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Website Analysis and Proof

by keyuria
10 replies
Hey warriors
I am new in the offline marketing and I ought to know what should I include in the website analysis to present to the customers or website owners?

Anybody? Any idea?

Please help
#analysis #proof #website
  • Profile picture of the author Steve Holmes
    Whatever you deem to be important. Don't just do what you think you should do, know what's important an "analyse" their website.

    Do they have an email capture, does their site look nice, is it optimised?

    What content do they have on there, can you find their number immediately?

    As a consultant you need to know what is important and what changes should be a priority.

    You can have screen shots and key points you have identified that need to be changed on site. If they are not ranking for important keywords then highlight that.

    You could create a Jing video explaining all of this if you are not meeting them in real life yet.

    Show statistical data from other websites like mashable or Nielson showing stats of how long a use rstays on a site, importance of local search etc if it is relevant to the client.

    Hope that helps,
    Steve
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  • Profile picture of the author SgtBadass
    Originally Posted by keyuria View Post

    Hey warriors
    I am new in the offline marketing and I ought to know what should I include in the website analysis to present to the customers or website owners?

    Anybody? Any idea?

    Please help
    You're planning on doing website analysis before they're a client or afterwards?

    If before - don't. Find a potential client, get them to want your stuff (and it won't be with reports) find out how much money they've got, tell them it's more and then close the sale.

    Don't get doing proposals and reports and any of that crap, that's called working for free and it doesn't sound like much fun.
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    • Profile picture of the author keyuria
      Originally Posted by SgtBadass View Post

      You're planning on doing website analysis before they're a client or afterwards?

      If before - don't. Find a potential client, get them to want your stuff (and it won't be with reports) find out how much money they've got, tell them it's more and then close the sale.

      Don't get doing proposals and reports and any of that crap, that's called working for free and it doesn't sound like much fun.
      I have downloaded almost 6 eBooks on offline marketing and all of them insists on creating some reports to show the client that we have strudied their site and we are here no to provide with the solution, and that is how we start.

      Is there any other way around to get the client without working for them or on their website creating analysis? Please do let me know.
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    • Profile picture of the author keyuria
      Originally Posted by SgtBadass View Post

      You're planning on doing website analysis before they're a client or afterwards?

      If before - don't. Find a potential client, get them to want your stuff (and it won't be with reports) find out how much money they've got, tell them it's more and then close the sale.

      Don't get doing proposals and reports and any of that crap, that's called working for free and it doesn't sound like much fun.
      OK
      I have read now your ebook and your tactic still sounds good. Let me give it a try.
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  • Profile picture of the author Amir Luis
    Kind of depends.....

    What is your product offering?

    You can do the all inclusive... which I suggest.

    Analyze the website in the way that Steve suggested above.. Also noting Calls to action, Conversion Tools, USP, and Copy. Is it focused on the owner of the website or the reader of the website?

    The reader just wants to know... "what's in it for me?" Not.. how long the business has been there.

    SEO... Using tools like Traffic Travis you can analyze the competition for keywords. And show them exactly what it will take to obtain Page One TOP 3 Google Ranking.

    SEARCH VOLUME... using the Google Adwords Keyword Tool. you can show them how many searches each and every month for their terms. Which shows them exactly how many customers they are missing, whether with or without local geo identifiers.

    RESULTS.... Show them Prints or Images of the results for keywords you are suggesting for thier campaign. Show them where their major competitor is on page one of Google, and I bet they aren't hurting for business because they are taking advantage of the AWESOME POWER of INTERNET MARKETING SOLUTIONS.

    That is a quick synopsis. Hope that helps...
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  • Profile picture of the author Toby Couchman
    Find a potential client, get them to want your stuff (and it won't be with reports)
    How do you achieve this without providing something to tempt them?
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    • Profile picture of the author SgtBadass
      The problem with most e-books on off-line clients is that they are written by on-line people, people who have just done affiliate or other marketing and are simply transferring those skills over to the real world.

      I have been in the web/SEO business now for 7 years. In the first year I did the proposal/quote thing and had very low success. In the last six years my policy has been "no proposal, no quote" and my sales rocketed.

      I now manage about 20 SEO clients bringing in around $20K a month and I'm doing that part time. This is in addition to web development work and consultancy. Not one, not one of my current clients had a proposal or a quote, each one simply had a contract to sign after we'd agreed the deal.

      If you do free work for them then you're devaluing your proposal. What's more, they could simply take what you've given them and send it to some other web company.

      It's the same with proposals and quotes - they simply take them elsewhere and give them to someone else and say "can you beat that?"

      The key is to give them something they want to buy and to do that you need to remember a couple of golden rules:

      • Not everyone is a prospect
      • Not everyone wants your stuff
      • Everyone has a common interest - money
      Most businesspeople I meet couldn't give a hoot about SEO or "calls to action" or Google Analytics and they don't know what a social network is. They've probably heard a few words mentioned and read the odd book but what they do know is money.

      Money makes the world go round so you need to appeal to that:

      "Hi, I guess you get most of your work from the Internet?"

      "What, you don't? Is that worth fixing?"

      Or

      "Are you finding it useful being top ten on Google?"

      "What, you're not top ten??! Why's that then?"

      Ask them why they're not top ten, because you'd assuming being a top business that they would be and then work your way in.

      Simply going in and saying "Hey, I've done a report on your website and it looks like you could do with changing your title tags, you need more H1 tags and then you need to build links" is like saying:

      "Hey, I looked at your website and it's a complete bag of crap, it seems to have been designed by a twelve year old on work experience, would you like me to help you turn it into something decent instead of the Elephant Man of the web it is right now?"

      Do you think they're likely to buy your skills? Don't think so.
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      • Profile picture of the author Amir Luis
        Originally Posted by SgtBadass View Post

        The problem with most e-books on off-line clients is that they are written by on-line people, people who have just done affiliate or other marketing and are simply transferring those skills over to the real world.

        I have been in the web/SEO business now for 7 years. In the first year I did the proposal/quote thing and had very low success. In the last six years my policy has been "no proposal, no quote" and my sales rocketed.

        I now manage about 20 SEO clients bringing in around $20K a month and I'm doing that part time. This is in addition to web development work and consultancy. Not one, not one of my current clients had a proposal or a quote, each one simply had a contract to sign after we'd agreed the deal.

        If you do free work for them then you're devaluing your proposal. What's more, they could simply take what you've given them and send it to some other web company.

        It's the same with proposals and quotes - they simply take them elsewhere and give them to someone else and say "can you beat that?"

        The key is to give them something they want to buy and to do that you need to remember a couple of golden rules:

        • Not everyone is a prospect
        • Not everyone wants your stuff
        • Everyone has a common interest - money
        Most businesspeople I meet couldn't give a hoot about SEO or "calls to action" or Google Analytics and they don't know what a social network is. They've probably heard a few words mentioned and read the odd book but what they do know is money.

        Money makes the world go round so you need to appeal to that:

        "Hi, I guess you get most of your work from the Internet?"

        "What, you don't? Is that worth fixing?"

        Or

        "Are you finding it useful being top ten on Google?"

        "What, you're not top ten??! Why's that then?"

        Ask them why they're not top ten, because you'd assuming being a top business that they would be and then work your way in.

        Simply going in and saying "Hey, I've done a report on your website and it looks like you could do with changing your title tags, you need more H1 tags and then you need to build links" is like saying:

        "Hey, I looked at your website and it's a complete bag of crap, it seems to have been designed by a twelve year old on work experience, would you like me to help you turn it into something decent instead of the Elephant Man of the web it is right now?"

        Do you think they're likely to buy your skills? Don't think so.

        You my friend... Are a real marketer.

        Thank you for that post.... it actually supports a report that I am working on right now.

        The answer I through up there was late at night, with out thought, and standard form BS.

        Really... It's good to have those things prepared so that you can walk in with facts. But that doesn't mean I have to use them.

        Ocassionally you do get that client that does not what he is talking about, or THINKS he knows more than he actually knows. When these crop up, you are prepared. And you also have literature to leave them if they don't close right away. Packaged nicely with professional letterhead ofcourse.


        BUT...

        The vast majority of your clients will not need this... The vast majority of people that I talk to..... I have a presentation folder in my hand that does nothing.

        You walk in... Introduce yourself, ask a probing question to identify their needs, then shut up and listen.

        Let them tell you what they need. You can have all the proof in the world... but what it really comes down to is your ability to make the sale.

        A lot of people in the IM community do not know the first thing about sales.

        They go in blind. I thank God that I spent so many years in sales....

        It helps to know what not to do.


        I have found... and this is just my experience speaking. That it is best to not speak. It is best to listen first, then sell... if you are spending time trying to defend your position as a professional. You are wasting energy and creating Sales Pressure.

        No one likes to be "sold".

        If you walk in with the Genuine Concern and Primary Purpose of "How can I be of service to this client?" Your "Proof" will come oozing from your pores.

        The only thing you can do to screw that up.... is to talk Geek. Do not... and I mean DO NOT talk over peoples heads. If you leave them scratching their heads trying to sound like a Pro offering his Proof that he is a Pro.... You will walk out without a check.

        I always speak in Laymens terms. Focusing on the benefits, and making it a two way conversation.

        Learn to ask questions.... and you will not need proof because you know how to ask the right questions.

        After you have a good two way dialogue going... you can say...

        "oh... BTW...."
        "This is (Flip open your folder) how many people are searching for your product or service in (YOUR CITY). This is where your competition is. (showing the first page of google with high search volume keywords) IF you decide (no pressure) to allow me the opportunity to help you get there... This is how many new paying customers you can expect to get each and every month."

        "Of course that depends on you and your staff, their abilities to bring them in and close them. But you get the idea."
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        • Profile picture of the author iamchrisgreen
          Originally Posted by Amir Luis View Post

          You my friend... Are a real marketer.

          Thank you for that post.... it actually supports a report that I am working on right now.

          The answer I through up there was late at night, with out thought, and standard form BS.

          Really... It's good to have those things prepared so that you can walk in with facts. But that doesn't mean I have to use them.

          Ocassionally you do get that client that does not what he is talking about, or THINKS he knows more than he actually knows. When these crop up, you are prepared. And you also have literature to leave them if they don't close right away. Packaged nicely with professional letterhead ofcourse.


          BUT...

          The vast majority of your clients will not need this... The vast majority of people that I talk to..... I have a presentation folder in my hand that does nothing.

          You walk in... Introduce yourself, ask a probing question to identify their needs, then shut up and listen.

          Let them tell you what they need. You can have all the proof in the world... but what it really comes down to is your ability to make the sale.

          A lot of people in the IM community do not know the first thing about sales.

          They go in blind. I thank God that I spent so many years in sales....

          It helps to know what not to do.


          I have found... and this is just my experience speaking. That it is best to not speak. It is best to listen first, then sell... if you are spending time trying to defend your position as a professional. You are wasting energy and creating Sales Pressure.

          No one likes to be "sold".

          If you walk in with the Genuine Concern and Primary Purpose of "How can I be of service to this client?" Your "Proof" will come oozing from your pores.

          The only thing you can do to screw that up.... is to talk Geek. Do not... and I mean DO NOT talk over peoples heads. If you leave them scratching their heads trying to sound like a Pro offering his Proof that he is a Pro.... You will walk out without a check.

          I always speak in Laymens terms. Focusing on the benefits, and making it a two way conversation.

          Learn to ask questions.... and you will not need proof because you know how to ask the right questions.

          After you have a good two way dialogue going... you can say...

          "oh... BTW...."
          "This is (Flip open your folder) how many people are searching for your product or service in (YOUR CITY). This is where your competition is. (showing the first page of google with high search volume keywords) IF you decide (no pressure) to allow me the opportunity to help you get there... This is how many new paying customers you can expect to get each and every month."

          "Of course that depends on you and your staff, their abilities to bring them in and close them. But you get the idea."

          Absolutely... learning to sell is a monster of a leap from being able to "do the work".

          It is a whole skill unto itself.

          In fact, here's one way of knowing when you are moving on that path of being a salesman...

          ... you are able to walk into a sales meeting with no planning, no presentation, no charts and graphs, no pen and no paper !! Just a pair of ears and some killer questions.
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    • Profile picture of the author SgtBadass
      Originally Posted by m0nk3yb0y View Post

      How do you achieve this without providing something to tempt them?
      Tempt them with the boat they could buy if they invested in some decent SEO.
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      Free mini-guide to offline marketing : http://www.sembusinesstactics.com/

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