Improve your website in three simple steps

1. Websites
Improve your website in
three simple steps

2. 1. Focus on the result

3. Think
about
your
website
as
a
black
box

4. Inputs & Outputs
Visitors
(in) Leads
(out)

5. Track visitors over :me (in)
Track “goals” over :me (out)
“Goal
Tracking”
is
part
of
Google
Analy?cs

6. 2. Write about the
problems you solve

7. Focus on the right keywords…
What
people
Mismatch
want
&
What
you
search
do
for
for
customers

8. Google makes it easy

9. Google makes it easy

10. Focus on the right keywords…
What
people
What
you
want
&
do
for
search
customers
for

11. Inputs & Outputs
Visitors
(in)
Leads
(out)
KISS
-­‐ Simple
metrics
are
best

12. Align what you say with what people
want…
Visitors x Conversion Rate = Leads
1000
x
1%
=
10
1500
x
1%
=
15
1500 x 2.5% = 38

13. Track visitors (blue
=
search
engines)
Track “goals” over :me (orange
=
all)
Determine
where
the
goal
genera?ng
visitors
came
from

14. 3. Don’t waste your
visitor’s :me

15. Avoid classic mistakes
• Heading
=
“Welcome”
–
lost
opportunity
• No
phone
number
• No
call
to
ac?on
• A
lone
phone
number,
what
will
happen?
• Lack
of
trust
– Where,
are
you
based?
– When,
will
you
call
me
back?

16. Improve your website
1. Focus
on
the
result
2. Write
about
the
problems
you
solve
3. Don’t
waste
your
visitor’s
?me