A Lean Web Canvas: Your Digital Marketing Plan for Websites

Our Lean Web Canvas Course walks you through how to create a simple one-page business plan for your website that will help you increase sales and deliver on your business goals.

What you will be learning

We are thrilled to share with you the techniques, tools and planning methods we’ve developed over the past two decades – tools and techniques we use with clients every day as we design, build and manage customer-focused websites that deliver on business goals.

By the end of the course, you will have created a fully functional one-page business plan that you will have custom created through each section of the course with your business goals and target audience in mind.

We have loaded the course with fillable worksheets to make the process very easy. We also provide detailed course notes, a full working sample for your reference, and a blank Lean Web Canvas template in PowerPoint format that you can use to share and discuss in meetings.

The Lean Web Canvas has an easy to understand structure and is excellent to use:

• With your internal design and marketing team, to help focus their efforts and keep them on task

• With an external web designer, to make sure their goals are aligned with yours and remain in scope

• With your managers and sales team, so they can see how their objectives are driven by customer needs

• As your own personal guide to direct your strategic thinking about how your website relates to the rest of your business

Print your Lean Web Canvas one-page website business plan out, email it to your team, post on your boardroom wall and share it in meetings.

It can serve as a constant reminder of what's important to grow your business, build your web traffic and make sure you are converting hard-earned traffic into sales.

We will work through each block of the canvas step by step so you can easily replicate our method of planning a web site that can deliver on your business goals.

Let's take a look at the 11 blocks that go into to make up the one-page business plan and see how it all works together.

Section 1 Target Audience - to attract new visitors

Learn how to clearly define your Primary Target Audience group for both your marketing efforts and website design and complete section #1 of your Lean Web Canvas.

Customer Needs - to build your sales

We’ll review what a customer need is, why you need to define one and what to do with this information to help your business. With the worksheet, you’ll build a clear outline of your own customer needs.

Solution - to showcase your business

Learn how to retain customer interest when they first arrive on your website, how to pull them further into the site and learn how to convince them that your product or service beats your competitors.

Unique value Proposition – to set you apart from the competition

Learn what a Unique value Proposition is and how to use it to market your product or service. Using the worksheet learn how to better communicate to your target audience why your solution is the best option available. 

CTA - to build your email lists and engagement

Learn to define the purpose of a Call To Action on your website to get better results and build a strong CTA for your business that resonates with your target audience using our worksheet guide and reference samples.

Trust - to convert browsers into customers

Understand the ‘trust point' system, learn about the different methods of earning ‘trust points’ through your website, and find your own ‘trust points’ to develop brand loyalty and increase sales.

Deliverables – to build repeat business

Learn how your CTA relates to your deliverables, and understand what your target audience expects when they complete your CTA. Define what your deliverables will be using the worksheet.

Channels - to optimize your marketing efforts

Learn how to choose the right marketing channels to more easily connect with your customers and break through the white noise to more tightly focus on your customers, saving both time and money.

Key Metrics – to set goals for growth

Learn strategy for goal setting for your website. Define a Key Metric, set a timeline and growth measurable. Explore methods of examining the success and failure of potential changes to your website.

Website Costs - to keep you on budget and optimize your return on investment

Learn about the full range of costs to set up, operate and manage your website. Review costs and eliminate unneeded activities, products, and services to maximize your website return on investment.

Revenue Opportunities – to identify how to build your income

Learn the difference between Direct and Indirect Revenue and how to generate revenue through your website. Build a list of revenue opportunities for your website and complete your Lean Web Canvas.

Your Instructors

Meriel Bradley will be guiding you through the course.

Meriel began her career in the television industry, producing and hosting shows for HGTV and Discovery. She transitioned into the corporate world of Sales and Marketing where she co-founded Lean Web Tools and has since helped hundreds of businesses build, launch and market customer-focused websites and e-commerce solutions.

The course co-creators who make up the Lean Web Tools Team are – Bill Rasmussen, who has spent more than 18 years planning, designing and coding hundreds of websites and web applications, and Sam Rasmussen, who brings a fresh modern eye to the graphics team with 4 years of web design experience.

Who Should Take this Course

• Anyone planning on building a website

• Anyone who wants to increase web sales and grow their business.

• Business Owners who are happy with their website, but want to convert more of their web traffic into sales

• Web Designers and Developers to use as a client management and planning tool

• New Business Owners who want to understand what they need before they talk to a web development company