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@StoneyD
Stoney G deGeyter
@polepositionmkg
STAND OUT FROM THE CROWD
HOW TO MAKE YOUR WEBSITE AMAZINGLY, INCREDIBLY,
AND EXTRAORDINARILY UNFORGETTABLE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
• @StoneyD
• +StoneydeGeyter
• linkedin.com/in/stoneygd
Web Presence
Optimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS ME
PolePositionMarketing.com/cheatsheet
@StoneyD
Stoney G deGeyter
@polepositionmkg
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
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Web users lack focus and intent
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
… and are highly distractible
Squirrel
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Everyone is fighting for attention
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Just any ordinary site won’t do
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Create an extraordinary website
THE WEB IS A BUSY PLACE
@StoneyD
Stoney G deGeyter
@polepositionmkg
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Becoming unforgettable means…
When someone
thinks about the
products, services
or information you
offer…
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
…they think of you first!
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Provide something visitors can’t get anywhere else
Unique
niche
Interesting
approach
Compelling
experience
Valuable
content
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
@StoneyD
Stoney G deGeyter
@polepositionmkg
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Create a unique value proposition
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Don’t try to be all things to all people
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Don’t try to be all things to all people
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a problem and solve it
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a problem and solve it
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a want and deliver it
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find a void and fill it
FOCUS ON A UNIQUE NICHE
vs
@StoneyD
Stoney G deGeyter
@polepositionmkg
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find your voice
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Humorous Whimsical Serious Snarky
Down to earth Thoughtful Brutally honest Flowery
What is yours?
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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!
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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?
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
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.
DEVISE AN INTERESTING APPROACH
@StoneyD
Stoney G deGeyter
@polepositionmkg
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Spectacular on-site experience (usability)
CREATE A COMPELLING EXPERIENCE
This
Not
This
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Intuitive navigation
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Don’t make visitors hunt for information
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Easy to achieve goals
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Clear path to conversions
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Find ways to delight your visitors
Unlimited
customer
support
Hassle-free returns
Proprietary
products
Free shipping
More experts
available
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Build trust through excellence
CREATE A COMPELLING EXPERIENCE
Return calls
and emails
Secure
information
Be open &
honest
Customers
first
Exceed
expectations
@StoneyD
Stoney G deGeyter
@polepositionmkg
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Expert knowledge
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Strategic advice
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Product information & specs
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Product comparisons
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Customer reviews
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Tips and tutorials
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Company background and mission
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
How to videos
PUBLISH VALUABLE CONTENT
@StoneyD
Stoney G deGeyter
@polepositionmkg
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
They earn top search engine rankings
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
They bring in targeted traffic
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Improved conversion rates
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Increased ROI
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Word of mouth
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Customer loyalty
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Repeat customers
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu
Stand out in a sea of thousands
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
@StoneyD
Stoney G deGeyter
@polepositionmkg
Thank
You!
COMING SOON Available Now
PolePositionMarketing.com/cheatsheet

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Stand Out From the Crowd: How to Make Your Website Amazingly, Incredibly, and Extraordinarily Unforgettable

  • 1. @StoneyD Stoney G deGeyter @polepositionmkg STAND OUT FROM THE CROWD HOW TO MAKE YOUR WEBSITE AMAZINGLY, INCREDIBLY, AND EXTRAORDINARILY UNFORGETTABLE
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  • 10. @StoneyD Stoney G deGeyter @polepositionmkg HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
  • 11. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Becoming unforgettable means… When someone thinks about the products, services or information you offer… HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE …they think of you first!
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  • 20. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Find a void and fill it FOCUS ON A UNIQUE NICHE vs
  • 22. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Find your voice DEVISE AN INTERESTING APPROACH
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  • 26. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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. DEVISE AN INTERESTING APPROACH
  • 27. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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. DEVISE AN INTERESTING APPROACH
  • 28. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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! DEVISE AN INTERESTING APPROACH
  • 29. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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? DEVISE AN INTERESTING APPROACH
  • 30. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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. DEVISE AN INTERESTING APPROACH
  • 31. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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. DEVISE AN INTERESTING APPROACH
  • 32. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu 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. DEVISE AN INTERESTING APPROACH
  • 34. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Spectacular on-site experience (usability) CREATE A COMPELLING EXPERIENCE This Not This
  • 35. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Intuitive navigation CREATE A COMPELLING EXPERIENCE
  • 36. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Don’t make visitors hunt for information CREATE A COMPELLING EXPERIENCE
  • 37. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Easy to achieve goals CREATE A COMPELLING EXPERIENCE
  • 38. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Clear path to conversions CREATE A COMPELLING EXPERIENCE
  • 39. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Find ways to delight your visitors Unlimited customer support Hassle-free returns Proprietary products Free shipping More experts available CREATE A COMPELLING EXPERIENCE
  • 40. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Build trust through excellence CREATE A COMPELLING EXPERIENCE Return calls and emails Secure information Be open & honest Customers first Exceed expectations
  • 42. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Expert knowledge PUBLISH VALUABLE CONTENT
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  • 50. @StoneyD Stoney G deGeyter @polepositionmkg WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
  • 51. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu They earn top search engine rankings WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
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  • 58. STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE @PolePositionMkg #PPMedu Stand out in a sea of thousands WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
  • 59. @StoneyD Stoney G deGeyter @polepositionmkg Thank You! COMING SOON Available Now PolePositionMarketing.com/cheatsheet