Building a better website

Building a
Better Website
Firing Up a Conversion
Machine

@Tuxmiller

Building a Better Website

Conversion Machines

Scott A. Miller

Scott Miller is an Inbound
Marketing Author, Strategist
and Consultant.
He founded Marketing
Matters in 1996 and leads a
team of Inbound Marketers.

Scott A. Miller
Follow him on Twitter

@tuxmiller

He invented the Einstein
Inbound Assessment & AGI
Pyramid.
His clients realize unusually
high, measurable ROI.
@Tuxmiller


TABLE OF CONTENTS
Why?

5 - 12

Do You Need a New
Website?

13 - 19

Building a Conversion
Machine

20 – 21

Start With Strategy

22 - 26

Choose a Platform

27 - 29

Create Great Content

30 - 35

Build Calls-to-Action

36 - 42

Assess With Analytics

43 - 44

Summary

45 - 47
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CHAPTER 1:

Why?

Begin with this one question:

Why does my
organization have a
website?
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5


Why do I have a
website?”
You have a website. Just about every organization does. But why?
Before you begin designing & building a new website, ask yourself
this fundamental question:
“Why does my organization have a website?”
Resist the urge to build your pretty new site before you can
determine this:
“What is the purpose of my website?”
What function does your website perform today? What function
should it serve for you in the future?
Write down your answers, then read on so we can form a plan for
your website together…

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6


Build Something Bigger than a website.
Build a Conversion Machine.
Your website can do great things.
But to realize unusually high performance from your website,
you need to build more than a website. The most successful
organizations build their website as part of a marketing system.
We call this powerful system a Conversion Machine.
In our online Conversion Machine model, the website is the
engine that runs the machine. It is the power behind a
marketing system that attracts, nurtures & converts customers,
helping create loyal customers for life.
This eBook will help you stop the poor practice of maintaining a
static brochure website designed for one way communication.
You can then begin building a website based on a Conversion
Architecture blueprint.
Conversion Architecture helps your website:
1. Create conversations with consumers, nurturing
them down the purchase path.
2. Cause conversions, ultimately leading to new
customers.
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7


ATTRACT:
The Law of Attraction
states: “Like attracts Like.”
To maximize success (as
measured by ROI) your
website must be built under
this law. It should be built
to attract.
When designed on a
blueprint of Conversion
Architecture, your website
actively and naturally
attracts quality Visitors.

An Attractive website goes beyond pleasing
graphic design; it attracts customers.
The Attractive website powers brand/consumer
relationships because it allows consumers to participate on
their terms. Make it easy for Visitors to easily and quickly
discover the information they came for in the first place.

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8


Find a Need and Fill It.
Marketing 101: Find a need and fill it.
That used to be hard. Marketers relied on limited, suspect data
and ‘hunches’. Sometimes we’d hit on a need and alignment
between brand & consumer occurred. Luck.
When we as marketers and marketing firms collectively stop
guessing and reacting and, instead, replace that mad method
with a more scientific method, we become pro-active problem
solvers for our customers.
Today, consumers tell us what their needs are every day.
They’re called keywords.
Every day, prospective customers imply needs through their
search terms . Smart marketers are able to infer the following:
1. Need for a Product or Service
2. Geographic, Demographic & Psychographic info.
3. Point in the Purchase Funnel
4. Content Type sought.
5. Much more…
Serving up relevant, timely and contextual Content pleases your
website Visitor and Google. Easier said than done. This is where
Content Strategy comes in handy.
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9


Attractive Websites
 Are designed based on
Visitors needs, not ours.
 Are built to provide solutions
based on the reason the
Visitor came.
 Serve up relevant, timely and
contextual Content.
 Are designed for quick, easy navigation.
 Realize that a Visitor is only one click away from leaving your
site.
 Satisfy both the search engines and the Visitor.
 Address the various reasons a Visitor has come: Research,
Consideration, Purchase & Re-engagement.

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10


Convert:
As part of a Conversion
Machine, your website is no
longer passive.
At peak performance, your
new website provides
interactivity with Visitors at
multiple levels.

IMAGE CAPTION

When properly designed & built, your new
website will cause conversions.
Visitors become Leads.
Leads become Customers.
Customers become Loyal Customers for Life.
In the case of e-commerce, customer conversions may occur
onsite. For B2B websites Leads will become Market Qualified
Leads (MQLs) and may then be handed over from Marketing
to Sales.

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11


Conversion Websites
 Provide a core hub of
navigation.
 Use Landing Pages to cause
conversions.
 Use Calls-to-Action to Engage
with Visitors, collecting data
in exchange for something of
value.
 Are not too aggressive in their approach to Engagement.
(MoFU)
 Provide appropriate actions for Visitors, based on where they
are in the purchase funnel.
 Do not flaunt aggressive sales offers on every single page.
 Provide measurable, track-able behavior analytics.
 Improve the Visitor experience by combining good visual design
with frictionless navigation.
 Generate a higher Return-on-Investment than traditional
websites.
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12

CHAPTER 2:

Do you need a new website?

Well, that’s a simple question and we bet you
know the simple answer:

Yes.
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13


reasons to build
a new website
These are the three common reasons for building a new
website:

Poor Site Organization
Poor Connections
Poor Conversions

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14


Your website is the
engine that powers
a Conversion
Machine.”
Most websites, especially those built before August, 2012, are
not designed to convert. They were built under faulty criteria
including these 4 Common Problems With Websites:
1. Main site approval determinant is good graphic design.
2. Built around our products, rather than customers’ needs.
3. Information Architecture rather than Conversion
Architecture.
4. Static, closed platforms.
You can change all that by designing a customer-centric
website that allows freedom of customer navigation while
fulfilling customer needs on many levels.

@Tuxmiller

15


“42.2% of companies using inbound
marketing increase their lead-to-sale
Source: HubSpot, 2013
conversion rate.”

Website ROI
Attraction websites perform better than traditional websites.
Here are some website metrics:
• Call-to-Action click-thru rate
• Visitor to Lead conversion rate
• Lead to Customer conversion rate
• Visitor to Customer conversion rate
• Customer Acquisition Cost
• Lifetime Value of Customer
• Payback After Acquisition
HubSpot has measured results for each of these. The pages that
follow are individual stats by component. Just think what happens
when you get all components working in synchronicity!

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16


Poor Organization
Most developers equate
proper website
organization with onsite
SEO. Sure, that’s
important.
Conversion Websites are
designed and built with
both Google and the
Visitor in mind.
SEO is important. Very
important. But satisfying
customers is even more
important.

Organize your website to Best Practices

A Conversion Website is organized to SEO best practices
while providing easy Visitor navigation.
User experience should be customer-centric, appearing
natural & logical to the Visitor while nurturing them closer
to a Conversion.

@Tuxmiller

17


Poor Connections
We’re not talking about
technical connectivity
here. Nope. We’re talking
about connecting people,
not wires.
Brand & Consumer
Old websites are
disconnected from the
Visitor. Look at me! Buy
now! Read my stuff and
leave!
Marketing & Sales
“We provide all kinds of
leads,” says Marketing.
“The leads are weak,”
says Sales.

Connect & Communicate

Poor connectivity is usually based on poor
communication. Conversion websites are designed to
improve communication on many levels.

Content Strategy creates consumer connections.
Shared Conversion goals through Brand Alignment
bridge the gap between marketing and sales.
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18


Poor Conversions
Who cares how many “hits”
your website got last month?
Conversion websites are built
on a platform designed for
metrics & reporting.

Measure Only What Is
Important
So now you can measure:
Visitors
Visitors to Leads
Leads to Customers
Customers to Repeat Loyal
Customers
• Return-on-Investment
•
•
•
•

A website should be designed to convert.

You can now measure your online marketing efforts and
correlate with Sales. Focusing on these metrics help
improve efficiency and close ratios. Conversions are caused
by Calls-to-Action.

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19

CHAPTER 3:

Building a Conversion Machine

Conversion Machines Connect Dots:
 Between online marketing components.
 Between consumer and brand.
 Between Sales & Marketing.
View a video on Conversion Machines.
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20


How?
Seven Steps

1. Start with Strategy.
2. Think Broader. Think Holistic.
3. Grade & Assess Website and
Inbound Marketing.
4. Set Goals & Objectives
5. Create Assets Inventory/Needs
6. Design & Build
7. Analyze & Improve
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21

CHAPTER 4:

Start with Strategy
Good strategy answers the “Why?”
Strategy is bigger than your website. First ask, “How
does my website connect with a consumer?” Then ask,
“How does my website connect with the rest of my
marketing?”
Here’s a strategy hierarchy for reference:

1.Marketing Strategy
2.Online Strategy
3.Website Strategy
4.Content Strategy
5.CTA Maps

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22


Strategy involves crafting an overview map of a desired

outcome based on pre-established goals & objectives.

Many times there is an internal, vertical strategic disconnect,
forcing fragmented tactical execution across marketing, sales &
operations.
To be impactful, go as high as you can up the Strategy Chain.

Business Strategy
Product Strategy
Sales Strategy
Marketing Strategy
Online Strategy
Website Strategy
Ideally, the Business Strategy would obviously be integrated into
the website strategy, but rarely is this the case.
Even if you only start at “website strategy” make sure you start
with Strategy…
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23


Website Goals: Answering
the “Why?”
Earlier we asked, why do you have a
website?
3 common answers Why?:
1) To attract & inform Visitors.
2) To generate Leads.
3) Convert Leads into Customers

Design broad‐based SMART Goals based on your
answers to why you have a website. Then create
measurable, specific objectives.

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24


S.M.A.R.T. Goals
An intelligently designed website
begins with SMART Goals.
What’s a SMART Goal?
S‐ Specific
M‐ Measurable
A‐ Action‐oriented
R‐ Realistic
T‐ Time‐bound
SMART Goals will help you establish benchmarks
and milestones to measure your progress and
success.
EXAMPLE GOAL:
We want to build an Attorney website by July 1
that is an educational legal resource for auto
accident victims while providing easy methods of
contacting the legal firm & data collection.
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25


Website Objectives
Specific, measurable actions.
Sample Objectives
•

Attract 5,000 website Visitors/month.

•

Create 50 downloads/month for an eBook.

•

Generate 150 leads/month.

•

Hand over 50 Market Qualified Leads from
Marketing to Sales per month.

•

Create 5 new Customers/month.

•

Increase Conversions from 1.5% to 2% in Q3.

•

Blog 3X/week for the next 52 weeks.

•

Perform one webinar per quarter this year.

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26

CHAPTER 5:

Choosing a Platform

The platform you choose for a conversion website must
be open-source and dynamic. Requirements include:
•Internal access
•Ease of internal updating
•Analytics & CRM Integration

We choose WordPress and HubSpot/SalesForce, but there
are other options out there.
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27


Platforms
Automation Software:

CMS Website Platforms:

1.
2.
3.
4.

1.
2.
3.
4.

HubSpot
Marketo
Pardot
Eloqua

WordPress
Drupal
Joomla
Proprietary

“29.8 of companies using HubSpot
have increased the traffic to their
site more than 100%”

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28


Our CMS of choice is WordPress because of its broad
appeal, universal acceptance and ease of use. There are
certain types of sites, specifically pure e-commerce sites
and other specialized industry sites, that will require a
different platform.

HubSpot is our choice for connecting Inbound
Marketing dots. That’s not necessarily because the other
software can’t do the job. We’ve found that HubSpot is
quick and easy (relatively speaking) to get up and running.
And, it’s intuitive for logical marketing.

@Tuxmiller

29

CHAPTER 6:

Create Great Content.

Content fuels your website engine. You’ll want to fuel your
engine with high octane content. And you’ll want to re-fuel it
with quality content often.
Great content begins with great Content Strategy, including:
•Use a 3-D approach in content delivery
•Prioritization for Product Focus
•Understand 4 “E’s” of Content
•Content conversion paths integrated with CTA Map
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30


3‐D Content

Our intent is to communicate effectively with human beings.
We must, therefore, operate dynamically. Our content
connects with consumer when it has depth and dimension.

3-D Content

1. Product
2. Persona
3. Place in Purchase Cycle
Product Pyramids help you prioritize which bottom-line
products/services to build website Content around.
Personas are your target customer profiles. Develop Content
around Persona preferences. Create content form &
language that “speaks” to each Persona in a meaningful,
connective way.
Place in purchase cycle includes matching Content type,
language and offerings based on how close any given
Persona is to a purchase.
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31


Product Pyramids
Product Pyramids help
you prioritize which
products/services to
build online Content
around.
First list all your bottomline offerings. These are
the products or services
you offer.

Product Pyramids help you prioritize which products/services
to build online Content around.
First, list all your bottom-line offerings. These are the
products or services that result in a sales transaction.
Then rank them in 2 ways:
1)
2)

Revenue Contribution-Priority to overall
revenues.
Ease of Sale (measured in time or volume).

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32


Personas

W.I.I.F.M.

When identifying your target
customer personas, it’s
imperative to first segment
your target audience into
smaller, and more specific
groups of people.
These individual groups will
each consist of people with
shared demographics,
motivations, concerns and
online behavior according to
real data reports.

“What’s In It For Me?” That’s the question in the back of every
Visitor’s mind.
By specifically identifying Personas and creating content on their
individual needs, you answer “What’s In It For Me?”

Things to Consider when Identifying Persona’s
 Demographics of the most common buyers of your product.
 Common needs and/or problems they’re trying to solve.
 Customer behaviors on social networks, the information they
choose to obtain, the search terms they use and the products
they research most.
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33


4 E’s of Content
Effective content is
relevant, timely and
contextual.
To nurture and convert,
content language and
delivery must address
the customer’s current
state in the purchase
funnel.

Educate
Engage
Encourage
Embrace

Is the prospect researching? Are they shopping? Are they
ready to purchase? Are they looking to re-purchase? The
Four E’s of Content address each of these stages.

Companies with Content
Strategies

38%

Without

62%

Source: Econsultancy and Outbrain,
2013

With

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34


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35

CHAPTER 7:

Build Calls-to-Action

CTAs are oil for your Conversion Machine. A CTA map
diagrams website user flow in order to create a friction-less
User experience (UX).
Just as you monitor and change oil for your car, so must you
monitor and change your CTAs.
A CTA may be a button, a form, or a link, but all CTAs are
designed to do the following:

CTAs create Convenient Conversion Paths
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36


Calls‐to‐Action
CTAs are the most
overlooked part in
website builds, but in a
Conversion Machine
they are a priorety.

“Calls to action
promoting eBooks

get almost 2X the
click through rate as
emails promoting
webinars.”

Individual CTAs should
be served up most
frequently at the
middle-of-funnel Engage
stage of consumer
purchase. of the website we’ve examined are anemic at this
Yet, most
most critical stage. Some websites don’t even offer middleof-the funnel offers.
Resist the temptation to always go straight bottom-of-funnel
offers. Create valuable middle-of-the funnel offers. By
nurturing rather than hammering, you’ll build consumer trust
and confidence.
By integrating a CTA map that naturally guides
Visitors closer toward a Conversion, you’ll build
brand Value. Visitors will become Leads. Leads will
become Customers.

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37


Website Calls‐to‐Action
CTAs capture customer data
by offering an exchange of
perceived value.

Some Types of CTAs
Forms

•

Downloadables

•

CTA Maps link individual
CTAs. The result creates a
frictionless navigation
experience, causing
conversions.

•

Contests

•

Free trial

•

Coupon

•

Newsletter

•

Blog

•

Product
Registration/
Notifications

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38

Conversion Websites align CTAs &
Content with the sales funnel.

Download a copy of this Conversion Strategy diagram here.
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39


Content and CTAs
The consumer’s place in
the purchase funnel is
important.
Identify 2 points: the
place a consumer enters
the funnel and the desired
place for them to end.
The end place is what we
call a Conversion, though
that’s not always a sale.

“Landing pages and
calls-to-action – are
the #1 reason
marketers attribute
to their increase in
sales”

Conversions occur through a series of calls-to-action. A CTA
map plans fluid website conversions. Content creates
conversations with consumers. CTAs encourage content
consumption toward a purchase.
CTA Rules

 1-3 CTAs per page.
 Horizontal or downward purchase
funnel movement is preferred.
 Offer a fair exchange when asking for
data.
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40


Landing Pages Increase Leads
Landing pages are an essential
part of lead generation. Factors
from page design to the quality
of the offer behind the form can
all influence how well these
critical pages work.

“

HubSpot landing page analytics
help you measure your landing
pages and optimize them for
success.

@Tuxmiller

Companies see a
55% increase in
leads when
increasing their
number of
landing pages
from just 10 to
15” Source: HubSpot, 2013

41


Landing Page Tips
•

Use a clear title, description, and layout to instantly convey
the value of your offer and create a strong incentive for
your visitors to download or sign up for it.

•

Keep your visitors focused on filling out your form by
removing all navigation links from the landing page.

•

Include social sharing links to encourage your visitors to
spread the word about your offer.

•

Design your forms to capture the information that you
need to in order to follow up with and qualify the lead.

•

Structure the forms with the user in mind so they’re not
too long or invasive.

•

After they have filled out your form, follow up with your
new leads by directing them to a “thank-you” page or
sending them an auto-response email. Keep them engaged
by suggesting other offers they might be interested in or
next steps they can take.

•

Track your conversion rates closely, and keep testing to
find areas for improvement. Use your metrics and test
results to optimize your landing pages so they continue to
generate an increasing number of leads.

@Tuxmiller

42

CHAPTER 8:

Assess with Analytics

Do I need...
Google Analytics? Of course.
SEOMoz, Raventools or SalesForce? Probably.
Omniture? Quite possible.
HubSpot? Yes, if you’re a Conversion Marketer.
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43


Measure the Important
Resist the temptation to measure
everything. Just because you can,
doesn’t mean you should.
Instead measure what is important.
Determine this from your Goals &
Objective.
 Involve both Sales & Marketing.
 Google rules the internet. Understand Google and subscribe
to their suite of tools.
 Because Google rules, access to Google Analytics is
mandatory. Give access to those important to the process,
including key consultants and marketing partners.
 Don’t allow IT to be a bottleneck for progress. If you ARE IT,
don’t make yourself the bottleneck.
 Establish conversion metrics.
 Monitor daily (or real-time). Establish weekly and monthly
reporting.
 Do consider the following when implementing Analytics:
 Establish ROI metrics.
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44

CHAPTER 9:

Firing up the machine!

Design a conversion blueprint. Build a Conversion Machine.

Attract. Nurture. Convert. Repeat.
Just remember, a Conversion Machine is not just a website.
A traditional website is static. A Conversion Machine website
is an engine that needs to be maintained and fueled for
powerful growth.
Your website launch isn’t the end. It’s the beginning.
@Tuxmiller

45


You have to learn
the rules of the
game. And then you
have to play better
than anyone else.”
‐ Albert Einstein
Digital IQ matters, especially now that the online marketing
rules have changed.
Those who stake their claim on important digital real estate
today will be ahead of the game. Tomorrow, the laggards,
meanwhile, will be playing catch up.
The online competitive environment is not going to
become easier so now is the time for change.
On the contrary, increased competition for digital real
estate will surely increase the cost, effectiveness and ROI
metrics. And not for the better.
@Tuxmiller

46

Action Points
Take an Inbound Marketing Assessment
•
•
•

Learn more about Conversion Machines.
Get pricing on website builds.
Request a strategic business conversation.

(314) 442. 4444.
@Tuxmiller

47

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