1.
Building & Promoting Your Business Website
Mike Baker
Real Time Web Marketing

2.
Format of this Workshop
• This short workshop is for you!
• Fast pace / Don’t get overwhelmed
• Designed to get you thinking
• Very visual presentation

3.
My Introduction:
Owner of Real Time Web Marketing
MCSE, CNE & was a Microsoft Cert Trainer
Last corp. job – Dir of Net & Telecom
Mike Baker
Degrees in NEM & Web Des/Dev
Been a freelancer & biz owner last 9 yrs
Taught network engineering & web design

4.
Let’s hear about you now
How many own a website right now?
Have a small business right now?
How many are on social media?
How have done any marketing online?

5.
Workshop in Two Parts
PART 2: Promoting your website (business)
PART1 : Build & plan a powerful website
Creating an effective marketing tool
Optimize it for conversions and SEO
Paid Ads: SEM, Pay-per-click, FB Ads, etc.
Organic: Social Media, Blogging, SEO, etc.

6.
Compelling Case Study – MCC Group
• Visibility online was only at 7% & only
one page getting traffic at all
• A non-profit trying to secure funding &
find partners
• Website was confusing & info was out
of date – losing credibility
• Ranking for only 2 keywords above 50

7.
Compelling Case Study – MCC Group

8.
MCC Group Success Story
MCCGroup.org

9.
MCC Group Success Story
MCCGroup.org

10.
Compelling Case Study – MCC Group
• Visibility online went from 7% to over
83% in just 4 months
• Has secured funding & found partners
• Website is easy to navigate, clear
messaging, helping accomplish mission
• Ranking for over 50 keywords now

11.
MCC Group Success Story

12.
How to Build
a Powerful
Small Business Website

13.
What we want websites to do
 Found in Google search results
 Collect leads / Provide info
 Generate calls / sales / revenue
 Attract new customers
 Market products & services
 Give us credibility

14.
What’s the bottom line?
We want results

15.
What’s the bottom line?
Goal 1: Want to be able get people
to our website … then …
Goal 2: We want them to take action
once they are there!

16.
Powerful websites
• Have well-written, optimized content
• Meaningful headlines / calls-to-action
• Built & optimized to Google’s standards
• Speak to your target market
• Compelling imagery, graphics & video

17.
Powerful websites
• Are easy to navigate, well organized
• Look and feel professional
• Have content updated regularly
• Are error free, load fast & are secure
• Are optimized for mobile users

18.
Great, but, how do I do all that?

19.
Power starts with how you
package your business

20.
Real Life Packaging Example
The packaging of this book didn’t sell …
 No offer
“Find out all about your self, your love, your friends, and family!”
 No Benefit
 No CTA
 No Promise
 Poor Tagline

21.
This book sold millions! Same book! Why?
Real Life Packaging Example
 Clear Offer
 Clear Benefit
 CTA
 Promise
 Title = Tagline

22.
Website packaging examples
Would you prefer this homepage ..

23.
Or this homepage for your business?
Graphic from Digital Marketer, Ryan Diess (http://www.digitalmarketer.com/)
Website packaging examples

24.
Planning Your Website

25.
If you don’t have plans…

26.
You might end up with this …

27.
What is a conversion?
“The point at which a website visitor performs
a desired action.” In other words, conversion
is simply getting someone to respond to your
call-to-action.”
• Click • Subscribe
• A phone call
• Fill out a Form
• Watch a video

28.
What are your goals?
What is a conversion for you?
• Sale of a product / service?
• Get someone to call you?
Identify your goals / objectives
• Showcase services / products?
• What do you want them to do?

29.
Engaging content
Getting Visitors to Stay

30.
Plan for Engaging Content
• Infographics / FAQs
• Photo Galleries / Portfolios
• Blogs / Articles / How-to's
• Social Feeds (Twitter, Facebook)
• Social Proof (links to reviews)
• Client Endorsement Video

31.
Pages Matter
Planning your pages / structure

32.
Pages you should have
• About / About Us
• Contact / Contact Us
• Terms of Service Agreement
• Blog (if you will use it!)
• Services / Products
• Portfolio OR Clients if Needed

33.
Add these pages if you can
• FAQs (great for voice search)
• E.g.. “How do I fix my drain?”
• Separate page for each service
• A team page if needed
• Video or photo gallery
• Pages of valuable content

34.
Building Your Website Homepage

35.
Elements most homepages need
• Clear messaging – who you are & what you do
• Clear, visible navigation – don’t make them think!
• Relevant content, optimized to include your
business name & service area
• Supporting images, video, graphics (relevant)
• A primary call-to-action

36.
Clear Messaging Examples
• Starts with your branding
• Logo should be in header
• Good tag lines help clarify
• Place important content near top
• Include location(s) & phone

37.
Poor Homepage Messaging

38.
Good Homepage Messaging

39.
Design & Layout Tips

40.
Navigation
• Don’t get clever with location
• Should have good contrast
• Don’t make text too small
• Plan ahead for pages & navigation
• Short, but descriptive names

41.
Standard Navigation Examples

42.
Poor Navigation Examples

43.
Which page seems more readable?

44.
Which page seems more readable?

45.
Services Listing Example
“What we do”

46.
Benefits Example
“What we do for you”

47.
Use Leading Questions
- Links to inside content -

48.
Making Lists Stand Out

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Add More Power!
Getting Them to Take Action

50.
Call-to-Action (CTA)
• An image or line of text (or both)
• 70% of small biz sites have no CTA
• How you get people to buy / act
• Include a offer or enticement

51.
Good call-to-action elements
Mailing list opt-in’s with offers / loss leaders

52.
Good call-to-action elements
Exit Intent Pop-Ups
CTA Buttons / Offers
Countdown Offer Timers

53.
Button “A”
Button “B”
Which button is better?

54.
Supporting images & graphics
• Compelling images evoke emotion
• Images can be tagged for SEO
• Images reinforce what you do
• Good imagery reinforces brand
• Graphics make lists interesting

55.
Are these CTA’s better? Why?
Use CTA Blocks w/ button for max results!

56.
Supporting images
Which is better? This one…

57.
Supporting Images
Or this one? Why?

58.
Promoting Your Website
SECTION 2

59.
Promote Your Website (Organic)
Utilize Social Media (build an audience)
Events / video / inspiration / coupons
Videos / how-to / humorous / etc.
Short (280 chars) / polls / teasers
Articles / groups / answer questions
Photos / tips / questions / video

60.
Promote Your Website (Organic)
Blogging
Optimize your site for SEO (SERP organic)
Email marketing (newsletters, specials)
Articles on your own site (fresh content)
Write guest articles on other sites
Participate in forums

61.
Promote Your Website (Paid)
SEM (search engine marketing)
Social Media Marketing
Retargeting, Geo-targeting, etc.
Pay-per-click (AdWords, etc.)
Banners, Other Online Ad’s
Online Directories, Enhanced Listings

62.
Mike Baker
http://twitter.com/realtimewebmktg
https://www.linkedin.com/in/realtimewebmarketing#
Thank you!
(714) 662-2203
https://realtimewebmarketing.com
http://facebook.com/realtimewebmarketing