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3 Types of Websites and WordPress

Information Marketing

Avish: Alright, Fred. Now that we have the domain and the hosting account, we need to start creating some websites, correct?

Fred: Absolutely. That’s the next step.

Avish: Okay. So you recommend that information marketers have 3 different types of websites. Can you share with us why we need 3 different ones and what those 3 are?

Fred: Right. These are the three standard types of websites that I recommend. Number one is something we call an authority site. An authority site would be like or, so that, you know, it’s basically your, so here’s who I am and here’s everything that I do. So it’s your one sort of place for people to go to find out everything they need to know about you, and if someone doesn’t yet have their own registered, they should. And if their is not available, you can add the word “the” in front of it. But so you want to have an authority site.

You also want to have a sales letter site, in other words, a site that is dedicated just to selling a specific product or a service, and to take a look at this, I mean I have numerous ones of these, but you know for services, say for example, they could take a look at, or That’s selling a specific service, it can also be used to sell a product.

Now also in this category of the sales letter site might be something that’s selling a given seminar, for example, would be an example of one of those. So people, you know, should set up not only an authority site, but a sales site as well, or sales letter site, again populated with a lot of video these days.

And lastly, something called a squeeze page site, which is the sole purpose of that site is just to get people to give you their email address, so you’ve got 3 different sites and feel free to ask me any questions to help our listeners understand this.

Avish: Sure. Well one thing is you mentioned, could you just go into little more detail when you talk about the name and adding the “the” if your name is taken?

Fred: Yeah, I went through that kind of quickly because well, for example, your authority site where you’re going to put everything sort of about you. A lot of people, you know, have been, you know, haven’t thought about, or maybe they have a name, you know, if your name is John Smith good luck, because, you know, was registered by someone who is really internet savvy back in the early 90s.

So if your name is John Smith, then your first choice would maybe be to go to, which I’m sure that’s probably taken by now as well. And if you wanted to get a little absurd about this, you might register Chances are, and I would bet, that one’s even taken. And so what you want to do, though, is for example you, it doesn’t really matter exactly what this is. It helps if it’s your, so start with that. And if for some odd reason you can’t get or, then you’re going to have to look for an alternate solution, which it might be to do something about your topic.

The only problem is, Avish, as you know, all of us start out with an idea of what it is we’re going to do in our life, whether it be online or offline, and things change. So the one thing that stays the same is your name, so I would prefer to see people have as their authority site something that relates specifically to their name, as opposed to some other thing they pick, maybe having to do with the profession or the topic of interest that they have. Does that make sense?

Avish: Yeah, absolutely. And one thing I recommend, you can tell me if I’m giving good advice here, is if someone has an inkling of doing anything online, even if they’re years away from starting, I tell them to just go and register your name right now.

Fred: Oh, 100 percent. Yeah. I think that everyone in America, anyone in the world should register their, and of course they should register it with

Avish: Alright, good. So that was, now, so there’s 3 different sites, but there’s going to be a lot of people listening to this, and even if they kind of agree with what you’re saying, they’re going to be thinking, you know, would it just be easier for me to have my main site with my name? And then for the sales page and the squeeze pages just create a page on that authority site and not worry about doing a whole separate website?

Fred: Yeah. Well, the tendency will be to do that. And I’m not saying you shouldn’t do that as well. However, what happens is, is that when you direct people to your website, let’s say we send her to or productnumber1, for example.

The problem there is that since they are on another site that has a lot of other stuff on it, you know, human nature and their tendency to want to flit around, look at everything else that’s on the site is pretty great. So what’s going to end up happening is that people are going to get distracted. And this is where, you know, there’s a saying that I use, A Confused Mind Always Says No, which is, by the way, one of those topics I don’t think we brought up in the list of philosophical or things we should know before starting.

Avish: Yeah.

Fred: But A Confused Mind Always Says No, is, you know, it relates to the topic that when people have a lot of options, a lot of choices, generally they will get distracted, so that’s why I suggested people have a separate site, not only a separate page on a site, but a separate site, for a lot of varying things, be it a sales page to sell a product, a service, or a seminar, or a squeeze page that is specifically and only devoted to getting someone to give you their name and or email address.

Avish: Okay, makes sense. So if we’re going to have 3 different websites, that sounds (inaudible 00:05:45) fairly complicated in terms of having to create HTML and uploads and FTPs and all this. But you actually recommend going with WordPress to simplify things, correct?

Fred: Yeah. I think that a WordPress site, unless you can prove otherwise, a WordPress is more than sufficient. And for people who don’t know what a WordPress site is, once you have gotten your domain name, and you’ve gotten your hosting, you now have to build your site. And so now you’re creating the structure and the foundation, if you will, of your site, and sites can be made, you know, a lot of different ways. The beauty now is that WordPress sites, which used to be looked at as the bastard stepchild, can now be made to look really good because of all of these themes. And again, Dave Hamilton here has a site called and where he, you know, will let you use and borrow a theme of his to build a really beautiful site super-quick and super-easy.

So I recommend WordPress because, you know, it’s just an easy, once the site is up it’s easy to add information to it and add content. But it’s basically the de facto standard. So if you aren’t using a web, a WordPress-based site, the question is why not? And in most cases, most people should.

Avish: Yeah, I mean I’ve worked, you know, for companies as an HTML web designer programmer. So I have the skills, but all my sites now are WordPress because it’s so easy.

Fred: Yeah, and that’s a good example. So someone even as sophisticated as you, who has the skills to use to create a site other than through WordPress is now using WordPress exclusively. So that gives people listening a good idea about how, you know, about how useful, valuable and essential this tool is, and how even someone with technical expertise is still using WordPress.

Avish: Yeah, and so if you, so let’s say we wanted to use WordPress, if you buy your site how hard is it to set WordPress up on your website?

Fred: Well —

Avish: You know?

Fred: The actual initial set-up when you’re using is literally like the click of a button. Now if you understand how to get in there, so I would say that on a scale of 1 to 10, we’re looking at again about a 2 or a 3 here in terms of expertise, in setting this up. So a little bit of knowledge, but not a lot of knowledge is necessary.

Avish: Okay. And so just so you know, give people an idea of once you’ve got WordPress installed, kind of what you can do with it, and why it’s so effective to use.

Fred: Well, the nice thing about WordPress is once it’s installed, you can find a variety of what are called themes, which is basically the look and feel of your site that are out there, many of which are free. Some of which are paid and you also, once you set up, it’s sort of like within, you know, and I hate to use what might seem to be a very odd example, but having in years gone by watched a lot of Sex in the City with my wife.

The way that I would do it is, I would think about the, your WordPress, if you were a woman, as your dress. And so it’s sort of what is your basic thing that you’re wearing, and then your basic look, and then after that what WordPress has is a lot of what are called plug-ins, and plug-ins are your accessories. So that’s going to be your purse and your hat and your rings and your jewelry. And so WordPress allows you to not only have a look and feel, but then it also allows you to add all these various plug-ins, many of which are not only useful but are absolutely essential.

So there are, there are things you can do with WordPress that make it super, super easy. So it’s, your look and feel is your theme, and your plug-ins are your various accessories, some of which are absolutely essential like no one usually would go without a watch. So there are certain plug-ins that they’re called, and again some of those are free and others of which are paid.

Avish: Okay. And so WordPress is the way to go. And, you know, WordPress, a lot of people, you know it started as a platform for people to create a blog, and so people might get confused. You’re suggesting that we use WordPress for any website, regardless of whether it’s a blog?

Fred: Yeah, and that’s the thing, is that most people have heard of WordPress strictly in the context of a blog if they’re not very technically savvy. But now WordPress has developed to the point where a lot of people have developed these themes that will make it so that you could have your entire site your WordPress site. And the reason for doing this is, once you have it set up, you’re ability to make changes.

Years ago we had to pay people, you know, called webmasters, you know, $75 to go in and make a simple change because, frankly, they knew, people like you knew how to use HTML, and people like me who didn’t were at the, you know, the mercy of people like you charging us ridiculous amounts of money for minor changes. That is no longer going to be the case if you set yourself, your site up as a WordPress site.

Avish: Okay, that makes sense. And so to revisit the idea of different websites, so you’re saying that if I have 10 different products, so let’s say I’m building my information marketing thing and I’ve got 10 different products, you’re suggesting that I actually have 11 different websites, then.

Fred: Yeah. You’d have your authority site, which would be, and then you have Product 1, Product 2, Product 3, all the way through Product set up as separate WordPress sites, each one of them having their own site, yes.

Avish: Okay, and just to kind of finish this up, just to make sure we know the key elements for all 3 of these sites, so for an authority site that’s the one that is probably going to be in my name or what-not. Number 1, remind us what’s the goal of the authority site and what are some of the things that site’s going to have?

Fred: Yeah, well the goal of the authority site is basically to prove to people who find you that you are in fact a knowledgeable expert in that topic or field, and in that site you’re going to have certain things about you, your background, maybe a list of clients and testimonials. You’re also going to have, for example, you know, the services that you provide broken down into different sections, perhaps. And the best way to do this is look at something like that Dave Hamilton has, but, or take a look at

I’ve got a lot of things there, some of which people may not use, but as the basics, you know, it’s almost like thinking in the old days about a brochure. What would you put on a brochure about yourself? Well naturally, you’d want your bio, you’d want your list of clients, you may want to list testimonials, you want a list of services you provide. And so all of those basic things that you’d want to tell people would be on your authority site. So that would be the authority site.

Then on your product site, or product sales site, let’s just call it a sales site, where you’re trying to get people to buy a product, you would obviously list the features and benefits of the product, you would probably having a video explaining, introducing yourself and telling people why they should buy the product.

And then on the squeeze page site, again all of these being WordPress sites, you’d be going for one thing, possibly with a video and just a little box to put in their name and email address, you’re just persuading people to give you their name and email address, and that would be a squeeze page site. So we’ve got the 3 sites and those are the 3 basic things that they do, and again, look at some of the sites I recommended earlier in this particular section to get an idea of what those look like and what they should be.

Avish: Great.

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