The #1 Goal of Your Website: Slides from my Business of Software Talk

The Business of Software 2010 was last week in Boston. This is without a doubt my favorite conference every year.

I had a great time and met a ton of new people (including finally meeting Jason Cohen and Patrick McKenzie after exchanging many emails over the past year or two). The whirlwind of the conference was such that it took me about 48 hours before I could hold a conversation about anything but starting a software company.

My talk was titled The #1 Goal of Your Website and I promised I would post my slides (and here they are).

There is a well-organized (and detailed) look at each talk here.

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#1 Gordon Taylor on 10.12.10 at 10:31 pm

Thanks Rob – your talk was great! Lots of good stuff to get started with 🙂

#2 Mark Littlewood on 10.13.10 at 1:14 pm

Great to hear you at BOS2010.

A very ‘actionable’ talk. Will link to your slides from my blog and the write up I did of yours at

Thanks for sharing the slides.

Mark Littlewood

#3 Lessons Learned At Business of Software 2010: MicroISV on a Shoestring on 10.15.10 at 3:23 pm

[…] about Virtual Assistants, it is worth the price of the book and then some.)  The slides and outline for his talk […]

#4 RB on 10.22.10 at 8:13 pm

Thanks Rob. This will be helpful for a marketing proposal I’m making to a client next week. Would you happen to have the audio or video to your presentation? I didn’t know what the heck the concrete wall was about. -lol

#5 Rob on 10.22.10 at 10:41 pm

>>Would you happen to have the audio or video to your presentation?

Nope; I know BoS recorded it, but they won’t release the video for a while.

I will email you my notes from the talk, though, which might clear up the meaning of a few of the slides.

#6 How A Half-Broken Halloween Promotion Smashed Revenue Records: MicroISV on a Shoestring on 11.01.10 at 11:05 am

[…] Rob Walling had an amazing presentation at the Business of Software conference about using email to sell more software, and I was so […]

#7 Zuly Gonzalez on 12.02.10 at 11:56 am

Thanks for posting a copy of your slides. I attended BoS2010, and got a lot of value out of your talk. For me, the email marketing portion was the most interesting part. I was surprised to see that email marketing conversion rates are so high. I’ve always thought of email marketing as ineffective, and spammy.

If I could add to the discussion regarding spam filters. I recently launched a web security software startup, and had a lot of problems with my emails getting flagged as spam. I found a good resource to be email verification tools. Two such free tools that I used, and would recommend, are from All About Spam ( and Port25 Solutions (

I wrote up a detailed summary of your presentation and posted it on my blog. You can find it here:

Rob Reply:

That’s an awesome summary of the presentation; thanks for sharing.