Web Site Boot Camp For Beginners - gocms.informacre.com · Web Site Boot Camp For Beginners . JLC Live 2017 . By Shawn McCadden CR, CLC, CAPS . ... Today, Shawn offers business consulting

Web Site Boot Camp For Beginners

JLC Live 2017

By Shawn McCadden CR, CLC, CAPS

www.shawnmccadden.com

Shawn McCadden, CR, CLC, CAPS www.shawnmccadden.com Remodel My Business, Inc. [email protected]

Shawn McCadden is a nationally-known speaker, business trainer, columnist and award-winning remodeler. As a Certified Remodeler, Certified Lead Carpenter, and RRP Certified Renovator Instructor McCadden has more than 35 years of personal experience in the remodeling and new home construction industries. He was the owner of his own multi-million-dollar design/build remodeling business, Custom Contracting, Inc., in Arlington, Massachusetts until he sold that business in May 2004; was the co-founder of the Residential Design/Build Institute, which trained best business practices to remodelers and contractors across the nation; and served as Director of Business Innovations for a nationally known kitchen and bath franchise.

Today, Shawn offers business consulting and coaching services for aspiring remodeling business owners who want more for and from their businesses and their lives. He also consults with construction-related product manufacturers and suppliers, helping them understand, find, educate and better serve remodelers. As a professional speaker, he offers an impressive array of motivational, instructional and keynote presentations. Shawn is also available to facilitate meetings and focus groups for businesses and other entities.

Shawn has received many industry awards including the National Association of the Remodeling Industry’s (NARI) Harold Hammerman Sprit of Education Award, several NARI CotY Awards, Remodeling Magazine’s BIG50, QR Magazine’s Top 500, and several awards from the American Society of Business Publication Editors (ASBPE) for his magazine columns.

An active member of NARI for over 30 years, McCadden has served as a NARI National Regional Vice President, a Massachusetts local NARI Board Representative and has been a long-time member of the NARI Certification Board. He has his own blog, writes for many industry publications and speaks at association meetings, industry trade shows and conventions throughout the year.

"Attending your seminar earlier today was like finding the key to a door I've been trying to unlock for a long time. . . and then having it swing open to reveal a room full of all the tools I need to survive and succeed. I've paid to attend classes at top business schools, but got more out of yours than any of them. I can't thank you enough"


Copyright 2017, Shawn McCadden CR, CLC 1 of 12


Presented By: Shawn McCadden CR/CLCwww.ShawnMcCadden.com

Definition Of A Web Site

A group of World Wide Web pages usually containing hyperlinks to each other and made available online by an individual, company, educational institution, government, or organization

Let’s review the definitions page of your handout

Where To Start

Choose to do all this yourself or hire an expert to help?

Should you start with a Web Site Designer or a Marketing Expert?



Expense or Investment?

Marketing just for the sake of marketing is an expense.

Marketing based on a plan and a way to measure its effectiveness can ensure it is an investment

Where To Start

Obtain a domain name

Choose a web server to host the site

Choose a content management system (CMS)

Decide how you will get analytics

Before You Commit

Do you want a web site or a strategic marketing tool?

You need to have a target before you create your web site

Your web site is not your marketing plan, its just one tactic



Before You Commit

A web site allowed to lie dormant will never achieve as much traffic as one that is active and updated on a frequent basis

Consider your site an opportunity to demonstrate your "Inside Realities"

Must Haves For Your Web Site

Intuitive Navigation Contact Information Contact form on

every page

"Sticky Content” Reviews Calls To Action Blog

The Purpose For Your Web Site:Getting Found and Converting Sales!

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines

Optimizing a website for SEO may involve editing its content, several times…

Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.



The Purpose For Your Web Site:Getting Found and Converting Sales!

Use Calls To Action to capture contact info and get the right prospects to move through your sales funnel

Use third party endorsements to confirm your marketing message and brand (Reviews)

Must Have Pages For Your First Web Site

Home Page About Us Page Products/Services

Page Gallery or Portfolio

Page Blog Page Contact Us Page

Home Page

A Web site's usual starting point

Functions as a table of contents or index

Not a place to sell but rather to lead visitors

Links to other sections of the site

Should be to the point at 20K feet with everything above the fold



About Us Page

It's not really about you, it should be about them!

Should answer: Who are these people and can they help me?

Should encouraging and assist readers to further explore your site

About Us Page(s) Strategy

Use photos to put a face on your business

Be personal to your target prospect

Share your business philosophy

Show off your credentials, years in business

Demonstrate your community commitment

Products/Services Page

List and talk about the work types you offer Use keywords about the work types and the

towns/areas you do them in (SEO) Each service should “eventually” get its own

page (SEO)



Gallery Page or Portfolio

Pictures are worth 1000 words to the right visitors!

Separate by project types What your targeted visitor

wants to see, not what you want to show off

What Is A Blog?

Best way to differentiate your business! A blog is an online journal that's published

regularly Brief and to the point (4-500 words max) Provides knowledge and info for your

target prospects Can make you an expert/credible Very inexpensive and doesn’t get thrown

away each week!

Blog Page

Make it integral to your domain

Who are you trying to reach?• Content• Persona

What types of content will attract them and why do they want it?



Blog Page Strategy

Why should they read it and share it on social media?

Ask clients for suggestions and keep a list of topics

Use it to accomplish marketing goals and to complement your sales process

Never forget SEO, but always write for your target first!

Why Blog? Every time you add a blog post to your

site, you have another opportunity to get found via searches through a new keyword

Helps capture third party endorsements

Gives visitors reasons to come back

Helps move prospects through your sales funnel

Speeds up sales process

Contact Us Page

How visitors can reach you Use only one phone number;

the one you will answer! Don't include an address

unless its OK to show up there!

Manage expectations about response time!



The Secret Weapon…How We Do Business Page!

Differentiates your business in ways other than price

Shows you have a defined way of doing business

Great way to direct visitors to strategic blog content

Speeds up the prequalifying process

Prevents people from contacting you!

Summary From A First Born! Know or decide who your target is Know why you are creating a web site and

how you will measure if your plan is working

Decide what you can do yourself and where you will need help

Keep it fresh and keep adding valuable content

Great leads have no value if you can’t sell!

Thanks for the Opportunity!

Shawn McCadden CR/CLCwww.shawnmccadden.com

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Peter Drucker



Web Site Related Terms and Definitions

Content Management System: A web content management system (WCMS) is a software

system that provides website authoring, collaboration, and administration tools designed to

allow users with little knowledge of web programming languages or markup languages to

create and manage website content with relative ease.

HTML and XML: Hypertext Markup Language is the programmatic language that web pages are

based on. HTML commands your web browser to display text and graphics in orderly fashion.

URL: URL's, or 'uniform resource locators', are the web browser addresses of Internet pages

and files. A URL works together with IP addresses to help us name, locate, and

bookmark specific pages and files for our web browsers

IP Address: Your computer's 'internet protocol' address is a four‐part electronic serial number.

An IP address looks something like '202.3.104.55', complete with dot separators. Every

computer, cell phone, and device that accesses the Internet is assigned at least one IP address

for tracking purposes. Wherever you browse, whenever you send an email or instant message,

and whenever you download a file, your IP address acts like a type of automobile license plate

to enforce accountability and traceability

Social Media: Social media is the broad term for any online tool that enables users to interact

with thousands of other users. Instant messaging and chatting are common forms of social

media, as are blogs with comments, discussion forums, video‐sharing and photo‐sharing

websites. Facebook.com and MySpace.com are very large social media sites, as are

YouTube.com and Digg.com.

Social Bookmarking: Social bookmarking is a specific form of social media. Social bookmarking

is where users interact by recommending websites to each other ('tagging sites').

ISP: ISP is Internet Service Provider. That is the private company or government organization

that plugs you into the vast Internet around the world. Your ISP will offer varying services for

varying prices: web page access, email, hosting your own web page, hosting your own blog,

and so on. ISP's will also offer various Internet connection speeds for a monthly fee. (e.g. ultra

high speed Internet vs. economy Internet).



SEO: Search engine optimization (SEO) is the process of affecting the visibility of a website or a

web page in a search engine's "natural" or un‐paid ("organic") search results. In general, the

earlier (or higher ranked on the search results page), and more frequently a site appears in the

search results list, the more visitors it will receive from the search engine's users

Download: Downloading is a broad term that describes when you make a personal copy of

something you find on the Internet or World Wide Web.

Keywords: Keywords are search terms used to locate documents. Keywords are anywhere from

one to five words long, separated by spaces or commas: e.g. "horseback riding calgary" e.g.

"ipad purchasing advice" e.g. "ebay tips selling". Keywords are the foundation for cataloging

the Web, and the primary means by which you and I will find anything on the Web.

Tags: Tags (sometimes called 'labels') are recommendation keywords. Tags and labels focus on

crosslinking you to related content... they are the modern evolution of 'suggestions for further

reading'.

Calls to Action: Words that urge the reader, listener, or viewer of a sales promotion message

to take an immediate action, such as "Write Now," "Call Now," or (on Internet) "Click Here" A

retail advertisement or commercial without a call‐to‐action is considered incomplete and

ineffective.

Sources: www.About.com, www.wikipedi.org,





Web Site Boot Camp For Beginners - gocms.informacre.com · Web Site Boot Camp For Beginners . JLC Live 2017 . By Shawn McCadden CR, CLC, CAPS . ... Today, Shawn offers business consulting

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