Make/modify my wordpress website
I need you to do the following within 72 hours:
- Make squeeze page to my specifications
- Upload it to my wordpress account (domain & hosting already purchased)
- Install 2 plugins that i choose (free)
- Install 10 SEO plugins of your choice!
Squeeze page specifications: (An extract from an ebook i am following)
The first step is to picture your average visitor. Ask questions like...
Who are they? How old is the average searcher likely to be? How experienced is
that audience with the internet? (this will affect the style of our site)
Why are they searching for the keyword? Usually they have a problem and they
want to find a solution. You need to identify what that problem is and all the
negatives surrounding that problem. Using weight loss as an example: The main P a g e | 41
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problem is that they?re overweight and the negatives that stem from that might be:
Social humiliation, not having a lot of confidence, not attracting the opposite sex
And finally... Ignore this one at your peril...
What do they want? Is the visitor looking for a review? General information? A guide
to solve their problem?
Ignore this last point and your visitors will hit the back button faster than you can say
WAAIIT. Seriously, you can use all the sales tactics in the world but if you don?t give
the searcher what they?re looking for then your conversion rates will be dismal. If
when looking at your visitor statistics, 80% or more are leaving in the first 10
seconds then that?s your problem: They are looking for one thing and your website
provides another. Internet users are impatient and if they don?t find what they?re
looking for they will exit your site without hesitation.
Remember that you need to provide quality content (answer their query) AND presell
them at the same time.
I recommend that you find a piece of paper and quickly jot down answers to all of the
questions above. It will help you to understand your visitors better and therefore
increase your conversions.
All of these points are summed up in what is one of my favourite internet marketing
phrases: “You need to enter the conversation that the searcher is having in his/her
head”. You need to enter the searchers mind, give them what they want, confirm
their fears and present it all in a way they?re familiar with (and not sceptical of).
So, as promised, here?s a practical example to back all of this theory up:
The user types in to Google “XYZweightlossproduct Review”.
What?s going on in their mind? They?re very interested in the product but they want to
find a high quality review before they purchase. Notice that I said HIGH QUALITY
because give them the same crappy, biased review they?ve probably already read
and they won?t buy. They?ll look somewhere else until they find a real review and end
up clicking their affiliate link in the process.
Also note that this user doesn?t want a long story telling them about how you
overcame your weight loss problem because they already want the product.
Finally, they are probably a woman, over 30 and probably not THAT internet savvy
so an unprofessional looking website will get a better response. Since they will be
sceptical of a graphical, marketing type website and associate it with the BS
infomercials on TV.
So, here?s what I?d give that searcher a g e | 42
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A simple, OK looking blog, nothing too flashy and certainly not a professional
website. I?d position myself as an expert E-course reviewer... Someone who buys
Clickbank products in lots of different niches and reviews them, which when you
have multiple sites is what you are anyway.
Then, I would immediately present them with an „in depth? and seemingly unbiased
review of the best quality product you found on the market. (I recommend attaining
review copy?s from the creators, more on this in the video) In the review I?d get down
to the „brass tacks? of how many pounds other successful students actually lost (look
for testimonials on the sales page of the product). I?d give some negative comments
and finish by saying how it?s basically the best product I saw and that I saw A LOT.
Those are the basics of our website. Now let?s look at it in more detail.
Deciding on your angle of attack
Angle of attack? Yeah, I know... what was I thinking when I came up with the names
for these sub chapters? It?s a flying term anyway, and I figured it described this
section well enough while raising your curiosity about it at the same time.
In this section we?re going to consider „what does the user want? and therefore what
the best „angle of attack? is to take if we want to successfully capture that visitors
attention and presell them on the product. So, in the weight loss product review
example the best approach was to write a quality review because it?s what the
Now, there are basically three styles of website you can create that I?ve had success
with time and time again. They are review websites, story websites and a quick how
to followed by a story websites.
These are not the traditional “here?s reviews of five products and here?s the one we
liked best”. No, since our sniper websites would probably be targeting a single
product name it wouldn?t make sense to give the user more choices when they?ve
already decided on one product in particular (because they?re searching for it). Trust
me on this one, giving the users choice when they they?re not asking for it = lower
So basically, our review type websites will have a single, honest review right at the
top of the site in plain view of the visitor. We won?t sell these reviews in any way, P a g e | 43
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nothing fancy, no flashy “5/5 Stars” graphics, we?ll just get straight down to the
content in a way that compels the user to read on.
But here?s where we come to a fork in the road. You need to decide if the user would
prefer a long, comprehensive review (If they?ve typed product name review then I?d
always do this one) or if they just want a concise, completely unbiased one which
just presents the facts.
Comprehensive reviews are much more... wordy.
You?ll try to involve the emotions of the reader and establish a relationship which
leads to them trusting your final verdict. By the way, for your final conclusion when
using this style, you?ll want to switch from review to almost selling the prospect.
I might start off a comprehensive review like this:
Hey, George here, (establish personal relationship)
And you?re reading my uncensored review of what I really thought about product
name. (Everyone loves unofficial, uncut kind of stuff).
Note that this a review though, if you?re looking for product name?s website then click
here. (First affiliate link, you?ll get many sales from here)
Why am I writing this? Well, when I was thinking about buying product name, there
weren?t many real reviews around so I thought I?d write one quickly to help any of
you who are in the same position I was. (The reason why I?m writing it eliminates
early scepticism and to appear as the „reluctant hero?, people love reluctant heroes)
But be warned, I?ll be going into both the good and the bad points, so if that?s
something you might not want to hear, then you may as well leave now. (Engage the
visitor by challenging them)
Use a similar opening to that, and right off the bat you?ll have sparked interest and
engaged the reader, given them what they wanted (or clues that you?re about too)
and created trust by giving clues that you?re on their side (and also by giving them a
legitimate reason to your motives for writing it).
Yeah, it?s a very effective opening, use it wisely!
But back to the point (got a little sidetracked there), you need to decide what kind of
review your visitor is interested in. P a g e | 44
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If you?re building a sniper site for a physical product then I highly recommend you
don?t do a comprehensive review and instead just present the facts with a link to
where they can buy the product (your affiliate link of course).
E.G. My now famous example (thanks for laughing snipers!): If someone?s looking
for a shovel, they don?t need to be convinced they need one. Or sold on the benefits
of using this new age technology of err... “shovelling”.
Another circumstance is when a lengthy review simply isn?t needed. An example of
this is reverse phone detective type programs on Clickbank. These are websites
where you pay and in return get to reverse look up a phone number. Why isn?t a
lengthy review appropriate here?
Because the user probably isn?t doubting whether it works or not, after all, they can
see the search box where you enter the phone number on their screen. They just
want a quick “here?s the facts, the personal info it provides from entering a phone
number is accurate” and then a link to where they can use the service.
If on the other hand you?re promoting a Clickbank E-book type product, then deciding
what kind of review page to do can be a little more tricky.
You need to analyze your answers to the three questions we talked about earlier
(who, why and what) and decide what your visitor wants.
Here are some key points I consider when I?m deciding on what type of review to
How literate is the average visitor?
The fact is that not all audiences like to read long reviews. Some markets will be
accustomed to it but many will not, they may just want to hear the facts and get the
product. Not read a wordy 500 word review.
How internet „savvy? is the average visitor?
Savvy users, such as other marketers for example, will be more interested in an in
The price of the product you?re preselling.
The more expensive it is, the more likely they?ll want to read a full review of it.P a g e | 45
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These are three factors to consider, but there?s no science to this and you?ll just have
to judge it yourself. Remember that internet marketing is all about testing and if the
sniper site is getting a lot of traffic but low conversions, then you can go back and
spend more time developing the review later.
This is my personal favourite and is the style I use most often.
Very important note: You can only create this story if niches you?ve actually got
experience with yourself, DO NOT make up a fake story.
I?ll repeat that, do not make up a story.
For example, I would never do a story on pregnancy since obviously I?m not a
woman. I have however, experimented (like most silly young men I guess) with
muscle building. Albeit limited experience since I soon realised I was ok with the way
I was ?
The solution here, if you don?t have experience with the niche is to either create a
review like I taught you above OR write a story based on your experiences with the
guides. I.E. “I started reading around and think this one would work best”, but of
course never state you actually used the product if you didn?t.
Don?t worry if this doesn?t make sense, read on now, and it will, just bear this small
adjustments in mind.
Anyway, if you?re not building the site around a product name and instead a more
general keyword like “best way to build muscle”, then you can enter the conversation
in the searchers mind by saying:
“Hey! I used to want to know that too, stay clear of this because it didn?t work, this
didn?t work either but finally, I did find a way to build muscle: affiliate product.”
These sites are VERY effective in some markets and your conversion rate will be
through the roof. Here?s how to structure your story:
Intro – Get the reader interested.
Hey George here,
If you?re looking for the best way to build muscle, then I?m glad you?ve found this
website and I strongly suggest you keep reading...
Because this my uncensored muscle building story. The ups, the downs, what stuff
didn?t work and finally the one thing that did help me achieve my personal goal
of building muscle. – That will do for an intro. Short and sweet. P a g e | 46
©2011 Google Sniper 2.0
Your beginning – Use the negatives surrounding the main problem of the searcher to
create a story that the visitor identifies with. So here it might be: I wanted more
female attention, I wanted to look cooler at the beach e.t.c and then say I was sick
and tired of it and wanted to do something about it. – This is the point where most of
your visitors will be when they arrive at your site.
The middle – I tried this, I tried that and finally tried something else. All these failed
me. In this example you could talk about: Extreme diets didn?t work and made me
even skinnier, going to the Gym sucked, I wasn?t getting anywhere and finally protein
drinks didn?t work either.
The end – Eventually you stumbled across a solution (affiliate product), I couldn?t
believe how well it worked etc. But include one thing you didn?t like about the product
here - it makes it a bit more believable. And to close, say I hope you found this
information useful etc you can click here to check it out.
Really, the only secrets to using a story are making it interesting, sounding like
you?ve been in the visitors shoes and keeping it concise.
Keep it interesting by using short, powerful sentences now and again and
giving clues to the fact that you did find a solution in the end but not revealing
what it is until the end of the story.
Create trust by saying how you used to be just like the visitor and that you
know what they?re going through.
And finally keep it concise, while make sure you do tell a detailed story. Don?t
make it TOO long or visitors will skip parts and click straight on the affiliate
links without being presold first (BAD). Keep your story between 400 and 600
Quick How to and Then a Story
This method has proven effective in markets where you can give a quick tip related
to their problem, and if the keyword is asking “how to do” something. A How to
answers their query and simultaneously serves to get them interested and increases
their trust in you – Since you seem to know what you?re talking about.
An example of this is if a searcher typed in “how to talk to women”. You could
provide a short 250 word tip article about what „pick up lines? to use and then at the
end say but what do you do AFTER you?ve opened the conversation?... Because
obviously there?s more to talking to women than a pick up line.
Then immediately below you launch into your story for which you would use the
same format as the one mentioned above.P a g e | 47
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The reality is that I use the story style most often, followed by the how to and then a
story if I think that the searcher might be an impatient one – And therefore won?t
want to read a story before finding an answer to their query. I will only use the review
style when I create a sniper site around a product name.
Moving on, there is one factor that should be included in your site, no matter which
angle of attack you choose... personality.
Cashing in on personality
Being unique is important. Especially on the internet where 95% of sites offer the
same re-hashed information. Therefore, it is important that your website be seen as
one of a kind, that this exact review or story isn?t available ANYWHERE else –
Therefore it?s valuable. We do this by giving our site a... personal touch.
A personal feel will mean that your visitors trust you more and that you empathise
with their situation. Now, the first thing you need to do is create your websites
Creating your character
Your „character? is simple.
Your character, across all of your sniper sites, is going to be you.
Now, if you?re worried about privacy you can use a pen name, but the idea is that
visitors feel like you?re a real person.
And who are you?
If you?ve actually used the product then you?re going to try and represent the average
visitor to your site AFTER they found a solution to the problem. Essentially, you?ll be
identical in every way except for one small difference: That you?ll no longer have that
So, using the previous exercises talked about in „the basics?, you should have a
pretty good idea of who you?re average visitor will be, what their fears and problems
are and what they want. P a g e | 48
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If you have not used the product, which is 90% of cases, it?s simple too.
You?re still going to be yourself, the only difference is you?re going to project yourself
as an authority reviewer who understands the visitors problems.
The concept behind this is so simple, and it?s this...
When you want a review of the latest movie, you go to the perceived experts? right?
You trust their opinion more than the average Joe at the local coffee shop.
Well, that?s exactly what you?re going to be tapping into. And it?s very powerful.
The trick, and the amazing thing here, is that notice I said “perceived” expert...
Because I mean really, who says the movie critics know any more than the average
Joe? Really? After all, it?s up to opinion whether the movie?s good or not.
All that matters is how you are perceived, even if you don?t really consider yourself
an editor of the NY times healthy lifestyle column just yet.
So you are going to project yourself on your sniper sites as an “authority” on the
subject of review books, within that particular niche and others... It?s a simple
concept but a very powerful one, and the method I use on most of sites nowadays.
Top tip: Don?t be afraid to use the same name, either pen or real, across all of your
sites, you?ll get a lot of extra business credibility when a particularly curious visitor
decides he doesn?t believe you and types your name into Google only to discover it?s
true, you do have lots of other review Sniper sites!
Finding a suitable picture
A photo of you is a must.
It instantly creates trust by putting a face to the writing. It brings your content alive
and serves to create a stronger bond with the visitor. And most importantly, it
I?ll put a picture along with a Who am I? Subheading in the right hand side column of
the website. Along with a brief description of who the creator of the site is.
Make sure it?s a picture of your face, as you don?t have lots of room to work with.
Don?t go for professionally done photos. Nothing says I?m trying to sell you
something like a perfectly crafted portrait shot. Go for one that doesn?t look staged. It
can be hard to find normal pictures that still make you look professional so you may
need to do a little digging around on Facebook (always fun anyway). At the end of
this chapter in the video I?ll show you some examples of what kind of photo you want
to avoid... Prepare to smile ?P a g e | 49
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Create an About me page
These pages get visited a lot more often than you think.
I?d say that around one in five visitors will visit your about me page. But the good
news is that by using Google analytics (website tracking software) I?ve found that
very few visitors actually exit my site from the about me page. Which means that
they are then returning to the main page after the about me page.
Why is this important? Because it shows that the „about me? page helps to build your
credibility with more curious visitors, while at the same time not distracting them from
your real content, because most will return to it afterwards.
Now, you?re about me page doesn?t have to be long. Just a short and concise article
explaining who you are and why you made the site. If you?ve created a review site,
then it?s important to note your accomplishments (include the fact you have several
review websites) because the visitor will be wondering why should I trust this guy?
What makes him an authority on the subject?
When you?re writing your content try to sound like a friend. Particularly if you?re
creating a story because flawless copywriting would raise some eyebrows anyway –
A 20 year old body builder wouldn?t be expected to write like a Harvard graduate.
People liking you is a big key to success online.
If people like you then they?re more likely to A. Pay attention, B. Trust your opinion
and C. Ultimately buy whatever you?re selling. So, make your about me page
interesting, use metaphors in your writing, and talk to them like a friend.
This is also ties into that if you want the high conversion rates (and who doesn?t want
more money?) then you need to stop selling.
That is the merchants job. All you need to do is give an honest review or story, tell
them how great you thought it was and provide a link. Do not at any point directly say
things like: “Imagine in just 5 days from now, you could have lost 10 pounds just like
I did”. You don?t need to say that because if you just say “I lost 10 pounds in 5 days”
then the visitor will come to their own conclusion that...
“Hey, she was no different than me, maybe I could lose 10 pounds in 5 days too.”
This is called soft selling, it?s where you elude towards the benefits but let the visitor
come to their own conclusion at the same time - Instead of shoving the selling points
down their throat so to speak. And in my opinion, is the best way to not only presell
products online (like we?re doing here) but the best way to sell stuff full stop.
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