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INTRODUCTION
websites THAT
Whether you own a small business, lead a nonprofit organization, or you're in charge of
marketing for your company, this course is designed to show you the most important steps
to take to improve your website and digital marketing.
Over the years, I've had many clients ask me what they should be doing to promote their
business or organization online. They ask me questions like:
• How should I use Facebook and other Social Media for my business?
• How do I get on the first page of Google searches?
• What's the best way to communicate what we do on our website?
• I have multiple audiences on my site, what's the best way to reach and
communicate with each of them?
• Should I be sending email newsletters to clients or prospective clients?
There's so much noise out there about SEO and marketing that it can be overwhelming. So,
in 9 short sessions, we’ll break down the most important strategies to implement on your
website and in your digital marketing.
The first 3 sessions focus on understanding your audience and adding essential homepage
elements. The next 3 sessions explain how to establish your local online credibility, and the
final 3 sessions are an introduction to implementing effective digital marketing.
I hope this course brings you more business and gives you a path to follow for your website
and digital marketing.
Joel Eschenbach
NOTION Design Group
INTRODUCTION
Websites That Work,
Apply The Marketing Framework.
1 2 3 4
CUSTOMER CONTENT CREDIBILITY COMMUNICATION
Understand Your Focus on Your Reduce Risk and Setup Social and
Audience Website First Get Reviews SEO Strategy
The “Marketing Megaphone” represents 4 key focus areas that will be our framework for
discussing the most important marketing strategies and how to implement them.
• CUSTOMER: Understand Your Audience
• CONTENT: Focus on Your Website First
• CREDIBILITY: Reduce Risk and Get Reviews
• COMMUNICATION: Setup A Social Media & SEO Strategy
Here’s the problem… Almost everyone will tell you to start with #4.
SEO experts will harp about how it doesn’t matter what your website looks like or says if no one
can find it. But, I would argue that you’ve got to start with #1! A million people could visit your site,
but if they can’t figure out what you do and how your product or service will benefit them, or you
don’t give them an easy way to do business with you, they’ll leave.
Get your messaging and website right first before you drive traffic there. So, the first step is
to go back to your website and review it through your potential customers eyes.
1 2 3 4
CUSTOMER CONTENT CREDIBILITY COMMUNICATION
Understand Your Focus on Your Reduce Risk and Setup Social and
Audience Website First Get Reviews SEO Strategy
CUSTOMER
Understand Your
Audience
INTRO
SDES
USCITOI N
O N1
Websites That Work,
Understand Their Audience.
Summary & Main Point:
The 3 things every potential customer is looking for before they’ll do
business with you:
1. A GUIDE to help them
2. A SOLUTION to their problem
3. A PLAN to follow
“Every hero needs a
guide, but so many
businesses and
nonprofits immediately
establish themselves as
the hero of the story.”
SESSION 1
Key Takeaways:
A GUIDE
The customer that comes to your website or considers working with your business or nonprofit, is
the hero of the story. They don’t want to work with another hero, they’re looking for a guide.
In your website and marketing content, position yourself and your organization as the guide that
can solve your customer’s problems and help them complete their journey.
A SOLUTION
Every hero comes to a guide looking for help and a solution to their external and internal problems.
They have a problem of some sort that has disrupted their life.
Most companies focus on solving the external problem only, when many times there’s also an
internal problem that needs to be solved. If you can offer a solution to the internal problem, then
the hero (your potential customer) is much more likely to hire you.
A PLAN
After your potential customer sees you as a guide, and you’ve told them that you’re going to solve
their external and internal problems, you need to give them a little bit of information of HOW you’re
going to solve their problems and make their life better with a plan.
Action Steps: Session Resources:
Review your website and marketing content
to see if your presenting yourself as the hero Buy and Read the book,
instead of the guide. Consider starting with Building A StoryBrand by
how you can help your customer before Donald Miller.
establishing your authority/credibility.
You probably already know your customers
External Problems, so brainstorm and write
down 2-3 Internal Problems your customer
might be facing.
Think through the plan that you want your
potential customer to follow. We will discuss
this further in “The Process” section in
Session 2.
1 2 3 4
CUSTOMER CONTENT CREDIBILITY COMMUNICATION
Understand Your Focus on Your Reduce Risk and Setup Social and
Audience Website First Get Reviews SEO Strategy
CONTENT
Focus on Your
Website First
SESSION 2
Websites That Work,
Have An Effective Homepage.
Summary & Main Point:
You've only got 7 seconds to get the attention of a website visitor. Make sure your
homepage includes these 3 essential elements:
1. Simple Homepage Headline
2. Your Process
3. Call-to-Action
“If what you do isn’t
crystal clear on your
website, people
move on and you
could miss a
potential sale.”
SESSION 2
Key Takeaways:
1. Simple Homepage Headline
Get right to the point. State exactly what you do in simple language at the top of your website’s
homepage.
• Write one short headline and a sub headline, 10 WORDS or LESS.
• State exactly what you do in simple, easy-to-understand language.
• Solve an external and internal problem.
• If possible, position yourself as the guide.
2. Your Process
Give potential customers a snapshot of exactly how you plan to help them. It goes a long way to
reduce the risk before they choose to work with you. You already have a plan or process whether
you realize it or not. Just simplify it and add it to your homepage. This can be done a number of
ways, but it’s usually best as a simple 3-5 step overview of your process or plan.
3. Call-to-Action
Place an easy to understand Call-To-Action button in multiple places on your website. Preferably in
the upper right corner.
Get creative, don’t just say contact us. Think through what you want the visitor to do. Do you want
them to fill out a contact form, call you, etc. If you want them to call, offer a free consultation or say
take the next steps, or get started.
Action Steps: Session Resources:
Review your homepage to see if you are
Buy and Read the book,
making use of all 3 of these elements.
Building A StoryBrand by
Donald Miller.
Re-write your Homepage Headline to state
what you do in simple language and solve an
internal problem.
Ask someone who knows nothing about your
business or nonprofit to glance at your
website for 7 seconds and see if they can
explain what you do right away.
Write your process as 3-4 simple steps and
add it to your homepage.
SESSION 3
Websites That Work,
Appeal to Each DISC Personality.
Summary & Main Point:
DISC is a personality model with 4 primary descriptors: Dominant,
Inspiring, Supportive and Cautious. All 4 types of personalities are visiting
your website so consider implementing elements and features that
appeal to each.
Setup your website to
appeal to the 4 major
DISC personality types.
SESSION 3
Key Takeaways:
Helpful features for a “D” Helpful features for a “S”
personality type: personality type:
• Simple homepage headline • Reviews
• Call-to-action • FAQs
• Pricing • Guide
• Pertinent information • Resources
• Chat
Helpful features for a “I” Helpful features for a “C”
personality type: personality type:
• Testimonials • FAQs
• Reviews • Resources
• Brag Bar • Plan / Process
• Stories • As much info as possible
• Connect with internal/external problems • Guarantees
Session Resources:
• Learn more about Empowering Small Business, Dave Kauffman, or you can buy his book here:
[Link]/book
• Take the DISC Assessment here: [Link]/disc-assessment
Action Steps:
Review your website to see which of the above features/elements you’ve included.
Determine if your business or nonprofit appeals to one DISC personality type more
than another. If so, add the applicable features/elements to your site.
Take the DISC assessment to see what your own personality profile/behavioral
style is.
1 2 3 4
CUSTOMER CONTENT CREDIBILITY COMMUNICATION
Understand Your Focus on Your Reduce Risk and Setup Social and
Audience Website First Get Reviews SEO Strategy
CREDIBILITY
Reduce Risk and
Get Reviews
SESSION 4
Websites That Work,
Display Positive, Public Reviews.
Summary & Main Point:
88% of people trust online reviews as much as personal recommendations
from friends or family!
Getting reviews is probably one of the most important and effective ways to
reduce the risk for potential clients and a huge step in getting more business
and more leads.
“93% of people now read online reviews, Google
ranks businesses with reviews higher, and
potential customers love reviews.”
SESSION 4
Key Takeaways:
Review Statistics
• 93% of consumers now read online reviews vs. 88% in 2014.
• 88% trust reviews as much as personal recommendations, vs. 83% in 2014.
• Unhappy customers tell 24 people about their experience; happy ones tell 15 people.
• 90% of typical U.S. consumers read online reviews; 6% write them.
3 Reasons Customers Don’t Write Reviews:
1. “Writing reviews is too tedious and complicated,” so make the process easier.
2. “I never even thought about it,” so ask for reviews.
3. “I forgot to write the review,” so regularly remind customers to write reviews.
Buy The Review Funnel
The Review Management Platform makes getting reviews simple and easy for only $65/mo.
(with a 10-Day Free Trial) by using the discount code: 65MONTH
Session Resources:
Claim Your Google My Business Listing
Claim and setup your Google My Business page by going to: [Link]/business
Try The Review Funnel Software
If you’re interested, go to [Link] to learn more about the Review Funnel
software, see a demo, and sign up if you're interested. Use the discount code: 65MONTH
Get A FREE Review Scan
Get a FREE review scan here: [Link]/review-funnel#reviewscan
Action Steps:
Get a completely FREE Review Scan to see how your business is doing on local
review sites.
Ask your satisfied customers to leave a review on Google and/or Facebook.
OR
Try the Review Funnel for a month to easily get more public, positive reviews.
SESSION 5
Websites That Work,
Eliminate Your Customer’s Risk.
Summary & Main Point:
Selling your product or service is all about eliminating the risk. Whether we're
hiring a lawn service or purchasing a new dishwasher, we all want to be sure that
we're getting the best return on our investment. The fact is, we are more likely to
buy or even donate to a cause when there’s less perceived risk.
“You can provide the best
service in town or have the
most quality product in your
market space, but it’s all for
nothing if your potential
buyers have any doubts.
Doubt creates hesitation.
Hesitation kills sales.”
SESSION 5
Key Takeaways:
1. Reduce perceived risk by offering a risk-eliminating
guarantee
• A guarantee can simply be an honest promise about your product or service
that you can stand behind.
• The only time you really run a risk of getting ripped off is when you offer low
quality products. Offer great products and service, and your results will speak
for themselves.
• NONPROFITS: Consider running a donation campaign where you can
"guarantee" exactly where your donor's money will go.
OR
Offer a simple guarantee about a benefit that will be provided if a specific financial
goal is reached.
2. Show off your badges, certifications, and seals
People are more likely to make a purchase from a website or hire your company
if they have both high levels of trust and low levels of perceived risk.
Displaying security seals, trust badges, and certifications are yet another way to
reduce the perceived risk.
Action Steps:
Check out the following guarantee ideas and create a risk-reducing guarantee for
your organization:
[Link]
Determine what badges, seals, or certifications can be added to your website, find
the correct image files, and post them on your website with a link to the associated
website.
Watch the Session 5 Case Study. Then, put yourself in the shoes of your customer
and search for your service, product, or nonprofit via a Google search to determine
the path that potential customers might take to find you online.
1 2 3 4
CUSTOMER CONTENT CREDIBILITY COMMUNICATION
Understand Your Focus on Your Reduce Risk and Setup Social and
Audience Website First Get Reviews SEO Strategy
COMMUNICATION
Setup Social and
SEO Strategy
SESSION 6
Websites That Work,
Show Up In Local Google Searches.
Summary & Main Point:
Search Engine Optimization is not an exact science! It changes all the time as
Google algorithms change and there’s not a one size fits all approach. Every
industry, town, and market is different.
However, there’s a few major things to implement that make a huge difference.
“Showing up in local
Google searches
and in Google Map
results is essential
for local small
businesses &
nonprofits.”
SESSION 6
Key Takeaways:
1. Add Page Titles & Meta Descriptions
Write titles and descriptions as “mini ads” for each page that are concise, relevant, and in
easy-to-understand language. Rather than stuffing them with keywords or key-phrases, include
1 or 2 keywords or phrases for that particular page in the title and description.
2. Add Schema
Schema is a framework for formatting your website content that produces the most effective
search results. Schema can be implemented on most websites (such as WordPress and
Joomla) using a 3rd party plugin or component.
3. Update Citations
If you are a local business with a physical address and want to be found in Google Maps and
local search results, then it’s very important to make sure your information is submitted correctly
to the most popular and most used directories and aggregators. Aggregators supply information
to major search engines and have built massive business databases from valuable listing
sources. Google uses these citations to help establish your local online authority.
Session Resources:
Review Your Website’s Titles & Descriptions
View every Page Title and Meta Description on your website by typing site:yourdomainhere into
your web browser address bar.
SERP Preview Tool
This tool shows you how your titles and descriptions will display in search results and how many
characters are allowed in each: [Link]/serp-preview-tool
Schema Testing
Test to see if your website has Schema here: [Link]/structured-data/testing-tool
Action Steps:
Review your website’s Page Titles & Meta Descriptions to be sure they are written
well and include the relevant keywords for each page.
Test your website to see if you have Schema. If not, implement it using a 3rd party
component or contact us for help.
Google your business name with the city your business is in. If you see variances,
then your citation is not consistent.
SESSION 7
Websites That Work,
Use Social Media Effectively.
Summary & Main Point:
For most small businesses and nonprofits, Facebook is the first choice
because of it’s overwhelming reach and impressive targeting capabilities.
Time and resources for every small business is limited. If you have to choose
one channel, choose Facebook hands down.
“Your business' Social Media
presence should be more
than just an afterthought.
Post effective, high-value
content that offers solutions
to your customer's problems
or educates them on things
that they care about.”
SESSION 7
Key Takeaways:
What Should You Post?
• FOLLOW COMPETITORS: Look at competitors or similar industries and see what they have
success with.
• HIGH VALUE CONTENT: Think about ways you can be the guide and share information that
helps people or solves a problem. If you have an FAQ page on your website, consider turning
some of those questions into helpful Facebook posts.
• BLOG POSTS: Do you have a blog? Do you push every blog out to your social channels?
This reinforces your blog and adds “social signals” which benefit your SEO.
• VIDEOS & IMAGES: Facebook Live, video is king, images are crucial.
• HAVE A PLAN: Think through your content ahead of time and setup a monthly content
calendar spreadsheet. Schedule posts ahead of time. Repost content in different ways.
Setup Your Facebook Page Completely
• Complete Your Page’s Profile
• Get Facebook Verified
• Add Call-to-Action Button
• Respond Quickly
Know Your Numbers
• Reporting Tools: Every social channel has reporting and there are many tools that can
automate this process for you.
• Reach & Engagement: Keep track of your numbers on a weekly or monthly basis to see if
you’re improving. If not, change your content and try different approaches.
• Setup conversions in Analytics: Setup Goals in Google Analytics to track leads and successes.
Action Steps: Session Resources:
Research and follow your top 3 competitors
on Social Media. Pay attention to what 4 Google Analytics Goal
channels they use and what content they Types That Are Critical To
post. Your Business:
Follow the “Key Takeaways” above and [Link]
implement them as thoroughly as possible. critical-goal-types/
SESSION 8
Websites That Work,
Maximize Your Digital Advertising.
Summary & Main Point:
If you have any size advertising budget, Facebook and Google Ads can be
extremely effective for bringing in new business or raising awareness for your
brand, but make sure your website is setup correctly first.
“Paid traffic provides the best placement
in Google search results and in Facebook
news feeds.”
SESSION 8
Key Takeaways:
1. Decide on a Channel: Facebook vs. Google
• What Is Your Budget? It’s easier to decide on a channel once you determine your budget.
• What is the goal? Google is ideal for direct purchases or services, Facebook is better
suited for affordable products, brand awareness, and generating leads.
• What is the intent of buyer? If your potential customer is more likely to do a direct Google
search to find your product or service, then Google is the way to go. If you want to reach a
wider audience that might not even know about you, then Facebook puts that information
directly in front of them without them having to search for it.
2. Set Up Conversion Tracking
• Set up your website to measure conversions: Lead people back to your website so you
can track conversions.
• Create Analytics Goals and Call Tracking: Set up Goals in Google Analytics to track
leads and successes. Call Tracking is also an effective way to track leads that come from ads.
• Calculate your ROI: Determine your cost per lead or cost per sale. This is referred to as
your Lead Acquisition Cost.
3. Set Up Conversion Tracking
• One-time Setup: Retargeting just requires adding a snippet of code (or pixel) to your
website one-time that can be used indefinitely.
• Define Audiences: Setup a custom audience in Facebook or Google based upon visitors to
your website or a whole host of other factors.
• Display Advertising: Display ads, also known as banner ads, are a form of pay-per-click
advertising. They can come in the form of a banner, but have a variety of sizes.
Session Resources:
4 Google Analytics Goal
Action Steps: Types That Are Critical To
Your Business:
If you haven’t already, setup Google [Link]
Analytics Goals on your website. critical-goal-types/
Setup your Facebook Pixel and install it Recommended Call
on your website. Tracking:
Run a campaign or contact us for [Link] or contact
assistance. us for better pricing.
SESSION 9
Websites That Work,
Use Email To Reach Customers.
Summary & Main Point:
More things are sold via email than any other method, including Google or Social
Media. Email is the best way to get a message directly to someone.
“Email marketing is not dead, it’s still the
number one way to sell products, promote
events, and build an audience online.”
SESSION 9
Key Takeaways:
5 Tips to Improve Your Emails:
1. Use Plain Text: People are much more likely to read plain text emails.
2. Keep it Short: Keep email text to 200 words or less.
3. Break up Paragraphs: Break up your paragraphs into 1-3 sentences.
4. Offer a Call-to-Action: Can be a link, button, or P.S.
5. Use Conversational Language: Email is very personal, keep it that way.
4 Effective Campaign Types:
Free Content Campaign Educational Campaign
Offer something for free in exchange for Targeted to existing clients, this campaign
a potential customer’s email address, educates them about services you offer
then followup with a series of or a subject matter that you have an
automated emails. expertise in.
Post-Purchase Campaign Pre-Event Campaign
Educate or inform your customers Send a series of automated emails
immediately after they’ve purchased leading up to an major event or product
your product or have attended an event. launch date.
3 Common Email Myths:
1. “People will think my emails are spam!” There’s always going to be someone that thinks your
emails are SPAM, let them unsubscribe. Deliver valuable content and people will stay.
2. “It’s a bad thing when people unsubscribe.” Don’t worry about unsubscribes, they narrow down
your list to an accurate audience.
3. “I shouldn’t send emails very often.” People get emails all the time, so if you only show up in their
inbox every once in a while, you’ll get lost. People buy when they are ready to buy, not necessarily when
you're ready to sell.
2 Email Platforms:
1. MailChimp: It’s free for the longest amount of time,
offers every feature you need, and it integrates with
everything.
2. Active Campaign: It has a really easy interface for
email design and automated email sequences/sales
funnels, and it’s also a pretty good CRM too.
Action Steps:
1 Content Creation Strategy:
The most important
• Come up with 5 subjects that will educate and add
step with this and any
value to your audience.
other subject in the
• Write 500-800 words on each subject.
• Break those 5 subjects up into 10 different emails. past 9 sessions is to
• Edit & Repurpose that content in different ways. GET STARTED!
• If you’re not a writer, hire a copywriter.
A RESOURCE
Thanks!
Thanks for taking the time to go through this course. We hope that the
content we’ve provided will give you a jumpstart on your marketing and
will help you continue to have a Website That Works for your business
or nonprofit!
If you have any questions, suggestions, or need help with anything
we’ve gone over, feel free to contact us.
DESIGN GROUP
[Link]
