Published on March 16, 2008
Advanced Internet Presence Enhancing perceived expertise Generating publicity effectively Passive income opportunities Blogs, bogs and fogs Presented to Attendees of The Odd Couple Workshop San Francisco March 8, 2008 Chad Barr President CB Software Systems, Inc. www.cbsoftware.com firstname.lastname@example.org
Effective web site components and how to enhance perceived value
Sample discussion with a prospect, asking about the elements of a successful web site and how to sell on the Internet. The next several slide are an example of how I deliver value, create credibility and take them through our web site in a matter of just a couple of minutes. I ﬁrst ask if they have access to the Internet and then take them to my home page.
On the previous page, I have them click on the “E-Newsletter & Article Archive” tab and when they are on this page I point their attention to 7th article from the top and the 6th article from the bottom.
I have them click on both hyperlinks to display the articles in order to provide instant value and gain credibility.
Sample of the second article.
I then take them to our home page, and then have them click on the “read more testimonials” hyperlink on the bottom left. This screen then comes up which displays Patricia Fripp terriﬁc video testimonial followed by our many clients’ written testimonials. My preferred method is to display the one or two most powerful lines from the testimonial and allow the visitor to click on “read the actual testimonial letter” which display the actual scanned letter from our clients. This adds tremendous credibility.
I then have them click on the actual letter received from Alan Weiss to gain additional credibility.
When clicking on the “About Us” tab, I have them click on “Typical Client Results” which displays this page. It not only displays the outcome and results our clients received by working with us, it also displays the actual testimonial sentence followed by the scanned letter hyperlink which substantiates and proves the claim. I then use another example by having them click on the bottom hyperlink to see Nancy MacKay scanned testimonial.
Sample of that scanned testimonial on our web site. I then take them to several pages to show them our before and after design work for our clients.
Alcera Consulting home page BEFORE working with us.
Alcera Consulting home page AFTER working with us.
Nancy MacKay home page BEFORE working with us.
Nancy MacKay home page AFTER working with us.
HR Value home page BEFORE working with us.
HR Value home page AFTER working with us.
Pam Harper home page BEFORE working with us.
Pam Harper home page AFTER working with us.
Olivia Fox home page BEFORE consulting with us.
Olivia Fox home page AFTER consulting with us.
Bates Communications home page BEFORE working with us.
Bates Communications home page AFTER working with us.
Libby Wagner new home page for Inﬂuencing Options.
And just before I ﬁnish my “Internet Tour” with the prospect to deliver value, gain credibility and answer questions, I take them to the page that allows them to get my free e-Book in PDF format.
Why have a web site at all? What are your site key objectives? • Increase business and gain new clients • Improve your image, brand and credibility • Make it easier to do business with you
Top 6 Web Sites Mistakes Examples of what not to do 1. Not effective, non-engaging 2. Lack of trust and credibility 3. No one knows about you or your site 4. Poor navigation, design, flash and intrusive popups 5. Stagnant content 6. Lack of Testing
1. Ineffective design Too much text Not engaging Ineffective images Small navigation fonts WIIFM?
2. Not effective Too much text ineffective dated images Navigation took forever to load
3. Ineffective Too much text WIIFM open email - open to spam Skype - what purpose
4. Ineffective Too much text WIIFM open email - open to spam Skype - what purpose
5. Intrusive popup
6. How is it that I get no orders? Broken “Order Now” hyperlink. Poor Testing
7. Entry (Splash) page serves no purpose “Don’t make me think” or irritate me
8. Anthony Robbins - Example of bad ﬂash pages and Intrusive automatic music or sound
9. Placing an order from a company specializing in security - See next slide
10. Page is not secured
11. Have you Googled yourself? Do you Yahoo? I could not ﬁnd most featured individuals while doing a Google search!
12. Examples of articles on my blog quickly indexed by Google and get top positioning #1 “Increasing Business Opportunities”
13. More examples of Google positioning #1 on google
14. Do not use Frames - Navigation within navigation Don’t make me think - right side navigation Colors ineffective
15. Stagnant content Fonts too small
16. Coming soon Problem with ﬂash banner
17. Interesting articles I think I’ll click and read
18. All article links from previous page are broken
19. No Under construction or Coming soon Most site I visit have these messages for weeks, months and sometimes years!
20. Example of no alerts for PDF downloads
21. Outdated content Featured even of 7/15/08 still displays on 3/8/08
22. Most of the drop down navigation goes to the same page Not a fan of drop down navigation or right side navigation Ineffective images (boring stock photography)
23. Free resources and articles Pretty good layout and call to action
24. There is no way I am going to work that hard to get my free report. You need to earn my trust ﬁrst and establish credibility
25. Are there people who are actually reading this text?
26. and scroll to read more and more? But Wait! There is more.
27. A digital business card - What is the purpose???
28. very good layout and content example
29. And good example of free articles example
Components of a successful site “The web is the ultimate repository of highly 1. “In your face” effective, clear design and qualified content.” navigation with a strong value proposition and tag line 2. Provide value / be useful - Articles, white papers, products ... 3. “Don’t make me think” 4. Passive income products and services Calls to action: 5. Secured shopping 6. Easy way to contact you • Contact us (call /email / fax) 7. Strong calls to action on each page • Sign up today 8. Focus on clients’ results & successes • Click here (most popular) 9. Testimonials, Case studies • Join our mailing list 10. Incentives and registration to your • Purchase product / service newsletter • Learn more 11. Ability to search your own site • Take survey 12. Highway billboard home page concept - • Join our online forum big Blocks and above the fold • Download article / white 13. WIIFM paper / CD 14. And your email signature of course • Request consultation / brochure • Refer site / article to a friend
Examples of clean design Less is more Creative Engaging Strong calls to action
Less is more Example of good use of the Value Proposition And good use of typical client results with matching testimonials for credibility Big blocks promoting the most important areas of focus
Great example of providing value and utilizing podcasts online.
Great example of providing value and utilizing videos online.
Good example of providing value through articles with built-in search capability and articles organized by main topic areas.
More examples of providing value
Passive income products: Books, CDs, eBooks, TCs Videos, Audio, Checklists, Surveys, Forums ...
Passive income and great value
Good examples of providing services and utilizing testimonials Mentoring, coaching, consulting, workshops, speaking, retainers ...
Example of good secured page URL starts with https:// and bottom right key lock symbol
Example of good contact page Also, email is not open to spam
Examples of prospects web inquiries submitted from our previous contact page
Ability to register to free newsletter and special resources on all pages Good value proposition Search capability Calls to action all over the page testimonials Free value PDF download with registration to newsletter Big blocks design concept Address at bottom of each page for easy contact
Provide free value but capture their email address
Creating communities Strengthen your brand Passive income
Deliver value, and value and more value
Email Signature example
Set alerts for: Your name and company name Your clients and their brands Interesting topics, companies and individuals
Good example of Google alert letting me know that Linda Popky referenced one of my blog articles on her blog - Thank you Linda.
Get quoted in top publications Send press releases such as your articles and other announcements
Easily manage RSS (Really Simple Syndication) feeds. Rather than having to request multiple web sites of interest, this tool enables you to automatically receive the information from the many sites and blogs you are interested in. www.google.com/reader See sample screen next.
Seth Godin Blog
Sample of great value delivered on the Internet • iTunes - Podcasts and download to iPod Search for TEDTalks when launching iTunes or on the web: http://www.ted.com Dan Gilbert “Stumbling on Happiness”
Creating internet marketing gravity • Web site • Content - Articles, White papers, case studies, Testimonials • Products and Services • SEO & PPC • Newsletters www.cbsoftware.com/8tips • Banners and links • Link exchange • Email signature, business card, voice mail, verbal, paperwork • Forums and message boards • e-commerce and e-business • Blogs • Search within your site • Press release • Podcast
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