TRAINING | SITES & FUNNELS FOR GROWTH

Yo, it's 2024. However, having a good website, a high-converting website is more important now than ever, especially if you're spending a ton of money on paid ads and trying to acquire customers and clients consistently. So ultimately what we have to do is make sure our website is supporting all of our acquisition efforts, all of our paid ads, everything that we're doing from a marketing perspective. It's gonna help to create a lot of cross-channel, uh, conversions. It's gonna build credibility with our audience. So the live training that you're about to watch was one that I put together for a private group of individuals. I hope that you enjoy. So let's dive into it. What's the difference between a funnel, a website, and a landing page? I'm kicking it off with this question because this is one of the most frequently asked questions I get from business owners. It's confusing, right? What's the difference? I, I hear about funnels and I need one, and can a funnel replace a website, or can a funnel be a website? And then what the heck is a landing page? I'm going to set the record straight if you are confused at all and you're going to get clarity here. So landing page is a single page and oftentimes it is built off, you know, outside of a website. So it's on a separate domain and it's a single page used to convert traffic into a lead or a purchase. And we can use these landing pages for a plethora of different, different things. We can use them for tripwire offers, maybe ebook offers to build and grow an email list, to generate leads and also to generate purchases. So if you are an e-commerce business, you can actually send direct traffic, a click, to a landing page and hope it— hopefully that, that ad will communicate to the right prospect and that that landing page will do a great job of selling that person and be able to create a purchase and conversion. Now, this is kind of what a landing page might look like. It's a single thing. There's no external clicks. There's no confusion. There's one goal, right, of the conversion event, and it makes it so there's a lot easier tracking. Meaning we can track a click to a landing page based on the conversion. We can then report and attribute that click or result back to the campaign and get a lot better and faster results into what type of an ad is working and what type of an ad is generating a click, which is generating a conversion. Now, a funnel is typically a series of landing pages that are used to convert traffic into a lead or a purchase. These are single, multiple pages kind of strung together to create a, a journey or an experience to maximize conversions or to really control the experience of a prospect with your business. So ultimately, these funnel steps, a.k.a. these individual landing pages within a funnel, map each step that might be needed for a prospect to convert into something. Now, a website is a collection of pages that is used to create and build credibility for your product or service. And the big word here is credibility. And really, if your website isn't helping to build credibility and support what you're doing on your landing pages or on your paid ads, you're missing the entire point of a website. That's why we say here that a website should be designed and built with the idea in mind that we're trying to support and contribute to the success of your funnels and paid ad campaigns. So the website isn't exactly where we're sending all of the traffic to, but the website is used as kind of a catch-all, knowing that people are going to bounce, people are going to do research, people are going to look you up online. Consumers are oftentimes very, very skeptical. And even if your ad is great and your landing page might be great with a powerful offer, you still have to have a website that will support what you're doing on your marketing. And that's the whole point. And here's a typical outline of a website. This would be a 9-page website, right? Products, services, contact information, maybe FAQs, a homepage that acts as kind of a, you know, central hub of all of your information, a blog page that we could, you know, continue to build content on for us to be able to index for specific keywords that we might be trying to rank for organically inside of a search engine, testimonials page, and also maybe Throughout the website, we have other testimonials and case studies and about page and also links to social, maybe a social page as well. So the big point, big takeaway, if you guys don't learn anything else today, the main takeaway is this: website is credibility and indirect conversions, right? Meaning we're not directly actively sending traffic to our website, but if it supports our paid ad campaigns and it's designed to be high converting with great content, we will acquire customers and conversions through our website. And our landing page and/or funnels are designed for direct conversions, meaning once again, we're spending money on a call to action and we're making one specific CTA or offer on a landing page or funnel, and we're trying to control that entire experience and report back and attribute back our leads to an ad so we can scale it. So let's dive in. To the anatomy of an effective website. So step number 1, and you know, this isn't going to be rocket science at all, but it's a great reminder that oftentimes websites can become very overwhelming. Dozens and dozens and dozens and dozens of pages, a lot of information, a lot of, you know, kind of clunky things, and it's overwhelming. Let's just keep a website simple. So a couple of things here as well. From a format perspective, keep it basic. Make sure you're using large, clear fonts, simple colors, and be direct, be to the point as it relates to what you do and how you help your ideal customer. Now, the second thing here is video. Why am I including video as it relates to anatomy of a high-converting website? Well, simply put, we're seeing that the way we consume information as human beings is we're getting away from text. Text-heavy websites oftentimes work really, really well for ranking on Google. So there's a fine line there, but but in terms of the information you actually want your customers to consume, it's oftentimes best to try to put that in a video form or in a different form that is not so text heavy. So regarding the video, make sure that there's fast pacing, no fluff. There doesn't need to be an emphasis on professionalism, on, you know, making sure the lighting and the audio is perfect. Being just raw and authentic and genuine is really the big takeaway here. Provide value and make sure that you have a strong CTA. If you can focus on those 4 things, your videos are going to convert like gangbusters. Now, the 3rd thing here is experience, and this might be the most important one. We have been accustomed to, as a society now, to anything that doesn't happen immediately, we get impatient with. I mean, think about it. We buy it, we go to buy a product online, it's like, oh, it doesn't have next day shipping, I don't want to buy it. Amazon's ruined us. Same thing goes with really, you know, incredible mobile experiences, fast internet, fast Wi-Fi. If your website isn't optimized, it's not fast, your images aren't compressed, and it's not going to be mobile responsive, you're going to have people bounce. Why? Because it feels like you aren't credible. It feels like you don't care about your, your traffic. Because if I truly care about my traffic, I care about the experience I'm trying to provide as a business owner with my website, I will make sure that I invest in the experience of my customers. And what does that mean? More time on your site equals a greater chance of them doing what? Business with you. So this is really important. And I'm going to, you know, use these different prompts and series of prompts to create a bunch of website copy. So what I'm gonna do is I'm gonna go to ChatGPT. I've got a prompt here set up. For those of you, I'm gonna just get this Zoom bar out of the way. Perfect. So for those of you that don't know or haven't used ChatGPT before, that's perfectly fine. That's okay. This is ChatGPT 4. This is the paid version. I highly recommend that you pay for this. It's $20 a month. It's a no-brainer in my opinion. But, uh, what I'm gonna do is I'm gonna come here and if you have an existing website or there's a competitor website that you would like to, uh, you know, uh, interpret and analyze, you can actually just paste this prompt. However, if you don't have a website and you're looking to create content for it, you can use this one. And it says, I need you to create content for my business. Please ask me everything that you need from me in order to learn everything that you need to know for my business so you can create the greatest and best possible content for my business. And I'm going to go back into ChatGPT and let's just assume I don't have a website yet and let's see what kind of questions ChatGPT is going to ask us. So first and foremost, it's going to ask for a business overview, target audience, unique selling proposition, tone and brand voice, key messages, content structure, SEO keywords, visual elements, call to actions, additional features. So what I'm going to do is I'm going to say, great, and provide answers to all of these questions, um, using the existing website information for Syndicate Marketing My Business. So rather than go through this and type it all out, um, I'm going to just go to Syndicate Marketing really quick, which is my website. And I'm going to paste this into ChatGPT and have it answer these questions for me based off of what it can learn from my business. That will help us move a little bit faster. But you could literally just go through and answer these questions for your own business. So we're going to go to our next prompt here, which is create AIDA framework for this brand. Now, I use this prompt for almost everything that I do from a marketing perspective, because AIDA framework, if you're not familiar with it, is a way that we can kind of start to think like a marketer, meaning we can think about the attention that we're trying to call to our ideal customer, the interest of them, why they would actually engage with us, what's the desire of a prospect as it relates to our business, and what's the action that we're encouraging them to take. And if we leverage and use this framework, you know, we can then do a lot of great things with it inside of ChatGPT. So you can see here the attention we're calling is revolutionize your business growth with Syndicate Marketing, your premier digital marketing partner. Interests. With our expertise in AI-driven marketing and track record of managing over $200 million in marketing spend, we specialize in elevating your digital presence and profitability. Our diverse client base ranges from e-commerce to B2B services, benefiting from our cutting-edge strategies in media buying and funnel optimization. So it's giving us a really compact framework now that we can take and build off of. And I'm going to say, knowing everything you know about my business, tell me about— tell me all you know about my ideal customer and how they make buying decisions. Tell me specifically about why they would choose to consume my product above other products and why my product is better than my competitors. I want you to list out other similar products and services that could be competitive in my product and identify how I could more clearly communicate the unique selling proposition of my product or service over my competitors. And here's what it's giving me. Your customers would choose SyncIt Marketing for several key reasons: expertise in AI-driven marketing, proven track record, diverse clientele, services focused on the metrics. And then competitors in our space, you know, are doing a lot of similar things. So distinguish ourselves further. We can focus on customization. So highlight a tailored approach to each client. Might not be prevalent in larger, more generic agencies. Showcase Success stories. So it's providing, hey, use specific examples of client success, which we of course can do. We're working on 2.0 right now on our own website. It says, with this understanding, identify some of the weaknesses that my business has regarding my ideal customer in the marketplace and explain how you can overcome those weaknesses with new products and marketing strategies and tactics. So it's talking about market saturation, rapidly evolving technology. The strategy could be to continuously invest in research and development, client education, client retention, global competition, etc. So we're just getting a massive amount of information about my business, about our competitors, about what would make me potentially better. And now we're going to start getting into the actual website prompts. Says, now that we understand this, I want you to create a website outline and framework that specifically addresses all of the above weaknesses and that does an incredible job of helping my ideal customer learn more about what I do and encourages them to take the next step of working with me or transacting with my business. Take everything you know about human purchase psychology conversion rate optimization, anatomy and outlines of the world's highest traffic businesses, websites, sales copywriting, branding, UX/UI, as well as the weaknesses of my product and service and other competitors in the marketplace, and position my products and services to uniquely fill those gaps and solve my customers' problems. The content needs to be meticulously in-depth and highly persuasive to emphasize the distinctive features, advantages, and unique selling propositions of our business. Please incorporate key industry jargon, substantiated data points, testimonials, and relevant case studies to substantiate our claims. And look what it's giving to us. It's giving us a pretty robust yet concise and consolidated website outline and framework. And you could take this to an agency like Syndicate Marketing, for example, and just providing this alone is going to be so helpful in terms of getting you a website that actually converts, that helps you get indirect conversions and helps to support your marketing and is going to help you build credibility online. Most people don't even know how to produce an outline or a framework like this. You can see we've done this in literally 2 seconds with some specific prompts. We're going to prompt ChatGPT to now say, now I want you to take this framework and outline and create all the headline sections, correlating copy for each page of the website outline. I want you to take all the creative faculties you can muster to write the best copy for each page that you are capable of writing. Of course, writing each headline section and page with the knowledge you have of the industry and the needs, pains, wants, and desires of the target market. As it relates to my ideal prospect and product or service that I provide as a business. You have no creative limitations as you write and create this ad copy. I'm going to now take this and I'm going to say, I want you to rewrite all of the copy for each and every page that you previously created. I want you to summon all the information and knowledge that you have regarding the best performing websites and CRO best practices. I want you to provide headlines, subheadlines, and sales copy for every single page. The goal of the page is to get a person to try our product and purchase our product. So you can see here it's now rewriting it and we can continue to have it rewrite it until we like kind of the output it's given us and we can take that and continue to expand it. And you can see here that, you know, it's, it's really good, but it's not quite comprehensive. And we can even prompt it further and say something like, this copy is a good or great start. Let's see here. However, we need— we— I need you to Expand it significantly. It's too short and concise. Rewrite it in a sales letter form. And let's see what it now does. So now it's giving us the headline. And it's giving us a lot more copy as a, as a copywriting, kind of a sales letter type of a framework and outline. And you can see that for right here, just the main headline. This is great. You say use the same prompt and instructions for the services page and it would go ahead and do the exact same thing. So talking about the strategy services page, now it's taking that, expanding upon it, and we're getting better and better copy here. So the key is that you just kind of learn how to finesse this and you're using ChatGPT for all of your, your content, your copy. The other thing that you can do is if you have— if you like a competitor's website and their existing kind of framework and outline, you can give ChatGPT a bunch of information and a foundation— foundational knowledge of your business and take the copy from another website and say, I want you to, you know, customize and take this copy and customize it for my business. I want you to be focusing on this, this, this, this, and this. And as it relates to my customer or my experience or my product or service, that's also another great way to get really high converting copywriting for your business. I mean, think about it, even if you go to a, you know, completely unrelated industry, but a big business, you know, any type of Fortune 500, Fortune 100 website, they will have spent probably millions of dollars on the content. On their website. So if you take that and it could be completely unrelated industry, but you use that as a baseline and prompt that with ChatGPT, they're going to give you essentially millions of dollars worth of copywriting and apply that to your business. Now, we talk about content, getting content for your website. Let's talk about another question. Let's say we got all this great content. Tanner, you got the headlines, we have the layouts. How do we go and actually build a website? Well, let's go through your options here. Step number 1, you can code it yourself, right? And there's a lot of pros and cons to that. The biggest con is the fact that you have to know how to code. I don't know how to code. I have a team of developers that build all of our websites, code all of our websites for us, and we can go fully custom on a website, which is going to be more expensive and more time-consuming. Or you can use something called a CMS, and this is the easiest way to get started. With a website, to use a CMS, which stands for content management system. And ultimately, a CMS is a software application that allows users to build and manage a website without having to code it from scratch or really know how to code at all. And depending on your knowledge, you might have ways you can go in there and edit CSS and specific components of your site. But there's also drag and drop builders in these different CMS tools that you can create a website and get really close to customizing it however you want. Without knowing a single line of code. And probably the most popular CMS is WordPress. Everyone's heard of WordPress. We think WordPress is probably the best website to build, or CMS builder to use. And the reason for that is because, you know, WordPress plays really, really well with Google in terms of SEO rankings and building on your site. There's, there's a lot that you can do. It integrates with everything, right? They were one of the first CMSs onto the scene that really had massive adoption. And the overwhelming majority of websites that are live that you probably go to and spend time on have been built on WordPress. So the support's there. There's a large online community. If you get stuck with anything, you can find answers on how to solve it, how to, how to address it. I mean, YouTube alone, the amount of YouTube content on WordPress tutorials and WordPress education is overwhelming. And, you know, the chances of this crashing and going down is slim to none. I mean, these are, these websites are incredibly stable and robust and they're also very customizable. Now let's talk about Shopify. Shopify has been, if you're an e-commerce business, probably the elephant in the room. I mean, they're the 800-pound gorilla. They're the best option if you have a storefront or if you're selling products online, like e-commerce business. And you know, before you'd have to build a WordPress site and integrate with a shopping cart or a storefront app like WooCommerce. But now Shopify is kind of taking that whole concept and put it into one thing under one umbrella. And we use Shopify for our own businesses that are e-commerce businesses, and we build a lot of Shopify sites for our, our e-commerce customers. So in terms of the two best CMS builders, in my opinion, Shopify for e-commerce, any other business, it's WordPress. Now there's some others here to consider. Webflow is one that's kind of coming on the scene. This is for a little bit more nerdy and techie individuals that might want a little bit more of an out-of-the-box solution. And this is kind of their whole, you know, USP is experience the power of code, meaning the ability to fully customize everything without writing it. And so this is a little bit more complex, a little more complicated, but they're really beautiful. I've seen some really amazing Webflow sites that have been designed. One thing to keep your eye on if you're you know, looking maybe to upgrade, upgrade a website or you want to be a little bit more modern, this could be one way to go. Now, Squarespace is one of the easier ones. It's really dumbed down. This would be for the type of person or business that's just like, yo, I just need a website, I need it up and I need it to be, you know, 80% templated and I can just kind of go in there and customize it. And I know nothing about building a website. I know nothing about anything. And I just need to kind of a simple out-of-the-box solution. Squarespace is probably your way to go. Really, really easy to build and create these sites. And then Wix is another one that I'd say is on the easier end. This is one of the, you know, really simple, you know, get it going, get it up and running, going soon and fast. But once again, in terms of creating a living, breathing, evolving website that's going to build your credibility, that's going to create conversions, and it's going to help you generate sales and revenue over time, you know, it's probably best that you stay away from Squarespace and Wix long term. Use those platforms to kind of just get going, you know, get the ball rolling. Done is the new perfect. Make a website, get it live, experiment with your 1.0. And then when you have the money to invest in maybe a little bit better solution, go and build, you know, a Webflow site or pay an agency like Syndicate Marketing or somebody else to build you a really great Shopify site or WordPress site. That's my recommendation. A shameless plug for anyone here who is interested in working with us and having us build a website for you or take a look at your website and see what you can do to improve it. Scan the QR code, book an appointment with me or a member of my team, and we'd love to, you know, help you get a website that you can feel proud of. You know, there's a saying that you can feel proud of flying your banner under it, that you can really feel represents you well online and can help you generate sales and increase your revenue this year in 2024. So once again, if that's you, fantastic. Scan the code and love to have a conversation with you.