Startup Bootcamp for Kids - SV Young Coder's Club - Session 2
The Startup Platform Website Bootcamp
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Transcript of The Startup Platform Website Bootcamp
Website Bootcamp:Build a Better Wordpress Website & Copy
in 1 Hour
Presenters: Matt Medeiros, Kristin Dziadul
A little about us...Matt Medeiros Kristin Dziadul
Agenda
● What you’ll learno Planning: Content & Platformo Deep Dive: Contento Why Wordpress (& How)
Step 1: Plan, Plan, Plan!
Content questions you should be asking:
o When should I start planning out my copy?
o How do I align my content with design and development?
Planning for Website Copy
● Start ASAP!
● Develop a team consensus on:o Core company & product
messageso What is the storyo Target audience & their languageo Features vs. benefits
Simple Content Layout
Home
About Services Products Features Contact
Services 1
Services 2
Complex Content Layout
Align Copy, Design, Development
Content and layout first!
Help out your designers and developers!
Define their story
Your target customer
Demographics● Name● Type● Gender● Age● Profession● Income
Back story (Problems)
● What challenges are they having?
Their Needs● What do they
need to solve this?
How to exceed their needs?
● What do we need to do?
Prioritizing
E-mail lead CaptureProduct salesContent consumptionLearn about…Read about processes
11357
WordPressWhere to start, how to do it
Why WordPress?Pros
● Easy ● Inexpensive● Content● Mobile● SEO ● Community
● Learning curve● A lot of “noise”● Still requires some
custom work● Security● Updating
Cons
Platform opportunity● Content marketing
o Blogging, social, e-mail● E-commerce
o Digital sales, product● Membership
o Paywall, premium content
Iterate & phases
How to Approach Copy
How to make your copy ROCK
o What makes a great headline?
o How do I incorporate keywords?
o How much copy is too much?
Writing Awesome HeadlinesSpecific, well-defined benefit -- not feature!
This: NOT this:
The 5-Minute Improvement that Brings in 500 More Customers. The Top Customer Acquisition Tool
Keywordsin action
Keywordsin action
Recipe for a Great Headline● Lead with the most important word(s), i.e.
benefits● Avoid being clever when you can be clear
o Stay away from typical, overused words like “Save time”, “save money”, etc.
● Keep it short without leaving out the meat
Spend more time writing your headline than writing the rest of the page!
Example: Freshbooks
The fold is dead
source: http://imagebox.com/blog/industry/the-fold-is-dead-2/
Where do keywords fit in?
Don’t mess with the flow
Speak your customer’s language
Identifying KeywordsGoogle Analytics Social Media
Look to trends
How Much Copy is Too Much?
Don’t offend your awesome headlines
KISS framework for copy
Take Dropbox for example...
How do you make it look professional?
Design
Themeforest
Slocum Themes
Pros v cons● Affordable● Fast● Determined
layout● Attractive
● Do it yourself● Doesn’t fit brand● Not for every use
case● Determined
layout● Not content
ready
CustomGoals VisitorBrand
Pros v cons● Fits the brand● Made for the
content● Unique
experience● Scalable● Aligned w/
marketing
● Time● Budget
Designer questions
Are you competing in a competitive space? What are your conversions worth? Do you have too little or too much content?How does this transcend into mobile vs desktop experiences?
(see planning phase)
Iterate & phases
Testing, Validating, Learning
How to do it
Iterate, Iterate, Iterate!● But, what do I iterate?!
o Short answer: Everything!o Specifically:
Headlines Calls to action Layout of content
Tools & tech for testing(Outside of WP) ● Unbounce● Google Analytics● Google Webmasters● Crazyegg● Zopim
Learn & Improve● What headlines worked (and didn’t
work)● What CTAs converted the best (and
worst)● Which layout converted the most
users?
Creating a content calendar
● EditFlow ● CoSchedue
Schedule a review● Use your calendar● Shared Google spreadsheet● (see brian casels doc) ● Automate Google Analytic reports
Taming Metrics - casjam.com/taming-metrics/
Key Takeaway:Always be Testing, Learning,
Improving
Q & A’swhat’s on your mind??
Thank You!thestartupplatform.com/resources
@mattmedeiros@kristindziadul