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ALAN BERG CSP
GLOBAL SPEAKING FELLOW
YOUR VIRTUAL STOREFRONT WHY YOUR WEBSITE IS OBSOLETE
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Transformers – Convert Lookers Into Buyers
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Their first stop is your website © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
It’s your most important employee © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
How’s your key employee doing?
Give it a Raise? or
Fire it? © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Your homepage is your receptionist
WEDDINGS CORPORATE MITZVAHS SCHOOLS
WELCOME © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
What’s their first impression?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Be different for a good reason, not just to be different © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Don’t add friction to the process
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Don’t create visual dissonance
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
By the time they get to your website…
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
How many steps to get to your site? 1.Search Engine 2.WeddingWire 3.Your Market 4.Your Category 5.Your Thumbnail 6.Your Storefront 7.Your Website © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Where they came from tells you what they might already know © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Your website has ONE JOB… Conversion! © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Create redundancy with more calls-to-action (CTAs) © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Focus on UX before SEO
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
What’s the shortest path to the information they want?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
“88% of couples want to see pricing before even reaching out to contact a vendor.” © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
4 Basic ingredients for an effective website page 1.Lifestyle Image(s) 2.Aspirational Text 3.Validate with Social Proof 4.Call to action © 2018 AlanBerg.com • Wedding Business Solutions LLC
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3 SIGNS YOU NEED A NEW WEBSITE © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
3 signs that it's time for a new site
It’s not mobile friendly
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Mobile-first indexing means that Googlebot will now use the mobile version of your site for indexing and ranking…
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
2 ways to address mobile: responsive design or mobile site © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
responsive design
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
3 signs that it's time for a new site It looks like you made it yourself
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
3 signs that it's time for a new site It’s costing you more in lost business than a new site will cost Poor Conversion
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
What’s your Opportunity Cost of NOT making a new website © 2018 AlanBerg.com • Wedding Business Solutions LLC
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WAYS TO MAKE YOUR CURRENT WEBSITE PERFORM BETTER © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Think Mobile-First
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Which content to keep and which to ditch? © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Does this content get them closer to taking action? conversion © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Which are your most popular pages?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Which are your most popular pages?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Use short reviews as speed bumps
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Add these to your site…
Testimonials and reviews
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Do you use a Style Guide? Consistency with all of your marketing © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Make the content about them Use “you” and “your” more than “I”, “we”, “me” and “our”
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
the “you” test
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Remove any music that plays automatically
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Your Virtual Storefront
Add Short videos 1 to 2 minutes
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Invest in your business the way you want others to invest in you! © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Invest in your business the way you want others to invest in you! © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Are you a DIY business that complains about DIY or cheap couples?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
Use “lifestyle” photos with people © 2018 AlanBerg.com • Wedding Business Solutions LLC
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Your Virtual Storefront
More photos isn’t better… use only the best! © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Add a short contact form on most pages
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Thank you! Get Alan’s monthly articles: www.ConnectWithAlanBerg.com © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Social Moment @AlanBerg @WeddingWireEDU @WeddingMBA © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Your Virtual Storefront
Visit Alan’s website to get his books and to find out about his on-site training and website reviews www.AlanBerg.com or email Alan@AlanBerg.com call/text 732.422.6362 © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA