Content

1. The marketing messages Within a few seconds,

need to know: What I do What page they are

on What do they do next Why should they take

action on this site

7-9 second scan

2. Tips for good messaging Create headlines and sub-heads Use a powerful value proposition Include clear calls to action and next

steps

3. Educate & offer value Speak directly to the

audience Use “you,” “we” – speak

their language Help them solve a

problem This is how we can help

you Offer education content

White papers, videos, eBooks

4. Offer quality content Unique Write for humans (not search engines) Provide value & educate Keep content fresh Know your audience Include facts, numbers, etc. Know your product well

5. Avoid jargon Avoid overused words

“Out-of-the-box” “Cutting edge” “Easy to use” “Mission critical”

6. Don’t be too clever Tell the truth Be clear, not clever Get to the point Use simple words Be understood Be clear – what do

you want the visitor to do?

7. Share content (be social) Allow others to share your work Add a sharing widget or plug-in Facebook Twitter LinkedIn Etc.

8. Mix up content type Visuals Video Audio Utilities

9. Add customer reviews, case studies

Get confirmation Testimonial Customer reviews Case studies

Authentic stories Use real people Photos

Testimonials by topic

10. Blog to complement content Creates new

content Makes you an

authority Drives traffic and

leads Great way to talk

and engage Source of

inbound links Supports Search

Engines

Get conversions

11. Use Calls-to-action Drive the visitor to take an

action Keep it above the fold in clear

sight Key to lead generation Good practices

Make them stand out Use striking colors Provide value (whitepapers,

guides, estimate) Make it clickable (button) Keep the offer simple and

clear Test (colors, text, placement)

(Example)

Calls-to-action – good example

12. “Landing pages” – where action takes place

Visitors complete a transaction and are converted to leads

Get contact information Make the offer simple and clear

– no distractions Remove main navigation Purpose to complete the lead

form Use elements from previous

page Don’t make them think

(Example next page)

Landing page – good example

13. Forms that work Fewer fields = more conversions Only ask for what you need More valuable the offer, more

information Add a privacy message Don’t use “SUBMIT” on the button

“Download whitepaper” “Get your free…”

Fulfill the request ASAP Download link on Thanks page Send auto-responder email with link

14. Email Newsletters Offer a subscription on your website Good way to collect email addresses Make it easy to find Tell them what they’ll get

Design

15. Make a good first impression Colors

Use the right colors to draw attention to select elements

Avoid too many colors Pick 2 to 4

Animation Avoid Flash unless it

supports content Avoid Background

music

Layout Clear navigation Organize in a grid Avoid clutter

Fonts Legible Easy to read Use bullet lists, section

headers, short paragraphs

16. Be consistent from page to page

Smooth flow from one page to the next

Same navigation throughout

No more than 3 page layouts per site Home page Content pages (sub-

pages) Form pages

Home Page

Content Page

17. Use meaningful photographs and visuals Real people outperform

stock photos Stock images can be

irrelevant Place meaningful

images on the site Which photo is real?

18. Navigation – very important

Key element – Make it easy to find what I want

Think of different visitors Knows nothing Educated Customer New visitor, etc.

More navigation Keep it simple Repeat it in the footer Use breadcrumbs Include a “Search” box No more than 3 levels deep for content Include links within the page copy to

other pages Avoid Java and Flash navigation

19. Accessibility View on all

browsers View on all

devices Mobile phones Tablet PCs

Get found online

Components of Google’s Ranking Algorithm

20. Search Engine Optimization (SEO)Improve content for Search Engines

Identify customer keywords (Google keyword tool)

Think the way your customers might search Use keywords in:

Headline Sub-headline Body Image tags Links

Pick a primary keyword for each page(Example)

SEO content page example

21. SEO - Behind the content – Title, Meta & more in the background of a pagePage title tag

Meta description tag

Keyword tag – not as important anymorePage URL

22. SEO Sitemap submissions Helps search engine crawlers (spiders)

search through your pages more efficiently

Create an .xml or .txt sitemap Create one for

Google, Bing, Yahoo

23. Inbound links More inbound links,

more important your site is perceived

Create good content High quality,

educational, entertaining

Online directories Write guest posts for

other blogs Check link page

authority

24. Google Ads (Pay-Per-Click)

Google Ads (Pay-Per-Click) You control keywords You target “landing page” content You control budget You can prove “conversions” You can target geographically

Google Ad Places

Measurements

25. Measurements

25. Measurements Google Analytics (free)

Trends # of visitors New/returning Most popular pages Referring sites Keywords used “Bounce” rates Inbound links

About Pat WalshAs a marketing speaker and trainer, I help owners and management teams generate visitors to their websites and cultivate them into qualified leads. l identify their unique position, develop a marketing strategy, and then assist them in executing it. I use my 30-plus years of experience working with hundreds of companies to bring creative ideas to the table. I'm a bottom line thinker. I'm obsessive about measurements. I enjoy helping to establish goals, solve problems and implement tactics. Starting with an engaging website and content marketing, I then broaden your presence with SEO, Google ads, e-newsletters, social media and more. I build a consistent message across all communications. I love what I do, especially when I get to see you succeed and profit from my expertise. That's the most fun for me.Specialties: Setting priorities, working with clients to make better marketing decisions, using digital marketing to their advantage, and tracking results for the optimum return on investment. Also, workshops, speaking and educational engagements.

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pat@thewalshgroup.com215-491-3448

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