Module 1
Setting Goals, Defining Target Personas & Creating Strategy

• What will be the 'JOB' of the website? This is a core part of your strategy that is often overlooked.
• What are the goals? Without goals, how will you evaluate your success?
• Who are we selling to and why should they buy from us? What are their provocations? Target personas define what solutions your ideal customer is looking for and then being able to position our product/service favorably.
• What types of content do we need to create for them? That depends on your prospect and where they are in your sales cycle. There are about 15 different types of content that can be matched to your prospect's preferences. We show you how to efficiently repurpose a single piece of content multiple ways.
• Where can we engage them? Listening to your market (Market Research) gives you insights that save your time and money. (Cost of Acquisition) Learn what's bothering them, what their experience is, what lingo they use is ESSENTIAL for developing a competitive edge.
• Where can we market to them? Where will you drop your bait? Organic and paid traffic needs to be focused on qualified leads. You can go broke targeting the wrong audiences.
• What resources do we have? What resources to we need? Do we have what it takes? Who is responsible for what?

Module 2
The Technical Foundation of Successful Websites

• Website Hosting: There are advantages to having a quality hosting vendor. Reliability, support and security are nothing to fool around with. Hosting doesn't have to be expensive - it has to be good. We'll show you how to find a quality home for your website.
• Google Analytics: If you don't know your numbers, you don't know your business. Google Analytics shows you how much traffic you're getting and to what pages. Get a sense of how your visitors are resonating with your site content. You'll learn from 'loyalty KPIs' and be able to evaluate the success of of your online activities.
• Website Security: It is ESSENTIAL that you protect yourself from hackers - and they are out there! It can be REALLY expensive and time-consuming to revive a hacked website. Great security is not difficult and we'll show you how to bulletproof your website and discourage the bad guys.
  
  Website Security also means being able to recover from the inevitable situations that come with working online. We show you how to save time and $$ when the $#!* hits the fan.
• User Experience (UX): Good UX results in higher conversions. The design, layout and functionality of your site is important to achieving your goals. UX is affected by the paths we set up for site visitors to take thru the website. This is key component that is often overlooked by website owners and managers.
• WordPress: As of 2022, WordPress powers 43% of all websites on the Internet. (W3Techs) We'll show you how to select a theme, get WordPress installed and manage it effectively.
• Ecommerce: The ability to accept online payments is a common component of Website Success; whether you're selling simple items, taking donations or invoicing your customers, it's important that those transactions are reliable and secure. We'll introduce you to basic Ecommerce.
• Site Speed: Google has emphasized 'the need for speed' for several years, especially for mobile devices and is a significant Ranking Factor. Learn how to evaluate your site's page loading times for free and find out what you need  to make it load faster.
• Domains: Your address online. What makes a good domain name? What to avoid?

Module 3
Content That Converts

• Copywriting: The core of Content That Converts. There is a reason why copywriters are highly paid - they convince prospects to buy. Learn why it's important to "chunk" your online copy. Learn more about...
• The Importance of Headlines: Famed copywriter David Ogilvy claimed that the headline of your content was 80% of the challenge. Learn what makes a great headline and how to test them!
• Power Words: Power Words (and Influential Words) appeal to people's emotions, which can improve conversion significantly. We'll show you how to use them and give you a swipe file of words to improve your copy.
• Writing Patterns: There are standard templates that help make content creation easier and more effective. Learn how to use them for immediate benefit.
• Images: A picture is worth a thousand words! We'll show you how to select images - many royalty-free. Learn the importance of image formats.
• The Importance of Video: About 80% of Internet traffic is video. Video is a popular & effective form of content and it doesn't have to be network quality. In most cases you can use a cell phone! We'll show you how to create it, whether you want to be on-camera or not.
• Repurposing Your Content: Save time and money, while giving your audience options for consuming your content. Learn how to turn a blog post or article into a dozen other forms of content.

Module 4
Traffic That Converts

• Organic Traffic: Free search engine traffic can be a beautiful thing, IF you can get it. (It's getting harder) It can also take a while to create enough content that the search engines will value you and your website as experienced operators with sufficient expertise and trustworthiness.
• Search Engine Optimization: SEO can be a big driver of organic traffic and we'll teach you how to optimize your content for search, but another element of SEO is keyword research, including evaluating what your competitors are optimizing and ranking for. Keyword research helps you determine what provocations your audience has so you can create content that will appeal to them.
• Paid Ads: The quickest way to get traffic to a website is to buy the traffic. It can also be very targeted. In this course, we will introduce you to Facebook ads.
• Audience Retargeting: You can run ads to people who have visited your website, but didn't buy your offer. It all begins with setting a cookie when someone lands on different pages and compared with pages they did not visit. For instance, a visitor who lands on a product page, but does not land on a 'confirming your purchase' page, indicates the sale was abandoned. You can run ads to those visitors encouraging them to come back.

Module 5
Email Marketing

• Most Cost-Effective Way to Market Your Business: Email marketing has the largest average ROI of any marketing technique; 4,200% On average, you get back $42 for every $1 spend on Email Marketing. That's why large retailers build and segment lists on a daily basis."The money is in the list!"
• Broadcast Emails vs. Autoresponders: You can send emails to your lists any time and they can be filtered by characteristics, such as buyers or where they came from. You can also set up a series of emails that begin being sent once someone joins your list. These automated emails can also be set to change based on activity - a sales automation may end when something is purchased, which may also trigger ab automation supporting the sale.
• How to Use Lead Magnets to Build Your List: Most people will not sign up to your email unless you offer them something of value that is related to what's being discussed on a page or blog post. Checklists, software, videos or white papers are examples of lead magnets.
• How to Tag Your Subscribers So You Can Personalize Your Messages: As referenced above, you can tag email subscribers based on activity or other characteristics. For instance, you might want to send an email to subscribers who came to you from a Facebook ad, but never bought the product. You can then customize an off directly to them.
• Selecting an Email Service Provider: We'll teach you how to select an Email Service Provider that fits your needs. Considerations, such as capabilities and price will be important factors in your decision.

Train Your Team
A trained team is an effective and more efficient team. Delegate what needs to get done so you have more time to do what you do best.

Learn At Your Own Pace
Start with the first module and work your way through Module 5, OR zero in on what's important to get done TODAY!