Inbound marketing agencies can't always do a website project for their clients. But when visit to lead conversion rates are low, something needs to be done. A website optimization project is a strategic deliverable that tells your clients exactly how to organize the pages on their site to match the buyer's journey, and gives a detailed overview of the role that each page will play in the buyer's process for making a purchase.

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CMB Partner Office Hours
How to sell website optimization
services to inbound clients.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: CMB Partner Questions

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

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Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and
service retainers.
Join the Conversation:
@CMBlueprint or +ContentMarketersBlueprint

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question:
How can I sell website optimization services to my
clients without doing an entire website redesign?
www.contentmarketingblueprint.com

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First, why are most
websites anti-inbound

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SEO in 1990s and 2000s
Volume of content = Credibility

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What happens?
Content Overload… No Process

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Symptoms
 Very short time on site
 Low number of
pages/visit
 Low site conversion
rate
 Low quality of leads
 You can’t tell what they
do in 10 seconds…

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What is a website
optimization strategy?

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Website optimization is…
 Buyer persona work
provides a map of what
content is needed and
when.
 Website optimization plan
organizes web pages to
match the buying process.
Simplify your site!

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Selling a website
optimization plan…

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Use data to identify the need.
CMB’s Lead Quality
Report

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Why are we doing this?
 If users don’t find the content they want, they will go
somewhere else.
 Your website needs to lead a user down the buying
process in order to make a sale.
Let me help you get more out of your website.

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Scope of work

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IMR’s Website Optimization
Plan
 Sitemap
 Organization of pages to match the buyer’s journey.
 Purpose map
 Set goals for each page of the site to match the buyer’s
journey.

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Quick recap on the buyer’s
journey

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Home Programs Campus Life Admissions Blog
Residential
life
Food
services
Academics How to apply
Financial aid
Schedule a
call
Awareness Consideration Decision
• Programs
overview
• Why choose an all
boys school
• Virtual Tour • Admissions
Event
• Schedule a call
with
admissions
Converting visitors to admissions leads with
valuable offers. (must fill out a quick form to
access)
Health
center
Arts
Athletics
Library…
Calendar
A plan that reflects the evaluation process

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Purpose Map
Detailed plan for each page of the website
 Who is this page for?
 What does this page need to accomplish (objective)
 How will the page accomplish the objective? (brand messaging)
 What do we want the user to do next? (action)
 What might stand in the way of the user taking the next step? (pushbacks)
 How will we address that pushback? (Secondary Action)
 Additional direction for content/design team.

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Pricing
Between $1,000 and $3,000
Make sure you set a limit to how many pages you are
mapping out, and monitor your hours so you don’t go over
budget.

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Download the asset
Proposal copy, step by step guide to delivering the service,
and a sample purpose map are available for download on
the blog.
www.contentmarketingblueprint.com/blog

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Next Session: Tuesday June 24th @ 3:00 PM
EST
“How to sell a premium content package”
Sign up at:
www.contentmarketingblueprint.com/2014-
webinars