What will keep visitors from leaving your site seconds after landing on your page is not only your colors, design and graphics, it’s a strategic structure, intuitive interface and relevant content. This presentation will walk you through the most important components of your website strategy.

1. Website Methodology
Attract Visitors and Acquire Leads
Esta H. Singer
www.sheconsulting.com
p: 732-807-5027
esta@sheconsulting.com

2. Reflect

3. Use one word to describe your website.

4. Think

5. Use one word to communicate your brand.

6. Yes, coming up with one word is
challenging. If you want to set
yourself apart from your
competitors, it can be daunting.
What will keep visitors from
leaving your site seconds after
landing on your page is not only
your colors, design and graphics,
it’s a strategic structure, intuitive
interface and relevant content.

7. Design vs Methodology

8. Your website’s ONLY purpose is to attract
visitors, turn visitors into leads, and leads
into clients.
As tempting as it may be, it’s not about
you and what content you want to share.
It’s about what the CLIENT is seeking,
what he or she wants, and what they’re
willing to give to get it.
Your Website’s Purpose

9. Website Statement of PURPOSE
Purpose must be clear within a few seconds.

10. Traditional vs Inbound Marketing

11. Information
directed “at”
people in hopes of
grabbing their
attention, and
motivating them to
reach out to you.
Information shared
“with” people for
purpose of building
relationships, trust
and thought
leadership.
Traditional Inbound

12. Website Design vs Methodology
Traditional approach
involves contrast, coloring,
balance, emphasis,
graphical elements, icons,
background textures and
general atmosphere.
Today, website design
involves information
architecture, website
structure, user interface,
navigation ergonomics,
website layout, and
imagery.

13. The visitor of page
is the only person
who clicks mouse,
therefore decides
everything,
Usability and
utility, not visual
design, determine
success or failure
of a website.
Usability VS User Experience

15. Questions & Answers

16. Three Content Questions to Ask
1. Will people know what I do
within seconds?
2. Will they understand what page
is about?
3. Will they know what to do next?

17. Inbound Marketing

18. Inbound Marketing earns
the attention of
customers, makes the
company easy to be
found, and draws
customers to your
website by producing
interesting content.

19. Focus

20. Business Objective
1. Rank elements on your
website based on your
business objective.
2. Start with clearly
defined most wanted
action for each page.
3. Draw attention to one
action.

21. Relevance
It is essential that
you know your
users, and why they
visit your site.

23. Buyer personas are research-based archetypal
representations of whom buyers are, what they
are trying to accomplish, what goals drive their
behavior, how they think, how they buy, and
why they make buying decisions.
Tony Zambito

24. Profiling vs Buyer Personas

25. The Persona Advantage
Personas clearly define
target customer(s) and
lets you better tailor your
messages to people you
want to buy.

26. Website Effectiveness

27. Most Important Factor
VISITORS NEED
QUICK ANSWERS

28. ● Scanning text is very common for
higher-literacy users.
● We read approximately 28% of
words on a webpage.
● Content needs to be skimmable.
Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer: "Not Quite the Average: An Empirical Study of Web Use,"
Page Scanning

29. Link Building Goal
To create and
promote content
you think your
target audience
would like to share.

30. Your About Page

31. Step 1. Quick Intro
Start with telling people what
you do.
Step 2. Your Mission
A good mission energizes or
makes people smile.
Step 3. Credibility
Specific details demonstrate
your knowledge and
expertise.
Your life story, achievements,
and accomplishments bolster
your credibility but they’re not
first thoughts on visitors’ minds.

32. Call to Action: CTA

33. You know you need a website to
communicate your brand and
services.
Did you know once people land
on your page you have the
ability to direct their actions?

34. A CTA’s main
purpose
is to get a visitor to
do something.

35. CTA Analytics

36. Responsive Design

37. Responsive Web Design

38. Responsive web design is
recommended by Google.
It allows one website to
provide a great user-
experience across many
devices and screen sizes,
and it also makes managing
your SEO strategy easier.

39. Responsive Web Design

40. A/B Testing

41. A/B testing is a
simple way for you
to test changes to
your page against
the current design
and determine
which ones
produce positive
results.

42. Search Engine Optimization: SEO

43. Search Engine Optimization
SEO consists of placing your
most important keywords within
content elements of actual
pages.
[Headlines, sub-headlines, body
content, image tags, links.]

44. How Search Engines Work

45. Broad vs Long-tail Keyword Search
Your website content should include searchable phrases. Long-tail
keywords are specific keyword phrases that visitors are more likely to use
when they’re closer to a point-of-purchase.

46. Google Determines Two Key Factors
1. Low visual
complexity
(simpler, better)
2. High
prototypicality (how
design looks for a certain
category)

47. Internal Linking

48. Internal Linking
Internal links are links that go
from one page on a domain
to a different page on same
domain, commonly used in
main navigation.

49. Why Internal Links Are Important
A search engine’s ultimate goal is to
surface the very best few pages about a
topic on the web.
Internal links are like voting for yourself
and also letting search engines know
about your site.

50. Linking to content within your site is a
great indicator that your site has value.
Internal links help you to rank for certain
keywords and helps you distribute “link
equity” across the your site.

51. Leverage
If there’s a page on your website you
care about most and has value to
you, think about how you can explain
that value to a search engine. It’s
looking at how many links on your
website link to that page.

52. Keyword Optimization
● Use a Primary Keyword for each
page.
● Each web page needs to stand on
its own topic.
● Keyword in headline + sub-
headline gives
● greater weight to search engines.
● Quality content should produce
meaningful interactions.

53. Blogging and Internal Linking
1. A blog regularly creates new content for
your website, attracts new visitors and most
importantly, attracts links.
2. When people share your post with others, it
gets shared in link format,
3. Linking is the word-of-mouth of the internet.

54. Google Analytics

55. Why Use Google Analytics
Discover
● Where site visitors come from
● What pages they visit
● How long they stay
● What they buy
● What makes them give up
● How often they return

56. Remember:
Your Website’s Only Purpose

57. Hubspot
Provide relevant content the CLIENT is seeking, and
discover what he or she is willing to give to get it.

58. The Ultimate Metric

59. Follow me!
Twitter @sheconsulting
Linkedin.com/in/sheconsulting
Pinterest.com/sheconsulting
Instagram.com/estaphotography
Facebook.com/esta.photography
www.sheconsulting.com
p: 732-807-5027
esta@sheconsulting.com
Thank you!