3 things you need to know for your website to succeed
DESCRIPTION
"3 Things You Need To Know For Your Website To Succeed" - What you MUST address to give you new website a fighting chance. This is lesson #1 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :) Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2TRANSCRIPT
Things You Need To Know For Your Website To Succeed 3
Hi! My name is Mike Darnell. I was born in 1974 My 1st job was modeling underwear & Roman toys
Is your website targeting and engaging prospects?
My partner is Virode Imtarnasan - Thai, 38 years old, married, studied law Career: EA, Sega, IRM…
Web: Cnngo, Vertu, Playboy…
Every step you move away from it is
COSTING YOU MONEY
Every click required to reach your goal “costs” you 30% of
your visitors
100 Click 70 Click 49 Click 34 Click 24 Click…
When building your site you want to
ensure you’re staying as close to the
“Ultimate Website” as possible
S M A R T
Goal
Specific
Measurable
Attainable
Realistic
Timely
• Who’s my audience? • What do I want them to
accomplish? • Where should they do this? • When and how quickly? • Which requirements and
constraints apply • How will I know it’s done?
• Why is this important ?
What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?
Specific
…The constraints of the paradigm
are set and constant:
Ultimately your website has only 1 goal:
Helping you make MONEY
Your audience is:
Selfish, Self Centered, Lazy, & Suspicious …and they’d rather be on Facebook
Your website is judged within 4-11 seconds Every click costs you 30% of your audience
Specific
Measurable
Attainable
Realistic
Timely
Goal
• Who’s my audience? • What do I want them to
accomplish? • Where should they do this? • When and how quickly? • Which requirements and
constraints apply • How will I know it’s done?
• Why is this important ?
What’s the purpose of accomplishing this goal and what benefits does it hold for all involved?
Specific
You MUST know
how your website helps your business
make MONEY
This is much simpler than you
might think
BECAUSE…
There are ONLY 3 financial models
for all the websites in the world
3rd quarter 2011
earnings = $10 Bn
Never forget:
Your website’s goal is a BUSINESS goal It’s derived from how you’ve
always run your business
Running a good business
isn’t about
Technology
It’s about
People
Successful businesses know why their clients seek them out and never stop working hard to
capitalize on these understandings
It begins wherever your prospect first saw you,
and ends at your goal
Google, Facebook, Email,
Business card
Homepage
Tout page
Goal
Google, Facebook,
Email, Meeting, etc.
Homepage
Tout page
Goal
What we dream our funnel looks
like
Cute, optimistic and MYTHICAL…
Google, Facebook,
Email, Meeting,
etc.
Homepage
Tout page
Goal What our funnel really
looks like
…Because every click en-route to your goal
costs you 30% of your traffic
Remembers this?
Yahoo! New year’s eve 1998
Online EMPIRES are born of
DISRUPTIVE FUNNELS…
.1. Define goals
as something your users should
DO
• Enabling a user to buy my products
• Enabling a user to fill in a lead form
• Enabling a user to book a ticket or reservation
• Enabling a user to lodge a complaint and/or get support
• Etc…
.2.
Understand your user’s mindset and requirements
.3.
List the measures needed to address your user’s mindset so
they can achieve your goals
.4.
Plan the fastest routes from your goal to addressing
your user’s mindset
.5.
Create your website’s content and functionality only to serve this process
Traffic source
Homepage Goal on
homepage
Realistic Minimal Funnel
Hi! I’m Mike Pellatt - President of ICMS Asia We’re SEA’s leading Industrial Construction Project Management company Our business is building factories like this one:
Our clients choose us because they understand we can be trusted to deliver complex projects on time, on spec,
and at an outstanding level of execution
The engagement to build a factory like that is closed in face-to-face meetings The goal of my website is to ensure I get the leads to generate these meetings
TRAFFIC SOURCES
Google search, Meeting,
Tradeshow
Homepage
GOAL
Generate a qualified
lead
My Optimal Funnel:
For me to achieve my goal my prospects first need to know
WE EXIST…
GOAL
Generate a qualified
lead
To enable prospects to find me I invest in ensuring my website is ranked well for relevant Key Phrases like:
“Industrial Construction Project Management“
I know from experience that for a meeting to happen my prospects also need to know: • Who we are • What we do • Why they can trust us • How to contact us
GOAL
Generate a qualified
lead
“Success Stories” are
3rd party validation that explains
Why they can trust us
Every page on my website serves only one purpose: Getting viable leads to contact my company…
I’ve explained the logic behind my website NOW YOU TRY IT!!!
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
Download at: http://kuku.nu/websitegoalsheet Note capitalization!!!
Top Level/Page Home
Products/ Services
Testimonials/Case studies/ References FAQ/Support Blog Retailers Contact us
Terms and Conditions (bottom menu)
Privacy Policy (bottom menu)
Sitemap (bottom menu)
Sub Category
Page
Description
Goals this pages addresses
Methods by which the page addresses the goals
Location of text (Google doc URL)
Location of images (Picasa URL)
Location of additional assets (Video = Youtube URL, Presentation = Slideshare URL, etc)
Comments
Download at: http://kuku.nu/WebsitePlanner Note capitalization!!!
…5 tips that will save you heartache, aggravation,
and money:
.1.
Register your own domain
Buy your own hosting
Setup your own emails
.2. If you're paying peanuts you're
probably working with
monkeys
.3.
"Stand on the shoulders
of giants"
Use popular open source solutions &
avoid custom development
.4.
Launch your site as soon as it passes a MINIMAL sanity check
Do changes and
adjustments later…
.5.
A website is a voyage,
not a destination
Collect feedback, and schedule updates as a matter of routine
By Mistake?
To expand their knowledge? To evaluate your offering?
To solve a problem?
Are they interested and excited about your offerings?
Make a list of questions and keep adding to it always
Collecting feedback is as easy as publishing a poll
on your site
Services like Polldaddy and Surveymonkey are excellent tools designed to meet this precise need
Customer service and support sites like GetSatisfaction and UserVoice are designed to help you collect, address, and document feedback For as little as $19/month you can provide support on par with these guys:
Google Analytics are to your website, what your accounting is to your finances
You can’t make good decisions without this data!
Where are people coming from and how?
Does the data match the behavior of likely
prospects?
What are people looking at and doing?
Are they doing what you want them to?
HOW OFTEN?
WHAT PERCENTAGE?
We’ve “Been in Business” longer than our written
history records
They sell stuff
Convincing, but not profitable…
?
YOU are the only thing that’s
special about your business
Remember: People don’t remember facts, figures and features, but a good story will remain with them for a long time Use your unique story to weave together your website goals and audiences and you’re well on your way to
SUCCESS
See you here on the 9th of February.
Please consider attending our meeting as well.
