Website Persuasion Architecture

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Image:Website-persuasion-architecture.png

Above: SEO (Search Engine Optimization) and ECO (Engagement Conversion Optimization) overlap to create the best possible conversion from the web.

Website Persuasion Architecture refers to a website that has been designed and developed in such a way as to convince visitors to take the action you desire.

Website Persuasion Architecture (tm), also called WSA, was coined by Russell Wright of Network Empire to help SEO students being trained in the very technical SEO Website Silo Architecture method. Website Silo Architecture is a little known method of ranking websites for thousands of keywords during the initial site constructions. When integrated properly, Website Silo Architecture will help a web property rank for thousands of keywords at once using up to 90% fewer inbound links that websites that do not use Website Silo Architecture. 

The Problem:

The problem with Website Silo Architecture is that it is extremely technical. Because of this, technicians tend to overthink the SEO process and forget the "selling" purpose of a website. The purpose of most websites is to generate a sale or action of some sort. Over-optimization and a hyper-technical mindset will neglect important neuromarketing and persuasion principles

Sue Bell is known to stress during Theme Zoom Certification events that "Page Optimization" must include optimizing the page for conversion and not just ranking. Having a clear definition of the purpose of the page (educational or direct marketing) and what aspect of the sales funnel you are driving your visitor toward on that page will result in creating a page that not only communicates better to your visitor, but has a higher 'conversion rate' into your sales funnel as well.


Here are some of the important (often neglected) components of Website Persuasion Architecture:

1. Compelling Offers and Opt-Ins.
2. Clear call-to-action verbiage and "hot button" language. 
3. Clear solutions to problems that drove the visitor to the website using a given keyword. 
4. Making a Silo Landing Page a Sales Page, and not simply a keyword-stuffed technical fiasco. 
5. Making the content on any page within the Website Silo Architecture feel like it was written by a human who cares, and not a robot or outsource person hired to write "SEO" articles. 
6. Adding a compelling video (preferably with a speaker or subject-matter-expert) addressing the pains or problems that drove the visitor to the website using a given keyword. 
7. Develop a solid persona for your website. In other words, understand the "personal story" and "personal pain" that most visitors will be facing when they find your website through a given keyword or theme and make sure your content communicates that.
8. You must match the general persona to the website, and it is possible for each persona to have it's own keyword silo and/or product or painkiller associated with them. 
9. Use hot cognition and painkiller words not just SEO keyword. Yes, there is a relationship between educational keyword and "buyer" keywords but when given a choice, use painkiller or "buyer" keywords and back them up with educational keywords. In the process of building a Website Silo Architecture site, there are plenty of ways to use educational keywords as supporting articles within the website silo architecture structure. 
10. Use a "One Line Zinger" on your silo landing page, but make sure it is Above the Fold. A "One-Line-Zinger' is a Painkiller Phrase, Promise or Intrigue that speaks directly to the pain and uncertainty of the Persona you are targeting. This painkiller targeted sentence and promise should speak directly to the person arriving on the silo landing page what your "solution" is about. They do not have to click or scroll in order to understand the Painkiller product or service you are offering. 
11. Clear distinction between a Vitamin and a Painkiller. Many websites do not understand the difference between a Painkiller product and a vitamin product. We write about this here. 


Perfect Integration of Website Silo Architecture and Website Persuasion Architecture: A Rare Special Webinar with Russell Wright and Sue Bell of Network Empire: 


To Gain Access to ALL of these private membership webinars, please become a Network Empire Member! 



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