1. How to Bridge the Scary Gap between The Results You Want and The Results You Have
Assignment 4

2. Assignment for This Session
Map out your customer’s thought sequence
Where am I
What can I do here
Why should I do it here
What do you want them to do
Check your competition to see if they are following these strategies—or making these mistakes

3. Questions to Answer Where am I? Type here
What can I do here? Type here
Why should I do it here? Type here
What do you want them to do? Type here

4. Supporting slides

5. Your Web Site Must Have a Strategy
See your web site as a communications channel 1
Look at the BIG picture and work backwards 2
Focus on the Front End to get new customers (and potential customers) 3
Build the Back End for automation and relationship building 4

6. Optimize Visitor Thoughts/Conclusions
Use Customer logic 1
Influence their thoughts in the order likely to occur 2

7. Surprise! Your Website Isn’t About You
Use Customer logic
Home page not about you, company or product logic
Information pertinent to them!
Do you address my Problem?
Do you deliver my Aspirations? 1

8. What Do They Want to Know?
Influence their thoughts in the order likely to occur
Where am I?
What can I do here?
Why should I do it here? 2

9. 4. What is the purpose of your site?
Next…
4. What is the purpose of your site?
5. How will people find your web site?

10. 6. What do you want them to do once they find your site?
And the 6th BIG question to answer…
6. What do you want them to do once they find your site?