Business Marketing MOT – Speed Reading Coach

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Alex responded to my survey and I did a marketing MOT on their Speed Reading Coach website, I got it on YouTube but had not yet posted it here. I did this video before I got a further message from Alex, which I’ve copied below the video, with my reply. You can also read the transcript of this video, if you prefer, below.

Alex said: “I am a Speed Reading Coach and I don’t have that many people signing up for my “Speed Reading Tips”. The main reason is because I don’t have much traffic on the website. I would like to be first page on google for: “Speed Reading Tips”. Thank you, Alex”

I’ve also done a bit of research on Google. There are 6.6 million pages Google deem relevent to the search term “Speed Reading Tips” but only 22,600 with the phrase in the title of their website. If you added that phrase to your title, meta-description and domain name (by creating a sub-directory where the index page is all about speed reading tips), you would have an EXCELLENT chance of getting to Page One of Google.

If you then created a blog catagory called “Speed Reading Tips” and regularly blogged new tips or new ways to use old tips, you would be almost certain to dominate the search engines for your key phrase.

That would equal more traffic, then you could turn your attention to convering more of that traffic into subscribers and moving your subscribers up your product funnel.

If you don’t know what I’m talking about, download a copy of my free 35+ page report “The Business Success Factory” about doing business online here >>>

Transcript:

Hello there and welcome back to another of our Business Marketing MOT series.  Today I’m looking at the Speed Reading Coach, and that’s someone who sent in their website – that would be Alex – and they’ve sent their website to me to review.  Alex lists his issues as he wants to build a list of prospects, he wants to start joint venturing with people, and he thinks if he can get this website going it will be worth in the region of 2 million plus to him, which is rather nice.

So, the first thing we’re going to look at is the domain name and keywords.  He’s got the keywords speed reading in it which is pretty good.  Let’s just have a look at the meta tags by going right, clicking on the background and looking at “view page source.”  So, we’re looking first of all for the title of the website – no he hasn’t got any keywords.  He’s got description, but there are no keywords in there.  So, that means the search engine is going to have a heck of a job picking up his website.   So, Alex, you need to fix that quick.

You’ve got a title that says “The Speed Reading Coach,” but you can fit a bit more in that title, a bit more keyword-orientated description after the words The Speed Reading Coach.  You need to get your keywords in urgently and you could beef up your description of it.  I like the way you start with “why learn to speed read with us” because when I first looked at your website name I thought, “There’s lots of training programs out there for speed reading, why would I need a coach to help me do that?”  You addressed that issue very well on the first page where, “why learn to speed read with us” where all of them are just “buy a program.”  Basically you just go on to say why someone should work with you, which I think is pretty good.

Now your call-to-action, you’ve got a clear call-to-action, it’s over here on the right hand side.  Well, it’s not actually, it’s a sales book I’ve just noticed.  I thought it was a clear call-to-action.  It’s not big enough and it shouldn’t be selling anything.  You should be capturing people’s names and e-mails because one of your things is you want to build a list of prospects.  So the first thing people should see is that on the top right-hand side, a damn fine reason for me to give you my name and e-mail; some sort of free report.  This thing about “nobody really knows if they’re a fast or slow reader,” is there some sort of test you can give away to let me know if I’m a fast or a slow reader?  Anything like that really, just in order to get the names and e-mails of the people who are visiting your site because nobody’s going to go straight to buying something.  Actually, you’ve got a sales box there, it doesn’t link to anything, so it’s not actually going to take me to a page that’s actually going to sell me on whatever it is in this box.  As you can see, it looks pretty tiny from here.

The other thing, you’re experiencing something that I’ve experienced as well, which is you’re using a WordPress theme that is not adjusting to the size of my browser screen.  It’s curving around, nice theme though.  You’re using the “snow blind” theme, and it’s very nice looking but it’s not adjusting to the size of my browser, so you might want to look into that.  I experience this on a regular basis as well, so you’re not alone on that one.

So domain name and keywords, you need to sort out your keywords, you’ve got in your meta tags.  You need to put a clear call-to-action top right-hand side which would start building your mailing list for you.  A compelling giveaway, that’s something you need.  Have you got a low-priced lead product?  “How it works,” let’s have a look.  That’s just explaining how it works.  It seems a bit difficult for me to find – training, let’s look at that.

Okay, here we go, Bespoke training, in-house training, Skype one-to-one pre-launch special.” You should be starting with your cheapest item I think.  Yes, your least expensive item.  It’s too much confusing here, I don’t know what to look at – Bespoke training, in-house training, Skype one-to-one, training in London.  I’ve been moving this around, I’ve been looking at the Skype one-to-one being first.  It’s just all the wrong way around and there’s too much choice really.  I want to know at a glance what my options are.  So you might want to simplify that a little bit and start with the least expensive thing and put the thing you want to deliver most often in the middle; three choices only.  If you’re going to go to London to train people, that’s not a back-end product, isn’t it?  That’s the top-end product.

Just looking at your dates here, too much choice again just put the next available one and don’t let people know when the rest are.  I bet you don’t find people booking very far in advance, do you?  People will never make a decision unless they’re forced to, and they only make a decision if they think they’re going to lose out on something.  Try and integrate the booking system on your page so that people don’t have to call Lolly.  It would be nice to be able to just click here.

Hang on, let’s click here then and see what happens.  See, that’s confusing as well.  You’re using your [event bright] [ph 00:05:31], quite nice site actually I like [event bright] [ph 0:05:33].  Too much choice, it’s just too overwhelming.  If you really feel that you have to put choices of dates, put perhaps three maximum.  At the moment I’m thinking, “What is going on?  I don’t have to make a decision now.   He’s doing loads of dates in the future, I can always make a decision later.”  That’s one of the biggest problems with online marketing, you’ve got to give people the feeling that they’re going to miss out if they don’t book now and make a decision online.

Alex, I hope that helps and I look forward to speaking to you in the future.

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