Your website should be a lead generating machine, and this session teaches you all the fundamentals you need to maximize lead generation from your site and minimize lost and wasted leads. PostcardMania's Joy Gendusa joins us for another powerful Small Business Marketing 101 webcast. Plus, attendees will come away with a few lesser-known tricks to improve conversion even more! Attend this session to learn: - The importance of your website in your overall marketing strategy - 8 things every GREAT website MUST include - 6 vital things that your website development team MUST be able to do - Website critiques — by Joy!

2. Lora Ullerich
Digital Media Specialist
Lora.Ullerich@coleinformation.com
Session Framework
Joy Gendusa
Founder & CEO
PostcardMania
www.postcardmania.com

3. Then and Now
Cole Directory
•Published in 1947
•“Blue Book”
•Crisscross directory of addresses
and phone numbers
Invaluable information for:
•Telemarketers
•Debt collectors
•Law enforcement
Today, web-based lead generation for business

5. Features:
• Webcasts
• Playbook
download
• Articles
• Buddy’s Blog
• Resources

6. Features:
• Webcasts
• Playbook
download
• Articles
• Buddy’s Blog
• Resources

8. 1998: JOY & A FEW STAFF NOW: 200+ EMPLOYEES
BACK IN THE DAY

9. 1998 NOW
DIRECT MAIL PROMO

10. Importance of a
good website.
Prospects
Prospects
Who Become
Customers
Prospects
Who
Leave
Without
Buying
95% of interested
prospects will visit
your website before
contacting you.

11. Importance of IMMEDIATE follow-up.

12. Good Website:
Interest and trust in you instantly increases.

13. Bad Website:
Interest and trust in you instantly decreases.

14. What feeling does
your website give
visitors?
Spa - Relaxing

15. What feeling does
your website give
visitors?
Dental - Fun,
kid-friendly,
eases anxiety

16. What feeling does
your website give
visitors?
Lawyer – Trust,
credibility,
professionalism

17. 8 Things
Every GREAT Website MUST
Include

18. 1. Are the colors and
graphics inviting and
make the visitor want
to stay and read
more?

19. 2. Is there a way to
capture the visitor’s
identity?

20. 3. Is there contact
info on every
page?

21. 4. Are there
pictures of
your product or
service?

22. 5. An about us
page, pictures
of the staff and
owner.

23. 6. Ratings,
reviews,
testimonials.

24. 7. Video
content is
a must.

25. 8. Blogging keeps
visitors coming
back and helps
increase search
engine rankings.

26. Companies that increase blogging from 3-5 times a month
to 6-8 times a month almost double their leads.
Companies with over 200 blog articles generate more than
5 times the leads than those with 10 or fewer.
The average company will see a 45% growth in traffic when
increasing total number of blog articles from 11-20 to 21-
50 articles.
www.blog.hubspot.com/blog/tabid/6307/bid/33742/12-revealing-charts-to-help-you-benchmark-your-business-blogging-performance-new-data.aspx

27. Split-Test New Ideas
35% Abandon Rate 27% Abandon Rate

28. Split-Test New Ideas
0.27% Conversion Rate 1.08% Conversion Rate
400%
INCREASE

29. 6 Vital Hats of a Website
Development Company

30. 1. Design and
aesthetic aspect
• Appropriate colors
• Professional, ideally
non-stock photos
• Familiarity, Logo

31. 2. Marketing
Aspect
• Turning visitors into
leads
• Building Trust
• Benefits vs Features

32. 3. SEO
(Search Engine
Optimization)
• Optimized Page Titles
• Site Organized Properly
• Ensure text is readable
by search engines

33. 4. Copywriting
Aspect
• Optimized for SEO
• Proofread, no Errors
• Conversational
• Benefits vs. Featuresc

34. 5. Programming
Aspect
• Tidy code
• Quick Load Time
• Cross Browser Tested

35. 6. Tracking your
site aspect
• What pages are visited
the most?
• Which pages cause most
visitors to leave the site?
• Which pages do visitors
spend the most time on?

36. Contact info on home page
Images that relate to their
service
Form on home page to collect
visitors’ contact info

37. Images that relate to
their service
E-newsletter sign-up
on home page
Links to video tour
and advice blog

38. Colors and graphics are
not inviting and do not
make the visitor want
to stay and read more
Can’t immediately tell
what they do or sell
No way capture the
visitors identity

39. No easily visible
contact information
No images of
products or services
No fill-in forms
Colors are
unappealing

40. Poorly programmed
No fill-out forms
Colors are
unappealing

41. Don't Make
Me Think
A common sense
approach to web
usability
-Steve Krug

42. Web Design
for ROI
Turning browsers into
buyers and prospects
into leads
-Lance Loveday
-Sandra Hiehaus

44. Template Sites
Start at $495 + $49/month
Custom Sites
Start at $1295

45. © 2012 PostCardMania, Inc. All Rights Reserved.
Quoted material by L. Ron Hubbard: © 1951,1958, 1961, 1965, 1967, 1974, 1975, 1977, 1979, 1984, 1990, 1991,
2001, 2007 L. Ron Hubbard Library. Grateful acknowledgment is made to L. Ron Hubbard Library for permission
to reproduce selections from the copyrighted works of L. Ron Hubbard. IA # 12051802