Website Redesign Presentation
Click here to load reader
Transcript of Website Redesign Presentation
![Page 1: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/1.jpg)
Website Redesign Tips & TricksMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
![Page 2: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/2.jpg)
Marketing is Changing
1950 - 2000 2000 - 2050
![Page 3: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/3.jpg)
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
![Page 4: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/4.jpg)
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
![Page 6: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/6.jpg)
Inbound Gives Leverage
![Page 7: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/7.jpg)
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
![Page 8: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/8.jpg)
www.HubSpot.com/ROI
![Page 9: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/9.jpg)
Why do you havea business website?
![Page 10: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/10.jpg)
Which is better?
![Page 11: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/11.jpg)
The Wrong Reasons for a Redesign
• “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.”• “The CEO wants to do it.”
![Page 12: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/12.jpg)
Website Redesign Half-Life
Your CompanyYour Prospects
Launch 6 Months 12 MonthsTime
Happiness
![Page 13: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/13.jpg)
BUY NOW
Flickr: thegolzer
Billboard in the Desert?
![Page 14: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/14.jpg)
The Right Reasons for a Redesign
• “Get found by more prospects.”• “Convert more prospects into leads
and customers.”
• “Branding” might be a good reason… if it will drive the goals above.
![Page 15: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/15.jpg)
Business websitesare for
lead generation.
-- @mvolpe from @HubSpot
![Page 16: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/16.jpg)
Which is better?
![Page 17: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/17.jpg)
Which is better?
![Page 18: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/18.jpg)
Which is better?
• Website traffic has doubled• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio
![Page 19: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/19.jpg)
Which is better?
• Website traffic has doubled• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio
![Page 20: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/20.jpg)
What do you want?
Beautiful & Empty Ugly & Crowded
![Page 21: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/21.jpg)
The 3 Keys to aSuccessful Website
![Page 22: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/22.jpg)
Websites should attract prospects.
-- @mvolpe from @HubSpot
![Page 23: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/23.jpg)
How do you attract prospects?
Use Inbound Marketingto Get Found:• Create great content• Optimize that content
for search (SEO)• Promote that content
using social media
![Page 24: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/24.jpg)
Content Drives Visitors
• Search engines like fresh content (SEO)
• People like fresh content (social media)
• More content means more tickets in lottery
![Page 25: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/25.jpg)
What to Publish?
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
![Page 26: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/26.jpg)
Websites should convert visitors to
leads.
-- @mvolpe from @HubSpot
![Page 27: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/27.jpg)
All Websites Need Landing Pages
Target Market
Website Visitors
Leads
Opportunities
Customers
Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).
A cost becomes a benefit.
![Page 28: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/28.jpg)
Calls to Action
![Page 29: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/29.jpg)
Landing Pages
![Page 30: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/30.jpg)
Landing Page Uses
• 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
![Page 31: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/31.jpg)
Websites should produce
measurable ROI.
-- @mvolpe from @HubSpot
![Page 32: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/32.jpg)
Measurement is Easy Online
Flickr: akisra
![Page 33: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/33.jpg)
Metrics Drive Website Redesign
• A redesign without measurable improvements is a waste of time.
• Know your current stats and goals before starting the redesign.
![Page 34: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/34.jpg)
3 Keys to a Successful Website
1. Get Found: Attract website visitors
2. Convert: Visitors to leads & sales
3. Analyze: Produce measurable ROI
![Page 35: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/35.jpg)
Tips for a SuccessfulWebsite Redesign Process
![Page 36: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/36.jpg)
Audit your website, then protect
your key assets.
-- @mvolpe from @HubSpot
Website Redesign Tip #1
![Page 37: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/37.jpg)
Avoid Website Redesign Pitfalls
1. Take an inventory of your website assets.
• Content, inbound links, keyword rankings, conversion tools
2. Protect your assets during the redesign.
![Page 38: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/38.jpg)
Website Redesign Pitfalls
• Removing valuable content• Losing value of inbound links• Losing keyword rankings• 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.
![Page 39: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/39.jpg)
Website Assets = Content
• How many pages do you have?• 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 powerful content?
![Page 40: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/40.jpg)
Website Assets = Links
• How many inbound links do I have?• What interior web pages have links?• Where are my links coming from?• What are my most powerful links?
![Page 41: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/41.jpg)
Website Assets = Keyword Rank
• What keywords do I rank for today?• What keywords do my competitors
rank for?• What keywords should I want to rank
for?• How has my keyword rank changed?
![Page 42: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/42.jpg)
Website Assets = Conversion Tools
• What generates most of my leads?• What are my best conversion tools?• How can I increase conversions?
![Page 43: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/43.jpg)
Use HubSpot to Find Your Assets
![Page 44: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/44.jpg)
Use HubSpot to Find Your Assets
![Page 45: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/45.jpg)
Use HubSpot to Find Your Assets
![Page 46: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/46.jpg)
Use HubSpot to Find Your Assets
![Page 47: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/47.jpg)
Protecting Your Assets
• If you change domains, use a 301 redirect for each individual page. Not all pages globally.
• Have a permanent redirect (check at http://www.WebsiteGrader.com)
• 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
![Page 48: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/48.jpg)
Spend resources on creating content,
more than beautiful design.
-- @mvolpe from @HubSpot
Website Redesign Tip #2
![Page 49: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/49.jpg)
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 you can start with?”
“Your car isn't unique, and your house might not be either…”
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
![Page 50: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/50.jpg)
Create Great Content by Blogging
![Page 51: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/51.jpg)
Blogging Attracts More Links
![Page 52: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/52.jpg)
Blogging Attracts More Visitors
![Page 53: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/53.jpg)
Blogging Brings Social Media Success
![Page 54: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/54.jpg)
Make it easy to run conversion
experiments.
-- @mvolpe from @HubSpot
Website Redesign Tip #3
![Page 55: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/55.jpg)
All Websites Need Landing Pages
• Limited navigation
• Clear and simple
• Form above fold
![Page 56: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/56.jpg)
Track Your Conversion Rate
![Page 57: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/57.jpg)
Conversion Experiments
32% Conversion
53% Conversion
![Page 58: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/58.jpg)
Faster Experiments = Better Results
Flickr: Jim Doran
![Page 59: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/59.jpg)
Landing Page Editing
• How fast can you launch a new landing page?
• Can one person do it in 15 minutes?
• What is the cost of experimentation?
![Page 60: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/60.jpg)
Make it easy to measure results.
-- @mvolpe from @HubSpot
Website Redesign Tip #4
![Page 61: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/61.jpg)
Avoid Paralysis by Analysis
• Don’t measure everything.• Simple is better than complicated.• Focus on 3-5 metrics.
![Page 62: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/62.jpg)
Traffic
![Page 63: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/63.jpg)
Leads
![Page 64: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/64.jpg)
Sales
![Page 65: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/65.jpg)
…By Channel or SourceVisitors Leads Sales
SEO
SocialMedia
![Page 66: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/66.jpg)
Website Redesign Summary
3 Keys to a Successful Website• Get Found: Attract website visitors• Convert: Visitors to leads & sales• Analyze: Produce measurable ROI
4 Tips for Website Redesign• Audit your website, then protect your key assets.• Spend resources on creating content, more than
beautiful design.• Make it easy to run conversion experiments.• Make it easy to measure results.
![Page 67: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/67.jpg)
How to Put All the Pieces Together?
d.j.k. on flickr
![Page 68: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/68.jpg)
HubSpot Puts the Pieces Together
![Page 69: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/69.jpg)
What’s HubSpot?
• All-in-one Marketing Software• Over 2,000 customers in 3 years• 110+ employees, lots of MIT grads
![Page 70: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/70.jpg)
Blog & Social Media
• Business Blog Software
• Blog Analytics• Social Media
Monitoring• Social Media
Publishing
![Page 71: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/71.jpg)
Search Optimization
• Keyword Grader• Link Grader• Page Grader
![Page 72: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/72.jpg)
Lead Generation
• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling
![Page 73: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/73.jpg)
Competitor Tracking
![Page 74: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/74.jpg)
Marketing Analytics
• Assess the effectiveness of your marketing on a campaign-by-campaign level
• Optimize resource allocation to maximize sales
![Page 75: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/75.jpg)
Proven ROI by 2,000+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
![Page 76: Website Redesign Presentation](https://reader037.fdocuments.net/reader037/viewer/2022102415/554cee0cb4c905ae138b497f/html5/thumbnails/76.jpg)
Q & AFree trial of HubSpot:www.HubSpot.com/free-trial
Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe