Making STINKY Websites Smell Like ROSES | Shane Serra


I’m afraid I’ve got some bad news for you. Your website probably stinks. Yes, I’m sure that it is full of wonderful, flashy content and looks great, but does it actually drive visitors to call, email, or buy from you?

If your answer is “no” or (more likely) “uhhhh, maybe?”, then this week’s article is for you. Heck, even if you think that your website is great (trust me, it likely isn’t), you need to keep reading!

Welcome back to Mr. Bob’s Marketing Masterminds blog!

This week, I’m profiling a local entrepreneur whom I’ve identified as the “Best of the Best” in Digital Sales Marketing, Mr. Shane Serra of WSI Optimized eSolutions. Shane is passionate about converting websites from underperforming “online brochures” to dynamic tools that engage your visitors through a strategically designed sales funnel.

shaneserra-googleIn addition to running WSI Barrie office, Shane teaches Social Media & Web Management at Georgian College’s School of Business, is a co-founder of the popular Small Business Connect Barrie networking group, and a frequent guest speaker on sales, marketing, and technology at Marketing Masterminds meetings.

I recently sat down with Shane to ask him a few questions about Digital Sales Marketing.

1) Shane – You’re a pretty high energy guy. What makes you so passionate about Digital Sales Marketing?

I love building successful marketing strategies! I have a true passion for helping companies spend less and make more. Digital Marketing makes this easier and effective. I bought a WSI franchise over 8 years ago because I understood to be a player in this game it is not all about what I know, it is who I know. WSI have over 1200 office in 80 countries. We have built 1000’s of websites and marketing strategies. We have more web awards than any other company.

2) What are the biggest mistakes that companies make with their websites?

Websites generally fail when they make visitors hunt for content, instead of having it front and centre. Keep in mind that 40% of all web activity now occurs on mobile devices – today’s visitors are not just visiting your website from a desktop, but from tablets and smart phones as well. Companies need to understand that customer needs change based on what type of device they are using – your website content needs to be customized to offer the best experience to all visitors without ever losing sight of your sales goals.

3) Why is it important for a company website to have a sales funnel?

Websites started as online brochures – really just simple extensions of your marketing materials – but effective web strategies have evolved to reflect more web-savvy, but less patient, audiences. A website needs to talk to the visitor’s needs and wants, offering content that engages the audience in a deeper virtual relationship where they feel the need to call, email or buy from you. This engagement process is what I like to call a sales funnel or click funnel.

A highly tuned sales funnel will connect with your prospect emotional need -> show the dream or desired outcome -> show how you can help, plus have helped solve this for others -> ask the closing questions.

4) Should small businesses include geo targeting in their digital marketing efforts?

Websites need traffic, like a store needs walk-ins. There’s an old saying, though, that “Traffic costs you money, targeted traffic makes you money”. In other words, not all traffic is the same. To help get targeted traffic it is important to build targeted traffic to a city or area. When adding your City or geo-location you can get a more targeted, relevant website visitor and increase your standing in the local search rankings. I also strongly recommend making sure that your company’s location is properly listed on the big search map sites like Google, and listed in local directories such as

5) Why should a business look for when hiring someone to build or revamp their website

Don’t get distracted by bells and whistles. Your decision should not be based on who offers flashy animations or loads of fancy graphics. When choosing a design company, I would look for a company that understands your business and understands your customers.

Standing out is important, but having clients surf your website going upstream is difficult, controlling or aiding the flow is much more productive and effective!

6) One last question. You’re a very active member of the Marketing Masterminds community. What do you think is the most valuable part of the program?

Mr. Bob, I’ve been a fan of your’s for years – your commitment and drive is inspiring. Marketing Masterminds offers a unique perspective where it is not just about Mr. Bob or an individual member, but rather a group of highly intelligent businesses owners collaborating, sharing feedback, and generating fresh ideas. I have seen unbelievable results for so many members of the group, including myself. I highly recommend joining Marketing Masterminds!

Thank you, Shane and congratulations on being named one of Marketing Masterminds Best of the Best!

That’s all for this week’s blog. Check back here weekly, as I’ll be writing more about my incredible Marketing Masterminds program, profiling local entrepreneurs whom I’ve identified as “The Best of the Best”, and sharing marketing advice that will power your business to new levels of success.

If you’re interested in learning more about Marketing Masterminds, give me a call at 705-721-0727 or e-mail

Robert “Mr. Bob” Cassels is the founder of Marketing Masterminds provides online and in-person resources for entrepreneurs looking to launch, grow, or promote their businesses.

March 30, 2016 |

One thought on “Making STINKY Websites Smell Like ROSES | Shane Serra

  1. Jim Lowe says:

    Great article, Mr. Bob! I referred Shane to a very important client who needed a really focused website. The work he did far exceeded her expectations and made us both look great. An awesome choice for your first Best of the Best profile!

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