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Website Redesign Tips

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The Internet has made apparent that a company's website is an increasingly important asset, and many businesses are now embarking on website redesign projects to "improve" their websites. However, in order to really get the most out of a website redesign, companies need to construct their website in the context of a greater Internet marketing strategy.
* Before you get started: when and why to do a website redesign
* Keyword research to build out website content strategically
* Building your website's reputation via blogs and social media
* How to measure results from your Internet marketing efforts

Publié dans : Business, Technologie
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Website Redesign Tips

  1. Website Redesign Tips and Tricks Mike Volpe VP of Marketing HubSpot @mvolpe
  2. Why do you have a business website?
  3. The Wrong Reasons for a Redesign <ul><li>“ We have a new corporate look and feel.” </li></ul><ul><li>“ I’m tired of the old website.” </li></ul><ul><li>“ It’s been 12 months since the last redesign.” </li></ul><ul><li>“ The design department wants to.” </li></ul><ul><li>“ The CEO wants to do it.” </li></ul>
  4. Website Redesign Half-Life Your Company Your Prospects Launch 6 Months 12 Months Time Happiness
  5. Billboard in the Desert? BUY NOW
  6. The Right Reasons for a Redesign <ul><li>“ Get found by more prospects.” </li></ul><ul><li>“ Convert more prospects into leads and customers.” </li></ul><ul><li>“ Branding” might be a good reason… if it will drive the goals above. </li></ul>
  7. Business websites are for lead generation .
  8. Which is better?
  9. Which is better?
  10. Which is better? <ul><li>Website traffic has doubled </li></ul><ul><li>Lead flow has doubled </li></ul><ul><li>-- Noel Huelsenbeck, CEO, Vocio </li></ul>
  11. Which is better? <ul><li>Website traffic has doubled </li></ul><ul><li>Lead flow has doubled </li></ul><ul><li>-- Noel Huelsenbeck, CEO, Vocio </li></ul>
  12. What do you want? Beautiful & Empty Ugly & Crowded
  13. The 3 Keys to a Successful Website
  14. Websites should attract prospects.
  15. How do you attract prospects? <ul><li>Use Inbound Marketing </li></ul><ul><li>to Get Found: </li></ul><ul><li>Create great content </li></ul><ul><li>Optimize that content for search (SEO) </li></ul><ul><li>Promote that content using social media </li></ul>
  16. Content Drives Visitors <ul><li>Search engines like fresh content (SEO) </li></ul><ul><li>People like fresh content (social media) </li></ul><ul><li>More content means more tickets in lottery </li></ul>
  17. Publish Everything <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
  18. Websites should convert visitors to leads.
  19. 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.
  20. Calls to Action
  21. Landing Pages
  22. Landing Page Uses <ul><li>Call to action on website homepage </li></ul><ul><li>Links in all email newsletters / emails </li></ul><ul><li>Use for all pay-per-click ads </li></ul><ul><li>Next step after tradeshows or events </li></ul>
  23. Websites should produce measurable ROI.
  24. Measurement is Easy Online
  25. Metrics Drive Website Redesign <ul><li>A redesign without measurable improvements is a waste of time. </li></ul><ul><li>Know your current stats and goals before starting the redesign. </li></ul>
  26. 3 Keys to a Successful Website <ul><li>Get Found : Attract website visitors </li></ul><ul><li>Convert : Visitors to leads & sales </li></ul><ul><li>Analyze : Produce measurable ROI </li></ul>
  27. Tips for a Successful Website Redesign Process
  28. Website Redesign Tip #1 Audit your website, then protect your key assets.
  29. Avoid Website Redesign Pitfalls <ul><li>Take an inventory of your website assets. </li></ul><ul><ul><li>Content, inbound links, keyword rankings, conversion tools </li></ul></ul><ul><li>Protect your assets during the redesign. </li></ul>
  30. Website Redesign Pitfalls <ul><li>Removing valuable content </li></ul><ul><li>Losing value of inbound links </li></ul><ul><li>Losing keyword rankings </li></ul><ul><li>Changing good conversion tools </li></ul><ul><li>Destroy your assets and you’ll get a drop in traffic and leads. </li></ul><ul><li>You’ll also have wasted time, effort and money. </li></ul>
  31. Website Assets = Content <ul><li>How many pages do you have? </li></ul><ul><li>How many will be killed? </li></ul><ul><li>Will pages move to a new URL? </li></ul><ul><li>How many new pages will you create? </li></ul><ul><li>What is your most popular content? </li></ul><ul><li>What is your most powerful content? </li></ul>
  32. Website Assets = Links <ul><li>How many inbound links do I have? </li></ul><ul><li>What interior web pages have links? </li></ul><ul><li>Where are my links coming from? </li></ul><ul><li>What are my most powerful links? </li></ul>
  33. Website Assets = Keyword Rank <ul><li>What keywords do I rank for today? </li></ul><ul><li>What keywords do my competitors rank for? </li></ul><ul><li>What keywords should I want to rank for? </li></ul><ul><li>How has my keyword rank changed? </li></ul>
  34. Website Assets = Conversion Tools <ul><li>What generates most of my leads? </li></ul><ul><li>What are my best conversion tools? </li></ul><ul><li>How can I increase conversions? </li></ul>
  35. Use HubSpot to Find Your Assets
  36. Use HubSpot to Find Your Assets
  37. Use HubSpot to Find Your Assets
  38. Use HubSpot to Find Your Assets
  39. Use HubSpot to Find Your Assets
  40. Protecting Your Assets <ul><li>If you change domains, use a 301 redirect for each individual page. Not all pages globally. </li></ul><ul><li>Have a permanent redirect (check at http://www.WebsiteGrader.com ) </li></ul><ul><li>Identify all URLs with assets (content, keyword rank, links, conversions) and: </li></ul><ul><ul><li>Keep this content on the new website </li></ul></ul><ul><ul><li>301 Redirect old URL to the new URL for that page </li></ul></ul><ul><ul><li>Maintain SEO / content characteristics </li></ul></ul>
  41. Website Redesign Tip #2 Spend resources on creating content, more than beautiful design.
  42. Seth Godin on Website Redesign <ul><li>“ 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?” </li></ul><ul><li>“ Your car isn't unique, and your house might not be either…” </li></ul><ul><li>http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html </li></ul>
  43. You Should Control Your Website (not the other way around!)
  44. Use HubSpot to Edit Your Website
  45. Use HubSpot to Edit Your Website
  46. Create Great Content by Blogging
  47. Blogging Attracts More Links
  48. Blogging Attracts More Visitors
  49. Blogging Brings Social Media Success
  50. Use HubSpot to Blog
  51. Use HubSpot to Blog
  52. Website Redesign Tip #3 Make it easy to run conversion experiments.
  53. All Websites Need Landing Pages <ul><li>Limited navigation </li></ul><ul><li>Clear and simple </li></ul><ul><li>Form above fold </li></ul>
  54. Track Your Conversion Rate
  55. Conversion Experiments 32% Conversion 53% Conversion
  56. Faster Experiments = Faster Results
  57. Landing Page Editing <ul><li>How fast can you launch a new landing page? </li></ul><ul><li>Can one person do it in 15 minutes? </li></ul><ul><li>What is the cost of experimentation? </li></ul>
  58. Use HubSpot to Build Landing Pages
  59. Use HubSpot to Build Landing Pages
  60. Use HubSpot to Build Landing Pages
  61. Website Redesign Tip #4 Make it easy to measure results.
  62. Avoid Paralysis by Analysis <ul><li>Don’t measure everything. </li></ul><ul><li>Simple is better than complicated. </li></ul><ul><li>Focus on 3-5 metrics. </li></ul>
  63. Use HubSpot to Measure Marketing
  64. Use HubSpot to Measure Marketing
  65. Use HubSpot to Measure Marketing
  66. Use HubSpot to Measure Marketing Visitors Leads Sales SEO Social Media
  67. Website Redesign Summary <ul><li>3 Keys to a Successful Website </li></ul><ul><li>Get Found : Attract website visitors </li></ul><ul><li>Convert : Visitors to leads & sales </li></ul><ul><li>Analyze : Produce measurable ROI </li></ul><ul><li>4 Tips for Website Redesign </li></ul><ul><li>Audit your website, then protect your key assets. </li></ul><ul><li>Spend resources on creating content, more than beautiful design. </li></ul><ul><li>Make it easy to run conversion experiments. </li></ul><ul><li>Make it easy to measure results. </li></ul>
  68. How to Put All the Pieces Together? d.j.k. on flickr
  69. Complicated & Confusing Easy & Integrated
  70. Who is HubSpot? 200+ Employees in Cambridge, MA (MIT) $33m in Venture Capital Marketing Software: $250/month & Up
  71. Complicated & Confusing Easy & Integrated
  72. Growth 3,400 Customers Q1 2007 Q3 2010
  73. Proven ROI by 3,400+ Customers <ul><li>Cilk Arts Increases Leads 500% </li></ul><ul><li>Makana Solutions 3x Leads, 2x Conversions </li></ul><ul><li>Vocio Pays for HubSpot 30x Over with New Leads </li></ul><ul><li>Objective Management Group Grows Leads 360% </li></ul><ul><li>Bridge Group Doubles Online Leads </li></ul>www.HubSpot.com/ROI
  74. Thank You <ul><li>Free Website Assessment: </li></ul><ul><li>www.HubSpot.com/Inbound-Marketing-Assessment/ </li></ul>Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

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