Beyond SEO: What to Do With Your Website Visitors

[Applause] well thank you my name is Ron Stauffer and I worked for a company called in front web works and in front has been in business for 19 years which makes them one of the oldest and largest web design companies in the Pikes Peak region and I mentioned that because it's it's important when you're considering internet marketing and things of that nature to consider not just what tools are available to you today but where we've come and what we've learned and you know I've been doing internet marketing for about six years well about a year and a half I've been at in front and I really like working for them and I like that context that we have Andy Manning who's the company founder I don't know if he's here or not but he's he's done a great job building a company that started way back when in

1994 when here's what the web look like I mean this is what Apple comm look like talks about the new powerful internet a capable computer that you can buy so that was a cool calm this was amazon.com in 1994 Earth's biggest bookstore I don't think it was at the time that's probably what they aspired to be ebay funny enough eBay looks exactly the same now as it did back then so if some things don't change and uh here's a Google look like in 1994 hahahaha there was no Google in 1994 it wasn't invented or founded for another four years so you know going back a lot has changed about the web but mostly what has changed is the technology you can use and the way things look and feel but ultimately the way people use websites

in my opinion really hasn't changed just so you know this was me in 1994 I didn't know anything about the Internet so the internet got better-looking and older and hopefully I got better-looking and older as well so today I want to talk about thinking beyond SEO and what I mean when I say that is I talk with businesses all the time they come into our office and they say hey I've got this website that I really like but I don't have enough traffic I need more traffic I need more hits hits hits rankings rankings I got to rank better SEO I need SEO and so I'll ask them questions and a lot of times yes they do need SEO but in addition to that what they need is something more than that because again you know we're thinking beyond when just getting somebody to your website so everybody wants a

bajillion hits and that's kind of a joke of the jillion and my joke is you know how many hits is enough hits so there's a couple things to consider as I've stated getting visitors to your website is not the end it's only the beginning and really for me for my purposes that's where I start to rub my hands together and say okay we've got traffic we've got real-life people we have visitors now we can actually do something with those visitors and that's much more important not to you know just I want to clarify something I'm not putting down SEO by any means I've been doing it for several years and it works really well for clients and there are lots of other companies that do a great job with it here's an example a tale of two websites the red line is a website that we built and the client decided not to hire us or

any other firm to do any internet marketing and the green part of the graph shows a website where the client did hire us to do search engine optimization and it was really interesting I went through all of our analytics data for almost all of our websites to try and find two that matched and these were the closest where they're both local businesses and they have some product offerings and a similar business structure and sales model and that sort of thing and the only real difference was the way that they approached the internet and you can clearly see that the company that didn't do any SEO 18 months after launching is still pretty flat he's gotten a total of 499 organic search visits period in 18 months not very impressive the company that has the green the website represented by the green 5422

organic visits so that's nine hundred and eighty seven percent more traffic so I'm not putting down SEO it is important but there's two basic steps and this is ridiculously basic but it's worth repeating you've got to bring customers to you and then you've got to get them to buy and there's two different ways to approach that and I always like to think of the storefront example if you have a store where you're selling clothes or something like that the first step in marketing your business is to get people to walk in the front door right you can't you can't sell anything if nobody's walking in the front door but everybody walks in the front door and they pick up products on the shelf and they look at it and maybe check the price tag and put it back down you ask them hey can I help you find anything what do they always say no I'm just looking right so if they're not buying then you're still not making business

and if they leave they're gone so I like to tell people take off the Google Goggles stop being so focused on Google Google Google that's all I got to care about because it's the customers who pay your bills it's not Google and actually probably if you've done internet marketing for any length of time you've paid Google a lot of money and Google is aware of this themselves which is why in their webmaster guidelines on google.com which they have where they have a whole section for telling companies how to do SEO and how not to it says make web pages primarily for users not for search engines so even the search engine giant Google understands this concept which is that search engines are just one of many different ways that people can find your business but ultimately you're making

your website for your customers not for search engines what a pet peeve of mine is when people say hits like that's part of the joke about pavilion heads it kind of shows that people don't really know what they're talking about or maybe they're not paying attention very clearly because hits is an incredibly old-fashioned term we've moved beyond that since 1994 when we couldn't even figure out what you know a hit was it was just a hit we didn't know anything about it well these days we know things like where these people are coming from how long they stay on your website how many pages they view what kinds of actions they take on your site so these are real live people so I would encourage you to erase the term hit from your mind if you've ever used it and replace it with visitors or potential customers because potentially that's what everybody is and most of the time depending on your business model and the

products and services you offer people these people who are visiting your website are sitting in a chair in front of a computer looking for a solution to their problem they have a problem you might have a solution which is why they're there in the first place they're not hit their people and the golden rule in my opinion of internet marketing is if your website sucks getting more traffic to it won't help so what makes a website suck right that's obviously the next question well here are a couple things and this is not an exhaustive list by any means a confusing layout if you make it hard for people to figure out where to go and what to click on because they can't read it or they can't figure out your menu that that's not helpful if it has bad design if it looks really old-fashioned if it looks like

amazon.com did you know it's time to update things and make them look good unclear calls to action call to action this one is extremely popular extremely frequently seen on websites all over the Internet hey here's who we are isn't that great wonderful okay well what do i do what should I do on your website you've got to tell me with your website how can I hire you how can I buy your products and services and you'd be amazed at how many websites are out there that don't ever really give you an option to do that they'll just say contact us which is a horrible call to action by the way filler content I just call it filler content that to me that just means content that wasn't really thought through so if you go through the about Us section and it says we only use the best quality ingredients and you know only the finest materials in the

production of our products okay yeah well everybody gets back what's different about you what what's something that's unique to you because everybody says they're prod the best people aren't really interested in you explaining you know what's so great about it in the same way that everybody else is try something unique talk about you in the history of your company talk about what sets your product apart don't just say our product is great Silicon Tech can also be stock images boy stock images just kill it sometimes if you go to a website and it's just full of images that you know don't represent anything about the company that is you know whose website it is that doesn't really do much for you broken links and images this one is a classic problem if you go onto a website and you try and go to an FAQ page or contact us or something like that if

there's a broken link people are going to curse and they're going to hit the back button and go away and find someone else's website because that's the most annoying thing in the world so don't you know make sure that you don't have any broken links on your website same thing with images if there's an image that doesn't show up that looks like you're not paying attention it looks like you don't know what you're doing old technology is another problem and the further along we get in web technology the faster it iterates so it's really hard to keep up with especially for e-commerce stores but unfortunately I see that all the time you know make sure that your website has good technology that instills confidence in people and compatibility issues the the most classic example of that is if I visit a flash website on an iPad most of the time I don't see anything I just see a big black screen and for for those of

you who don't know iPads don't render flash so if your websites built in flash you have to include some extra content behind it that says if flash is not served up give them some text I was looking for a photographer a couple years ago and I took a screenshot because it was so bad it was just a friend page of nothing there wasn't even a phone number I couldn't even call the photographer to say I want to hire you don't do that and so as I'm talking about metrics metrics is the term where you're discussing statistics about what people are doing and how you measure things it's important to remember to not focus on vanity metrics and vanity metrics or things that make you feel good going to pat yourself on the back and say yeah did a good job I got a hundred thousand visits last year ok potentially

visits is a vanity metric it doesn't really help you understand anything page view the same thing I had five hundred thousand pageviews last year okay well that doesn't help either bounce rate that can be a vanity metric sometimes people get really focused on optimizing their site to lower their bounce rate but that you know you shouldn't necessarily focus on that because some of the people who are bouncing off your site you want them to bounce because they don't want to buy your products and services anyway just a definition in case you're not familiar with bounce rate is when someone shows up on your web page and then immediately hits the back button most of the time that's thought of as bad sometimes it might be good if they show up on your web site and they say to themselves well I don't have enough money for this product probably for you you're saying good I don't want to talk to you then right another one is social media reach you hear people on social media talk

about we have 10,000 followers 500 thousand followers we have four thousand face book likes those can be helpful metrics to know but you don't build a business out of that you don't sell products that way the engagement is much more important than the total reach of your social media grades and scores there are some websites out there where you can plug in your URL and you can get a grade or a score I talked to a business one time and they said our website's great we got a score of 95 and I said what are you talking about well we went to this thing we plugged in our website and it said we're 95 out of 100 I said okay how many leads did you get last year I said we're not tracking that so we don't know okay so don't focus on things like grades a 95 rated website that gets no leads it's not a really good website so the

metrics that do matter and these are these are all very similar conversions leads and ultimately sales and revenue right that's really what websites are for the purpose of a website is for you to put your best face or to put you know your your best image forward so that people who are thinking about hiring you whatever it is whether it's buying your products or signing up for consulting so that they're impressed and they say yes I want to hire you and when that happens then you win right that's the ultimate goal and you'll never know that unless you tracking that so those are website metrics that are important so conversely a website that doesn't suck accomplishes your business goals what are your business goals for every business it's different maybe it's expanding into new markets maybe it's going international maybe it's selling a different product

line whatever the business goals are you've got to start with your business goals and then for a website around what those goals are and believe it or not most people don't know what their business goals aren't if you get a committee around a table they'll disagree so you've got a you got a hash that out first then focus on the website a website that doesn't suck brings in revenue again ultimately that's what it's all about also a website that doesn't suck it's helpful to potential customers and it's usable by visitors so again if your website is fabulous and wonderful but I can't see it it sucks and that's just the cold hard truth a great example of how more traffic doesn't equal more sales necessarily I don't know if you can see the bottom there but I got a phone call from a lady who she was nearly crying and it was really sad she said I'm almost going to have to I think

I'm going to have to close down my business because I'm not making enough money to survive and I said okay we'll share your analytics with me and let's see what's going on so well I just I'm not getting enough traffic and I looked at her analytics reports and then I made this chart based on that and you can see in 2010 traffic was relatively flat and then in 2011 the green traffic had a significant jump and then it had a significant significant jump again in 2012 so I said so what's the problem and she said well sales have been decreasing every year since 2009 and I said you don't have a traffic problem you have a website problem a fundamental issue where people are showing up but they're not buying your stuff in her case it was she had an incredibly old e-commerce platform with thousands and thousands of products in it and she didn't want to spend the money to upgrade it and I told

her that's probably what you're going to have to do because it looks so old that it's not trustworthy I don't feel good putting my credit card into this you know the form on this website so again it's not about traffic per se it's about revenue sales leads things that actually speak you know so how do you know what potential customers want because going back to what Google says which I totally agree with build a website for users what did the users want and there are lots of ways to find out what users want number one you could just analyze the data you can go in through Google Analytics and if you do not have Google Analytics on your website although Google Analytics is just one platform it's free please go get it if you don't have it you know get it installed or if you do have it and you don't have access to

view it go find your web guy or your web gal whoever that is and say I need access to these reports today put that on a to-do item if if you don't if you have not seen this screen before figure out how you can log in and see this because you live and die by these numbers so you can analyze all that data you can also ask your customers what they want sometimes if somebody buys something you can send them a a follow-up questionnaire or a survey and say hey what did you think about your purchase Amazon is really good about that Zappos is great about that you know because your checkout simple did you find the products you were looking for it all that information is valuable to help you make your website better another thing you can do here's a little tiny piece of software installed it's it's a paid service but I only signed up

for a 30-day free trial it's called koala root if you want to check it out it's kind of a strange name it's just like kangaroo but if Q you al hey Roo com koala room and all I did was I installed the little script on the bottom of every blog post and I put this little pop-up that says is this blog post helpful yes or no and if they select no I ask them why not and this is crucial data as well and also notice it's very minimalistic it's not obtrusive it's not annoying and it's very slow and just you know it pops up and you almost don't even notice it's there you don't scream in people's faces so that's something you can do and they measure that data so ever since I've been doing this the blog posts that I've been writing ninety three point seven five percent of visitors have said who

have responded have said yes this is helpful okay good that tells me I'm on the writer you know I'm on the right track now if I really wanted to dissect this further I would put a different one on each blog post and then I could start comparing blog posts with each other and find out do people find this helpful do they find this helpful content experiments again there are lots of different software services you can use to run experiments but I highly recommend test run tests whatever it is if you have Google Analytics great because it's already built in and it's free you can create multiple versions of a webpage with varying calls to action and that sort of thing and then you can input them into analytics and then it will test them for you so we'll rotate out up to four different pages based on totally random you know one out of every twenty visitors or

something like that and then it runs for a certain amount of time and then it will tell you this version is the winner this was the most successful page so now what do you know okay well you can say we'll look at that the call to action is on this page was X and that you know had more conversions than then Y over here so now you know okay maybe I should do that throughout my whole website so you can run experiments listening looking and listening for clues is really important and I don't just mean online I also mean offline listen to your customers talk listen to them talk to each other it's amazing how much reconnaissance you can get especially if you have a front desk gal or a guy who's sitting at the front desk who just listens to people talk to each other if they say things like what I really had a hard time finding the place or I

couldn't see the sign or you know anything about your business that gives you valuable data that you could use in your website you know so if somebody says it was really hard to find your place maybe you should make the maps in the directions more obvious or maybe you should put maps up if you don't already have them number to watch them use your website this one's a little bit awkward but it's really good to do if you can go to where your clients are especially if you're friends with them say can I just watch you use my website for a couple minutes and you'll learn so much fascinating stuff for me the one that I've learned more than anything else is when I tell people go to in front calm they'll type in I and spaced that far ont calm I would have never thought of that in a million years because I know that you can't put a space in a URL but

a lot of them don't know that which is why we have a lot of search queries for people searching in front comm and Google because they tried in space front comm and it didn't work I'm not sure exactly what to do about that yet but that's very interesting that tells me more about who these people are and pay attention to frequently asked questions again whoever answers the phones the organization is the best person to glean this data from because probably they're going to say you know fit the gal who sits at your front desk and answers the phone five days a week she's going to say oh man oh boy can I tell you the number one call we get as this num two is the number three is this and she'll just go on and on and I've done this many times and then when you do that all of a sudden you've just created an FAQ section for your website that actually responds to what your users want a lot of websites have FA queues

that were written by the website owner because they think that would be helpful don't do that ask your users find out what questions they really are asking and sometimes they won't really tell you that that's why you've got to you know you're looking for clues you got to ask people on your team have you heard people ask this or ask that interact with them a lot of websites really make a mistake in this regard there's no opportunity to interact you know on a personal level so here's an example I wrote a blog post and of course notice there's my little is this blog post helpful box on the bottom I wrote this blog post in a guy comment and he said wow that was really helpful could you write about this topic as well I'm getting conflicting information some people say this some people say that so what did you just do for me he just told me a he's reading my blog he I know who

he is see he's also telling me thank you I read your article I liked it and I trust you and I want your opinion on this subject wow that's magic that's like gold solid gold data that you can use and if in the reverse is clear too if somebody posts it says I disagree with you you're totally wrong great get a conversation started find out why they think you're totally wrong maybe they'll teach you something you don't know anticipate questions and needs this is a section on our website and it's not necessarily a frequently asked questions section but like it's like a knowledge base and you know help desk Center where you can go to get more information about how to do something specific so in our industry the number one conversation we have more than any other is when we make a web

design change people will say I looked at it and it doesn't look any different so we'll say well refresh the page okay most people know how to do that then we'll say so clear your cache and they say what's a cache I don't even know what you're talking about so then we tell them go to in front comm slash support and there is tons of information for every different browser and every operating system on how to clear your cache you would not believe how popular this section on our website is it's the most popular section BarNone way way more than the blog more than the about us section this is the most popular content because it's helpful so anticipate the questions they might have and give them resources ok so here's an idea that I'm working on and it's I I think it's kind of finished except I don't know what to call it so I'm just calling it a scale of engagement because I've never heard

anybody to talk about it in quite these terms so find out a way to turn every visitor into some sort of a customer or get them to engage with you somehow or maybe become a customer in the future a lot of websites totally miss this they give you the opportunity to either buy or leave and that's awful because there's a lot of research that happens between you know showing up and buying especially if your product is expensive so here's an example of a client that I've been working with for a while and we're still kind of tweaking this because it's not it's not a hard science we got a test we go to experiment that's what websites are all about so we came up with six things that people can do on the website that have varying degrees of commitment and varying degrees of information that they have to provide us in order to complete so the first thing

someone could do is they could read blog posts on the website and say wow that was helpful I'm going to like this on Facebook or I'm going to tweet this okay so that's helpful it's extremely unintrusive you don't need any personally identifying information all you do is click share done but what have they just done they've just shared your content with their network so that really helps you number to connect on social media so that's taking it a step further and saying not only am I going to share your content on Facebook I'm going to like your page so that you can continue to feed information to me because I trust you number three subscribe to an email newsletter so if you have a subscription and an email marketing newsletter that goes out give them an opportunity to subscribe and you'll be amazed at how many people that you wouldn't necessarily expect sign up for an email newsletter I get the

strangest email sometimes and it's like a friend in monument who I haven't talked to in years well how did he sign up for this I don't know but he did he liked what he saw and so he signed up so he wants to get more information from us if your business or your product offering allows it you know offer a free trial maybe that's something you can do where now you're really getting some you're getting deep where they're saying to themselves okay I'm willing to fork over some information about me now because I want your product you know so if you offer a free trial maybe you require a name and an email and a phone number and that sort of thing so you're giving a sum that they're giving some number five purchasing something small like a little teaser product or an accessory or something that that's very minimal to

where they don't feel the pain of the full impact of your really big offering but they're willing to give you money if people are willing to give you any money even the smallest amount of money that tells you they're really interested in you and they want more or maybe they buy your product and they just determine they don't want more but that's your problem you're gonna have to work that out and then number six is a full-blown sale signing up to be a big client that's like the one where the you know you lay awake at night and say boy who would be the perfect client of what would they buy from me so your biggest offering could be that the bottom of that scale and then just write it out and again it's different for every business and it's different for every industry what kind of engagement do you want from people and give people varying degrees because maybe they're not ready to buy maybe there will be in six months and if you make an impression on them six months later they'll remember well I

know I'm ready to buy now I got my tax return classic example right I got money in my pocket I'm ready to buy now I just I need to go back and get it done so if you're on the top of their mind because you've connected with them in the past you've just one tracking your websites return on investment I have a whiteboard in my office and it says in big bold letters data wins arguments because marketing is one of those fields where everybody has an opinion and everybody has a usually a very emotional opinion and feelings get hurt when you say well I think this and I think that well I really don't care what you think and I don't care what I think and I tell that to people all the time it doesn't matter what we think we can try things and we can test and see what actually works so data wins arguments so start testing and

stop arguing now if you're going to do that you've got to have that data and something that that obviously where you have to start in you can't measure what you're not tracking so you've got to start tracking things and it would be you might be amazed at how many businesses will say okay so we've got Google Analytics we know how many visits were getting but we don't know how many people are you know purchasing as a result of finding us online or things of that nature right like we can't figure out it's this big black box money just comes into our bank account somehow and we're not sure where to atribute it well there's lots of things you can do you start with web analytics you can also use CRM software you can do lead nurturing and drip campaigns there are third-party platforms that you can use to integrate into your website to tell you some of them even literally who is

visiting your website with names and emails and everything it's kind of scary the kind of data you can get but the more you know that the more you can say this is this sale is directly attributed to this action that we took here and you'll never know that and sleep with the tracking in place and I highly encourage you to get used to and very familiar with using Microsoft Excel I've worked in a couple different companies and I have yet to meet anyone in any company who says I never use Excel this web platform is all I need everybody uses Excel for something use Excel tracking here's an example of some tracking that I have been doing for a client here the past six months here are the leads that came through his website and we're tracking phone calls and web contacts and we're tracking two

different kinds of phone calls I'm sorry three kinds of phone calls and two different kinds of web leads and so now when I show him this chart I can tell him exactly what's working well the type one calls the those are going up significantly he's seeing increased growth so whatever we're doing for that we can say let's keep doing that that's working the one on the bottom the purple one calls type three it's not working out so much so maybe we reallocate some resources or try something different here's another website I've been working on and you know I looked at all the leads that they've gotten for all of 2012 and we can tell very clearly how many leads we got as a result of Google organic search which is the biggest slice of the pie Google paid search which is pay-per-click advertising the second biggest referrals are links from

other websites to this website so if you don't have this data go find it go get it set up your website so that you can actually at the end of the year say well this is how we did and then measure that year over year over year and say you know well we didn't do so well and this here's what we're going to do about it and then at the end of the next quarter or year you can look and say we we did better we accomplished our goal we learned and then we made changes you so you can implement goal and conversion tracking that's that's how you do that chart before where again you've got to determine what those goals are whether it's you know adding something to a shopping cart or people downloading a free trial of something whatever it is determine what those are and then you can track those and ultimately you can you know you can do it within Google

Analytics you can do it other ways put a dollar value on everything if you know how much money it's worth when somebody contacts you on average a sign a dollar value to that because now you can start to figure out things like okay what is it what does it cost me to acquire a client what's my you know customer acquisition cost I'm willing to spend X number of dollars on a new lead or a new client if you don't have the answers to those questions start building those systems to answer those because then you can say well now I know what kind of advertising is a total waste of money you know maybe it's billboards well they're way too expensive and we don't you know we're not getting any bang for our buck maybe it is maybe it isn't but you won't know until you start figuring out how much those things cost you know here's an example of a client of ours he did it's an e-commerce site he did 1.9

million in revenue last year and so what we're going to do is we're going to look back and say okay well what happened in the middle of the year check that out something happened you know so we can dig into the data even deeper and find out what he did to the website that increased his sales so much and then we'll know better for next time watch out for media discontinuity that's a really long complicated term for saying when people go offline they disappear that's a really big problem in marketing and internet marketing is getting much better at combining everything into one under one roof and you can do most of that through your website you know the easiest way to do that is how did you hear about us I be amazed how many people don't ask that question how did you hear about it and then write in your customer database the lead source how

did they hear about you you can also do culture checking so the classic example is people will say well I don't know how many phone calls I get but I get a bunch and I don't know how many of them called me because they found my website well guess what I do because there's a way to set up call tracking phone numbers with various third-party software solutions and I don't really have any to recommend because it depends on your business and and you know how much money are willing to spend but if you just googled call tracking software you can find lots of different systems that will give you a phone number and you can track the number of phone calls that have come to that phone number so what you do is you put the unique phone number on your brochure perhaps and then unique phone number on the bottom of your website and a unique phone number on a billboard if your doing that or a phonebook ad and now all of a sudden you have the tools

to answer the question okay these people didn't go dark on me they didn't visit my website get to the contact form and then give up they called me okay great so that's still good right so call tracking is really good QR codes you can use those don't go crazy that's something that marketing people like to push really hard as QR codes QR codes but they have a dismal adoption rate it's very very low very few consumers actually use QR code readers but you can my favorite example is the urinal in the men's room when you're standing there you've got nothing better to do a lot of those ads on those placards in front of the urinal will have the QR code and I guess those guys go well I've got time I'll just I'll scan them you know that's the most effective use of QR code I've seen so

you can use those and you can track all of those in your Google Analytics panel it's all tracked online custom URLs and landing pages that's where you know you can create a whole separate domain for a very specific purpose or you can create a landing page for a specific purpose like you know promos you know did you like us did you like our booth at the Revenue North event we have a 10% off special for everyone who showed up or something like that visit our website which is example.com slash Revenue North okay now you know if that's the only way that you have introduced or the only way people have found that link it's because you introduced them to it you know exactly where they came from coupons and promos coupons are obviously one of the oldest methods but they still work really well make people down

coupon or print off a coupon or use a promo code revenue narc here if you registered I'll bet some of you in the audience used a promo code do you know why because now Frank who's really smart who runs this event knows exactly how you found out about it through his website so use coupons and promos okay really big last year but this is the important stuff what are the things that you can do now so number one is I said stop focusing solely on search engine rankings in traffic number two make sure your website doesn't suck go home and click on every single link on your web page and I can almost guarantee you there's at least one link that's broken or there's a phone number that's out of date or there's a web page that says coming soon or there's a page that says come see us at revenue north 2011 because you forgot to update last year's

page make sure your website is really set to go and everything is working get familiar with web analytics again read the date and make sure you're you're consuming that data and understanding what it means learn who your potential customers are and what they do and don't like you know going back to asking them questions taking surveys just literally asking just picking up the phone and saying hey so I saw that you bought on our website what does make you decide to buy comb through the data and then you can make those decisions you know create a scale of engagement for your website and that would really be fun to do just as an exercise for you to figure out how many different opportunities you have you probably have more opportunities than you realize and then make sure you know what your cost to acquire customers is because that's one of the most important metrics you can track and

merge your online and offline marketing efforts again call tracking custom URLs landing pages banner ads you can use banner ads so you know the old days of the big printed billboard we still do that all the time we just do it online we just billboard ads and we can track all of that as well that's what I've got for you today so I'm putting my money where my mouth is and if you visit in front comm slash beyond SEO and I also have a checklist where you can check off okay check this on my website are there any broken links or any images that don't show up or anything wrong so you can have a complete website so it's guaranteed not to suck by the time you get to the bottom of it