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THE
of Effective Websites
Art & Science
Meet Your Presenters
● Owner, Flourish Marketing
● Former Chef & Catering Company Owner
● 13+ Years of Marketing Experience
● StoryBrand Certified Guide
● 2021 WeddingPro Educator
● NACE Marketing and Technology Committee Chair
Aleya Harris, [email protected]
Meet Your PresentersThe ART & SCIENCE of an Effective Website
Meet Your Presenters
● Owner, Mountainside Media
● Former Director of Digital Marketing
● Former Director of Marketing, Aisle Society
● 13+ Years of Marketing Experience
● Planned and directed award-winning website rebuild
● NACE Marketing and Technology Committee Member
Christie Osborne
@mtnsidemediaco
The ART & SCIENCE of an Effective Website
WEBSITE GOALSThe true goal of your website,
no matter who you are.
(and how to track your goals)
CORE PAGESThe only two web pages you
absolutely need.
(and how to measure
engagement)
TIPS FOR EVERY PAGEElements every page on
your website should have.
(and how to find and fix
problems)
What We’ll Cover
Your Website’s Number One Goal
GOAL TRACKINGTYPES OF GOALS
● Destination: Easy!
● Events: Intermediate
● Events + First Party Cookie: Advanced!
SETTING UP A DESTINATION GOAL
DESTINATION GOAL: Pro Tip
HOME PAGE INQUIRY PAGE
H O M E P A G E M U S T S
Use Words to Drive
ConversionsPain & Pleasure
Relevant Credibility
Services
Plan
Call to Action
E N G A G E M E N T
Tracking Behavior On the HomepageBehavior can tell you a
lot about where in the
WPJ web visitors are
E X A M P L E
Are People Really
Interested?Time on Page
Second Click
Scroll Tracking
Crafting an Inquiry Page that Converts
A company is an association or collection of individuals,
whether natural persons, legal persons, or a mixture of
both. Company members share a common purpose and
unite in order to focus their various talents and organize
their collectively available skills or
A company is an association or collection of individuals,
whether natural persons, legal persons, or a mixture of
both. Company members share a common purpose and
unite in order to focus their various talents and organize
their collectively available skills or
A company is an association or collection of individuals,
whether natural persons, legal persons, or a mixture of
both. Company members share a common purpose and
unite in order to focus their various talents and organize
their collectively available skills or
A company is an association or collection of individuals,
whether natural persons, legal persons, or a mixture of
both. Company members share a common purpose and
unite in order to focus their various talents and organize
their collectively available skills or
Here’s What We Offer
An affordable suit that fits perfectly
straight out of the box.
Here’s How You’ll Be Transformed
Look great in photos without having
to stand for hours in a store
Here’s What to Do Next
Schedule an appointment
Thank you and Next Steps
Continue to sell and be of service.
Get them excited and comfortable
about working with you.
M E A S U R E
Tracking & Optimizing
● Conversion Goals in Analytics
● Google Optimize
Use These Techniques on Every Page of Your Website
BE CUSTOMER-CENTRICIt’s not about you.
You are the guide, not the hero.
ASK FOR THE SALEClosed mouths don’t get fed.
USE LESS WORDSThis is not your chance to
be Tolstoy.
SIMPLE LANGUAGEBe clear, not cute.
GRUNT TESTWhat do you offer?
How will it make my life better?
How do I buy?
B O T T O M L I N E
Your Website Should Make You MoneyIf you can’t show that you are an authority, solve problems,
and empathize, you won’t make money. Measure what
matters and adjust based on data.
Finding and Fixing Problems with Analytics
Lack of Engagement
K.I.S.S.Keep It Simple… Always
Use headlinesHeadlines break up
concepts. Should be able
to only read headlines and
understand what the page
is about and what to do
next
ClearClear not clever wins
Use ImagesImages also help break
up content and help to
reinforce concepts
F I X I N G P R O B L E M S
PROJECT TITLEEntrepreneurial
activities differ
substantially
Low ConversionsGive them a good reason to click
Make sure the scent matches
F I X I N G P R O B L E M S
Segmenting Visitors
DemographicsAge and Gender
GeographyYour city / feeder city
F I X I N G P R O B L E M S
F R E E
Highly-Converting Website ChecklistYour website should be one of your most important marketing assets. It should tell a clear and compelling story about your business.
Get the FREE Highly-Converting Website Checklist PDF to help you understand if your website is helping or hurting your business.
WWW.FLOURISHMARKETING.CO/CHECKLIST
5 Key Google Analytics ReportsEvery Event Pro Should Know (with video tutorials)
mountainsidemedia.com/go/NACE21/
F R E E
Stay in Touch
Flourish Marketing
www.flourishmarketing.co
@aleyaharris
Mountainside Media
www.mountainsidemedia.com
@mtnsidemediaco
Aleya Harris, CPCE Christie Osborne
The ART & SCIENCE of an Effective Website
