Framework To Build More Powerful Websites

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Framework to Build More Powerful Websites

SUMMARY KEYWORDS

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SPEAKERS: Jesse Razo

00:16 – Framework to Build more Powerful Websites

Hey there, Jesse Razo here. Once again, I got another great training for you. Today, I’m going to talk with you about your website and creating powerful assets online. We’re going to talk about the framework that we utilize in order to develop a website. And, what you should be conscious of as you embark on that project. For those of you who don’t know me, my name is Jesse Razo. And, I’m the lead designer at razor-sharp networks. We specialize in customer lifecycle automation with a focus on lead generation, customer acquisition, and customer re-engagement and automation. So, if you’re interested in getting more information. Or, you want to learn the frameworks that we utilize for our clients. Please, remember to subscribe to the channel and set up notifications, so you don’t miss a single future training.

01:03 – The Four Buckets

So, I’m going to talk about the four buckets that we utilize in order to organize our website projects. Now, let me give you a little bit of a disclaimer. We’re not going to be talking specifically about E-commerce or membership sites. So, this is going to be for your primary product or service offering. And, the four buckets that you’ll organize your pages into. When you move into E-commerce, there are going to be some additional pages that get deployed. It’s from a membership standpoint, on the My Account page and management standpoint, Password Reset pages, and things of that nature. When you move into membership sites, of course, you’re going to have some additional functionality. Which, it’ll include additional pages that you need to be conscious of as you build out your membership site. But, let’s talk about your primary service offering.

And, it’s you’re products that you’re offering through your website. The last thing that we want to do is create websites that are just informational. And, we want to make sure that we’re utilizing web pages. Over the last several years, a lot of focus has been on building out funnels which we totally agree on. And, there should be a specific outcome or intention with every web page that you create. But, we like to combine the idea of creating funnels with the idea of building out really powerful assets. So, we can optimize both organically and also through paid advertising. It’s kind of the best of both worlds. And, if you do it correctly, you can have a very powerful asset that pays you dividends well into the future. So, those four buckets that we organize our websites consist of company, brand, trust and credibility, and business pages.

02:56 – Bucket 1 – Company Pages

Now, let me talk with you about the difference between those four. Company or story pages would be things that would communicate who you are. And, from a business standpoint, that would consist of your homepage, about us. If you do profile pages for employees, which we highly encourage you to do. Then, we would have your profile pages and your contact pages. General information is based on what it is that you are doing but it’s more information based. Now, when I say information based, there’s clearly intention when anybody’s reading any information about your company. And, you should be able to answer three questions very effectively in the first three to seven seconds. Then, anybody’s reviewing your webpage regardless of what page it is. Who are you? Or, why do I care? And what is it that you want me to do?

If you can answer those three questions very effectively, very early on in the process. Then, you’re going to have a lot more success than if you go out there. And, just deliver or do a huge data dump online and just have a whole bunch of information. So, those company and story pages can be very effective and powerful if they’re laid out correctly. Now, once you get the company’s story pages built, what you’ll do is build upon that.

04:16 – Bucket 2 – Brand Pages

Then, start developing your brand pages. These would be case studies, reviews, testimonials, accreditations, awards, causes missions, core values, and things of this nature. So, these are things that are going to be specific to your business or brand. Make sure that you utilize these pages to differentiate yourself in the marketplace as much as you possibly can. And, from every other service provider out there, right, everybody has company or story pages. So, make sure that your brand pages can communicate specifically about what differentiates you from everybody else in the marketplace. Again, a rundown of those pages could be case studies. These are things that you should be focused on in your customer reengagement campaign gathering case studies and Customer Reviews. And, you can get these either written or via video content or both. Also, we highly encourage you to focus on reviews.

And, this will help you grow your business and market your products and services on a go forward. So, that’s why we focus on review and testimonial pages. This builds trust and credibility within your organization. And, can be incredibly powerful when you’re talking about empowering your sales team if you’ve got one. Or, you’re empowering yourself with information that you can utilize to help you close more deals. And, people do research on your business, your brand, your products, or your services.

If you want to build trust and credibility, you can also communicate your accreditation, your awards, and things like that. And, it’s the things that your company is qualified for accreditation, and organizations that you belong to. Also, it’s the things that you can align your business and brand with yourself if you’re a professional or a tradesperson.

05:59 – Aligning Yourself with the Cause

And, in order to build instantaneous trust and credibility can be incredibly powerful and part of your brand pages. In addition, causes being utilizing or leveraging a cause that you’re passionate about. So, in order to align that with your business brand products and service can give you the ability to resonate. Then, build rapport with other people that share similar views. And, when it comes to who it is that you want to be in the world? Or, what your business is up to in the world? And, this is in addition to delivering really great products and services or generating a ton of revenue.  So, aligning yourself with the cause can be incredibly powerful. Of course, you have your core values. And, your mission, your vision, these can all be things that are incredibly powerful.

06:44 – Bucket 3 – Trust and Credibility Pages

Then, help you communicate and differentiate yourself in the marketplace, which is the real goal and objective out there. So, make sure that you differentiate yourself in the marketplace. Now, the third bucket that we’d go into. And, to build on in regards to this website would be trust and credibility pages. That would be your terms, your website, acceptable use terms, or general terms and conditions. And, all of your policies, would be private data and use cookie consent. Lastly, you’d be thinking about things like ABA compliance. Then, make sure that your business is compliant with the American Disabilities Act. This is kind of an afterthought for a lot of companies out there. And, we’re seeing more and more companies get stung by this. So, I’ll tell you what I mean. It’s just like if you were to have a brick-and-mortar organization.

And, that brick-and-mortar would need to be accessible for people who are handicapped. So, your website needs to have accessibility for people that are handicapped or have disabilities. Therefore, make sure that you think about ADA compliance. And, your website has tools built into it so that you don’t get stung. Or, the worst case scenario is that you get sued because you have a successful organization and somebody targets you. So, even if you’re not as successful, make sure ADA compliance is incredibly important. In addition, cookie consent, and data use policies are incredibly important, especially if you do business income in states like California. And, over in Europe, they both have very stringent and specific data use policies that you need to comply with. So, make sure that your privacy policy aligns with that data use policy, definitely.

08:37 – Bucket 4 – Business / Landing Pages

Of course, have any general terms and conditions? So, using policy on your website can build trust and credibility with people that are doing research on your company. And, that’s what it’s all about creating rapport, building trust and credibility. Then, utilizing psychology in order to close more clients online. So, after we get the trust and credibility pages deployed, we’ll want to be focused on business pages. And, these pages would be your products and services optimized for your niche. Also, this would be geographically or targeted based on the vertical that you’re targeting. And, have specific pages that are designed to convert more specific landing pages. Meaning, you may have some company or brand pages that link to your business pages. And, those are optimized for your products or service geography and vertical.

But, those business pages are going to be more like landing pages and specific desired outcomes with each page. Maybe, they have only one call to action on your business page, that’s very specific. And, those business pages can also have things that make the pages stickier. Like, as video sales, letters, or long-form content in order to engage people. And discuss the desired outcome that they’re looking to achieve. Then, these are optimized, as I was saying for location, your target, your service, and the product that you’re offering. So, those are the four buckets that we utilize with multiple pages in each bucket. And, we build on each one of those to create an asset that pays dividends for our clients over time.

10:20 – Setup Notification

Then, we start with your company page. And, we build upon that with your brand page, trust, and credibility page. Also, the last page is the bucket that we utilize for our business pages, which is optimized. And, it’s more like landing pages for our clients. So, that’s all I have for you today. Hopefully, you got some value out of that if you’re a business owner, a service, or a trade professional. Or, you’re new to development, and you’re looking for a simple full framework to go out there. And, it’ll provide more value to your customers. So, make sure that we include our framework, it’s in the description of this video. And, if you’d like to receive more information on the frameworks we utilize in order to help our clients.

Then, go ahead and subscribe to the page, and look in the description. And, there’s a lot of really helpful information both free and paid resources. Hopefully, take us up on some of our invitations. And, we’re able to talk with you in the near future. So, until then, make today and every day a fantastic day. Remember to go out there and be legendary. We’ll talk with you real soon. Bye-bye