OPTIMIZE YOUR PAGES, LEVERAGE YOUR BUSINESS CONTAINS ALL VIDEO - - PDF document

SLIDEDECKS

OPTIMIZE YOUR PAGES, LEVERAGE YOUR BUSINESS

SESSION 3

CONTAINS ALL VIDEO SLIDEDECKS FOR THIS SESSION

OPTIMIZE YOUR PAGES, LEVERAGE YOUR BUSINESS

SESSION 3

1

3.1

IDENTIFY WHAT YOU WANT YOUR SITE TO DO FOR YOU 2

Think of your website as your body double

3

Your website is always there meeting, greeting, and forming relationships with people you've never even met before and possibly will never meet.

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A good website allows you to leverage your time, multiply your impact and take your business to levels you never imagined

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Don't spend all your time and money on a website that may look pretty but doesn’t get results.

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Top reasons why most website projects go wrong

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The site owner is not clear on their business model

1

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The site owner is not clear on their message

2

9

The site owner tries to build their site themselves

3

10 11

So take a moment now to jot down the top outcomes for your site – or what you want your website to do for your business.

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In the broadest sense, the five critical functions of any website in

• rder of importance are to…

14 Build your email list through an irresistible free gift

1

Get qualified prospects

• n the phone with you

through an irresistible free consultation offer

• r

🎂

15

Sell your products and services directly and indirectly by building desire for what you do.

2

💴

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Provide value and educate your visitors to grow and nurture your relationship

3

• 17

Position and differentiate you to your visitors by establishing your credibility

4

👎

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Attract qualified new visitors to your site through search engine friendly meta-data and website content.

5

◎

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Now let's drill down and get more specific.

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Outcomes

Positioning Goals Conversion Goals System Goals Traffic & Engagement Goals

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Positioning Goals

• Instantly resonate with audience
• Position as a small business branding

expert to the media

• Feature signature talks & all the places

spoken

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Conversion Goals

• >1 person/week to sign up
• Convert 5% of new visitors OR 20 new

subscribers/week

• Sell 1 low-tier product/week OR make at

least $1,000 in product sales/month

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System Goals

• Ensure everyone who fills out a

contact form gets an email response

• Create a 30-day email sequence
• Sign up for my affiliate program

from my website

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Traffic & Engagement Goals

• >5000+ unique visitors/month
• >50+ new visitors/month from

Facebook

• >10+ comment and 20+ likes for

each blog post

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Take a moment now to get specific about what you want your site to do for your

• business. I recommend jotting down 1-3
• utcomes in each goal type: positioning

goals, conversion goals, systems goals, and traffic or engagement goals.

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3.2

DEFINE YOUR TOP NAVIGATION

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It’s time to choose your pages

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Home Page

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Blog Page

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Blog: Individual Post Page

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Blog: Category Page

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About Page

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Services Page

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Products or Programs Page

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Products or Programs Detail Page

36

Portfolio or Gallery

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Free Consultation

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Get Started

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Speaking

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Contact

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Testimonials

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Case Studies

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Clients

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Media

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Resources

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Video Showcase

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Free Resources

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Affiliates

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Squeeze page

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Confirmation page

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• Privacy Policy - How you take care of your visitors’ privacy

Other Pages

• Terms & Conditions - Rules for people interacting on your website
• Return Policy - Let your customers know how they’re protected

when they deal with you

• Disclaimers - What can or can’t people expect to achieve if they

buy your stuff?

• Site map - Lists all the pages on your site

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Q&A

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3.3

DEFINE YOUR TOP NAVIGATION

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Navigation Overload

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Sites are streamlining their navigation for two reasons…

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#1 - Streamlined navigation makes your site more mobile friendly

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#2 - Less choice leads to more action

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Shock Finding

Too many choices resulted in NO choice being made! 59

The Paradox of Choice

The more choices you give buyers, the less you’ll sell

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7

Is too many choices

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HOME ABOUT BLOG PROGRAMS SERVICES SPEAKING MEDIA BOOK TESTIMONIALS FREE CONSULTATION CONTACT

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HOME ABOUT BLOG PROGRAMS SERVICES SPEAKING MEDIA BOOK TESTIMONIALS FREE CONSULTATION CONTACT

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HOME ABOUT BLOG PROGRAMS SERVICES SPEAKING MEDIA BOOK TESTIMONIALS FREE CONSULTATION CONTACT

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HOME ABOUT BLOG PROGRAMS SERVICES SPEAKING MEDIA BOOK TESTIMONIALS FREE CONSULTATION CONTACT

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ABOUT BLOG PROGRAMS SERVICES FREE CONSULTATION

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FREE CONSULTATION ABOUT BLOG PROGRAMS SERVICES

"Call me" site

GET STARTED ABOUT BLOG PROGRAMS SERVICES

“List Build" or “Authority Site”

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HOME ABOUT BLOG PROGRAMS SERVICES SPEAKING MEDIA BOOK TESTIMONIALS FREE CONSULTATION CONTACT

Original Nav

GET STARTED PROGRAMS SERVICES ABOUT BLOG

Simplified Nav

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50%

Most websites have a bounce rate

• f 50% or more

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70 71 72

FREE CONSULTATION ABOUT BLOG PROGRAMS SERVICES

"Call me" site

GET STARTED ABOUT BLOG PROGRAMS SERVICES

“List Build" or “Authority Site”

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WHAT WE DO AND WHO WE ARE READ OUR BLOG VISIT THE STORE! WHAT WE DO GET A FREE CONSULTATION

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Let’s take 5 minutes now to quickly choose and organize your top navigation, including the names or language for each button

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Q&A

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3.4

A WORD ABOUT WIREFRAMES: YOUR BLUEPRINT FOR A HIGH- CONVERTING WEBSITE

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Every minute you spend planning your site before you start the design and development process will save you time and money while ensuring you get the results you want

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Step 1.

Thinking through the goals and features of each page of your site.

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Step 2.

Creating a simple blueprint your site so you know what to feature where to keep your visitor's attention focused on what you want them to do.

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Video

Opt-in box

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Final Product Wireframe 82 83

The wireframe focuses on the approximate size and placement of page content rather than the specific details of that content or design

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"Lorem Ipsum" Placeholder Text

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna

• aliqua. Ut enim ad minim veniam, quis nostrud exercitation

ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint

• ccaecat cupidatat non proident, sunt in culpa qui officia

deserunt mollit anim id est laborum

85 86 87

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Q&A

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3.5

YOUR $50K HOME PAGE

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Your choices will depend on what type of business model you chose in Session 1. These are…

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The List Build Site

Build and Nurture Your Email List as Quickly as Possible

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The Call Me Site

Have as many enrollment conversations as possible

93

The Authority Site

Build Your Brand, Grow Your Tribe 
 & Spark Massive Engagement 
 in as Many Places as Possible

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The best way to determine your top priority is to look at how you make the majority of your income

95 96

"Slimline" Navigation

97 98

Call to Action Photo Banner

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Call to Action Video Banner

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CCall to Action Large Authority Banner

101 102

Video Content CTA

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"As Seen On" Media Logos

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Get Started Pathways

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Get Started Pathways

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Get Started Pathways

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Social Proof

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"From The Blog"

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Opt-in #2

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The Extended Footer

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Legalese

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Q&A

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3.6

PAGES THAT SELL: YOUR SERVICES, PRODUCTS & PROGRAMS PAGES

114

This session is all about pages where you sell your stuff

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• List multiple products, programs or

Multi-product page 116 Multi-product page

• List multiple products, programs or

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Multi-product page (with testimonials)

• List multiple products, programs or

• Add testimonials to each offering as

118 Multi-product page (with bottom testimonial slider)

• List multiple products, programs or services
• Add a testimonial slider to the bottom of

119 Multi-product page (with testimonials)

• No other content on the page
• Not even an opt-in banner
• The goal is to focus your visitors 100%
• n reading your offer and clicking

120

Offering detail page

• A mini sales letter for your

121 Here’s what a $10K sales page looks like

• Our team is available for

122 Store layout with many products 123

Q&A

124

3.7

PRE-QUALIFY YOUR PROSPECTS THROUGH GET STARTED & INITIAL CONSULTATION PAGES

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The Getting Started Page

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The Getting Started Page

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Evan’s 3 Home Page Pathways

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He makes 3 offers

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The Free Consultation Page

130 131

9 times out of 10, my students didn’t have an effective process in place to turn visitors into prospects by getting them signed up for a free call.

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Top Navigation

133 134 135

Y

• ur website MUST support

your business model if you want to see the income and impact you imagine

136 137 138

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1: It allows you to understand a lot about your prospect before you even get on the phone with them

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2: It requires your prospect to invest their time & energy before you commit to a phone call with them

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The pre-qualifying process weeds out the tire kickers from the action takers

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• how committed are you to building your business and making 2015 your

• how open are you to receiving support and being coached to your next

• how willing are you to invest both time, money and energy into building

• how able are you to invest both time, money and energy into building

On a scale of 1-10, where 1 is 'not at all' and 10 is 'completely'…

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The “Litmus” Question

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Q&A

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3.8

EDUCATE YOUR PROSPECTS THROUGH YOUR BLOG

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No matter how effective your website is, some visitors take more time to nurture

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So many people build brochure websites that stay the same, so there’s no reason for their audience to come back

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There’s nothing fresh and new to inspire a visitor to return to your site and engage with your content.

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Anybody Here?

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Juicy Fresh Content

151 152 153

154 155 156

They encourage consumption of your content, so your audience can deepen their engagement with you.

157 158 159

OK, next up, I want to talk about structuring your blog to encourage consumption.

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Y

• ur Blog

Individual Post Page Blog Excerpt Page Blog Category Page Blog Search Page (optional)

161 Blog article page 162

Blog excerpt page 163 Blog category page 164 Integrated opt-in box 165

Integrated opt-in box 166

Would what your business look like when you’ve built a loyal following around your area of expertise?

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Just sitting here in the rain and thinking, no one is going to come in and I read your post about France and I'm going to close now and enjoy myself. Thank

• you. When there is no point, there is no point, and I'll

come back tomorrow refreshed and not angry at having wasted a day of my life. I love France, they have such a passion for their work but also for living.

• Olivia

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Q&A

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3.9

ROMANCE YOUR CUSTOMERS THROUGH YOUR ABOUT PAGE

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What happens if you Google yourself?

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People want to connect with a real person

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Credibility is not something you can claim

• r bestow on yourself. Credibility is a

function of people believing what you have to say and deciding to trust you. Joel Roberts

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Trust and credibility are formed when two things are present

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• 1. Y
• ur expertise demonstrated

through specific facts, results and accomplishments

• 2. Y
• ur humanity, which you reveal

through your tone and story.

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5 main areas you can focus on in your bio

Results Personal qualities Relationships Physical qualities Lifestyle choices

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Results

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Results

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Relationships

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Relationships

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Personal Qualities

181 182

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Physical Qualities

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At 4’11 and a quarter, Marisa’s known as the shortest woman in marketing. But that doesn’t stop her from having huge ideas. Her no-nonsense approach has earned her a reputation as a results- getter for leading-edge clients such as Don Crowther, Alexis Neely, Michelle Schubnel, Morgana Rae and Evan Marc Katz.

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Lifestyle Choices

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• Hi. I’m Alexandra Franzen.

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Q&A

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3.10

SOCIAL PROOF: SHOW YOUR PROSPECTS YOU MEAN BUSINESS & RESULTS

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Hey, Look At Me Over Here!

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It’s much more powerful to let other people say how awesome you are, then to make these claims about yourself.

197 198

Relegated To Sidebar

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#1 - Home Page

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#2 - Get Started Page

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#3 - Sales Page

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#3 - Sales Page

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#4 - Testimonials Page

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Be strategic with the placement of testimonials to support your conversion events

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#5 - 
 Landing Page

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Single Testimonial

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Multiple Testimonials

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Text Testimonial Video Testimonial

209

Y

• ur customers and the people

you’ve helped are the most powerful testimony out there for what you do.

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Q&A

211

3.11

END YOUR SITE 
 WITH A BANG: 
 HOW TO STRUCTURE 
 YOUR EXTENDED FOOTER

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Where Visitors Look

A visitor sees this content without any scrolling A visitor has to scroll down to see this material

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The “Non” Footer

214 215

Not all visitors are ready 
 to take action or opt-in
 the moment they land 


• n your website.

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These kinds of people are known as “methodical personas” and they make up 46.4% of the population.

217

Y

• u can design your footer 


so it “catches” them before 
 they leave and directs them 
 where they want to go.

218

So What Should Y

• u Do ?

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Discovery Footer

(Wireframe)

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My Discovery Footer

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Michelle’s Extra Duty Footer

222

Evan’s Extra Duty Footer

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Last Chance Footer

(Wireframe)

224

Q&A

225