100 Reasons To Buy
THE BOOK
TOPICS
Contents
Chapter 1: Get Into the Web Owner’s Mindset
Owning the Internet
Thinking Like an Online Entrepreneur
Time: Friend of the Website
Delays: Enemy of the Website
Confidence
Running a Website in Bad Times
Lessons From History
Getting Your Website’s Priorities Right
The Strategy
Chapter 2: Find the Right Web Design Partner
Introduction
DIY or Professionally Developed?
A Brief History of Web Designers
Where to Begin Your Search
Getting to Know Them
Getting to Know Their Technical Prowess
Getting to Know Their Business Sense
Location, Location, Location (Or, Does Geography Really Matter?)
Working with Freelancers: The Low-Cost Solution
How Much Should Your Website Cost?
Writing a Brief
The Strategy
Chapter 3: Plan and Build Your Website
Introduction
Legal Nasties
Planning and Time Scales
The Specification Phase
The Design Phase
The Site Build
Testing
Entering Content
Usability Study
Going Live
Project Management
The Strategy
Chapter 4: Discover the 7 Principles of Internet Marketing
Introduction
Principle 1: Customer Profiling
Principle 2: The Many Pillars of Marketing
Principle 3: Testing
Principle 4: The Doubling Mindset
Principle 5: The Internet Equation
Principle 6: The Success Pyramid
Principle 7: The Real Customer Value
The Strategy
Chapter 5: Get Instant Traffic to Your Website
Introduction
How Does Google AdWords Work?
Setting Up Your Account
Selecting Profitable Keywords
Writing Compelling Adverts
Landing Pages
Conversions and Analysing Results
Tracking Offline Conversions
The Ultimate Google Strategy
Why You Should Use AdWords Before SEO
The Strategy
Chapter 6: Build Lasting Relationships with Your Customers
Introduction
Your Email Strategy
Knowing Your List
Building a List
Building an Online Relationship: Getting Started
Building an Online Relationship: Crafting Powerful Emails
The Strategy
Chapter 7: Turn Visitors into Customers
Introduction
Which Webpages Should You Focus On?
Split-testing Your Landing Pages
Writing Winning Copy
Conversion Tactics
Ecommerce Sites
Organising Your Content
Action Thinking
The Strategy
Chapter 8: Get Lasting Traffic to Your Website
Introduction
What is Search Engine Optimisation (SEO)?
How are Your Website’s Rankings Calculated?
The Target Page
Picking the Perfect Keywords for SEO
Onsite and Offsite SEO
Onsite SEO Techniques
Offsite SEO Techniques
The Strategy
Chapter 9: Analyse and Grow
Introduction
Getting the Most Out Of Your Analytics
Setting Up Google Analytics
The Anatomy of Reports
Visitor Reports
Traffic Sources Reports
Content Reports
Goals Reports
Ecommerce Reports
The Strategy
Chapter 10: Lights, Camera, Action!
Appendixes
Writing a Brief
Sample Project List
Specification Questions
Negative Keywords
Acknowledgements
Your VIP Invitation