How to sell website optimization services to inbound clients

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

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

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

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

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

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

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

First, why are most
websites anti-inbound

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

What happens?
Content Overload… No Process

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…

What is a website
optimization strategy?

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!

Selling a website
optimization plan…

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

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.

Scope of work

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.

Quick recap on the buyer’s
journey

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

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.

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.

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

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

How to sell website optimization services to inbound clients

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