This presentation gives you the process to build a website that will convert traffic into qualified leads. The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience. We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.

1. How To Build a
Website
That Converts

2. There Are
No Prizes
For Coming
Second
Winning

3. Your website will fail if you:
• Build the site first and then think about the content
• Do not know your target personas
• Do not know what they are interested in
• Do not know your Unique Selling Propositions
• Do not have website goals
• Fail to plan first
Its about Marketing Strategy first
Website design and build second
Website Do Not's

4. The Process
1 - Marketing Strategy
2 - Website Design and Build
3- Send Traffic

5. WHY?
The Process
Because its about THINKING about
your customers.
Get this right and your website will
convert traffic.

7. Local Authority Social Housing Industrial Petro Chemical Paper Commercial
Building ✔ ✔ ✔ ✔ ✔ ✔
Civil ✔ ✔ ✔ ✔ ✔ ✔
Electrical ✔ ✔ ✔ ✔ ✔ ✔
Instruments ✔ ✔ ✔
Cladding ✔ ✔ ✔ ✔
Insulation ✔ ✔
Reach 9 6 7 7 8 6
Profit 5 7 8 9 9 7
Life Time Value 5 8 8 8 8 5
Score 225 336 448 504 576 210
Which ones do you focus on?
Which ones do you drop?
Marketing Matrix
Marketing Strategy
Market Sectors
Products and Services
Score each sector for
FOCUS

8. Local Authority Education Social
Housing
Industrial Petro
Chemical
Paper Commercial
Architect ✔ ✔ ✔ ✔ ✔ ✔ ✔
Engineer ✔ ✔ ✔ ✔ ✔ ✔ ✔
Estate
Manager
✔ ✔ ✔ ✔
Project
Manager
✔ ✔ ✔ ✔ ✔ ✔ ✔
Buyer ✔ ✔ ✔ ✔ ✔ ✔ ✔
Works
Engineer
✔ ✔ ✔ ✔
Mechanical
Engineer
✔ ✔ ✔ ✔
Process
Engineer
✔ ✔ ✔ ✔
Electrical
Engineer
✔ ✔ ✔ ✔
Case
Studies
6 4 4 2 4 2 2
Communication Persona’s
Marketing Strategy
Who do you need to communicate to?
Do you need case studies – How many?
Personas working
within your sectors

9. Marketing Strategy
What are they interested in?
What are their business constraints – How can you help them?
What do they read – Where do they go?
What are the best channels to communicate with them?
Persona Mapping

10. Marketing Strategy
Persona Mapping Workshop – For Best Results

11. Digital Experience
• Multi device – mobile
responsive
• Speed – page by page
• How fast can I find answers…
• Page behaviour
• Don’t confuse me
Conversion Triggers
• Telephone numbers
• Data capture
• Live chat
• Email to myself (mobile)
• Take away info, downloads
• Social icons and shares
Case Studies
• Relevant to me and my sector
• Not just written, video, client
features
• Validation of your people credentials
Content
• Speak to me in a language I understand!
• Be genuine and sincere – authentic
• Answer my questions and objections
• Scanability – ‘F’ factor
• Content assets – videos, surveys,
downloads
• Demonstrate thought leadership
• Rendering on multi device
• Things that interest and help me
Person name: Steve Smith
Occupation: C-Level, HRD
Age: 35 - 50
Marketing Strategy
Persona Profiling

12. Digital Habits
• Uses technology
• Smartphones, tablets
• LinkedIn, Twitter
• Reads online, industry news
(sectors specific = opportunity)
Solutions I Appreciate
• Delivery, ROI
• Speed – find it fast
• On going relationship
• No bullshit
Characteristics
• Decision maker, controls budget
• Confident, driven, demanding
• Time poor (very busy)
• Has team around them (influencers
– who could be researching for him)
What's Important to me
• Help me achieve my business goals
• Bring talent into my business
• World class service
• Innovation
• Value, cost per hire, time to hire
Person name: Steve Smith
Occupation: C-Level, HRD
Age: 35 - 50
Marketing Strategy
An Example
From these you can work out what to communicate and how

13. Marketing Strategy
What is good and what is poor?
How do the user journeys work?
What do you like?
What key words do they use?
Which ones do your customers like and why?
Competitor Analysis

14. Competitor Analysis
Marketing Strategy
Do they compete on natural ranking or pay per click?
How successful are they compared to you in terms of generating traffic?

15. Competitor Analysis
Marketing Strategy
What keywords do they use in natural ranking?
What keywords do they use in pay per click?
What can we learn from this?

16. Marketing Strategy
What will make your site a
World Class site?
 Look & Feel
 High Quality Content
 Great User Experience
 Good Functionality

17. User Experience
Don’t make it tough

18. What works on your existing site?
How do visitors journey through it?
How can it be improved?
User Experience
Google Analytics

19. User Experience
Google Analytics
How many steps does it take to convert a visitor?
How can this be improved?

20. Existing Page Analysis
Marketing Strategy
What pages have good bounce rates and why?
Which pages do visitors stay to read and why?

21. User Experience
Heat Mapping
What do visitors click on?
What did you think worked but gets no clicks?
This heat map shows you
where most people click
in Google – Top Natural
Rank gets the most clicks

22. User Experience
Top Tip
Plan your content flow and
user journeys

23. Top Tip
Plan you site map with the
user experience in mind
User Experience
Site Map

24. User Experience
A Home page wire frame
with functionality
descriptions.
This allows you to plan the
site before its built and
saves a lot of time and
expense from making
changes once completed.
Top Tip
Plan your site with wire
frames
Wire Frames

25. Build The Site
Once you have your marketing
strategy worked out you can now
build your site with confidence
Top Tip
Write up your brief using your marketing strategy and research. You can give this to your
website developer.
Rubbish brief = Rubbish website v Great brief = Great website

26. Before Going Live
Keyword Research
Page Titles & Descriptions
Measure Ranking
Set your site up for search
On Page SEO

27. On Page SEO
Top Tip
Create a spread sheet with
the following fields:
• Google search result
• Search volume
• Competition
Your aim is to find
keywords with high
volumes and low
competition
Use the Google keyword
tool for your research
Keyword Research

28. On Page SEO
Top Tip
Create a spread sheet with the following fields:
• Type of page
• URL
• Page title
• Page Description
This will make it easier to see the bigger picture
On Page Titles and Descriptions
Use your keywords in
your page title. Make
the title useful to
your prospect

29. On Page SEO
Page title
Page description – Write
a compelling message to
attract a click
What it looks like
in Google
Set up your page titles and page descriptions in your content management
system (CMS) – This example is word press
Re-Engineer using your CMS

30. On Page SEO
Keyword
Construction marketing lessons
Position 1 and 2
in natural ranking
A Google Search Example

31. On Page SEO
Keyword Ranking
Keyword
Construction marketing lessons
What Gets Measured Improves
Competitor Analysis

32. www.yibp.co.uk
It Can Be Tough
But We Can Make It Easy

33. About The Author
Bob Evans is a business consultant who works with business owners
and directors with the aim of protecting them from making expensive
mistakes in website design.
Bob grew his own successful construction company from 1990 to 2005.
It began with an idea and finished being a multi million pound business.
He invested in property and now shares his knowledge with like minded directors and
business owners. Bob has been a business consultant for the past eight years.
Bob has just spent the last 12 months as the operations director for a major digital enterprise
implementing process and systems. He has a great understanding of the process of website
development and knows how to build a high converting website.
Bob’s company is called ‘Your Ideal Business Partner’ feel free to visit. You will find lots of
business and marketing support including more website tutors.
www.yibp.co.uk