with the workspace, community, and services they need to .... 2. What action should you take? 3. Why visit this site? RE
The Entrepreneur’s Workshop presents
Website Review Panel
The Entrepreneur’s Workshop Small group sessions to further develop skills in business & marketing. http://TEW.network
Previous Monthly Meetups Presentations
Fundamental Marketing: User Personas 101 Digital Tools for Small Businesses Building Culture Through Productivity Search Marketing for Entrepreneurs
Potluck
7 local professionals, 5 mins/ea
Planning
Study Hall for adults
The TEW Team
Joseph Martin The Q
Alex Shibicky Windy City Problem Solvers
Siobhan Lally HFI Consulting
Alexandra Busenitz Depaul University
Quinn Bayola Q-Tang Entertainment
Benjamin Warsinske Branded World
HiJoeMartin.com | @hiJoeMartin
JOSEPH MARTIN Chicago-based designer with a love for making things simple.
Tonight’s Meetup Panel
Local professionals offering insight on a single topic
TODAY’S PURPOSE
To leave with new ideas for creating a better experience on your own website.
TODAY WE WILL 1. Go around the room for individual introductions 2. Introduce our panelists 3. Get into groups 4. Review website home pages for design, messaging, and call to action items 5. Network
BEFORE A UNITED AIRLINES ATTEND ASKS YOU
PLEASE STAND UP 1. YOUR NAME & COMPANY 2. WHAT YOUR COMPANY DOES IN ONE SENTENCE 3. “OUR COMPANY’S WEBSITE IS IMPORTANT TO OUR ORGANIZATION BECAUSE ____________”
PANELISTS Nicole Maynard with Hyatt.com Megan Hemler with ZS Associates
THANK YOU WeWork provides small businesses, startups, freelancers, large enterprises, and everyone in between with the workspace, community, and services they need to make a life, not just a living.
YOUR WEBSITE’S PURPOSE To make someone happy.
3 ITEMS TO HELP YOU MAKE SOMEONE HAPPY 1. User Personas 2. UVPs 3. Level of Awareness
USER PERSONAS
“
We cannot go after thousands of [customers] until we learn how to win one.
Claude Hopkins
YOUR TARGET MARKET IS NOT
I’m excited to spend 30 mins reading this website!
How you think someone sees your marketing
How someone actually sees your marketing
PLEASE STAND UP
“
I am not my target market.
“
I am not my target market.
UNIQUE VALUE PROPOSITION
I
4 3 Components to a UVP ‣ Who you are M u s t . What you do Be . S i m p le . ‣ ‣ Why someone should buy your tour
A unique value proposition is not Revenue-focused marketing automation & sales effectiveness solutions to unleash collaboration throughout the revenue cycle.
Example from: http://conversionxl.com/value-proposition-examples-how-to-create/
What do you do?
TOM GOT MARRIED
A unique value proposition Dylan’s Tours provides guided minibus & electric bike tours to help you see the most iconic sites of San Francisco in one day.
Example from: http://dylanstours.com
‣ ‣ ‣
Who they are: Dylan’s Tours What they do: Guided minibus & eBike tours Why you should purchase a ticket: To see the most iconic sights of San Francisco in one day
LEVEL OF AWARENESS
CURRENT CUSTOMER JOURNEY
NURTURE
SERVICE
PURCHASE
INTERACT
INTRODUCE
5 Categories of Awareness Most Aware My target customer knows about my business.
Chart from Copyhackers/Joanna Wiebe
Product Aware My target customer knows about companies who offer products/services like mine.
Solution Aware My target customer knows there are solutions to their problem.
Pain/Problem Aware
Unaware
My target customer knows they have a problem.
My target customer doesn’t know they have a problem.
What to say based on awareness Most Aware
Product Aware
Solution Aware
Pain/Problem Aware
Unaware
Product detail page, mid-campaign sales page
Long-form sales page, lightly nurtured prospects
Long-form sales page, un-nurtured prospects
Chart from Copyhackers/Joanna Wiebe
Marketing purpose based on intent Most Aware
Product Aware
Solution Aware
Pain/Problem Aware
OFFER PURC HASE
OFF ER TR IAL
CAPT URE EMA IL AD DRESS
Unaware
What to send based on intent Most Aware
Focus on product and pricing OFFER PURC HASE
Product Aware
Focus on discounts and deals
OFF ER TR IAL
Solution Aware
Focus on claims and proof
Pain/Problem Aware
Unaware
Focus on benefits and anxieties
Focus on stories and secrets
CAPT URE EMA IL AD DRESS
Based on Edgar Schwartz’s Five Levels of Awareness
Website Reviews
GET INTO GROUPS
Website Reviews
WEBSITE 1
SUBMITTED BY ALEX SHIBICKY
AlexShibicky.com ANSWER
1. What does he do? 2. What action should you take? 3. Why visit this site? REVIEW
A. Design B. Copy C. Mobile
What does he do? I help entrepreneurs and professionals build a financial blueprint for a foundation of financial peace of mind. What action should you take? Book an appointment What is the purpose of the site? Clarify my credentials, background and obtain information to provide confidence for visitors to contact me.
Design Copy Mobile
WEBSITE 2
SUBMITTED BY MIKE MCELROY
CenterCoastRealty.com ANSWER
1. What do they do? 2. What action should you take? 3. Why visit this site? REVIEW
A. Design B. Copy C. Mobile
What do they do? Help people achieve homeownership milestones What action should you take? Contact us to schedule a meeting What is the purpose of the site? To establish our agents as real estate thought leaders
Design Copy Mobile
WEBSITE 3
SUBMITTED BY LORRAINE YVONNE BOGAN
ChangeMyBehavior.net ANSWER
1. What do they do? 2. What action should you take? 3. Why visit this site? REVIEW
A. Design B. Copy C. Mobile
What do they do? Violence & Health Intervention Prevention focused on Youth & Communities Outreach for Chicago's South Side What action should you take? I want people to be EMPOWERED to make change! I want my website to provide the tools and knowledge needed. I want to be invited to help communities setup programs What is the purpose of the site? To generate income. My heart is more focused on helping to transform negative behaviors using Faith-based Christian principles.
Design Copy Mobile
WEBSITE 4
SUBMITTED BY NANCY GARDNER
NGardnerLCSW.com ANSWER
1. What does she do? 2. What action should you take? 3. Why visit this site? REVIEW
A. Design B. Copy C. Mobile
What does she do? Psychotherapist in private practice What action should you take? Email or call for an appointment What is the purpose of the site? Inform prospective clients and motivate them to set up an appointment
Design Copy Mobile
PANELISTS Nicole Maynard with Hyatt.com Megan Hemler with ZS Associates
2017
12
DEC
Potluck
NEXT MEETUP TUE, DEC 12 @ NAT’L BLDG
7 local professionals, 5 mins/ea http://TEW.network
TEW Mailing List One email per month • Interviews with local entrepreneurs • Chicago events we’d attend • Monthly meet ups & recaps • Tips on business and marketing http://TEW.network
HiJoeMartin.com | @hiJoeMartin
JOSEPH MARTIN Chicago-based designer with a love for making things simple.
