The Psychology of a Website

Mastering Cognitive Biases, Conversion Triggers and Modern SEO to Achieve Massive Results

“Anyone can dream up big ideas, but only a narrow few have the knowledge to turn ideas into successful websites that deliver results.”

— Matthew Capala, bestselling author of The Psychology of a Website

About The Book

Modern marketers must understand – and optimize for – the basic principles of choice psychology that influence not only every action on your website, but also how modern algorithms read and rank your content on search engines. Google’s new AI-powered RankBrain cares more about the user’s satisfaction than how many times a keyword is used in your content. If you want to optimize for the Google bot, you need to optimize for the human. Combining hundreds of practical examples from some of the world’s most successful brands with the application of the fundamental principles of modern psychology and data science, the six-step Website PSY Formula covered in this book will take you on a guided journey to:

Build instant trust and minimize friction by displaying unquestionable social proof
Use credibility content and frame control to position your brand as a trusted authority in your field
Reduce your bounce rates by learning how to overcome common objections mastering the copywriting for the Web

Encourage small commitments and activate the consistency bias to pull the user towards your offer
Reassure with social proof during the final stages of conversion to reduce buyer’s remorse and funnel abandonment
Create a repeatable source of new customers through sustainable website conversion funnels that map buyer personas to keywords, content, and conversions

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matthew capala headshot

About the Author

Matthew Capala is a seasoned SEO strategist, speaker, author, and digital marketing executive. As a practitioner above all, he has spent the last 15 years delivering results to some of the most iconic brands in the world as well as to businesses of all sizes, leveraging the latest tools and strategies in SEO, SEM, content, and conversion. As the Founder and Managing Director of Alphametic, an expert search engine marketing and optimization agency, he helps his clients increase ROI from their digital marketing efforts. Prior to his move to Miami, Matthew led a successful career at various Madison Avenue ad agencies in New York, where he was also appointed Adjunct Professor at NYU (’12 –’14). His work and ideas have been featured in Forbes, Inc, MSN Money, Chicago Tribune, eMarketer, Huffington Post, Mashable, Entrepreneur, and The Next Web. Matthew speaks regularly at marketing conferences, such as the Internet Summit, MarketingProfs, and Digital Summit. He is the author of three books, including “SEO Like I’m 5” and “Keyword Research Like a Pro.”

“L’Oreal brands are creating great content, but their challenge is to make sure that this content is properly tagged to show up on discovery platforms. Matthew Capala’s SEO Bootcamp and consulting have been key to ensure SEO success at L’Oreal USA.”

Arnaud Plas Corporate VP Digital & E-Commerce Strategy at L’Oreal

“Matthew really is a one of a kind marketer with unparalleled passion and expertise in all things digital marketing. He’s a jack of all trades as a speaker, instructor, writer, author, marketer and a partner. I’d recommend him to any business as a go to source for unparalleled marketing expertise.”

Brian Honigman Adjunct Marketing Professor at NYU

“Matthew Capala is THE expert when it comes to SEO—he literally wrote the book on it! I couldn’t ask for a better consultant. He was crucial in helping us identify problems that were keeping our website from ranking. However, what I appreciated the most about working with Matt was how accessible he was for follow-up questions and support.”

Deborah Malone Content Manager at Edgenuity

“Matthew Capala is a savvy SEO expert. His knowledge allowed my company to increase engagement and brand awareness, driving a major increase in leads and sales. He is professional, hard-working, and results-oriented. His diverse client experience paired with his technical skills and tools resulted in a return on investment far exceeding our expectations. I highly recommend him to any organization looking to expand their digital footprint and increase sales.”

Steve SchusterDigital Marketing Manager, Insight Vision

“I’ve known Matthew Capala for a few years now, and I’ve always been impressed with his skills in SEO, branding and social media. He’s a great speaker and often invited to share his knowledge at industry conferences, and he’s even written several books on SEO. The entire Alphametic team has been wonderful to work with. Matthew is a great leader and he keeps his entire team on the cutting edge of digital marketing.If you want your SEO and social media done right, you need to speak to Matthew and his team!”

Laura DeGraff CMO at Alden Investment Group

I’ve known Matthew Capala for years. He has a way of energizing people to believe they can succeed at otherwise complicated marketing activities. While SEO has gotten harder than ever, he explains it in a way that will help you get in the game with a winning playbook.

Michael KingFounder of iPullRank, International Speaker, Moz Associate

The Psychology of a Website

About The Book

As Seen On

About the Author

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