The document provides tips for optimizing websites to maximize lead generation. It recommends focusing content on buyer personas, publishing content like blogs rather than advertising, and optimizing sites for search engines by using keywords and building authoritative backlinks. The presenters are from SiteTuners and HubSpot and promote their conversion optimization and inbound marketing services. They emphasize thinking like publishers rather than marketers and focusing on needs and value rather than hassle and cost.

1. Optimize Your Website for
Maximum Lead Flow
Tim Ash Mike Volpe
CEO of SiteTuners.com VP Marketing at HubSpot
Twitter.com / @tim_ash Twitter.com / mvolpe
tim@sitetuners.com mvolpe@hubspot.com

2. 86% of People Skip TV Ads
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising

3. 44% of Direct Mail is
Never Even Looked At
http://en.wikipedia.org/wiki/Advertising_mail

4. We All Have an Addiction

6. Lazy Marketers Rely
on Advertising Buys

9. Renting / Outbound Building / Inbound
Advertising Blogging
Conferences / Events SEO
Paid Search / PPC Free Tools
Email List Rentals Social Media
Cold Calling Opt-In Email Lists

10. Your competition is NOT
who you think it is.

11. Bring All the Pieces Together
Social Media Search Engine
Marketing Marketing
Content
Marketing
Conversion Marketing
Lead Nurturing
Sales Support

12. Website Tips Based on Real Data
Lessons from 3,674,029 websites
www.WebsiteGrader.com

13. Tip #1:
Buyer
Persona
Drives
Content

14. Meet “Marketing Mary”
• Title: “Director/VP of Marketing”
• Company has 50-500 employees
• Expert at “outbound marketing”, 15+ years experience
• Worries about “brand presence” (colors, logo, fonts)
• Website built for $25K with firm, uses Salesforce.com
• Uses the web for:
• Photo sharing of kids with friends (Shutterfly, NOT Flickr)
• Email (Outlook for work, web based for home)
• Research / news (web, email subscriptions, NOT RSS)
• LinkedIn (~100 connections, a couple groups), Facebook (personal only)
• Personal:
• 42 years old, married, 2 kids (10 and 6)
• A little scared of “technology”
• Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)
• Worried kids are meeting bad people on MySpace and in chat rooms
• Wears “appropriate business casual” from Banana Republic and Ann Taylor
• HubSpot:
• Wants to learn “inbound marketing”, needs easy to use tools, need integrated
tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker

15. Have You Met Your Personas?

16. Tips for Buyer Personas
• Use data, but don’t be a slave to it
• Get personal and specific
• The perfect is the enemy of the good
• Socialize it company wide

17. Tip #2:
Publish,
Don’t
Advertise

18. Publish vs. Advertise
People ignore ads.
0.2% Click Through Rate
Be the content, not the
ads around the content.

19. Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

20. 55% more
website visitors
for companies that blog.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

21. 79% more
followers for companies
that also have a blog
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

22. Content Makes You Interesting

23. Tips for Publishing (Blogging)
• Title should be keyword rich
• Image in every article
• Use both email and RSS subscription
• CTA in every article

24. Tips for Publishing (Blogging)
• Want more comments?
• Ask a question
• Be controversial
• Leave part of the issue untouched
• Need article ideas?
• Check email sent items
• Customer service inquiries
• FAQs salespeople receive
• Ask your readers

25. Tips for Publishing (Blogging)
• Engage the whole company
• Contests and public praise
• Support from executives
• Build into employee goals
• Get everyone addicted

26. Tip #3:
Make
Google
Happy

27. SEO from 2000 to 2011
Ranking Algorithm:
f(n): Context + Authority

28. Keyword Selection
“Cosmetic Dentist”
vs
“Prosthodontist”
https://adwords.google.com/select/KeywordToolExternal

29. On-Page SEO Essentials
• Page Title
• Clean URL
• Headers & Content
• Description

30. Attractive to Humans and Crawlers
www.seo-browser.com

31. Authority is Determined by Links

32. 97% more links
(for better rankings)
for companies
that have a blog
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

33. A Few Links Go a Long Way
85% of web pages
have less than 7
inbound links
Source: SEOMoz.org

34. Where is Search Going?

35. Coming to SEO: Likes = Links
= =

36. Tips for SEO
• Use keywords and language your
buyer persona uses
• Focus on great content more than
technical tweaks
• Train all content creators on SEO

37. Advice for the road ahead…

38. Stop thinking like a
marketer or advertiser.

39. Start thinking like a
publisher and socializer.

40. Tim Ash – CEO

41. About SiteTuners
• Conversion reviews & consulting projects
• Landing page test plans & guaranteed-improvement tests
• More than 750 clients since 2002

46. Hassle & Cost
Need & Value

48. Before

49. After
+ 17%

50. Before

51. After
+ 51%
+ $48,000,000

70. Express Review - Special Offer
• 45min interactive review of client landing page or site
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard.com “attention heatmap” of page
http://Express-Review.com - Only $699
First 3 reviews will be personally conducted by Tim Ash

71. San Francisco - New York City - San Jose - Washington DC - Hamburg – London
Bryan Michael Tom Tim Patrick Jakob
Eisenberg Summers Davenport Ash Bultema Nielsen
Promo Code CCW920

72. Next step:
Talk to an expert.
No cost. No obligation.
Get a free, custom
assessment of your website.
www.HubSpot.com/IMA

73. Thank You
Tim Ash Mike Volpe
CEO of SiteTuners.com VP Marketing at HubSpot
Twitter.com / @tim_ash Twitter.com / mvolpe
tim@sitetuners.com mvolpe@hubspot.com