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

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