The main motivation behind website renovations should always be to improve the performance of your website.

1. Improve Performance
Homepage Refinement
SEO
Create Original Content
Change Landing Pages
Metrics
Make Landing Pages
Improve Performance
Homepage Refinement
SEO
Create Original Content
Change Landing Pages
Metrics
Make Landing Pages
Select EnhancementSelect Enhancement
B 2 B M A R K E T I N G E B O O K
7Keysto
Enhance
Your
Website
B2B

2. shouldbetoimprovetheperformance
ofyourwebsite.
Themainmotivationsbehind
websiterenovations
Abeautifulwebsite,althoughintriguingandaestheticallypleasing,issecondary
toafunctionaltrafficandleadgeneratingwebsite.
RIGHTReasonsforRedesign
“Wanttogetfoundbymoreprospects.”
“Wanttoconvertmoreprospectsintoleadsandeventually,customers.”
“Wewanttocreateamobileresponsiveexperience”
KEY 1
WRONGReasonsForRedesign
“Wehaveanewcorporatelookandfeel.”
“It’sbeen12monthssinceourlastredesign.”
“TheCEOwantstodoit.”

3. KEY 2
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TheAssetAssessmentCheckList:
Determinehowmanypagesyouhave.
Figureoutwhichpagesaremostpopular/powerful.
Determinehowmanyinboundlinksyouhave.
Establishwheretheselinksarecomingfrom.
Lookupwhatinteriorpageshaveinboundlinks.
Figureoutwhichinboundlinksaremostpopular/powerful.
Determinewhatkeywordsyourankforbeforethemove.
Figureoutkeywordsaremosteffective.
bemoredamagingthanhelpful.
Ifyoudonotfullyunderstandthe
importanceandpractice
properSEO,of
doingawebredesigncan
It’sTimeForaGutCheck
IfyoudonotfeelcomfortablearoundSEO
work,itmaybebesttohireaspecialistto
performtheredesignsoallthehardwork
youhaveputintomakingawebpresence
doesnotdisappear.Itmayalsobetimeto
contactaprofessionaltosetyouupwitha
systemthatcantrackthesemetricsifyou
don’talreadyhaveasysteminplace.

4. ■ 75% of Internet users never scroll
past the first page of search results.
■ 76% of consumers want
a website that makes it easy
to find what they want.
■ Highlight blog on homepage.
■ Set up a 301 redirect,
for SEO’s sake!
■ Have a permanent redirect.
■ Limit the amount of choices
the consumer must make.
If you offer 25 services, put those
25 under 4 overarching umbrella
services so consumers will not
be overwhelmed.
■ Links to social networking pages
are a must on home page.
K E Y S TAT I S T I C S
KEY 3
Yourhomepage
isthefaceofyourservicesorproducts.
10%
5%
76%
9%
OTHER
THEWEBSITE HAS A BEAUTIFUL APPEARANCE
THEWEBSITE OFFERS A CUTTING-EDGE INTERACTIVE EXPERIENCE
THEWEBSITEMAKESITEASY
FORMETOFINDWHATIWANT
Youonlygetonechancetoimpressthatvisitor,
somakesureyoucarefullyplacetheessentials
youwantthemtoknowonyourhomepage.
Itshouldalsoactasalaunchingplatform
toplaceswheretheycancontactyouin
thefuture(i.e.blog,socialmedia,etc.)
Thefirstimpression
isallaboutsimplicity.

5. ■ Blogging results in a 55% increase
in website visitors.
■ People like fresh content.
■ Companies that blog have 2x
as many twitter followers than
those that don’t.
■ Companies that blog have 97%
more inbound links than those
that don’t.
■ Original Content Vehicles:
Blog
Video Content (Youtube Channel)
Podcasts
Photos (Flicker)
Presentations (Slideshare)
eBooks
News Releases
Infographics
K E Y S TAT I S T I C S
KEY 4
Searchengineslikefreshcontent,
whichwillincreaseyournumber
ofindexedpages.
SOURCE: HubSpot, 100 Awesome Marketing Stats, Charts and Graphs forYou, 2011
55%
MoreWebsiteVisitors for CompaniesThat Blog Don’t Blog
97%
More Inbound Links for CompaniesThat Blog Don’t Blog
itwillinformyourprospectsonwhatyoudo,
andhowpassionatelyyoudoit.
Withavastarrayofformatstocreatecontenton,youshouldalwaysbecontinuouslycontributing
originalcontenttokeepyourprospectsengagedandconstantlyinteractingwithyourwebsite.
Originalcontent
isyourwebsite’smessenger;

6. K E Y S TAT I S T I C S
■ Leave out any website navigation.
■ Keep the description of the offer
clear, simple, and concise.
■ Keep the form above the fold.
■ To maximize efficiency, consider
these questions:
How fast can you launch
a new landing page?
Can one person do
it in 15 minutes?
What is the cost of
experimentation?
KEY5
http://www.bigwidget.com/
theyarethegatewaytoyourconversionoffers
thatcreateengagedandinterestedleads.
Landingpages
arewherethemagichappens;
LastName:
StreetAddress:
CompanyName:
City,StateZIP
FirstName:
Completethisformforsix-monthsoffullaccessto
ourproductand24/7onlinecustomerservice.
Makesureyoucangrab
theirattentionwithan
interestingoffer,butalso
coherentlyexplainwhat
youareofferingthrough
thelandingpage!
ALL NEW!
t
GIVEITTOMENOW

7. K E Y S TAT I S T I C S
KEY6
■ They need to help educate your
prospect’s on the buying process.
■ If your landing pages and offerings
do not seem to be reaching their full
potential, you should try to:
Attach their links in
your email newsletters.
Have your pay-per click ads
go right to the landing page.
Use them as the next step
after a trade show or event.
Youroffersshouldbeliving,
breathingdocumentsthat
areconstantlychanging.
Yourwebpagesshouldevolveandimprove
overtime.Thisisespeciallyimportantforyour
landingpagessincetheyhelpconvertyour
facelesswebsitevisitorsintoopportunities
thatyouhavecollectedvitalinformationabout.
isnotaoneand
donedeal.
Websitedesign

8. Metrics
Bydoingsmall,butconstantadjustmentstoyourwebsite,youwillbe
abletomaximizetheutilityofyourwebsitesoitbecomesaplatform
forgeneratingvisitors,leads,andultimately,sales.
arepivotalforpinpointingthe
exactpainpointsofyourwebsite.
Focus on these three metrics:
Visitors
■ How many people are coming
to my website?
■ Where are they coming from?
Leads
■ How many visitors converted
to leads?
■ What did they convert on?
Sales
■ These metrics will help you
determine what parts of your
website need revision.
■ How many leads converted to sales?
K E Y S TAT I S T I C S
KEY7

9. Redesignprojects
InboundmarketingtacticssuchasSEO,
blogging,andsocialmediaareeasyto
includeinyourexistingsite,andare
twiceaseffectiveastraditionalweb
redesignelements.Youshouldstriveto
makesmall,butconstantandcontinuous
improvementstoeachelementofyour
currentwebsitesoyourwebsitebecomes
apowerfultraffic-generatingmachine.
canbelaborious,
■ Remember that most companies
don’t need a new website, but rather
need better tools on their existing site.
■ Protect your assets during the
design process so you do not
damage your website presence.
■ Make a great first impression
by focusing on the functionality
of your homepage.
■ Design compelling landing pages
so visitors will be more willing to
give away their contact information
for your content offerings.
■ Create relevant content to move
prospects through the funnel and
increase organic search
■ Make constant adjustments
to landing pages by experimenting
with their layout and formatting.
■ Set up a system to measure the
metrics of your website so you can
reproduce successful campaigns,
and scrap failing ones.
K E Y S TAT I S T I C S
somostcompaniesarebettersuitedattrying
togetmoreoutofwhattheyalreadyhave.
Creativeandoriginalcontent
isthemostpowerfulwayof
attractingandretaining
websitevisitors.

10. NeedanInboundLift?
If you’re looking for an agency that can get your B2B content marketing ideas off the ground, look no further.
Give Billy Mitchell a call at 800-265-1244, ext. 227, or reach him online at bmitchell@mltcreative.com.
Hurry up, though. We can’t wait to get started.
The MLT Creative team brings decades of B2B marketing experience
to building your brands and business. We craft winning programs with
results that matter.
MLTCreativeisanAtlanta-basedB2Bmarketingagency.Foundedbypartners
Billy Mitchell and Glenn Taylor, we are known as the Idea Launch Pad™
for
B2B marketers. MLT Creative services include B2B Content Marketing,
B2B Marketing Strategy, B2B Digital Campaigns, and B2B Design / Branding.
4020 East Ponce de Leon Avenue
Clarkston, GA 30021
www.mltcreative.com
Phone: (404) 292-4502
Fax: (404) 292-4480