What makes a great website?

50 Shades of Selling

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50 Shades of Selling

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• Sales

• Orders

• Enquiries

• Phone Calls

• Email Contact

• Downloads

• Subscriptions

• Surveys

• Video Viewings

Website Goals

50 Shades of Selling

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Typical Issues

50 Shades of Selling

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50 Shades of Selling

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Is your site ready?

Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling & relevant content?

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A –

I –

D –

A –

Grab the ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

Does it tell the right story?

50 Shades of Selling

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50 Shades of Selling

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Writing great content for the web

• Think about the message you want to convey

• List the features that you want to include

• Convert those features in to benefits

• Write the content

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Writing great content for the web

• Read out-loud

• Edit

• Incorporate your keywords for SEO

• Cut the word count in half

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Ernest Hemingway’s Top 5 Tips for Writing Well

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Always use short sentences

Rule No. 1

50 Shades of Selling

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Use short 1st paragraphs

Rule No. 2

50 Shades of Selling

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Use vigorous English

Rule No. 3

50 Shades of Selling

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“Vigorous English is muscular, forceful. Vigorous English

comes from passion, focus and intention.

It’s the difference between putting in a good effort and

TRYING to move a boulder… and actually sweating, grunting,

straining your muscles to the point of exhaustion… and

MOVING the freaking thing!”

David Garfinkel

50 Shades of Selling

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Be positive, not negative

Rule No. 4

50 Shades of Selling

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Only use the gold

Rule No. 5

50 Shades of Selling

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“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.

“I try to put the shit in the wastebasket.”

50 Shades of Selling

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Writing great content for the web

• Make it readable for your target audience

• Target Reading Age – 12-13 yrs old

• Use tests to assess readability

Flesch Kincaid

Gunning Fog

SMOG Index

Coleman Liau Index

Automated Readability Index

Words of Caution - They may not be who you think they are

50 Shades of Selling

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www.read-able.com

50 Shades of Selling

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50 Shades of Selling

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50 Shades of Selling

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Measuring Performance

50 Shades of Selling

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• How many visitors does your site attract?

• What do they do whilst they are there

– How many pages do they look at?

– How long do they spend on the site?

– How does this compare against the targets set for the site?

– How many conversions occur?• Sales

• Email contact

• Subscription

• Calls

50 Shades of Selling

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Google Analytics

50 Shades of Selling

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Traffic Sources

50 Shades of Selling

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Webmaster – www.google.com/webmaster

50 Shades of Selling

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Where does it

come from?

• Search Engine Optimisation

• Pay per Click

• Social Mediao LinkedIn

o Facebook

o Twitter

o Pinterest

o Vine

o Instagram

• Email Marketing

• Direct Marketing

• Signage

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Where does it

come from?

• SMS

• Networking

• Advertising

• PR

• Viral Marketing

• Phone Apps

• Augmented Reality

• Location based marketing

• Blogs

• Video Marketing

• Trade shows and public fairs

50 Shades of Selling

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How can I help?

• Website design – new and refurb

• Understanding Google Analytics

• Search Engine Optimisation

• Pay per click campaign set-up & management

• Email Marketing

• Video Marketing

• Location based marketing

• Social Media

• Facebook

• Linkedin

• Twitter

50 Shades of Selling

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Find mewww.enterprise-oms.co.uk

andy@enterprise-oms.co.uk

Follow me Twitter @andypoulton

Linkedin AndyPoulton

Phone me01793 23 80 20

07966 547 146