Increase Sales: As the main page of your site, most traffic comes to it (80%+ typically). The more it is optimized, the higher it converts, the more leads you get.

Reduces Confusion: A properly structured main page basically serves as a Q&A. Answering every single question (conscious and unconscious) that a website visitor might have about your business.

Boosts SEO: By having your main page be properly optimized, you can benefit from higher rankings. Google rewards websites that keep visitors on website longer. An optimized website structure can do that.

Loading Page: A loading page can help reduce bounce rate by indicating to your clients with slow internet that your page is loading.

Loading page is best to be as simple as possible so it can appear quickly. Containing a loading animation of your logo and then, fading into your website when it is loaded.

Above the Fold: The part that is visible when someone first loads your website. Most traffic on a website doesn't even continue past the above the fold. And so, it is critical to have it optimized in a way that entices people to continue to read further.

Header: Header with short, important menu items (less menu items is usually better) and Call to Action (CTA) button.

Title and Description: Title and description that describes the services you offer, as well as showcase your authority in the domain (amount of clients you've worked with, years in service, etc)

Main CTA: Main CTA that is large, very easy to see, and using wording that entices client to read more. Look into our ''Website Design Optimizations'' for details on CTA designs (link)

VSL: Videos sales letter that addresses all the most common question a client would have about your service, in a ways that entices them to purchase/call.

Video Structure: In VSL address all common questions customers have about your service in a conversational tone. From most common to least common question. Use face and voice of brand owner with a background of service offered.

Video Content: 2-5min clip expressing service, benefits and offers in detail.

Thumbnail: Edited to entice clicks, utilizing modern editing, vibrant colors and face looking at camera.

No Autoplay: Best not have VSL on autoplay as it slows down website. Best to have it embedded into site so it plays within it and prevents visitors form leaving site to view video.

Background Image: Best background image is one that shows clients a before and after of the service you do, as well as show some authority.

Below the Fold: Below the fold refers to any part of the website that isn't visible initially when the website loads. Although less people will see this part of your website, it is still important as it serves to further convince visitors to act and contact/purchase. As soon as the above the fold ends, you want to add with the following in order.

Social Proof: Trust badges, social media account followers (if more than 1000), amount of clients you have worked with. Present it in banner style, used to show authority of your business.

Services 1: Images with title and descriptions of the main services you offer (the ones you want them to contact you most for)

Past Work: Showcase your past work (before and after videos are best here), showcase the best work you have ever done and the work you do most commonly. Best to put your best foot forward

Testimonials: Showcase testimonials of clients, preferably in video format (video of client explaining how she loves the service you did). These videos ideally will show the work you did for them, as well as the testimonial of your client. Video testimonials perform much better then image testimonials, and a lot more then text only testimonials.

As an extra, you want to include a banner with ratings and review count from other platforms (ex: GMB, Facebook or Trust Pilot reviews and ratings)

Services 2: After showing your customer reviews and past work, you then want to push you offers/services again. You want to explain your services in a different angle here. Maybe attract them with a different offer or by showing different sides to your services.

About Company: ''About company'' is this low on the list because quite frankly, not many people will read it. And for the few that will, they are typically the ones who will go through your whole website anyways. And so, better to put more pertinent information above like testimonials and past work. Use the about us as a place to brag ''humbly'', but brag.

FAQ: If done properly, an FAQ can serve to reduce confused client calls you get as well as increase conversion rates. A proper FAQ should answer the most common questions (objections to sale), in order from most common to least common. You can add as many FAQ points as you feel necessary, the more information you give clients the better.

Booking Calendar (if applicable): Whether you are booking appointments to sell the client (consultation appointment), or clients are booking appointments directly (hair salon bookings), you want your booking calendar to show on every page. Although you will have all the CTA's lead to the calendar page, it is good to embed the calendar on the bottom of every page to really show the client the available time slots. Oddly, just showing it, increases conversion rates from only having CTA's that lead to another page.

Map (if applicable): If you offer a service where the person needs to come to you and not you to them, embed a map that shows where you are located. If you have your GMB set up, embed the map directly from there as it will help with Google rankings.

Boost Conversions: Easy, quick, free way to get a boost in conversions. A quick win.

Improves Quality of Leads: By setting up the booking calendar properly, you increase the quality of the leads that decide to book, as well as pre sell the ones who book.

Information Gathering: The type of information you want to ask before they can book a call (will depend on industries) Rule of thumb: less fields to fill out, more leads. More fields to fill out, higher quality leads.

First and Last Name

E-mail

Phone Number

''What would be an ideal outcome for this call? (write at least one sentence)''

''Send text messages to''

Information on Calendar: Information that shows up on calendar. Great way to educate people about the call and the process of sale. As well as filter out those who do not fit.

Add information about what call entails and process of it all.

Add information about who this is for or not for.

Adapt to language and proper time zone (shows the calendar in the language they visited the site in as well as time zone they are currently in.)

Add social proof (ex: 43 residential roofs done this month)

Pre Booking Cross Sells: When a client is looking to book for a particular service, you can add an auxiliary service (ex: beard trim when a man books a haircut). This can allow you to increase the average order value of each customer and fill your calendar up more. For consultation type appointments, you can have the cross sell be another service you offer, and ask them if they would like to discuss it as well during the call. Low friction, high reward.

Post Booking: Optimizing the thank you page after the client has booked a call. Giving them more information as well as upselling them into other offers.

Thank You Page: After they book a call, redirect them to a thankyou page on your website. This thank you page serves to give more information to the client about how the whole sales process looks like, and to get them excited about getting the result they want (new roof, cleaner teeth, beautiful hair). The thank you page serves to prove to them that their decision was the right one, as well a increase the chance they will actually attend the meeting.

Cross sells: On the thank you page, you can try to sell another auxiliary service/product to a client. Since they have already booked an appointment, this upsell should be low in commitment. A great way to do this is by referring to an complimentary company. For example, the lead booked an appointment for your pool cleaning service, you would then be able to refer them a grass cutting business (you would set up a referral commission with he grass cutting business). Since, if they are the type of person looking to hire out pool cleaning, they are likely to want to do the same for grass cutting.

Increase Conversion: Especially with exit pop ups, you will be able to capture leads that would of left your site anyways. Capturing an extra 1-5% of leads.

Improves Rankings: The pop ups we recommend, tend to increase the amount of time a user will spend on your site, which will then indicate to Google that you should be ranked higher because your site is performing better.

Exit Intent Pop Up: Exit intent pop ups appear when a client moves his mouse towards opening a new tab or shows signs he is about to leave your website.

Pop Up Offer - Sales Call: This aspect of the pop up is most important to test. You want to make your most compelling offer and show it on the pop up. You can showcase current promotion/sales you are running and then direct them to your booking calendar.

Pop Up Offer - Survey: Another way to use pop ups is with surveys. This is good especially at the beginning pages of your website testing. Will allow you to get more information on why people are leaving your website, and what information you should add to prevent it.

Inactivity Pop Ups: Inactivity pop ups are used when a client is on your site and not moving their cursor for 20-30 seconds. This shows you that the visitor is not paying attention to the site and so then a pop up can serve to recapture their attention and guide them.

Pop Up Offer - Sales Call: The reason your website visitor hasn't moved their cursor in a long time can be because they left their desk, they opened a new tab, etc. In any case, you want them, when they get back on screen, to take one action, book.

Build Authority: Showcase expertise to establish trust and credibility. Show that you know what you are doing, and you do it well.

Boost SEO: Improve search engine rankings with relevant content. Gets you to rank for different keywords.

Engage Clients: Educate and interact with potential clients. Reducing the amount of confusion they have about your business, leading to easier sales.

Generate Leads: Attract and convert website visitors into clients. Increases overall conversion rate of site.

Length: Best performing blogs are at least 1900 words long. If topic merits it, aim for that length as a rule of thumb.

Update: Update blog constantly to rank on SEO by adding new content, keywords and images (best to look up when blog is declining in traffic and then updating it).

Share: Get more views by asking people to share the blog at the end and beginning of it. Also include a ''sticky'' share button that follows them as they are reading.

CTA's: Include CTA's across the blog so people are reminded to contact you for your services. Best to have one at the top and bottom as well as sprinkled through out. A rule of thumb is that they should never scroll and not see a CTA. CTA should be visible on every scroll.

Content: Best to use blog posts as a way to bring up common questions people have about your service or offers. Can comment on the solution to problems they are facing. Can utilize infographics and original images within content to engage visitors better. Aim to speak of content that has keywords that rank high for your niche.

Frequency: 3x per week is a good medium for frequency, posting everyday is best if manageable and if you have enough content to write about.

Link Building: Look up old, non high traffic content and include links within it to your new and fresher content. Use links across blogs that links to your own content, so you can benefit from views on each.

Comments: Respond to all blog comments with keywords and links you are looking to rank for. Can pin/highlight the most useful comments people posted on blog.

Non Service Related Content: Can write content about non directly related subjects such as local news (ex: Real estate firm can blog about the most beautiful homes in Montreal, knowing that in the visitors you have, some are looking to buy homes)

Reduces Confusion: Let's say you operate in the US. Most of your customers speak English, but some speak Spanish. If your site was bilingual, then you would surely convert more customers then your competitors site that is just in English.

Increases Conversions: More personalized site, usually means higher conversion rate. Personalizing the site for a region (currencies, metric system or imperial, etc) and for languages (Spanish, French, etc) will allow the customer to feel better about your service, and feel better about contacting you.

All Main Languages: Best to add the top 2-3 languages that most website visitors use as their main language (ex: English and Spanish in the US, or French and English in Canada). Allows you to communicate with all of them in the primary language, increasing conversion rates.

Detection: Adding an automatic language/region detector to change language of website to users main language automatically. (done automatically with most web design software)

Design: For the design of the website, will need to adapt font sizes for different language pages. Need to verify that text fits in the same frame for all languages and for all devices

Booking Calendar: Can adapt software like booking calendar to adapt languages, allowing you to know which language to use on a sales call with the client, and then being able to set the proper sales rep.

Images/Videos: Can adapt all media and illustrations to different languages as well.

SEO: Change all SEO contents like title tags, meta descriptions, header tags, etc. for every language. More details on this in the SEO trainings (linked at bottom of document)

Metrics: Can adapt media and illustrations to fit the particularities of that region (ex: metric system for European services and imperial for USA). Example you charge by the foot in USA, but meter in Europe.

Services: Can adapt services offered to client depending on the region they live in, by directing them to a page for their region. You might have a team set up in USA for residential roofing, but only offer commercial roofing for Canadian. You would then create two pages, each with different service lists.

Pricing: Adapting prices to fit local currencies of website visitors. To avoid confusion when invoices come through.