stand out from the crowd: how to make your website amazingly, incredibly, and extraordinarily...

1

@StoneyDStoney G deGeyter

STAND OUT FROM THE CROWD

HOW TO MAKE YOUR WEBSITE AMAZINGLY, INCREDIBLY, AND EXTRAORDINARILY

UNFORGETTABLE

2


THE WEB IS A BUSY PLACE

STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE

@PolePositionMkg #PPMedu

The challenges of building a web presence

“Every two days, we create as much information as we did since the dawn of time to 2003.”--Eric Schmidt, TechCrunch, Aug. 2010




Web users lack focus and intentTHE WEB IS A BUSY PLACE



… and are highly distractible

Squirrel




Everyone is fighting for attentionTHE WEB IS A BUSY PLACE



Just any ordinary site won’t doTHE WEB IS A BUSY PLACE



Create an extraordinary websiteTHE WEB IS A BUSY PLACE

9


HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE



Becoming unforgettable means…

When someone thinks about the products, services or information you offer…


…they think of you first!



Provide something visitors can’t get anywhere else

Unique niche

Interesting approach

Compelling

experience

Valuable content


12


FOCUS ON A UNIQUE NICHE



Create a unique value propositionFOCUS ON A UNIQUE NICHE



Don’t try to be all things to all people

FOCUS ON A UNIQUE NICHE



Find a void and fill itFOCUS ON A UNIQUE NICHE



Find a problem and solve itFOCUS ON A UNIQUE NICHE



Find a want and deliver itFOCUS ON A UNIQUE NICHE

18


DEVISE AN INTERESTING APPROACH



Find your voiceDEVISE AN INTERESTING APPROACH



Humorous Whimsical Serious Snarky

Down to earth Thoughtful Brutally honest Flowery

What is yours?DEVISE AN INTERESTING APPROACH



How would you rewrite this content…

We offer a wide selection of long-lasting batteries designed to deliver enough power to start any vehicle in any weather condition. We sell durable batteries you can trust.

Humorous

Serious

Whimsical

Snarky

Flowery

Thoughtful

Brutally honest

Down to earth




Humorous

Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. Your escape from the in-law's is guaranteed every season of year.




Whimsical

You want a durable, long-lasting battery? Yeah, we got that. There is no natural force in the world that'll keep our batteries from doing their job. When you need power, we deliver.




Serious

Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. You're guaranteed to get power to your vehicle when you need it most.




Snarky

When headed to the in-law's you want to be equipped with one of the most powerful car batteries money can buy. Come hell or high water, you're getting out of there alive!




Down to earth

We don’t compete on price, we compete on quality. Our batteries deliver the juice to start any vehicle even in the harshest winter environment. Can you really put a price on that kind of reliability?




Thoughtful

Let's face it, batteries fail at the worst possible time, in the worst possible place. We've built reliability into all our car batteries so they deliver the power you need when you need it most to get you where you want to be.




Brutally honest

Your boss is a jerk, your wife a nag and your friends are idiots. You need an escape. Where you go is up to you, how you get there is up to us. Our car batteries will start any vehicle any time any where. We're ready to go when you are.




Flowery

Our car batteries are designed to withstand whatever forces of nature that heaven above (or you know who below) can throw at it. When you turn that key, you're vehicle will roar to life without so much as a cough or sputter.


30


CREATE A COMPELLING EXPERIENCE



Spectacular on-site experience (usability)


This

NotThis



Intuitive navigationCREATE A COMPELLING EXPERIENCE



Don’t make visitors hunt for information




Easy to achieve goalsCREATE A COMPELLING EXPERIENCE



Clear path to conversionsCREATE A COMPELLING EXPERIENCE



Find ways to delight your visitorsUnlimited customer support

Hassle-free returns

Proprietary products

Free shipping

More experts available




Build trust through excellenceCREATE A COMPELLING EXPERIENCE

Return calls and emails

Secure information

Be open & honest

Customersfirst

Exceed expectations

38


PUBLISH VALUABLE CONTENT



Expert knowledgePUBLISH VALUABLE CONTENT



Strategic advicePUBLISH VALUABLE CONTENT



Product information & specsPUBLISH VALUABLE CONTENT



Product comparisonsPUBLISH VALUABLE CONTENT



Customer reviewsPUBLISH VALUABLE CONTENT



Tips and tutorialsPUBLISH VALUABLE CONTENT



Company background and missionPUBLISH VALUABLE CONTENT



How to videosPUBLISH VALUABLE CONTENT

47


WHY EXTRAORDINARY WEBSITES WIN EVERY TIME



They earn top search engine rankings

WHY EXTRAORDINARY WEBSITES WIN EVERY TIME



They bring in targeted trafficWHY EXTRAORDINARY WEBSITES WIN EVERY TIME



Improved conversion ratesWHY EXTRAORDINARY WEBSITES WIN EVERY TIME



Increased ROIWHY EXTRAORDINARY WEBSITES WIN EVERY TIME



Word of mouthWHY EXTRAORDINARY WEBSITES WIN EVERY TIME



Customer loyaltyWHY EXTRAORDINARY WEBSITES WIN EVERY TIME



Repeat customersWHY EXTRAORDINARY WEBSITES WIN EVERY TIME



Stand out in a sea of thousandsWHY EXTRAORDINARY WEBSITES WIN EVERY TIME

Thank You! @StoneyDStoney G deGeyter

stand out from the crowd: how to make your website amazingly, incredibly, and extraordinarily...

Marketing

website unforgettable

polepositionmkg focus

unforgettable means

ppmedu serious

ppmedu snarky

ppmedu whimsical

extraordinary website

ppmedu dont