1 © 2015 Amanda Calhoun. All rights reserved.

HOW TO SCORE YOUR WEBSITE FOR SUCCESS

Why is a good website important?

Long landing pages can generate up to

220% more leads than above the fold call-to-action

94% of website user’s first impressions are design-related above the fold call-to-action

Including a pain point in a headline increased conversions

by 31%

Changing a CTA from a generic (see plans and pricing) to a stronger CTA (get started today) increased conversions by 252%

Benefits, social proof and credibility indicators led to a 144% improvement on landing pages

96% of visitors that come to your website are not ready to buy

77% of buyers want different content at each stage of the product research process

What goes into a good website?

The Website Scoring Methodology

MESSAGING CONTENT

DESIGN*

The Website Scoring Methodology

CONTENT

DESIGN*

Value proposition/ messaging front and center

Clear and concise storyline focused on user

Strong, visible call to action (Download Now, Watch now)

The Website Scoring Methodology

MESSAGING

DESIGN*

Content is visual and scan-able

Content is in multiple formats and includes gated/ungated assets

Content includes case studies/ testimonials

The Website Scoring Methodology

MESSAGING CONTENT

*Clean, visual, responsive, adaptive page design

Messaging and CTA above the fold

Easily navigable with social sharing functionality

Going In-Depth

*

Prescriptive User Focus

Use one storyline to take users from attract to convert focused on:• Attract: user pain/problem• Engage: overall solutions to pain• Convert: Your solution to the pain

Value PropUse one front and center message and value proposition that:• Highlights user problems• Matches to the storyline

Clear, VisibleCTA

Use a clear, visible call to action that matches where the user is in buying journeyM

ESSA

GIN

G

Clear, Concise Storyline

Focus on one storyline:• Highlights user problems• Drives users down the purchase funnel

Going In-Depth

*

Multi-FormatContent

Use content that connects to the storyline: • Across buying stages• In multiple formats (infographics, videos, best practices, how tos,

comparison guides, etc.)

CON

TEN

T

Gated / UngatedAssets

Provide gated or ungated assets based upon: • Where the user is in the buying journey• Whether or not the content is “registration-worthy”

Case Studies/ Testimonials

Provide case studies and testimonials to show:• How you would resolve the users problems/pains• The companies you work with• Highlight your expertise in the space

18© 2016 Amanda Calhoun. All rights reserved.

Going In-Depth

*

ResponsiveDesign

Optimize your responsive design to keep the mobile user in mind• Think about what appears on the screen• Update copy and ensure CTA is visible

DESI

GN

High ImpactVisuals Use high impact, non-generic visuals to grab the user’s attention

Clean,Scan-ableNavigation

Ensure your site is:• Clean (uses page space well)• Easily scan-able and navigable

Above the fold Messaging + CTA

Ensure your user-focused messaging and CTA are above the fold to:• Clearly inform users what actions you want them to take• Grab user attention without the need to scroll

Social SharingEnable users to share your website and content socially. This will improve:• Social SOV• SEO results

So how does your site stack up?

20 © 2015 Amanda Calhoun. All rights reserved.

Reach out to discuss your unique needs today!