What Makes a Great Website?
-
Upload
commonsense-marketing -
Category
Business
-
view
280 -
download
1
description
Transcript of What Makes a Great Website?
Great Website Design
From Online Brochure
TO
Online Lead Machine
1 Great Content
2 Great Design
3 Great Functionality
Key Ingredients
1 Great Content• Attracts and holds
attention
• Establishes credibility
• Builds trust
• Inspires action
Key Ingredients
• HeadlinesWhat is the end-benefit you’re offering, in one short sentence.
• Sub-headlinesA specific explanation of what you do/offer, for whom, and why is it useful.
• Bullet pointsList the key benefits or features.
• Important Information Above the Fold
Great Content
Bad Content
Great Content
Example – Current Site
Example – Suggested Headlines
Great Headline“On the average, five times as many people read the headline as read the body copy. It follows that unless your headline sells your product, you have wasted 90 percent of your money. The headlines which work best are those which promise the reader a benefit.”- David Ogilvy, ad guru
Great ContentUse Emotional Headlines• Fear
• Pride and Envy
• Guilt
• Love
• Satisfaction
• Greed
FEAR
Faulty wiring accounts for 33% of residential
electrical fires
We make sure your family is safe
Great ContentUse Emotional Headlines• Fear
• Pride and Envy
• Guilt
• Love
• Satisfaction
• Greed
PRIDE
Imagine Having Your Own Travel Agent
Available 24/7?
I’ll book the best deals & sort out your travel issues for no extra cost
Great ContentUse Emotional Headlines• Fear
• Pride and Envy
• Guilt
• Love
• Satisfaction
• Greed
GUILT
Too Busy to Do the Invoicing and
Bookkeeping On Time?
We’ll do it for you, lodge everything on time and improve
your cashflow
Great ContentUse Emotional Headlines• Fear
• Pride and Envy
• Guilt
• Love
• Satisfaction
• Greed
LOVE
Give Her The House of Her DreamsWe’ll renovate or extend your
house with care and no stress and no mess
Great ContentUse Emotional Headlines• Fear
• Pride and Envy
• Guilt
• Love
• Satisfaction
• Greed
SATISFACTION
Get the Most Advanced and Cheapest Phone
System NowLatest technology without the
latest big prices
Great ContentUse Emotional Headlines• Fear
• Pride and Envy
• Guilt
• Love
• Satisfaction
• Greed
GREED
How to Get More For
Your PropertyOur Clients’ homes sell for up to 15% more than similar local
properties
Call To Action• Only 1 per page
• Not confusing
• Test, test, test
Great Content
Great Content – Call to Action
137.5% better optin rate
Great Content – Call to Action
Adding social integration increased conversion rate by a further 70%. Sales increased by 22%
Great Content – Call to Action
Red converted 21% better
Great Content – Call to Action
Marketing Funnel• Give information and Value
• Use simple form
• Don’t use “SUBMIT” on button
Great Content
Great Content – Marketing Funnel Optin Examples
40% increase
Great Content – Marketing Funnel Optin Split Test
Social Proof• GOOD Testimonials
• Case Studies
• Before and After
• Ratings
• Social Media “Likes”
Great Content
• Easy on the eye
• Important info “above the fold”
• Leads people where you want them to go
Great Design
• Don’t use white text on black
Great Design
• Don’t use all capitals
Great Design
• Forget fancy fonts and too many colours
Great Design
• Ensure important info is above the fold
Great Design
What does this company do? Who would know . . .
• Easy to navigate
• Quick to load
• Responsive (displays on tablets and phones properly)
• W3C compliant
Great Functionality
Great Functionality• Plan navigation
• Use it horizontally at top
• Also on the left
• Bottom nav improves SEO
Great FunctionalityResponsive
Summary of Key IngredientsGreat Content1. Focus on customer Needs
2. Use Benefit Laden headlines
3. Use Sub Heads, images and bullet points to break up text
4. Add fresh content regularly
5. Capture website visitor info with free offer
6. Have strong call to action
Great Design1. Make it easy to read
2. Leads people on journey
3. Important info “above the fold”
Great Functionality4. Make navigation easy
and logical
5. Quick to load
6. Optimised Images
7. Responsive design
8. W3C compliant
Get a Website That Works Hard For You
1300 554 495
For a FREE confidential critique of your website – Valued at $97