Websites that get results Heatherstone http://heatherstone.com Software, database, management, and search engine marketing consulting to businesses and professionals who prefer innovation to infrastructure. Rockville Innovation Center 155 Gibbs Street, Suite 530 Rockville, Maryland 20850 888.716.1521 Like us at Heatherstone on Facebook http://on.fb.me/HeatherstoneWeb Follow us @HeatherstoneWeb on Twitter: http://twitter.com/HeatherstoneWeb

1. Your by-the-numbers approach to marketing online Aaron Overton CEO, Heatherstone Websites That Get Results

2. What you need to get from your website is return on investment. $20 profit ÷ $200 investment = 10% ROI Return on Investment

3. Revenue comes from visitors that meet your goals. 1000 visitors x 1% conversion x $500 per conversion = $5000 Generating Revenue

4. A visitor “converts” when he does the thing you want him to do. What do you want your visitors to do? Examples Buy something Read an article Sign up for a newsletter Contact you for an appointment Conversion Goals

5. When a visitor meets a goal, it has a value. Knowing the value is key to measuring your results. What is it worth to convert a visitor? Examples Becomes advertiser for a year: $4000 Donates to my charitable organization: $250 Calls for appointment: $180 Conversion Valuation

6. You know your goal. Does your visitor? You need clear calls to action. Form follows function. How will you achieve conversion? Examples Include prominent calls to action Provide at least two calls to action so visitors have alternatives Using landing pages with your advertisements Achieving Conversion

7. Ad copy: Make your next home green. Which will convert a visitor more often? Landing Pages

8. Visitors come to your site through search and through advertising. How will you get visitors to your site? Examples Social networking Email newsletters Circular marketing Online advertising Search engine optimization Building Traffic

9. Promoting your website through other marketing channels increases traffic. What other ways can you get people to visit your site? Examples Include it in everything else you do What you say in print is extended online Reference pages on your site when providing profiles elsewhere Circular Marketing

10. Keeping up with social networks can be time consuming. It can drive more traffic. How will you conduct outreach? Networking Success Wide reach: Facebook, LinkedIn, Twitter, and more If possible, add it to someone’s regularly duties Present as an organization Be prepared to work Social Networking

11. An inexpensive, highly targeted tool to drive traffic and measure results. How do you leverage your other networking? Use a Good Tool Examples: Constant Contact, Heatherstone’s Campaign Monitor Avoid spam filters Abide by opt-in standards Offer unsubscribe and use suppression lists Tie directly to website for better results and tracking Email newsletters

12. Pay per click advertising brings traffic by buying ads. Your ads appear on search engine portals, email portals, and other sites. You only pay when someone clicks on your ad. $500 of advertising ÷ $2 price per click = 250 visitors Pay Per Click Advertising

13. A few basic guidelines will dramatically increase your success rate. It will also decrease your costs. How do your visitors get to the call to action? Google Ads 101 Keywords. Repeat them. Keywords. Keywords as the title Benefit, then feature Landing page, not home page Effective PPC Advertisements

14. Your first ads will probably produce only lackluster results. Testing will improve them. How do you know what ads will produce results? Making Ads Better Build two ad campaigns Fund both and monitor results Delete the one with less performance and replace Repeat until you have the best ad you can get Improving Ads

15. Relevancy is the key to being found via search. There are other ways to make your site found even easier. How will visitors find your site via search? Examples Be relevant Add new content regularly Connect to and from related sites Use a search engine friendly content management tool Search Engine Optimization

16. There’s more than one way to skin a cat. Eww. How do you optimize a site for search engines? Examples Know your keywords and focus on the best Include 200-800 words of relevant content Use your metatags: title, keywords, description Examine your site in SEO browser and adjust Acquire incoming links from other relevant sites Components of SEO

17. Content is king. How do you keep your site up to date? Key Features Separates content from design Requires no extra software Descriptive URLs Notifies search engines of changes Automatic RSS feeds Consider: Dreamweaver, Contribute, WordPress, Joomla, Drupal Content Management

18. Visitors, conversion, revenue. Check. How will you get this stuff to happen? Your Plan Get a site, any site, up and running Begin measuring No visitors? Buy ads. You need a conversion rate. Get conversion rate up Keep advertising so you continue to make money Optimize for search engines Measure, revise, test, repeat Getting it Done

19. It seems hard. I need help. What if you are already too busy, but need this done? Our Call to Action

20. Go ahead. Ask. Thank you for coming. ? Questions & Answers