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5 Keys to a High Converting Website & Ads from Feedbackwrench

Published on: December 6 2022 by FeedbackWrench

5 Keys to a High Converting Website & Ads from Feedbackwrench

5 Keys to a High Converting Website & Ads from Feedbackwrench

startTime durationTime text
00:00:00 00:00:04 hey everybody rob sacha and feedback
00:00:02 00:00:05 wrench we build websites and we do
00:00:04 00:00:07 marketing for small businesses
00:00:05 00:00:09 construction companies accountants
00:00:07 00:00:11 bookkeepers all sorts of small
00:00:09 00:00:13 businesses and we're based out of
00:00:11 00:00:14 minneapolis i'm going to show you our
00:00:13 00:00:16 approach to actually building a high
00:00:14 00:00:18 converting website okay and so when you
00:00:16 00:00:20 go to my website if you go to the how it
00:00:18 00:00:21 works tab here what i'm going to do is
00:00:20 00:00:23 i'm going to walk you through how do you
00:00:21 00:00:24 actually
00:00:23 00:00:26 cause people to take a step with you
00:00:24 00:00:29 because that's everything right we can
00:00:26 00:00:30 drive traffic to a website and it it's
00:00:29 00:00:32 just not going to happen and we can have
00:00:30 00:00:34 a great website and if we don't drive
00:00:32 00:00:36 people to it uh it doesn't do anything
00:00:34 00:00:39 so let me just dive in we've got an
00:00:36 00:00:40 approach here so um number one what we
00:00:39 00:00:45 end up doing is we handle everything for
00:00:40 00:00:46 you from the writing to the actual um
00:00:45 00:00:48 development of the website and the
00:00:46 00:00:50 design the branding the whole thing we
00:00:48 00:00:52 will set you up perfectly so as you
00:00:50 00:00:54 scroll down here the first thing i
00:00:52 00:00:56 always want to hit on is remember that
00:00:54 00:00:59 sales is all about a relationship okay
00:00:56 00:01:01 we are taking people who are strangers
00:00:59 00:01:03 moving them to visitors
00:01:01 00:01:05 hopefully turning them into a lead and
00:01:03 00:01:07 eventually a customer
00:01:05 00:01:10 there is a pacing that needs to occur
00:01:07 00:01:12 for a sale to happen partikularly things
00:01:10 00:01:14 that are not immediately transactional
00:01:12 00:01:15 essentially people are going to be going
00:01:14 00:01:17 through the customer journey here and
00:01:15 00:01:20 there's three parts to it you have
00:01:17 00:01:21 curiosity enlightenment and commitment
00:01:20 00:01:23 you got to pique their curiosity about
00:01:21 00:01:25 how you make their life better how
00:01:23 00:01:27 you'll actually benefit them you got to
00:01:25 00:01:29 cut through the clutter and propose an
00:01:27 00:01:30 actual value proposition then what's
00:01:29 00:01:32 going to happen is they're going to move
00:01:30 00:01:34 into the enlightenment stage as they
00:01:32 00:01:36 lean in to find out how is it that you
00:01:34 00:01:38 work to actually provide those benefits
00:01:36 00:01:40 and eventually they'll make a series of
00:01:38 00:01:42 commitments commitments everything from
00:01:40 00:01:44 watching a video to filling out a lead
00:01:42 00:01:46 magnet downloading your pdf or even
00:01:44 00:01:48 contacting you for a consultation or
00:01:46 00:01:50 making a purchase and really what we're
00:01:48 00:01:52 trying to do there is it's a lot like
00:01:50 00:01:54 dating right a customer doesn't just
00:01:52 00:01:56 show up and say hey
00:01:54 00:01:57 i'll buy from you right they're gonna
00:01:56 00:01:58 find out if you're credible find out if
00:01:57 00:02:01 you're worthy of trust especially if
00:01:58 00:02:02 you're selling services or construction
00:02:01 00:02:05 or something more complex with a longer
00:02:02 00:02:06 sales cycle so it's just like dating
00:02:05 00:02:08 right we don't walk around and say hey
00:02:06 00:02:10 will you marry me hey will you marry me
00:02:08 00:02:12 what you do is you have a first meeting
00:02:10 00:02:14 where you decide that some hey you're
00:02:12 00:02:16 attractive you're somewhat attracted to
00:02:14 00:02:18 me you have all your teeth cool and then
00:02:16 00:02:20 you exchange digits and eventually you
00:02:18 00:02:22 have a date a second date a third date
00:02:20 00:02:25 and you cultivate relationship there and
00:02:22 00:02:27 eventually that moves forward to
00:02:25 00:02:30 a proposal and then a marriage so your
00:02:27 00:02:31 sales really need to be the same thing
00:02:30 00:02:34 and here at feedback ranch what we found
00:02:31 00:02:37 is that we can generate sales in a
00:02:34 00:02:39 predictable manner by using advertising
00:02:37 00:02:41 and content then they'll enter your
00:02:39 00:02:42 marketing funnel eventually your sales
00:02:41 00:02:44 funnel and then hopefully become a
00:02:42 00:02:46 customer and get into your onboarding
00:02:44 00:02:49 but it's important to recognize that
00:02:46 00:02:51 there's a healthy pacing to a great
00:02:49 00:02:53 uh sale and we have digital tools now
00:02:51 00:02:55 that will allow you to intersect with
00:02:53 00:02:57 them not just on your website but on the
00:02:55 00:03:00 platforms they're at and then we can use
00:02:57 00:03:04 google ads to intersect with them or seo
00:03:00 00:03:05 to make sure that we rank you know
00:03:04 00:03:07 regionally or locally or there's a
00:03:05 00:03:09 couple different things but let's dive
00:03:07 00:03:11 in a little bit deeper now so what we
00:03:09 00:03:14 always find is that there's two um parts
00:03:11 00:03:17 to this two hardcore parts to this
00:03:14 00:03:19 building a high converting website and
00:03:17 00:03:20 footprint across the web
00:03:19 00:03:22 and then the second part is is
00:03:20 00:03:25 generating market share
00:03:22 00:03:28 generating traffic the first part is a
00:03:25 00:03:30 lot like building a better mouse trap we
00:03:28 00:03:32 cannot send people to your website if
00:03:30 00:03:34 it's not built to convert so the first
00:03:32 00:03:36 thing we do is optimize it for
00:03:34 00:03:38 conversions which i'll hit on in just a
00:03:36 00:03:40 second the second thing that we do is we
00:03:38 00:03:42 generate traffic and market share with
00:03:40 00:03:45 advertising and content and this is like
00:03:42 00:03:47 buying seed for your farm that you have
00:03:45 00:03:49 capacity for you've built capacity in
00:03:47 00:03:51 your business you need to fill that
00:03:49 00:03:53 capacity and every business is different
00:03:51 00:03:55 some businesses are so busy during the
00:03:53 00:03:57 summer that they need to fill um jobs
00:03:55 00:03:59 throughout the fall and winter some of
00:03:57 00:04:00 them are just slow no matter what so i'm
00:03:59 00:04:02 going to dive into the two things here
00:04:00 00:04:04 number one i'm going to cover how to
00:04:02 00:04:05 build a high converting website number
00:04:04 00:04:07 two i'm going to tok about the
00:04:05 00:04:09 concentric circles of the most effective
00:04:07 00:04:11 marketing that you could possibly do so
00:04:09 00:04:14 number one is how do you build a website
00:04:11 00:04:15 and a web footprint that actually
00:04:14 00:04:17 generates sales so on the bottom here
00:04:15 00:04:18 you're going to have how it looks then
00:04:17 00:04:21 we're going to get into how it says and
00:04:18 00:04:23 then how to build credibility
00:04:21 00:04:25 how it looks matters a lot you need a
00:04:23 00:04:28 clean and responsive website that
00:04:25 00:04:31 doesn't look all cluttered that has open
00:04:28 00:04:33 space has good design principles and is
00:04:31 00:04:36 responsive so that it works on an ipad a
00:04:33 00:04:38 phone and a desktop there needs to be an
00:04:36 00:04:41 authentik look to it your website should
00:04:38 00:04:44 not be so full of stok imagery and
00:04:41 00:04:46 toothless messaging that nobody really
00:04:44 00:04:48 understands who you are there should be
00:04:46 00:04:50 it should look like you it should look
00:04:48 00:04:53 like your customers it should look like
00:04:50 00:04:55 it actually belongs to your niche right
00:04:53 00:04:57 there should be good branding you need
00:04:55 00:04:59 great typography colors the different
00:04:57 00:05:01 shades of color good logo you know
00:04:59 00:05:02 you're probably not going to be the next
00:05:01 00:05:04 puma
00:05:02 00:05:06 where everybody wants to wear your logo
00:05:04 00:05:07 but it needs to be coherent brand wise
00:05:06 00:05:09 and then a great user interface that
00:05:07 00:05:12 means the right things are in front of
00:05:09 00:05:13 the right person and that's huge user
00:05:12 00:05:15 experience and user interface is our
00:05:13 00:05:18 specialty next you have what it says
00:05:15 00:05:21 right so you need clear and concise
00:05:18 00:05:23 messaging you can't have long para pair
00:05:21 00:05:25 paragraphs are really the enemy of
00:05:23 00:05:27 engaging right it also needs to be
00:05:25 00:05:29 customer focused messaging so
00:05:27 00:05:31 lots of peaking their curiosity about
00:05:29 00:05:33 how you'll make their life better right
00:05:31 00:05:35 you need to be geared towards the
00:05:33 00:05:38 customer not about you you need to tok
00:05:35 00:05:40 about benefits of their life rather than
00:05:38 00:05:42 simply toking about the features of
00:05:40 00:05:45 your service or your product the more
00:05:42 00:05:47 you do that and gear your messaging
00:05:45 00:05:48 towards them the better people will
00:05:47 00:05:51 connect the more likely they will to
00:05:48 00:05:53 take a step partikularly if it's clear
00:05:51 00:05:55 and concise the next thing is we have a
00:05:53 00:05:57 brand scripting process that we go
00:05:55 00:05:59 through along the lines that we know
00:05:57 00:06:01 that there's about seven sections in a
00:05:59 00:06:04 website we have one called the hero a
00:06:01 00:06:06 clear hero we have a one liner we show
00:06:04 00:06:08 your reviews to build credibility we
00:06:06 00:06:11 have a section called the stakes that
00:06:08 00:06:13 frames up the costs associated with
00:06:11 00:06:15 choosing someone else we have a process
00:06:13 00:06:17 to develop messaging that will pick the
00:06:15 00:06:19 locks of the minds of people when they
00:06:17 00:06:21 come to your website cause them to see
00:06:19 00:06:24 you as credible and trustworthy and take
00:06:21 00:06:26 a step with you and then lastly
00:06:24 00:06:28 those steps you need to have good clear
00:06:26 00:06:31 meaningful calls to action
00:06:28 00:06:33 on top of what it says you have how do
00:06:31 00:06:36 you build credibility
00:06:33 00:06:38 customer reviews testimonials and
00:06:36 00:06:39 examples and a resume of the work that
00:06:38 00:06:42 you've done
00:06:39 00:06:44 in 2022 and later you need to have other
00:06:42 00:06:45 people toking about how you have
00:06:44 00:06:48 delivered on the promises that you've
00:06:45 00:06:50 made so you have to get a ton of google
00:06:48 00:06:52 reviews google reviews are king i'll
00:06:50 00:06:54 push into that a little bit more in a
00:06:52 00:06:56 different video but you have to have
00:06:54 00:06:58 great customer reviews get them on your
00:06:56 00:07:00 google reviews take those and get
00:06:58 00:07:02 facebook reviews get yelp reviews then
00:07:00 00:07:04 put them on your website not only that
00:07:02 00:07:06 but any of those that you can you want
00:07:04 00:07:08 to get video testimonials or at least
00:07:06 00:07:10 photos with the quote and maybe a logo
00:07:08 00:07:12 of the businesses that you've helped we
00:07:10 00:07:14 need to bring to life
00:07:12 00:07:16 the reviews that you've gotten so that
00:07:14 00:07:18 when people see that they go aha there's
00:07:16 00:07:20 another business owner i want to take a
00:07:18 00:07:22 step with them and then last but
00:07:20 00:07:25 definitely not least you need to have a
00:07:22 00:07:27 huge resume of the work that you've done
00:07:25 00:07:30 you have to showcase your work you have
00:07:27 00:07:32 to put it on parade to not only show the
00:07:30 00:07:34 quality of work but also the volume you
00:07:32 00:07:36 need to show that you are capable of
00:07:34 00:07:39 delivering on promises over and over and
00:07:36 00:07:41 that builds credibility last we want to
00:07:39 00:07:42 position you with authority we want to
00:07:41 00:07:44 tok to your niche right there are
00:07:42 00:07:45 different business niches i don't think
00:07:44 00:07:48 you need to overly specialize in one
00:07:45 00:07:50 niche or niche you can work in multiple
00:07:48 00:07:52 niches but when you have content
00:07:50 00:07:54 specifically catered for one niche
00:07:52 00:07:56 they're going to lean in number two we
00:07:54 00:07:58 want to create lead magnets where in
00:07:56 00:08:01 exchange for an email we give away
00:07:58 00:08:03 information and sometimes you don't even
00:08:01 00:08:06 need the email but the idea is you're
00:08:03 00:08:09 gonna add value by giving away assets
00:08:06 00:08:12 write a book write a guide a white paper
00:08:09 00:08:13 um do some scientific uh stuff that you
00:08:12 00:08:15 can give away where people would
00:08:13 00:08:17 understand some statistiks or whatever
00:08:15 00:08:19 it is in your industry next you want to
00:08:17 00:08:22 have video sales letters have videos
00:08:19 00:08:24 like this one that basically have the
00:08:22 00:08:26 conversation that you would want to have
00:08:24 00:08:28 with that person but do it on video
00:08:26 00:08:29 right then and there so that they never
00:08:28 00:08:31 have to second guess they don't have to
00:08:29 00:08:33 call you they can meet you and
00:08:31 00:08:35 understand who you are through video
00:08:33 00:08:37 right it's super effective and have that
00:08:35 00:08:38 on your website you'll want to have
00:08:37 00:08:40 funnels with nurturing so that if people
00:08:38 00:08:42 actually reach out they're going to get
00:08:40 00:08:45 some emails from you and you're going to
00:08:42 00:08:48 add value add value add value and then
00:08:45 00:08:49 lastly retargeting that's the key
00:08:48 00:08:51 to building a high converting website
00:08:49 00:08:53 now we want to tok about what's most
00:08:51 00:08:56 important when it comes to marketing
00:08:53 00:08:57 at the core is paid search
00:08:56 00:08:59 paid search
00:08:57 00:09:01 and search advertising
00:08:59 00:09:03 is critikally important when people want
00:09:01 00:09:05 to get business done they grab their
00:09:03 00:09:07 computer they grab their phone and they
00:09:05 00:09:10 search google you have to show up on
00:09:07 00:09:12 search we can use google ads to
00:09:10 00:09:15 intersect with people in a surgical
00:09:12 00:09:18 manner when they're using a core call to
00:09:15 00:09:20 action core commercial keyword when they
00:09:18 00:09:22 look remodelers near me
00:09:20 00:09:25 remodeling contractors near me
00:09:22 00:09:27 accounting firms near me business taxes
00:09:25 00:09:30 near me website companies near me web
00:09:27 00:09:32 designers videographers near me we can
00:09:30 00:09:34 intersect with them and we can be
00:09:32 00:09:37 surgical with it and advertising allows
00:09:34 00:09:38 you to take market share right hopefully
00:09:37 00:09:40 you'll get to a point where you would
00:09:38 00:09:42 rank organically but that takes time
00:09:40 00:09:45 then the idea is is that for the most
00:09:42 00:09:47 part 95 of the traffic that ever goes to
00:09:45 00:09:49 a website does not convert right then in
00:09:47 00:09:51 there okay we need to nurture them the
00:09:49 00:09:54 beautiful thing is that we can on google
00:09:51 00:09:57 linkedin and facebook create remarketing
00:09:54 00:09:59 ads remarketing lists we can take people
00:09:57 00:10:01 that have been to your website and make
00:09:59 00:10:03 them part of a list for
00:10:01 00:10:06 a week two weeks up to 180 days on
00:10:03 00:10:08 facebook and 540 days in google and then
00:10:06 00:10:09 we can serve up a number of different
00:10:08 00:10:11 ads to them
00:10:09 00:10:12 the idea is
00:10:11 00:10:14 most people shop this way they grab
00:10:12 00:10:16 google they search around they look at
00:10:14 00:10:18 your website and a handful of other
00:10:16 00:10:20 websites as they look at those websites
00:10:18 00:10:21 they usually don't make a determinant
00:10:20 00:10:23 right there they're finding out who
00:10:21 00:10:26 should they consider then what happens
00:10:23 00:10:28 is life moves on that evening they take
00:10:26 00:10:30 off now if they sit down and look at
00:10:28 00:10:32 their phone
00:10:30 00:10:34 and you have a facebook ad that pops up
00:10:32 00:10:36 when they open up facebook or maybe that
00:10:34 00:10:38 night they go to their smart tv to watch
00:10:36 00:10:40 some youtube like i do and all of a
00:10:38 00:10:42 sudden a bumper youtube ad turns on or
00:10:40 00:10:45 maybe they go to linkedin to mess around
00:10:42 00:10:46 and do some sales activities and boom
00:10:45 00:10:48 you're right there what's beautiful is
00:10:46 00:10:50 that by targeting people that have
00:10:48 00:10:52 already been to your website we know
00:10:50 00:10:54 that they have an intent to buy or an
00:10:52 00:10:57 intent around their problem right or
00:10:54 00:10:59 their competitor and we can show up to
00:10:57 00:11:01 them consistently over time so that
00:10:59 00:11:02 you're top of mind so that when they
00:11:01 00:11:05 actually make the choice they know that
00:11:02 00:11:08 and we can unbox your value propositions
00:11:05 00:11:11 so the core best advertising is to have
00:11:08 00:11:14 a long-term conversion-based campaign
00:11:11 00:11:16 running on paid search with a series of
00:11:14 00:11:18 remarketing ads and over time what'll
00:11:16 00:11:20 happen is you will start to get a
00:11:18 00:11:22 trickle in of customers that absolutely
00:11:20 00:11:24 are ready to work with you and we can
00:11:22 00:11:27 help you do that number two you'd want
00:11:24 00:11:29 to choose a niche and deploy a lead
00:11:27 00:11:31 magnet as you deploy a lead magnet what
00:11:29 00:11:33 you're going to see is that people will
00:11:31 00:11:35 download your little book you'll have
00:11:33 00:11:37 five to ten different emails that you
00:11:35 00:11:39 can drip on them and add value and
00:11:37 00:11:41 position yourself as a guide to an
00:11:39 00:11:44 industry niche right you can do that on
00:11:41 00:11:45 linkedin google
00:11:44 00:11:47 and facebook and instagram is primarily
00:11:45 00:11:50 where people will do that so that's huge
00:11:47 00:11:51 lead magnets with nurturing and
00:11:50 00:11:53 sequencing again if people have clicked
00:11:51 00:11:56 on your ad they can go there now this is
00:11:53 00:11:58 important to go towards the niche and
00:11:56 00:12:00 i'll tok more about facebook
00:11:58 00:12:03 advertising later um because things are
00:12:00 00:12:05 getting weird now the the next ring this
00:12:03 00:12:07 could be the inner ring but personal
00:12:05 00:12:08 outreach with remarketing and networking
00:12:07 00:12:10 okay
00:12:08 00:12:12 sales and marketing go hand in hand when
00:12:10 00:12:14 your sales team is out there prospecting
00:12:12 00:12:15 and interacting with people and then
00:12:14 00:12:17 what they do is they give them an email
00:12:15 00:12:19 and introduce themselves or they call on
00:12:17 00:12:21 them and share a little white paper or
00:12:19 00:12:22 maybe they just say hey i just wanted to
00:12:21 00:12:25 introduce myself i'm an accountant down
00:12:22 00:12:27 the road if you ever need a tax planning
00:12:25 00:12:29 cpa man i'm your guy please keep us in
00:12:27 00:12:31 mind and they head to your website they
00:12:29 00:12:32 click on your website now what happens
00:12:31 00:12:34 is they will enter that remarketing
00:12:32 00:12:35 they'll see your youtube bumper ads
00:12:34 00:12:38 they'll see your facebook ads they'll
00:12:35 00:12:40 see your instagram ads they will see you
00:12:38 00:12:42 so personal outreach is really fortified
00:12:40 00:12:44 with remarketing and then again with
00:12:42 00:12:46 nurturing so not only will they see your
00:12:44 00:12:48 advertisements and that'll be cool but
00:12:46 00:12:50 you should follow them and engage on
00:12:48 00:12:51 their social media and help them and
00:12:50 00:12:53 everything right but the other thing
00:12:51 00:12:55 that you see is you have emails you can
00:12:53 00:12:58 send emails and i know some tools
00:12:55 00:13:00 partikularly there's a sequencing tool
00:12:58 00:13:03 in hubspot that you can pay to have and
00:13:00 00:13:05 that allows you to email groups of 500 a
00:13:03 00:13:07 day and you can actually make it look
00:13:05 00:13:09 like it's a one-on-one communication um
00:13:07 00:13:11 the next thing that you have is you have
00:13:09 00:13:14 content marketing both written and video
00:13:11 00:13:17 and this is essentially seo okay
00:13:14 00:13:20 content marketing is creating answers to
00:13:17 00:13:23 queries or create topical teachings
00:13:20 00:13:24 on your blog or website and on youtube
00:13:23 00:13:27 so that
00:13:24 00:13:29 google considers you as an excellent
00:13:27 00:13:32 solution to those queries and a topical
00:13:29 00:13:34 authority ultimately google serves up
00:13:32 00:13:36 websites and answers to queries on their
00:13:34 00:13:39 search engines that they consider
00:13:36 00:13:41 authoritative trustworthy and relevant
00:13:39 00:13:42 there's a lot to go into that but
00:13:41 00:13:44 essentially what you got to do is you
00:13:42 00:13:46 got to create content if you invest into
00:13:44 00:13:48 creating great content on your website
00:13:46 00:13:50 that answers questions and teaches and
00:13:48 00:13:53 is the absolute authority and it's
00:13:50 00:13:56 marked up properly for seo while also
00:13:53 00:13:58 creating content on youtube that will
00:13:56 00:14:00 over time not right away but over time
00:13:58 00:14:02 lead to a ton of leads and then last you
00:14:00 00:14:04 have social media engagement and posting
00:14:02 00:14:07 i put that as last because it's probably
00:14:04 00:14:09 the shortest life span of all the things
00:14:07 00:14:11 that you can do because if you notike a
00:14:09 00:14:13 feed disappears quickly but that's what
00:14:11 00:14:14 we do now when you take a look at our
00:14:13 00:14:16 website
00:14:14 00:14:18 this is really what we focus on we do
00:14:16 00:14:20 those two things we have a number of
00:14:18 00:14:22 different services but the the four
00:14:20 00:14:24 things that we end up doing is we work
00:14:22 00:14:26 on strategy and messaging
00:14:24 00:14:28 you get to work with me to position your
00:14:26 00:14:30 business we'll identify your mission
00:14:28 00:14:32 your purpose your values your core
00:14:30 00:14:34 benefits that you're trying to address
00:14:32 00:14:36 what are your core differentiators i'll
00:14:34 00:14:37 help you develop those then what we'll
00:14:36 00:14:39 do is we'll build you an amazing website
00:14:37 00:14:41 look at the websites that we built you
00:14:39 00:14:44 will see that they're fast they rank
00:14:41 00:14:46 high and they work we'll deploy paid ads
00:14:44 00:14:48 for you we will set up paid search ads
00:14:46 00:14:50 with remarketing that actually work and
00:14:48 00:14:52 then last will help you rank on search
00:14:50 00:14:53 engine optimization so if you like the
00:14:52 00:14:55 idea of working with that we have a
00:14:53 00:14:58 couple of different packages if you come
00:14:55 00:15:00 up to our website and you go to pricing
00:14:58 00:15:02 you'll see that we have good better best
00:15:00 00:15:04 packages kind of preset or we can build
00:15:02 00:15:06 you a quote no matter what we'd be
00:15:04 00:15:08 honored to connect book on my calendar
00:15:06 00:15:12 good luck god bless and we'd love to
00:15:08 00:15:12 help your small business grow