7 Must-Have Elements of Every Highly Effective WebsiteJohn JantschDuct Tape Marketing
The greatest change in marketing is the way people buy
It’s the way people use websites that’s driving the need to evolve how
we think about them
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https://flickr.com/photo/100361175@N08/12177169993/
77% of a typical purchase decision is made before a customer talks to a supplier.
Source: CEB
63% of those surveyed claimed that the experience itself was one of the greatest contributing factors in continued loyalty to the brand.
Source: CEB
Marketing today is less about creating demand and more about
organizing behavior
The Marketing Hourglass
• Website, ads, referrals, networking, media mentionsKnow
• Message, blog content, social media, podcast, articles, toolsLike
• SEO, webinars, marketing materials, eBooks, partners, technology useTrust
• Workshops, evaluations, demo, DIY training, starter versionTry
• Service team, new customer kit, orientation process, surprisesBuy
• Post project review, cross selling, customer eventsRepeat• Champion events, partner intros, peer2peer
roundtablesRefer
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Get found Build trust Educate Inform Nurture Convert
Your website is the hub of marketing
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It’s not a design challenge
It’s a strategy issue
Website structure
SEOContent
Solve problems1
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Nobody wants what you sell – they want their problems solved – period.
We help contractors get paid faster
We help your students graduate on time
We make tuition more affordable
Trust signals2
Social proof3
SEO Content4
Video5
Calls to action6
Target client
Ideal client7
https://different.com.au/
Bonus
Thank you!