"3 Things You Need To Know For Your Website To Succeed" - What you MUST address to give you new website a fighting chance. This is lesson #1 in my "Nothing new Under the Sun" series - A free online marketing course I'm sharing with the world :) Lesson #2: http://kpis.co/2012/02/11/what-do-you-know-about-the-first-50-years-of-internet-history Lesson #3: http://www.slideshare.net/popart/in-the-court-of-the-content-king Lesson #4: http://www.slideshare.net/popart/in-the-court-of-the-content-king-part-2

1. 3 ThingsWebsite To To Know
For Your
You Need
Succeed

2. Introduction

3. Hi!
My name is
Mike Darnell.
I was born in 1974
My 1st job was
modeling underwear
& Roman toys

4. My partner is
Virode Imtarnasan -
Thai, 38 years old,
married, studied law
Career: EA, Sega, IRM…
Web: Cnngo, Vertu,
Playboy…
Is your website
targeting and engaging prospects?

5. Where we do
business

6. The Fun Bit

7. Introducing the
IDEAL
Website!!!

8. Make Me Rich
Click Here…

9. Every step you move away from it is
COSTING YOU MONEY

10. Care to guess
how much?

11. 100 Click
70 Click
49 Click
34 Click
24 Click…
Every click required
to reach your goal
“costs” you 30% of
your visitors

12. When building your
site you want to
ensure you’re staying
as close to the
“Ultimate Website”
as possible

13. To do this you only
need to know
3 Things:

14. .1.
What are your
website’s goals?

15. .2.
How do your
“Funnels” serve
your goals?

16. .3.
How are you
measuring
success?

18. What are your
website’s Goals?

19. Specific
Measurable
Goal Attainable
Realistic
Timely

20. • Who’s my audience?
• What do I want them to
accomplish?
• Where should they do this?
• When and how quickly?
• Which requirements and
Specific constraints apply
• How will I know it’s done?
• Why is this important ?
What’s the purpose of
accomplishing this goal and what
benefits does it hold for all
involved?

21. This is easier
than you think
because…

22. …The constraints
of the paradigm
are set and
constant:

23. Ultimately your website
has only 1 goal:
Helping you make
MONEY

24. Your audience is:
Selfish, Self Centered, Lazy, & Suspicious
…and they’d rather be on Facebook

25. Your website is
judged within
4-11 seconds
Every click costs you
30% of your
audience

26. Specific
Measurable
Goal Attainable
Realistic
Timely

27. • Who’s my audience?
• What do I want them to
accomplish?
• Where should they do this?
• When and how quickly?
• Which requirements and
Specific constraints apply
• How will I know it’s done?
• Why is this important ?
What’s the purpose of
accomplishing this goal and what
benefits does it hold for all
involved?

28. You MUST know
how your website
helps your business
make MONEY

29. This is much
simpler than you
might think
BECAUSE…

30. There are ONLY 3
financial models
for all the websites
in the world

31. Care to guess
what they are?

32. Sales

33. $34.2 Bn (2010)

34. Lead
Generation

35. +$50/lead

36. Advertising

37. 3 rd
quarter 2011
earnings = $10 Bn

38. Which of these
models matches
your business?

39. Never forget:
Your website’s goal
is a BUSINESS goal
It’s derived from how you’ve
always run your business

40. There’s nothing new
under the sun

41. Running a
good business
isn’t about
Technology

42. It’s about
People

43. Successful businesses know why their clients
seek them out and never stop working hard to
capitalize on these understandings

45. How do your
funnels serve
your goal?

46. What’s a Funnel?

47. A Funnel
=
A route to your
website’s goals

48. It begins wherever
your prospect
first saw you,
and ends at your goal

49. Google,
Facebook, Email,
Business card
Homepage
Tout page
Goal

50. What we dream
our funnel looks
Google,
Facebook,
like
Email,
Meeting, etc.
Homepage
Tout page
Goal

51. Cute, optimistic and
MYTHICAL…

52. Google,
Facebook,
Email,
Meeting,
etc.
Homepage
Tout
page
Goal
What our
funnel really
looks like

53. Every step in your funnel
COSTS YOU
MONEY…

54. …Because every click
en-route to your goal
costs you 30% of
your traffic

55. CUT
STUFF
OUT

56. LESS IS
MORE

57. Remembers this?
Yahoo!
New year’s eve 1998

58. Online
EMPIRES
are born of
DISRUPTIVE
FUNNELS…

59. Amazon then…

60. …And now

61. How do you plan
your funnels?

62. • Enabling a user to
.1.
buy my products
• Enabling a user to
fill in a lead form
• Enabling a user to
Define goals book a ticket or
as something your reservation
users should • Enabling a user to
lodge a complaint
DO and/or get support
• Etc…

63. .2.
Understand your user’s
mindset and requirements

64. .3.
List the measures needed to
address your user’s mindset so
they can achieve your goals

65. .4.
Plan the fastest routes from
your goal to addressing
your user’s mindset

66. .5.
Create your website’s
content and functionality
only to serve this process

67. Optimal
Funnel
Traffic Goal
source

68. Realistic
Traffic
source Minimal
Funnel
Homepage
Goal on
homepage

69. Example

70. Hi!
I’m Mike Pellatt -
President of ICMS Asia
We’re SEA’s leading
Industrial Construction
Project Management
company
Our business is building
factories like this one:

71. Our clients choose us because they understand we can be
trusted to deliver complex projects on time, on spec,
and at an outstanding level of execution

72. The engagement to
build a factory like
that is closed in face-
to-face meetings
The goal of my
website is to ensure I
get the leads to
generate these
meetings

73. TRAFFIC
My Optimal
SOURCES
Google search,
Meeting,
Funnel:
Tradeshow
GOAL
Homepage Generate a
qualified
lead

74. GOAL
Generate a
qualified
lead
For me
to achieve my goal
my prospects first
need to know
WE EXIST…

75. To enable prospects to find
me I invest in ensuring my
website is ranked well for
relevant Key Phrases like:
“Industrial Construction
Project Management“

76. GOAL
Generate a
qualified
lead
I know
from experience that for
a meeting to happen my
prospects also need to
know:
• Who we are
• What we do
• Why they can trust us
• How to contact us

77. That’s why my
homepage
looks like this:

79. Who we are

80. “Services” explains
What we do

81. “Success Stories” are
3rd party validation that explains
Why they can trust us

82. How to contact us +
Call-to-Action

83. Every page on
my website
serves only one
purpose:
Getting viable
leads to contact
my company…

84. …so our
contact details
appear on all
of them

85. I’ve explained
the logic behind
my website
NOW YOU
TRY IT!!!

86. Workshop Time!

87. Download at:
http://kuku.nu/websitegoalsheet
Note capitalization!!!

88. Download at:
http://kuku.nu/websitegoalsheet
Note capitalization!!!

89. Download at:
http://kuku.nu/websitegoalsheet
Note capitalization!!!

90. Download at:
http://kuku.nu/websitegoalsheet
Note capitalization!!!

91. Terms and
Top Products/
Testimonials/
Case studies/
Download at: Conditions
Privacy Policy Sitemap
(bottom
(bottom (bottom
Level/Page Home Services References FAQ/Support Blog
http://kuku.nu/WebsitePlanner
Retailers Contact us
menu)
menu) menu)
Sub Category Note capitalization!!!
Page
Description
Goals this
pages
addresses
Methods by
which the
page
addresses the
goals
Location of
text (Google
doc URL)
Location of
images
(Picasa URL)
Location of
additional
assets (Video
= Youtube
URL,
Presentation
= Slideshare
URL, etc)
Comments

92. Before we move on…

93. …5 tips that will save you
heartache, aggravation,
and money:

94. .1.
Register your own domain
Buy your own hosting
Setup your own emails

95. .2.
If you're paying
peanuts you're
probably
working with
monkeys

96. .3.
"Stand on
the shoulders
of giants"
Use popular
open source
solutions &
avoid custom
development

97. .4.
Launch your site as soon as it
passes a MINIMAL sanity check
Do changes and
adjustments later…

98. .5.
A website is a
voyage,
not a destination
Collect feedback,
and schedule updates
as a matter of routine

99. …Which brings us to our
last point:

101. How do you evaluate
your Website?

102. Great
websites…

103. …are constantly
improving

104. They do it based on
HARD DATA
…and not intuition

105. It begins with
asking questions…

106. Why are people coming to
your website?

107. To expand their knowledge? To evaluate your offering?
By Mistake?
To solve a problem?

108. What do they think
about your website?

109. Are they
interested and
excited about
your offerings?

110. Make a list of questions and
keep adding to it always

111. Getting answers to your
questions is easy…

112. ASK THEM!

113. Collecting
feedback is as easy
as publishing a poll
on your site

114. Services like Polldaddy
and Surveymonkey are
excellent tools designed to
meet this precise need

115. Customer service and support sites like GetSatisfaction
and UserVoice are designed to help you collect,
address, and document feedback
For as little as $19/month you can provide support
on par with these guys:

117. You also need to start
collecting data

118. Google Analytics are to your website,
what your accounting is to your finances
You can’t make good
decisions without this data!

119. What you need
to look at:

120. Where are people
coming from and how?
Does the data match
the behavior of likely
prospects?

121. What are people
looking at and doing?
Are they doing what
you want them to?
HOW OFTEN?
WHAT PERCENTAGE?

122. Are things improving
over time?
HOW SO? WHY?

123. It’s a long drive,
but “Practice makes Perfect”

124. Conclusion

125. We’ve “Been in Business”
longer than our written
history records

126. All businesses
are the same

127. They sell stuff

128. All
Marketing
is the same

129. Convincing,
but not profitable…

130. What makes
yours special?

131. ?

133. YOU
are the only thing that’s
special about your
business

134. People don’t
Remember:
remember facts,
figures and features,
but a good story will
remain with them for
a long time
Use your unique story
to weave together
your website goals and
audiences and you’re
well on your way to
SUCCESS

135. Questions?

136. Homework:
Complete the
worksheets provided

137. See you here on the
9 th of February.
Please consider attending
our meeting as well.

138. Thanks!
…I’m at mi@vimi.co
Mike