I’ve been procrastinating several projects. At the company, I’ve been meaning to put some features in my website for a while. We have about a 60% done site, from my perspective. The site framework looks good, and at this point it’s more or less a content and copywriting problem.
A little box like this after posts can go a long way to making things look better.
I’ve also been procrastinating on writing our sales letter. There’s a garbage and indifferent place holder in there. It signals that we’re kind of arrogant (we are, we’ve earned it) but nothing else.
Right now, our sales letter is arrogant, yet not persuasive. We are busy as hell, so it’s not like it matters now, but we have to fix that eventually, and we have to build a company that owns the details. We can’t really grow without a steady stream of great leads, but we’re too busy to follow up on the leads we have.
Today, I should make headway on a lot of our marketing stuff. I’ve been using a yellow pad to write headlines a few at a time over the last couple of months, and so I have some sense of what I can say, and I can construct a good sales letter in just a few hours. I wasn’t ready before with a congruent plan to make a scent trail from beginning to end.
The goals.
Right now, we’re getting some great traffic. About 20% of it goes to our work page, and about 1/3 of that goes to the “quote” page. About 5% of what’s left (0.3% of all traffic) completes the request for info. So at each link in my chain, I lose too many. I think it should look like 30% work, 30% of that goes to quote, and 10% of what’s left completes the action. That’d put us at 1% of traffic becoming a lead, and we could then get an AE to do this.
Right now, all of our traffic is organic. We’re probably going to add a small amount of PPC.
First, I realized today that virtually all of our traffic is going to come from one of three places:
- Competitors snooping and my own social media contacts.
- People actively looking to buy. (We get 100+ hits on superlatively targeted searches- pricing for ________)
- People looking to know how to DIY a movie.
This is gleaned from Clicky.
Right now, “more traffic” is a goal I could focus on but it’s not going to do me nearly as much good as increasing the power of the scent trail and fixing my site. More traffic is something I could buy, but this is going to take 8-10 hours of work today.
That’s why I take Friday Afternoonss off and work on Saturdays. I get a ton done.
I’ll probably post on this a few times today.
It’ll start out with placeholder content and I’ll move it to “the real thing.”
In order:
- Create featured box that goes under posts.
- Create sidebar image that suggests people get a quote or see the work.
- Improve the /work page
- Improve the /quote page.
- Write 1100 word front page sales letter.
- Put work on our sidebars.
- Put testimonials on our sidebars.
- Consider what we really want on those three pages.
I realize know that people that are coming to our site are already sold on getting a demo movie. By and large, they are getting quotes.
I’m going to guess that the traffic is like this:
- 1/3 can’t afford us and are looking for a $2500 solution or to DIY it.
- 1/3 can afford us but were planning on paying $5-8k.
- 1/3 can afford us and are comparing us to our competition.
Focusing on the 66% of the people that I can help is the way to go.
Off to the grind.
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