website redesign tips & trickstips & tricks
TRANSCRIPT
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Website Redesign gTips & TricksTips & Tricks
Mike VolpeVP Inbound Marketing
HubSpot
Twitter: @mvolpe
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Outbound Marketing
800-555-1234AnnoyingSalesperson
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Inbound Marketing
Blog SEO Social Mediag
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Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• PR / Buzz
Interruption Permission
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Budget vs. Brains
FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee
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Why do you haveb i b it ?a business website?
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Which is better?
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The Wrong Reasons
• “We have a new corporate look and feel.”
• “I’m tired of the old website.”
• “It’s been 12 months since the last redesign.”
• “The design department wants to do it.”
• “The CEO wants to do it ”• The CEO wants to do it.
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Website Design Half Life
Your CompanyHappiness
Your Prospects
Launch 6 Months 12 Months
Time
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The Right Reasons
• “Get found by more prospects.”
• “Convert more prospects into leads and customers.”
• “Branding” might be a good reason… if it will d i th l bdrive the goals above.
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The Right Reasons
• “Get found by more prospects.”• Better content• Better content• More content
O ti i d t t• Optimized content• “Convert more prospects into leads and
t ”customers.”• Better offers & calls to action• More offers & calls to action• Optimized landing pages / forms
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Billboard in the Desert?
BUY NOW
FlickrFlickr: : thegolzerthegolzer
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Business websitesBusiness websitesare for
lead generation.
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Which is better?
• Website traffic has doubled• Lead flow has doubled
‐‐ Noel Huelsenbeck, CEO, Vocio
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What do you want?
Beautiful & Empty Ugly & Crowdedp y g y
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The 3 Keys to aS f l W b itSuccessful Website
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Websites should tt t tattract prospects.
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Search Engines
3,000 times per second
• Publish more content• Optimize your content• Optimize your content
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Content Drives Visitors
Search engines like fresh• Search engines like fresh content
• People like fresh content
• More content means more• More content means more tickets in SEO lottery
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What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
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SEO
O P Off POn-Page Off-Page
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25% of SEO = On-Page
• Page Title
• Clean URL
• Headers & Content
• Description
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75% of SEO = Off-Page
• Recommendations from friends1 “I know HubSpot”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this
• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website
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Blogging is SEO, and More
• Blogging helps with SEOgg g p
• Blogging helps with Social N SiNews Sites
Bl i h l ith S i l• Blogging helps with Social Networking Sites
• Blogging is Permission Centric
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Websites shouldWebsites should convert visitors to
leads.
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All Websites Should Have Landing Pages
T t M k tTarget Market
Website VisitorsConversion is where we take what we have spent time
d t t ( i it )
Leads
and money to get (visitors) and change it into something valuable to marketing (leads).
Opportunities
a et g ( eads)
A cost becomes a benefit.
Customers
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All Websites Should Have Landing Pages
Limited na igation• Limited navigation
• Clear and simple
• Form above the fold
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Landing Page Uses
Call to action on ebsite homepage• Call to action on website homepage
• Links in all email newsletters / emails
• Use for all pay-per-click ads
• Next step after tradeshows or events
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Websites shouldWebsites should produce p
measurable ROI.
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Metrics: Traffic, Leads and Customers
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Traffic, Leads and CustomersVisitors from Blog
Visitors Leads Customers
SEO 5,289 754 12
Blog 834 72 3g
Facebook 511 28 1
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Is Your Website Performing?
1 Attract ebsite isitors (blog & SEO)1. Attract website visitors (blog & SEO)
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)
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The 2 Keys to aS f l W b it R d iSuccessful Website Redesign
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Websites are aboutWebsites are about performance more p
than looks.
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Seth Godin on Website Redesign
“I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web Surely there's one that youthe web. Surely there s one that you can start with?”
“Your car isn't unique, and your house might not be either…”g t ot be e t e
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
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Ugly? Template? Who cares!
lResults:• 40,000 inbound links• 4,000 Del.icio.us bookmarks• 850,000 websites graded• 10,000’s of opt‐in email addresses
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Don’t break whatDon t break what is already working y g
for you.
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Don’t Get Scared
All you need to do is ask the right questions
FlickrFlickr: : akisraakisra
ask the right questions of your web designer.
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Website Redesign Pitfalls
• Removing valuable content• Losing value of inbound links• Losing value of inbound links• Losing keyword rankings
Changing good conversion tools• Changing good conversion tools
• Destroy your assets and you’ll get a drop in traffic and leads.
• You’ll also have wasted time, effort and money.
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Avoid Website Redesign Pitfalls
1 Take an in entor of o r ebsite assets1. Take an inventory of your website assets.1. Content2. Links3. Keyword rank4. Conversion tools
2. Protect your assets during the redesign.
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Website Assets = Content
• How many pages do you have?Ho man ill be killed?• How many will be killed?
• Will pages move to a new URL?• How many new pages will you create?• What is your most popular content?What is your most popular content?• What is your most powerful content?
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Understanding Content Assets
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Website Assets = Links
• How many inbound links do I have?What interior eb pages ha e links?• What interior web pages have links?
• Where are my links coming from?• What are my most powerful links?
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Website Assets = Keyword Rank
• What keywords do I rank for today?What ke ords do m competitors rank for?• What keywords do my competitors rank for?
• What keywords should I want to rank for?• How has my keyword rank changed?
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Website Assets = Conversion Tools
• What generates most of my leads?What are m best con ersion tools?• What are my best conversion tools?
• How can I increase conversions?
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Understanding Conversion Assets
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Protecting Your Assets• If you change domains, use 301 redirect for each
individual page. Not all pages globally.
• Have a permanent redirect (check at http://Website Grader com)http://Website.Grader.com)
• Identify all URLs with assets (content keyword• Identify all URLs with assets (content, keyword rank, links, conversions) and:• Keep this content on the new website• 301 Redirect old URL to the new URL for that page• Maintain SEO / content characteristics
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Summary
3 Keys to a Successful WebsiteAttract ebsite isitors (blog & SEO)• Attract website visitors (blog & SEO)
• Convert visitors to leads (landing pages)• Produce measurable ROI (leads & sales)
2 Keys to Successful Website RedesignFocus on performance more than looks• Focus on performance more than looks.
• Don’t break what’s currently working
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Th k Y !Thank You!
www.HubSpot.com
Mike VolpeVP Inbound Marketing
HubSpot
Twitter: @mvolpe