Website Best Practices: How to Effectively Tell Your Story Online

Mark Polson Bio

"We're here to put a dent in the universe."Steve Jobs

High Conversion

Low

Tra

�c

Hig

h Tr

a�c

Low Conversion

Current

Opportunity

Why?

Persona Matrix

Goal

Bachelors Med - High Med - High All

9% 1%Goal90%

Goal

35-6535-65

50%50%

EducationIncome Level

Web Savvy

Description:

GenderAge Range(s)35-5535-55

60%40%

FM

35-5535-55

60%40%

FM

FM

GenderAge Range(s)

EducationIncome Level

Web Savvy

Description:

GenderAge Range(s)

Bachelors Med - HighEducationIncome Level

Web Savvy

Description:

How will they �nd you?

Page Funnels

Desired Action(s)

How will they �nd you?

Desired Action(s)

How will they �nd you?

Desired Action(s)

Marketing Person Analyst Owner

CallBrand awarenessName ReconitionUp on things

About TestimonialsProcessContact

Page FunnelsEducation Pages

Page FunnelsAboutServicesContact

CallBrand awareness

CallUp on things

Direct SalesWeb SiteTradeshowsWOM

Direct SalesTradeshows

Direct SalesWeb Site

What challenges do you face?

What are your goals and objectives?

What does your company do?

How do people �nd you?

What keywords would be used?

How do people connect toyour business?

Company Pro�le

ZZ Google search of “eye tracking”

http://birdsallinteractive.com/grab-your-users-eye-website-usability/

About

Logo

Logo About How it works Services Press Contact

Credibility

Where am I

Echo CrediblityHow it works

Call to Action

ServicesPress

Contact

3-5 links

Navigation Funnel

CTA

CTA

Logo About How it works Services Press Contact

Depends

Depends

Depends

Depends

CTA

CTA

Supporting Message & CTA

Types of Users

Apple Design Apple Design

Apple Design Analyzer

ZZ

F/Z & Very simple message

Methodology

Wireframe > Design > Write Content > Review/Revise > Go Live > Improve

Wireframe > Write Content > Design > Review/Revise > Go Live > Improve

Current Model:

New Model:

“In the moment when I truly understand my (customer), understand him well enough to (convert) him, then in that very moment I also love him. I think it’s impos-sible to really understand somebody, what they want, what they believe, and not love them the way they love themselves. And then, in that very moment when I love them.... I (win their business).” ― Orson Scott Card, Ender's Game`

Questions

Thanks.