is dead
source: http://imagebox.com/blog/industry/the-fold-is-dead-2/
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Where do keywords fit in?
Don’t mess with the flow
Speak your customer’s language
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Identifying KeywordsGoogle Analytics Social Media
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Look to trends
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How Much Copy is Too Much?
Don’t offend your awesome headlines
KISS framework for copy
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Take Dropbox for example...
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How do you make it look professional?
Design
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Themeforest
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Slocum Themes
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Pros v cons● Affordable● Fast● Determined
layout● Attractive
● Do it yourself● Doesn’t fit brand● Not for every use
case● Determined
layout● Not content
ready
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CustomGoals VisitorBrand
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Pros v cons● Fits the brand● Made for the
content● Unique
experience● Scalable● Aligned w/
marketing
● Time● Budget
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Designer questions
Are you competing in a competitive space? What are your conversions worth? Do you have too little or too much content?How does this transcend into mobile vs desktop experiences?
(see planning phase)
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Iterate & phases
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Testing, Validating, Learning
How to do it
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Iterate, Iterate, Iterate!● But, what do I iterate?!
o Short answer: Everything!o Specifically:
Headlines Calls to action Layout of content
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Tools & tech for testing(Outside of WP) ● Unbounce● Google Analytics● Google Webmasters● Crazyegg● Zopim
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Learn & Improve● What headlines worked (and didn’t
work)● What CTAs converted the best (and
worst)● Which layout converted the most
users?
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Creating a content calendar
● EditFlow ● CoSchedue
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Schedule a review● Use your calendar● Shared Google spreadsheet● (see brian casels doc) ● Automate Google Analytic reports
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Taming Metrics - casjam.com/taming-metrics/
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Key Takeaway:Always be Testing, Learning,
Improving
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Q & A’swhat’s on your mind??
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Thank You!thestartupplatform.com/resources
@mattmedeiros@kristindziadul