Presentation on goals and best practices for a business website redesign. Covers blogging, social media, landing pages, calls to again and how to take them into account as you do your redesign. Delivered at Interactive Day San Diego on June 16, 2010.

1. Website Redesign (for Lead Generation) Rick Burnes @rickburnes

2. Agenda Context: People Are Tired of Marketing Why Do a Redesign? Three Redesign Goals Four Tips for Your Redesign Process

3. Traditional Marketing (Outbound)

4. Marketing Today (Inbound)

5. How Do Growing Companies Market? 1950 - 2000 2000 - 2050

7. Blogging

8. Social Media

9. SEO

11. Promote

13. Target

15. Landing Pages

16. Email

17. Lead Intelligence

18. Lead Mgmt

19. AnalyticsCustomers

20. The Great News… www.HubSpot.com/ROI

21. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

22. Agenda Context: People Are Tired of Marketing Why Do a Redesign? Three Redesign Goals Four Tips for Your Redesign Process

23. Data From 3 Years, 3000 Customers More at: www.hubspot.com/roi

24. Don’t Shell Out With Vague Goals “We have a new corporate look and feel.” “The CEO wants to do it.” “It’s been 12 months since the last redesign.” “I’m tired of the old website.” “The design department wants to.”

25. Website Redesign Half-Life Happiness Your Company Your Prospects Time Launch 12 Months 6 Months

26. Billboard in the Desert? Buy Now Flickr: thegolzer

27. The Right Reasons for a Redesign “Get Found by more prospects.’ “Convert more prospects into leads and customers.” “Branding in a measureable way that you can map on the funnel.”

28. Business websites are for lead generation. -- @rickburnes from @HubSpot

29. Which is better?

30. Which is better?

32. Lead flow has doubled-- Noel Huelsenbeck, CEO, Vocio

34. Lead flow has doubled-- Noel Huelsenbeck, CEO, Vocio

35. What do you want? Ugly & Crowded Beautiful & Empty

36. Agenda Context: People Are Tired of Marketing Why Do a Redesign? Three Redesign Goals Four Tips for Your Redesign Process

37. Websites should attract prospects. -- @ rickburnes from @HubSpot

38. Start by Creating Content =

39. Then Optimize Your Content On-Page SEO Off-Page SEO

40. Then Promote It on Social Media x 12,000, via x 35,000, via

41. Content Drives Visitors

42. Content Drives Visitors

43. Websites should convert visitors to leads. -- @ rickburnes from @HubSpot

44. Websites Need to Be a Funnel Target Market 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. Website Visitors Leads Opportunities Customers

45. Calls to Action

46. Landing Pages

47. Websites should produce measurable ROI. -- @ rickburnes from @HubSpot

49. Measurement is Easy Online Flickr: akisra

50. Metrics Drive Redesigns Measure visitors! Measure leads! Measure customers!

51. Agenda Context: People Are Tired of Marketing Why Do a Redesign? Three Redesign Goals Four Tips for Your Redesign Process

52. Website Redesign Tip #1 Audit your website, then protect your key assets. -- @ rickburnes from @HubSpot

53. www.seonnahong.com

55. 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?

56. 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?

57. 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?

58. Website Assets = Conversion Tools What generates most of my leads? What are my best conversion tools? How can I increase conversions?

59. Find Your Assets

60. Find Your Assets

61. Find Your Assets

62. More Audit Tips 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

63. Spend resources on creating content, more than beautiful design. Website Redesign Tip #2 -- @ rickburnes from @HubSpot

65. 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

66. Blogging Attracts More Visitors

67. Website Redesign Tip #3 Make it easy to run conversion experiments. -- @ rickburnes from @HubSpot

68. Faster Experiments = Better Results Flickr: Jim Doran

69. All Websites Need Landing Pages Limited navigation Clear and simple Form above fold

70. Track Your Conversion Rate

71. Conversion Experiments 53% Conversion 32% Conversion

72. 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?

73. Make it easy to measure results. Website Redesign Tip #4 -- @ rickburnes from @HubSpot

74. Flickr: Jburns00

75. Track Visitors

76. Track Leads

77. Track Sales

78. Tracking the Full Funnel Matters

79. 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, not beautiful design. Make it easy to run conversion experiments. Make it easy to measure results.

80. Final thoughts …

81. Inbound Gives Leverage

82. How to Put All the Pieces Together? d.j.k. on flickr

83. HubSpot Puts the Pieces Together

84. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes