What Makes a Great Website?

Great Website Design

From Online Brochure

TO

Online Lead Machine

1 Great Content

2 Great Design

3 Great Functionality

Key Ingredients

1 Great Content• Attracts and holds

attention

• Establishes credibility

• Builds trust

• Inspires action

Key Ingredients

• HeadlinesWhat is the end-benefit you’re offering, in one short sentence.

• Sub-headlinesA specific explanation of what you do/offer, for whom, and why is it useful.

• Bullet pointsList the key benefits or features.

• Important Information Above the Fold

Great Content

Bad Content

Great Content

Example – Current Site

Example – Suggested Headlines

Great Headline“On the average, five times as many people read the headline as read the body copy. It follows that unless your headline sells your product, you have wasted 90 percent of your money. The headlines which work best are those which promise the reader a benefit.”- David Ogilvy, ad guru

Great ContentUse Emotional Headlines• Fear

• Pride and Envy

• Guilt

• Love

• Satisfaction

• Greed

FEAR

Faulty wiring accounts for 33% of residential

electrical fires

We make sure your family is safe

Great ContentUse Emotional Headlines• Fear

• Pride and Envy

• Guilt

• Love

• Satisfaction

• Greed

PRIDE

Imagine Having Your Own Travel Agent

Available 24/7?

I’ll book the best deals & sort out your travel issues for no extra cost

Great ContentUse Emotional Headlines• Fear

• Pride and Envy

• Guilt

• Love

• Satisfaction

• Greed

GUILT

Too Busy to Do the Invoicing and

Bookkeeping On Time?

We’ll do it for you, lodge everything on time and improve

your cashflow

Great ContentUse Emotional Headlines• Fear

• Pride and Envy

• Guilt

• Love

• Satisfaction

• Greed

LOVE

Give Her The House of Her DreamsWe’ll renovate or extend your

house with care and no stress and no mess

Great ContentUse Emotional Headlines• Fear

• Pride and Envy

• Guilt

• Love

• Satisfaction

• Greed

SATISFACTION

Get the Most Advanced and Cheapest Phone

System NowLatest technology without the

latest big prices

Great ContentUse Emotional Headlines• Fear

• Pride and Envy

• Guilt

• Love

• Satisfaction

• Greed

GREED

How to Get More For

Your PropertyOur Clients’ homes sell for up to 15% more than similar local

properties

Call To Action• Only 1 per page

• Not confusing

• Test, test, test

Great Content

Great Content – Call to Action

137.5% better optin rate

Great Content – Call to Action

Adding social integration increased conversion rate by a further 70%. Sales increased by 22%

Great Content – Call to Action

Red converted 21% better

Great Content – Call to Action

Marketing Funnel• Give information and Value

• Use simple form

• Don’t use “SUBMIT” on button

Great Content

Great Content – Marketing Funnel Optin Examples

40% increase

Great Content – Marketing Funnel Optin Split Test

Social Proof• GOOD Testimonials

• Case Studies

• Before and After

• Ratings

• Social Media “Likes”

Great Content

• Easy on the eye

• Important info “above the fold”

• Leads people where you want them to go

Great Design

• Don’t use white text on black

Great Design

• Don’t use all capitals

Great Design

• Forget fancy fonts and too many colours

Great Design

• Ensure important info is above the fold

Great Design

What does this company do? Who would know . . .

• Easy to navigate

• Quick to load

• Responsive (displays on tablets and phones properly)

• W3C compliant

Great Functionality

Great Functionality• Plan navigation

• Use it horizontally at top

• Also on the left

• Bottom nav improves SEO

Great FunctionalityResponsive

Summary of Key IngredientsGreat Content1. Focus on customer Needs

2. Use Benefit Laden headlines

3. Use Sub Heads, images and bullet points to break up text

4. Add fresh content regularly

5. Capture website visitor info with free offer

6. Have strong call to action

Great Design1. Make it easy to read

2. Leads people on journey

3. Important info “above the fold”

Great Functionality4. Make navigation easy

and logical

5. Quick to load

6. Optimised Images

7. Responsive design

8. W3C compliant

Get a Website That Works Hard For You

1300 554 495

info@commonsensemarketing.com.au

For a FREE confidential critique of your website – Valued at $97