1
@StoneyDStoney G deGeyter
STAND OUT FROM THE CROWD
HOW TO MAKE YOUR WEBSITE AMAZINGLY, INCREDIBLY, AND EXTRAORDINARILY
UNFORGETTABLE
2
@StoneyDStoney G deGeyter
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
The challenges of building a web presence
“Every two days, we create as much information as we did since the dawn of time to 2003.”--Eric Schmidt, TechCrunch, Aug. 2010
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Web users lack focus and intentTHE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
… and are highly distractible
Squirrel
THE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Everyone is fighting for attentionTHE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Just any ordinary site won’t doTHE WEB IS A BUSY PLACE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Create an extraordinary websiteTHE WEB IS A BUSY PLACE
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@StoneyDStoney G deGeyter
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Becoming unforgettable means…
When someone thinks about the products, services or information you offer…
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
…they think of you first!
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Provide something visitors can’t get anywhere else
Unique niche
Interesting approach
Compelling
experience
Valuable content
HOW TO BECOME EXTRAORDINARILY UNFORGETTABLE
12
@StoneyDStoney G deGeyter
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Create a unique value propositionFOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Don’t try to be all things to all people
FOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Find a void and fill itFOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Find a problem and solve itFOCUS ON A UNIQUE NICHE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Find a want and deliver itFOCUS ON A UNIQUE NICHE
18
@StoneyDStoney G deGeyter
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Find your voiceDEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Humorous Whimsical Serious Snarky
Down to earth Thoughtful Brutally honest Flowery
What is yours?DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
How would you rewrite this content…
We offer a wide selection of long-lasting batteries designed to deliver enough power to start any vehicle in any weather condition. We sell durable batteries you can trust.
Humorous
Serious
Whimsical
Snarky
Flowery
Thoughtful
Brutally honest
Down to earth
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Humorous
Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. Your escape from the in-law's is guaranteed every season of year.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Whimsical
You want a durable, long-lasting battery? Yeah, we got that. There is no natural force in the world that'll keep our batteries from doing their job. When you need power, we deliver.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Serious
Our car batteries are durable, long-lasting and deliver enough power to start any vehicle in the harshest winter environment. You're guaranteed to get power to your vehicle when you need it most.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Snarky
When headed to the in-law's you want to be equipped with one of the most powerful car batteries money can buy. Come hell or high water, you're getting out of there alive!
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Down to earth
We don’t compete on price, we compete on quality. Our batteries deliver the juice to start any vehicle even in the harshest winter environment. Can you really put a price on that kind of reliability?
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Thoughtful
Let's face it, batteries fail at the worst possible time, in the worst possible place. We've built reliability into all our car batteries so they deliver the power you need when you need it most to get you where you want to be.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Brutally honest
Your boss is a jerk, your wife a nag and your friends are idiots. You need an escape. Where you go is up to you, how you get there is up to us. Our car batteries will start any vehicle any time any where. We're ready to go when you are.
DEVISE AN INTERESTING APPROACH
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Flowery
Our car batteries are designed to withstand whatever forces of nature that heaven above (or you know who below) can throw at it. When you turn that key, you're vehicle will roar to life without so much as a cough or sputter.
DEVISE AN INTERESTING APPROACH
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@StoneyDStoney G deGeyter
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Spectacular on-site experience (usability)
CREATE A COMPELLING EXPERIENCE
This
NotThis
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Intuitive navigationCREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Don’t make visitors hunt for information
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Easy to achieve goalsCREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Clear path to conversionsCREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Find ways to delight your visitorsUnlimited customer support
Hassle-free returns
Proprietary products
Free shipping
More experts available
CREATE A COMPELLING EXPERIENCE
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Build trust through excellenceCREATE A COMPELLING EXPERIENCE
Return calls and emails
Secure information
Be open & honest
Customersfirst
Exceed expectations
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@StoneyDStoney G deGeyter
PUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Expert knowledgePUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Strategic advicePUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Product information & specsPUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Product comparisonsPUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Customer reviewsPUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Tips and tutorialsPUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Company background and missionPUBLISH VALUABLE CONTENT
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
How to videosPUBLISH VALUABLE CONTENT
47
@StoneyDStoney G deGeyter
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
They earn top search engine rankings
WHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
They bring in targeted trafficWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Improved conversion ratesWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Increased ROIWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Word of mouthWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Customer loyaltyWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Repeat customersWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
STAND OUT FROM THE CROWD: MAKE YOUR WEBSITE UNFORGETTABLE
@PolePositionMkg #PPMedu
Stand out in a sea of thousandsWHY EXTRAORDINARY WEBSITES WIN EVERY TIME
Thank You! @StoneyDStoney G deGeyter
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