The document discusses common problems with existing websites such as indirect navigation, high bounce rates, lack of lead capture, and poor design. It then describes steps taken to improve a sample site's navigation, layout, editability, and SEO. The fixes resulted in increased page views, leads generated, and higher search engine rankings. The conclusion advocates redoing sites to better communicate, attract, engage, and convert visitors.

1. Web Dev Redux:
fixing existing sites.
by Jeffrey Goldsmith, Marketing Consultant
http://jeffreygoldsmith.com

2. Homepage.
Too many
words. A
scattered,
unbalance
design. No
meaning to
images.
Poor user
experience
choices.
(Squiggles
are one stage
of notes on
this fix.)
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
1

3. What can go wrong?
Common problems include:
 Indirect navigation
 Difficult to update
 High bounce rate
 Broken SEO
 No lead capture
 Poor design
 Unclear message
 Bloated copy
 Incorrect configuration
 Et cetera
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
2

4. Better but
not finished.
Improved:
- navigation
- layout
- editability
Simplified
offers, added
a blog and
twitter icon.
Improved
SEO and
landing
pages for
Adwords.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
3

5. Whatʼs right?
Web pages must not just look good. They must contain
the minimum number of words needed to communicate.
Web sites must be findable, readable, navigable. They
must attract, engage, inform and convert.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
4

6. Done.
Explains
benefits.
Highlights
products
Logo informs
design.
All info is one
click away.
Results:
Next page.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
5

7. Results: Clarity and Leads
The Gear6.com site increased:
 Page views per visit.
 Lead gen. 3 leads in 9/9 to 170 leads in 11/09.
 SEO. Gear6 was #5 on Google, up from 99 for
search term Memcached.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
6

8. Redo your site right.
For more information, please contact Jeffrey
Goldsmith, Marketing Consultant via
http://jeffreygoldsmith.com
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
7