Nikolai is a Webflow Professional Partner. Based in Edinburgh, Scotland. Works on website design and development and website optimization as a service.

What we’re going to cover in this training:

• What is website optimization?
• Why you should care about it
• Why your clients should care about it
• What are the tactics?
• How can you sell website optimization as a service?

What is website optimization?

• What we can do once a user is on the site to move them towards a specific goal?some text
  • Goals:some text
    • Sign ups
    • Direct sales
    • Contact form submission

Why should you and your clients care?

• Usually we launch a website and no other optimizations or updates are made past the launch, for a long time
• By updating the site over time to optimize, we can continue to work with clients (recurring revenue) and show results over time = show value
• Puts you in control of the relationship and the updates for the website, showing we are the expert at this

What are the tactics?

• Moving customers into low sell buckets and high sell buckets
  • If selling a low price point item, then can move customer to purchasing the product
  • For a bigger price point product, drive customers to contact the sales team to have a conversation. Can get details to facilitate conversion and give demo.
• If you or your clients have both options - high price point and low price point - how do you determine which option to show the client?
  • Depends on how they found the website
  • Someone finds you through organic search - show low price point offer for them to get introduced to you
    • E.g. show them a template purchase
  • Someone finds you by searching directly for your name, that indicates they likely want to work directly with you. Then drive them to a call to catch up and discuss their needs. 
• Gating information to intrigue users
  • Example: gating a demo of a software
  • Allows you to pull information early on so you can get in contact with prospect to be able to continue the conversation
  • Can gate any page on your website
• Social proof
  • Positions you as an authority figure
  • Make it as upfront and easy to find as possible on the website
  • Can be reviews, can be bringing in reviews from other sources (e.g. Google, app store, case studies, etc.)
  • Can also be long form reviews in the form of case studies
  • Help client set up a system to extract reviews from their clients in an automated way
• Using demos and videos
  • Having easy access to demos or walkthroughs of a product or service quickly humanises a brand and also makes it crystal clear what the product or company does
  • Gives you a taste of the relationship upfront, helps you get to know the person you’ll be working with in service based websites
  • Bonus points for adding chapters so users can quickly jump to sections of interest

 How to sell website optimization

• Much easier to sell to a customer that you already have
• Can add it as a post-launch package
• Monthly fixed-price add on with no fixed hours, as you don’t want to be locked into doing a set amount of time each month
• Appeal for business is that they can set it and forget it, trusting you to be optimizing each  month and keeping on top of the website, keeping it fresh and optimized
• Can also add on updating content collection items (e.g. blogs, reviews, etc.) each month so the client sees what has been done each month
• Always good to check that the optimization has made an improvement on the site via analytics
• Pricing: recommend something between $1-3k USD

Example monthly process

1. You identify that there is very little social proof across a clients website
2. You check with the client regarding what testimonials they have, or go online to see if you can find social proof on different social channels
3. You send client a list of testimonials to confirm
4. You create the design for how the social proof will be displayed on the website
5. You publish the changes on the clients website
6. After a month, you share stats on the new page with the client (can use GA, Hotjar or Fathom for analytics)