Ultimate Website Cheat Sheet Attract, connect, and convert double or moreleads in under an hour of work on your site!
!
Ultimate Website Cheat Sheet
Welcome! Congratulations on making the smart decision to download this free cheat sheet & training video! You clearly want to make the most of your time marketing your business
online, and I want to help you do that.
Consider this a “tough love” letter to help you reach your goals.
I meet with a lot of entrepreneurs and have looked at too may websites to count. I see so
many mistakes biz owners are making that would be simple to fix and give them much
better results. This cheat sheet will show you what goes into a site that converts! I challenge you to take action and implement the suggestions I have given you! For most
people, these changes should take you about an hour of work on your site and give you
double or more the leads you get from the same amount of traffic.
Let’s whip your website into shape so you can make more money, help more people, and
spend more time doing what you love. Are you ready to uncover and highlight your web-
site’s hidden potential?
Let's get started!
Heather C. Stephens Website Designer & Marketing Strategist wise-owl-marketing.com • [email protected]
© 2017 Wise Owl Marketing !2
!
Ultimate Website Cheat Sheet
Table of Contents:
Homepage Navigation & Header: 4
Hero Call to Action: 5
Body: 6
Services & Testimonials: 7
Case Study & Optional Lightbox Popup: 8
Your Story: 9
Lead Magnet: 10
Featured In & Live Chat: 11
Footer: 12
Take Action Now! 13
What’s next… 15
© 2017 Wise Owl Marketing !3
!
Ultimate Website Cheat Sheet
Homepage Navigation & Header: Lay out your header and menu so it’s stone-cold simple for visitors to recognize your
brand, figure out how to contact you, or where to click to find what they’re after.
Use direct, simple to understand language. Don’t get “cutesy” with your navigation menu
labels or you’ll end up confusing your visitors. Make sure your phone number can be
clicked to dial on a mobile device, or you have a contact button that will take them to a
form to request more information.
1. Professional Logo
2. Hello bar with free offer (add your lead magnet to the top of all your pages so it’s always above the fold and visible when someone lands on your site.)
3. Clickable phone number at top of the site
4. Social follow buttons at top of site
5. Simple effective navigation
© 2017 Wise Owl Marketing !4
1
2
3
!
Ultimate Website Cheat Sheet
Hero Call to Action: Grab their attention with a great photo and strong call to action that tells them who you work
with and what you help them achieve.
1. Professional photo (try to steer clear of stock photography)
2. Clear & unique value proposition (We help (your ideal client) achieve (what they want most).
3. Keyword rich heading copy (Check google suggest and/or the Google Adwords Keyword Planner)
4. Call to action (CTA) above the fold (Using 1st person in the CTA can help to increase conversions. Examples: “Reserve my spot” or “Yes, send it to me!” Including the word “free” also works well. Examples: “Free instant access” or “Free trial.”
5. Can visitors answer 2 questions without having to scroll down the below the fold: “Am I in the right place” and “Is this what I’m looking for?”
© 2017 Wise Owl Marketing !5
1
3
2
4
6
!
Ultimate Website Cheat Sheet
Body: The goal of this section is to have your visitors feel like you’re speaking their language and
reading their minds; you know where they are and how to help them get where they want to
go.
1. Compelling Headline (Include at least one keyword and use an H1, H2, H3, etc. tags to tell the search engines what the page is about.)
2. Keyword rich body copy (300+ words of benefit driven, keyword rich copy that tells the search engines what your page is about.)
3. Some form of happiness guarantee or promo like free delivery, refund policy, etc.
4. Links to internal pages of site (SEO benefit)
5. Secondary call to action (Never leave your visitors wondering what to do next. Add a CTA in each section.)
© 2017 Wise Owl Marketing !6
1
2
3
4
5
!
Ultimate Website Cheat Sheet
Services & Testimonials: What are the main services you offer? Spin your language to talk about the benefit to your cus-
tomer instead of talking about yourself.
Let your raving fans to your selling for you! Ask your happy clients for their testimonials, results, and feedback on your services that you can share on your website.
1. Keyword rich services listed with benefit driven copy. (Talk about what your “your” instead of “we” and “I”.)
2. Do you have your hidden tracking codes installed like your Facebook Pixel, Google Analytics, etc?
3. Testimonials build trust and credibility. Be sure to include testimonials that show measurable results and overcome potential objections your visitors may have
4. Value-driven call to action
© 2017 Wise Owl Marketing !7
1
2
3
4
!
Ultimate Website Cheat Sheet
Case Study & Optional Lightbox Popup: Show the results you help your clients achieve with some powerful case studies or a peek
at your portfolio. When you say stuff about yourself it’s marketing fluff, when someone
else says it about it, it carries some weight.
If you want to ramp up your list building add a popup opt-in form that is delayed until
someone scrolls down a certain distance on the page. Exit popups work as well, showing
up when someone goes to click to another tab or close the page.
1. Highlight a case study showing the transformational results you helped a client achieve or show a peek at your portfolio with a link to read more.
2. As much as we all dislike them, conversion studies show pretty consistent results with popups. Test it though, because while it may help with conversion it may affect SEO.
© 2017 Wise Owl Marketing !8
2
1
!
Ultimate Website Cheat Sheet
Your Story: Visitors want to know who they’re going to be working with. Use this area to tell them your
story, and your mission. Even though this is a section about you, remember to keep the in mind
what’s in it for them. How will your knowledge and experience benefit them?
1. Use this area to build your personal brand.
2. Include a professional photo of yourself.
3. Remember to alt tag all your images with to help with SEO
4. Tell your story & your mission or why
5. Be relatable and explain how you saw a problem and set out to solve it
6. Include a secondary call to action to work with you, learn more about you, or schedule an appointment with you.
© 2017 Wise Owl Marketing !9
1
2
3
4
5
6
!
Ultimate Website Cheat Sheet
Lead Magnet: Think about the system you take your clients through. Now pick the juiciest step of that
system - the step that your clients feel is the biggest problem. Now solve it with your lead
magnet. Overdeliver here without overwhelming your new subscribers. Make sure your
lead magnet is quick to consume and offers tremendous value.
1. Attention grabbing headline
2. 3 key benefits bullet points (remember benefits not features!)
3. Simple opt in form with Name and Email only. (The more fields you ask
them to fill in the fewer people will opt in.)
4. Call to action should be benefit driven
5. Eye-catching photo or visual of your lead magnet.
© 2017 Wise Owl Marketing !10
1
2
3
5
4
!
Ultimate Website Cheat Sheet
Featured In & Live Chat: Build credibility and social proof by showing logos of well known sites and organizations you’ve
written or spoken for. Logos of widely known clients you’ve served, or even credentials you’ve
earned.
Offering a live chat can help increase conversion as well. Check out Click Desk or Pure Chat for
low cost options.
1. Add “featured in” logos, organization/certification logos, or logos of clients/business-
es you’ve worked with to add credibility.
2. Adding a Live Chat feature on your site to answer questions and increase your leads
even more.
© 2017 Wise Owl Marketing !11
1
2
!
Ultimate Website Cheat Sheet
Footer: Set footer navigation to show on most pages of your site for better usability. Include your
contact form and location/hours if you have a brick and mortar office. Remember, you do not want to include your full footer on your Opt-In landing pages.
Keep those streamlined to one purpose (opting in) so visitors don't get distracted and
click around.
1. Secondary Navigation
2. Name, Address, Phone, Hours, Map (Helps your visitors & SEO!)
3. Copyright information
4. Quick contact form or quote request
5. Legal information: Privacy, Terms, Disclosures, etc.
© 2017 Wise Owl Marketing !12
1
2
3
1
2
!
Ultimate Website Cheat SheetTake Action Now!
What would it be to get up to three times the number of leads you currently get now? Websites
are living, breathing things which need to be nourished consistently or they die. Most of these
changes can be completed in well under an hour. Schedule a regular time each week to imple-
ment these changes today, and start seeing results tomorrow!
© 2017 Wise Owl Marketing !13
KNOW YOUR GOALS BUILD TRUST & AUTHORITY
Determine primary and secondary goals
What action do you want visitors to
take?
Primary CTA in a contrasting color
Speak to one audience
Clear visual customer journey so they
know what to do next.
Testimonials / Reviews
Case Studies / Success Stories
Partnerships or Featured In Logos
Guarantee
Blog / Vlog
Professional Photos (Not Stock Photos)
Intro video (ideally you personally)
BEAUTIFUL BRANDING BE COMPELLING
Professional Logo
Strong brand messaging
Great-looking design aesthetics
Tell your story, why & mission
Build your personal brand into your
business
Have a clear unique value proposition
Benefit driven sales copy
Strong headlines with clear calls to action
Talk about how you solve problems
!
Ultimate Website Cheat Sheet
© 2017 Wise Owl Marketing !14
BE SEARCH FRIENDLY LEAD CAPTURE POINTS
Use keywords in the right places
Keywords in title tags, meta description,
and H1, H2 headings, image Alt tags
Have 300-500 words of keyword rich
copy
Have your name, address, and phone
(map)
Mobile optimized site
Internal linking to other pages
Hello Bar
Compelling newsletter opt-in
Lead magnet
Blog opt-ins
Free quote request or consultation
Popup Lightbox
Exit popup offer on leaving page
Primary or secondary calls to action
Contact form
Set up a follow-up email nurture sequence
BE IRRESISTIBLE BE EASY TO CONTACT
Have an irresistible lead magnet
Offer incredible value free in exchange
for their email
Surprise them with something special
after the opt in
Keep your opt-in quick and easy to consume
Clickable phone number at top of site
Social Media icons
Easy to find contact details
Short forms - don't ask for too much
info
Clear calls to action
Live chat
PRO TIP: Optimize your website for conversions and setup your automated sales and nurturing funnels BEFORE you spend money driving traffic to it. There is no point in filling a leaky bucket!
!
Ultimate Website Cheat Sheet
What’s next… I have covered the top things we do when we build high conversion sites for our clients.
Don’t let this sit on your hard drive and collect dust. Implement what you learned. Most
of these suggestions can be updated within an hour or so of work on your site, meaning
you can make the changes today and start seeing results tomorrow!
If you have questions, let me know! There are a lot of moving parts that go into an effective marketing funnel, and chances are (unless building funnels is your gig) this
might feel a little overwhelming. But the good news is that you don’t have to figure it out
on your own! If you would like help, please let me know!
Let me give you a second opinion on your website and help you prioritize what you can do
to increase conversion & get more clients! Book your Free Business Breakthrough
Strategy Session here.
Thanks for reading & Happy Marketing!
Heather C. Stephens Website Designer & Marketing Strategist
wise-owl-marketing.com • [email protected]
© 2017 Wise Owl Marketing !15
SCHEDULE A FREE STRATEGY SESSION!