Presentation slides for the webinar done by Leading Results, Michelle Horn & Dan Kraus on October 4, 2012 on a dozen or more ways to improve your website.

1. 12+
Ways
to
Improve
Your
Website
-­‐
NOW

2. 12+
Ways
to
Improve
Your
Website
-­‐
NOW
Dan
Kraus
&
Michelle
Horn
Leading
Results

3. Leading
Results
Overview
• MarkeGng
services
firm
–
coaching
and
consulGng
u 1:1
Coaching,
Group
Coaching
u FracGonal
VP
of
MarkeGng
u Social
Media
Coaching
and
Learning
u Referral
MarkeGng
Coaching
and
Classes
• Authorized
Duct
Tape
MarkeGng
coaches
• Offices
in
Los
Angeles,
Boston,
Philadelphia
and
CharloXe
• Clients
throughout
North
America
• We
help
our
clients
stop
wasGng
money
on
markeGng
that
does
not
create
results

4. Leading
Results
Core
MarkeGng
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
Gme
to
figure
out
if
what
I
need
is
what
you
do.

5. DefiniGon
of
MarkeGng
Know
Like
Trust
TRY
Buy
Repeat
Refer

6. The
realities
of marketing
today

7. Listen over
say

8. Insight over
Information

9. Proof over
promise

10. Publish over
prospect

11. Farm over
hunt

12. MarkeGng
is
a
System
1.
Strategy
before
tacGcs
2.
Fill
your
markeGng
hourglass
3.
Publish
educaGonal
content
4.
Create
a
total
web
presence
5.
Use
a
lead
generaGon
trio
6.
Make
selling
a
system
too
7.
Live
by
the
calendar

13. Today’s
Speaker
–
Michelle
Horn
• MarkeGng
Evangelist
• CRM
-­‐
Consultant,
Power
User
and
Trainer
• Background
u 3x
Business
Owner
u Sales
u ConsulGng
u Training
u Website
Design

14. MarkeGng
is
a
System
1.
Strategy
before
tacGcs
2.
Fill
your
markeGng
hourglass
3.
Publish
educaGonal
content
4.
Create
a
total
web
presence
5.
Use
a
lead
generaGon
trio
6.
Make
selling
a
system
too
7.
Live
by
the
calendar

15. 1:
Its
not
me,
its
you..
• Make
it
about
them,
not
you
–
your
front
page
beXer
clearly
state
what
someone
gets
from
working
with
you
• Let
them
know
in
3
seconds
or
less…

16. 2.
NavigaGon
easy
enough
for
3rd
graders
• Don’t
make
them
work
for
it.

17. 3.
Who
reads
blogs
anyway?
• Make
it
relevant
and
Gmely
–
Add
a
blog
and
write
• Blog
your
Keywords,
3x
per
post
per
750
words
(more
or
less)

18. 4.
Entertain
me
&
Don’t
make
me
read
• Make
it
watchable
–
add
video
and
all
the
relevant
tags
so
that
the
video
not
only
sells
for
you,
but
helps
you
get
found
• Visually
pleasing

19. 5.
Add
Calls
To
AcGon
• Tell
them
what
you
want
them
to
do
• Track
leads

20. 6.
A-­‐Yup,
I’m
from
around
here…
• Make
it
local
–
address
on
every
page,
city/state
listed
under
every
customer
tesGmonial,
• If
you
can,
specific
pages
for
city/towns
you
do
a
lot
of
business
in
or
want
to
do
more
from.

21. 7.
You
can
trust
me
• Make
it
more
credible
-­‐
add
tesGmonials
and
client
quotes
through
out
–
see
previous
for
having
it
help
with
geo

22. 8.
Don’t
be
a
social
misfit
• Make
it
social
–
if
you
are
using
twiXer,
FB
or
LI,
have
logical
integraGon
points

23. 9:
Incoming…..
• Have
your
college/university
link
to
your
website.
Or
your
Son's/Daughter's..
And
your
spouse's
• Guest
Blog
for
Links
• Donate
service
to
NPO
for
links
• SCORE
for
links

24. 10.
Don’t
make
me
use
a
dicGonary
• Make
the
whole
site
readable
by
your
ideal
customer
• Make
it
specific.
Each
page
has
1
and
only
1
topic.

25. 11.
Show
me
your
face!
• Make
it
personal
–
get
pictures
of
your
people
in
the
staff
pages

26. 12.
Don’t
play
Hide
&
Seek
• Along
with
the
address
on
every
page,
you
need
a
phone
number
• Make
sure
that
on
every
page
they
have
a
way
to
email
you
and
a
way
to
get
on
your
mailing
list
• Your
contact
page
needs
a
map
and
direcGons

27. Bonus
1.
Add
an
asset
• eBook
• White
paper
• Case
study

28. Bonus
2.
Squeeze
Pages
for
AdverGsing
• Only
one
thing
to
do
• No
navigaGon

29. Bonus
3.
Help
Google
Help
You
• Make
it
findable
• Pages
Gtled
appropriately
(Café
XYZ,
Café
XYZ
Catering
Menu,
Café
XYZ
Take-­‐out
Menu)
• This
also
applies
to
the
“local”
aspect
(Boston,
MA
Sage
CRM
consultant
and
trainer)

30. Bonus
4.
Leverage
Technology

31. Result
Ultimately, an effective website will
help with the Know, Like and Trust
So you can focus on Try and Buy!
Offer
#1
Know
Like
Trust
Complete
the
evaluaGon,
get
the
slides

32. Offer
#2
• MarkeGng
and
Business
Development
Audit
u You
complete
our
quesGonnaire
u We
spend
45
minutes
with
you
to
review
it
For
the
free
45
minute
business
þ assessment
in
the
presenta3on
evalua3on

33. We help small businesses stop wasting money on marketing
Ques=ons
&
Answers
Contact Us
Web: www.leadingresults.com
Email: mhorn@leadingresults.com
Phone: 626-795-6584
Twitter: @themichellehorn
“Strategy without tactics is the slowest route to victory. Tactics without strategy is
the noise before defeat.” – Sun Tzu