The Startup Platform Website Bootcamp

50
Website Bootcamp: Build a Better Wordpress Website & Copy in 1 Hour Presenters: Matt Medeiros, Kristin Dziadul

description

Everything you need to launch your first successful WordPress website.

Transcript of The Startup Platform Website Bootcamp

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Website Bootcamp:Build a Better Wordpress Website & Copy

in 1 Hour

Presenters: Matt Medeiros, Kristin Dziadul

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A little about us...Matt Medeiros Kristin Dziadul

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Agenda

● What you’ll learno Planning: Content & Platformo Deep Dive: Contento Why Wordpress (& How)

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Step 1: Plan, Plan, Plan!

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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?

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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

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Simple Content Layout

Home

About Services Products Features Contact

Services 1

Services 2

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Complex Content Layout

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Align Copy, Design, Development

Content and layout first!

Help out your designers and developers!

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Define their story

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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?

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Prioritizing

E-mail lead CaptureProduct salesContent consumptionLearn about…Read about processes

11357

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WordPressWhere to start, how to do it

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Why WordPress?Pros

● Easy ● Inexpensive● Content● Mobile● SEO ● Community

● Learning curve● A lot of “noise”● Still requires some

custom work● Security● Updating

Cons

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Platform opportunity● Content marketing

o Blogging, social, e-mail● E-commerce

o Digital sales, product● Membership

o Paywall, premium content

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Iterate & phases

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How to Approach Copy

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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?

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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

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Keywordsin action

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Keywordsin action

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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!

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Example: Freshbooks

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The fold is dead

source: http://imagebox.com/blog/industry/the-fold-is-dead-2/

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Where do keywords fit in?

Don’t mess with the flow

Speak your customer’s language

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Identifying KeywordsGoogle Analytics Social Media

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Look to trends

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How Much Copy is Too Much?

Don’t offend your awesome headlines

KISS framework for copy

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Take Dropbox for example...

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How do you make it look professional?

Design

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Themeforest

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Slocum Themes

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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

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CustomGoals VisitorBrand

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Pros v cons● Fits the brand● Made for the

content● Unique

experience● Scalable● Aligned w/

marketing

● Time● Budget

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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)

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Iterate & phases

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Testing, Validating, Learning

How to do it

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Iterate, Iterate, Iterate!● But, what do I iterate?!

o Short answer: Everything!o Specifically:

Headlines Calls to action Layout of content

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Tools & tech for testing(Outside of WP) ● Unbounce● Google Analytics● Google Webmasters● Crazyegg● Zopim

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Learn & Improve● What headlines worked (and didn’t

work)● What CTAs converted the best (and

worst)● Which layout converted the most

users?

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Creating a content calendar

● EditFlow ● CoSchedue

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Schedule a review● Use your calendar● Shared Google spreadsheet● (see brian casels doc) ● Automate Google Analytic reports

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Taming Metrics - casjam.com/taming-metrics/

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Key Takeaway:Always be Testing, Learning,

Improving

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Q & A’swhat’s on your mind??

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Thank You!thestartupplatform.com/resources

@mattmedeiros@kristindziadul