Building your website to generate more leads and close more sales

BALD HEAD CREATIVEDesign with purpose. Marketing with impact.

BUILDING YOUR WEBSITE TO GENERATE MORE LEADS AND CLOSE MORE SALES: BUILDING A CONVERSION MACHINE

We will be starting at 1PM ESTUse the Question Pane in GoToWebinar to Ask Questions!

1 Use the hashtag #BHCtalks on Twitter

#BHCtalks

@jelderaJeff Elder@bhcsocialtweets

WEBINAR SCHEDULE

6/24 Building A Conversion Machine

7/1 Creating Content that Converts

7/8 Components of an Conversion Machine

BUILDING A CONVERSION MACHINE

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AGENDA.1. Why Traditional Websites Aren’t Good

Enough Anymore2. What A Conversion Process Looks Like3. How to Start Building A Conversion

Machine

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1. Why Traditional Websites Aren’t Good Enough Anymore

2. What A Conversion Process Looks Like3. How to Start Building A Conversion Machine

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…the Internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.

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DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 2010

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Why we need a new strategy

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78% of Internet users conduct product research online.

7 SOURCE: COMSCORE, AUGUST 2010

10.3 Billion searches are conducted every month on Google.

9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

SOCIAL NETWORKS/BLOGS ONLINE GAMES

EMAIL PORTALS VIDEOS/MOVIES

= 1 MINUTE

US Internet users spend 3x more minutes on blogs

& social networks than on email.

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70% of the links search users

click on are organic—not paid.

SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007

Companies that blog get

12 SOURCE: HUBSPOT, 2010

55% more Website visitors

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57% of businesses have acquired a customer through their company blog.

SOURCE: HUBSPOT, 2011

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200 MillionAmericans have registered on the Federal Trade Commission’s “Do Not Call” list.

SOURCE: FTC, JULY 2010

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Conversion websites convert leads. We need to connect.

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Begin with the end

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Why do you have a website?

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Is A Website Redesign Right For You?

RightReasons

Want to get found by more prospectsWant to convert more prospects into leads and eventually, customersWe want to improve branding (Only appropriate if oriented around one of the previous reasons)

We have a new corporate look

It’s been 12 months since our last redesignThe boss wants to do it

WrongReasons

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Why build a new website?

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Attract new visitorsGenerate leadsConvert to customers

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What is a conversion?A conversion is an action taken by the consumer that leads to accomplishing the overall goal of the marketer.(The exchange of consumer data for something of perceived value)

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Problems with traditional websites

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Poor organization

Poor connections

Poor conversions

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Poor organization

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Poor connections

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Online marketing components

Your brand with customers

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conversions

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Biggest Mistake You Can Make:

Have no clear direction on what we wantthe customer to do.

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1. Why Traditional Websites Aren’t Good Enough Anymore

2. What A Conversion Process Looks Like3. How to Start Building A Conversion

Machine

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An Internet marketing system that connects

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1. Why Traditional Websites Aren’t Good Enough Anymore

2. What A Conversion Process Looks Like3. How to Start Building A Conversion

Machine

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1. Perform baseline assessment2. Create strategic Blueprint3. Build & Connect

How do we build a conversion machine

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1.Where are we and where are we going2.Do an asset inventory

A.ContentB.ImagesC.VideoD.Current Calls-to-ActionsE.Offers

3. AnalyticsA.SEO RankingsB.PPCC.ConversionD.ROI Metrics

Do an assessment

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Create your strategy

IF YOU DON’T KNOW WHERE YOU’RE GOING,HOW WILL YOU KNOW WHEN YOU GET THERE

-Seth Godin

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Build

1.Strategy2.Design3.Development4.Launch

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Connect

1.Create your buyer personas2.Create content that connects

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QUESTIONS?

BALD HEAD CREATIVEDesign with purpose. Marketing with impact.

THANK YOU!

#bhcsocialtweetsJeff Elder@[email protected]

#BHCtalks