1. Conversion pages Get Set Up

2. The 1 st rule to understand – 93% of website visitors will NOT take action on the first visit This holds true even if you have the most amazing offer ever heard of in the mortgage industry The 1 st click is the start – Remember our classes on Branding 1. The first impression 2. The initial conversation 3. The follow up To get a target to convert, you must get them to believe in your brand promise

3. Knowing that my target is more than likely NOT going to convert the first time they visit my website means I need to “lead them down the path” That path incorporates a few specific pieces The first impression – Why would they want to click the ad (what’s in it for them) The Initial conversation - What they get the very first time they visit your website (what happens when they click the ad) The Follow Up – What you do to get them to come back to your website (this is where you give them some reason to provide their information)

4. The first impression is designed to peak your targets interest Your “cheese” is something that would benefit them so they click The initial conversation is your chance to share your expertise, give them what they came for, provided by you Give them a chance to trust you before you ask for anything from them Once those who saw benefit in your “cheese” have identified themselves, put a very specific offer in front of them that requires they provide a way for you to contact them

5. They have clicked your ad on Facebook – What will your initial conversation be? Remember you are providing your “cheese” here If the information you are using for your cheese is “borrowed” re-write it!!! You are the expert speaking in your initial conversation Video is the BEST way to deliver your “cheese” and brand yourself as the expert It is your mouth delivering the message

6. Use your existing website and create “sub-domains” for your initial conversation page or Create these pages with Weebly.com We will use weebly for this example

10. Start by choosing what type of site you will have For this application you will choose site

11. Choose a theme – Less is more here (the focus is on the video, or content you are providing…your cheese)

12. Name your page – name your page something that is descriptive of the niche or main focus

14. Change this to a “splash” page

15. Depending on your theme you can edit the image – use one that supports the cheese or niche

17. Soften the image a little to not distract from the video

18. Embed your video (or put your content in) Use YouTube to host the video and SEO it to maximize the results each “expertise” video gives On YouTube go to your video as if you were watching it and select the “share option”

19. Select “embed”

20. Copy the code if you have edited your default setting before…….. If not, select “show more”

21. If you had to select show more

22. Once you have copied the code…Go back to your new weebly page Drag the “embed” element into the center of the page

23. Click to edit the HTML

24. Paste your YouTube embed code and center it

25. Make it easy for your visitors – make your video auto play Click edit html and click your mouse after the 0 and before the “ in the section of code that is rel=0”

26. Type in the following ONLY &autoplay=1

27. Name the site, turn off the title, or add your logo

28. Turn off access to other pages from here (leave the contact us page)

31. Select the “contact us” page and click “save and edit”

32. Drag a text box to the center of the screen

33. Click to edit text

34. Type in your contact info here and spruce it up a bit

35. Publish your page

38. Go to your sites to get the URL and look at your new site

39. Click the URL to see your published page

41. Your First Impression did the job and got your targets to want the benefit you are offering The Initial Conversation did the job branding you as an expert and gave your targets a feeling of trust Now you need to convert that into a lead – For it to be a lead – You need contact information

42. Enter – The Conversion Page This the page that has the actual “form” on it It can not be a page with nothing but a form A short video supporting your specific offer or re-iterating the need to contact you is best Make your forms short (if people feel like it will take time to complete the form they will avoid it) The goal is not to pre-qualify them in a form, just give yourself a way to follow up.

43. Use your new weebly site and create a new page (not visible on the site)

48. Add the Contact Form

49. Set your questions

55. Now you just have to get that Conversion Page in front of the people But you don’t want to have to spend a bunch of money targeting people who would benefit from your ad Join me tomorrow to see how to target ONLY the people who are most likely to be interested in what you are offering…..Target the right audience