Website Redesign’s Role in

DIGITAL STRATEGYCreated by Joey Barker

I’M NOT HERE TO TALK TO YOU.

“Hmmm…then why’s he here?”

TO HELP YOU TALK TO THEM…

MORE OF THEM…MORE OFTEN…

WITH PLENTY TO SAY

1. Leads Generated

◦ 3,000 – 4,000 (approx.)

2. Unique Visitors

◦ 2,233 / mo.

3. Bounce Rate

◦ 61.59 %

4. Time on Site

◦ 00:04:07

5. Domain Authority

◦ 41 (mozRANK)

6. Total Sales

◦ $8MM (Hoovers)

7. SEO rankings

◦ #1 Keyword or Phrase?

Employee Benefits Software

◦ Share = 5.08 %

MEASUREMENTS OF SUCCESS

1. Increase the Number of Visitors to the Site Let’s face it, this is the reason for Redesign, isn’t it?

Use inbound marketing to increase channel presence and overall web traffic

2. Lead Gen & New Business Establish industry need with useful, non-obtrusive content

Provide 90% of knowledge for free in content

Sell with the 10% offering needed to achieve results

Convert views into opt-in Sales leads

Be found. Be clear. Be memorable.

GOALS & OBJECTIVES

3. Increase search rankings & results Optimize site and individual page titles/descriptions

Use inbound marketing to increase channel presence and overall web traffic

Focus on 1-2 keywords for each page topic/page

Home Page = 3-5 maximum

Be found. Be clear. Be memorable.

GOALS & OBJECTIVES

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NowQ4 2012

More Traffic = More Leads = More Business

Conver-sion Rate

s

0.00%

0.40%

0.80%

1.20%

NowQ4 2012

Sal0

1000

2000

3000

4000

5000

6000

7000

8000

Now

Q4 2012

35% 33% 80%

ROI of Content Marketing Approach

Traffic

• NOW: 37k• 2013: 50k

• Up 35 %

Conversion Rate

• NOW: 0.9 %• 2013: 1.2 %

• Up 33 %

New Leads

• NOW: 4000• 2013: 7200

• Up 80 %

Increase new business by up to 28.8 %

DETERMINE YOUR GOALS

New Business up 28.8%

Conversion rate up 33%

Web & Search Traffic up 80%

DETERMINE YOUR GOALSIncrease number of new clients by 28.8%

(average 2% lead-to-client conversion in one Fiscal year)

AVOID THE PITFALLS OF REDESIGN

Inventory of AssetsAction items to improveUser Search insights

Needs Assessment301 redirect neededBlog integrationSocial sharing

Auto-discoverable RSSUnique page descriptionsMeta viewport tag

Sign-up CTAsLanding page linkingUnique content titles

1. SEO

2. Images (alt tags)

3. Blog content

4. Videos

5. Webinars

6. Email alerts

7. Newsletters

8. Event Calendar

9. Product page Meta tags

Images (alt tags)

Individual page tags

10.Affiliate links

ASSET INVENTORYKeep your best digital content.

KEYWORD ANALYSIS: Search Traffic

KEYWORD ANALYSIS:Top Search Queries

KEYWORD ANALYSIS: High Impact

COMPETITIVE ANALYSIS

Competitor 1Competitor 2Competitor 3

Competitor 4Competitor 5 Competitor 6

Competitor 1High site engagementLeadership messagingSocial sharing

Blog integrationZero AutomationPoor SEO tagging

No mobile optimizationWeak social integrationLanding pages w/ forms

Competitor 2No blog or CommunityMobile OptimizedWeak social presence

Poor SEO effortsNo Brand personaLanding pages w/ forms

Very engaged usersNo marketing automationZero analytics usage

Competitor 3Get automation usageWeak mobile integrationNo social sharing

No known blog usageVERY good linkingGood Twitter usage

Landing pages w/ formsDecent user engagementGood unique visits #

Competitor 4Good product brandingBlog integration; no RSSGreat SEO tagging

Poor linking strategyMobile needs helpPoor conversion tactics

Landing pages w/ formsPoor visitor repetitionAutomation usage

TASCGreat product brandingNo social sharingWeak navigation

Worst index tagging Very weak socialPoor conversions

Good unique/no repeatsNo analytics usageGood blogging presence

Competitor 5Tailors content to userThought leader messagePoor individual pg tags

Best linking authorityBest online PR usageVery weak conversions

Decent user engagementMessaging too broadNo social sharing

Competitor 6No blogNot Mobile optimizedNot indexing invl pages

Decent linkingGood social integrationBest user engagement

Landing pages w/ formsGood lead generationPoor conversion

HOW TO WINIdentify Value PropositionDesign Site around PersonasOptimize for SearchIdentify Calls-to-ActionOngoing Content Strategy

IDENTIFY YOUR UNIQUE VALUE PROPOSITION

Experience

◦ Over 25 years in the employee benefits industry enables us to analyze today's

market and predict tomorrow's. Rather than waste time on pitfalls of the past, we

respond to trends of today…and design solutions for tomorrow.

Relationships

◦ Relationships require understanding, and understanding begins with each

individual. Our staff is a group of individuals with various backgrounds, interests,

and beliefs.

Flexibility

◦ We know that one size definitely does not fit all when it comes to benefit

solutions, so we offer our users a wide range of system functions and capacities.

◦ All of our products are built to work in sync with each other no matter which

solutions a client requires.

UNIQUE VALUE PROPOSITION

“(COMPANY) partners with (B2B Clients) to deliver

world-class (solution) today…

…for the (offering) of tomorrow.”

UNIQUE VALUE PROPOSITION

“COMPANY is a (n) X consultancy.

We help clients deliver the most powerful, easy-to-use OFFERING today - while pursuing the SOLUTION of tomorrow.”

DESIGN YOUR SITE AROUND BUYER PERSONAS Persona 1: Website

◦ Build the first based demographics and holistic user buying behavior across the industry

Persona 2: Communications◦ Current value◦ Predicted value◦ Lifecycle stage◦ By product

(email & LPO) Search programs

BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY

BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY

BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY

BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY

BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY

OPTIMIZE FOR SEARCH Document most search-valued pages

Create a 301 Redirect Strategy◦ This may be the most important step of retaining traffic and

rankings

Pick one or two keywords for EACH page

Optimize header tags – AVOID company name as the first word of any of them

IDENTIFY CALLS-TO-ACTION eBooks & whitepapers

New products & product purchases

Email newsletter subscriptions

Social Share buttons

Free trial

Consultation / demo

ONGOING CONTENT STRATEGY Blog

◦ Sub-Nav into product categories

Social Media

◦ Twitter, Linkedin, YouTube, SlideShare, Tumblr

◦ Use information-focused networks to drive draffic

◦ Facebook as a hub to direct traffic across channels

Landing Pages & Calls-to-Action

Add RSS subscription

Shareability

Analytics & CMS automation

THANK YOUQuestions?