Your SlideShare is downloading. ×
0
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Website Redesign for Lead Generation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Website Redesign for Lead Generation

2,042

Published on

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. …

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.

Published in: Business, Technology
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,042
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
106
Comments
0
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Website Redesign (for Lead Generation)<br />Rick Burnes<br />@rickburnes<br />
  • 2. Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Your Redesign Process<br />
  • 3. Traditional Marketing (Outbound)<br />
  • 4. Marketing Today (Inbound)<br />
  • 5. How Do Growing Companies Market?<br />1950 - 2000<br />2000 - 2050<br />
  • 6. What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  • 7. Blogging
  • 8. Social Media
  • 9. SEO
  • 10. Analytics</li></ul>Get Found<br /><ul><li>Publish
  • 11. Promote
  • 12. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  • 13. Target
  • 14. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  • 15. Landing Pages
  • 16. Email
  • 17. Lead Intelligence
  • 18. Lead Mgmt
  • 19. Analytics</li></ul>Customers<br />
  • 20. The Great News…<br />www.HubSpot.com/ROI<br />
  • 21. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  • 22. Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Your Redesign Process<br />
  • 23. Data From 3 Years, 3000 Customers<br />More at: www.hubspot.com/roi<br />
  • 24. Don’t Shell Out With Vague Goals<br />“We have a new corporate look and feel.”<br />“The CEO wants to do it.”<br />“It’s been 12 months since the last redesign.”<br />“I’m tired of the old website.”<br />“The design department wants to.”<br />
  • 25. Website Redesign Half-Life<br />Happiness<br />Your Company<br />Your Prospects<br />Time<br />Launch<br />12 Months<br />6 Months<br />
  • 26. Billboard in the Desert?<br />Buy Now<br />Flickr: thegolzer<br />
  • 27. The Right Reasons for a Redesign<br />“Get Found by more prospects.’<br />“Convert more prospects into leads and customers.”<br />“Branding in a measureable way that you can map on the funnel.”<br />
  • 28. Business websites<br /> are for<br />lead generation.<br />-- @rickburnes from @HubSpot<br />
  • 29. Which is better?<br />
  • 30. Which is better?<br />
  • 31. Which is better?<br /><ul><li> Website traffic has doubled
  • 32. Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
  • 33. Which is better?<br /><ul><li> Website traffic has doubled
  • 34. Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
  • 35. What do you want?<br />Ugly &amp; Crowded<br />Beautiful &amp; Empty<br />
  • 36. Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Your Redesign Process<br />
  • 37. Websites should attract prospects.<br />-- @ rickburnes from @HubSpot<br />
  • 38. Start by Creating Content<br />=<br />
  • 39. Then Optimize Your Content<br />On-Page SEO<br />Off-Page SEO<br />
  • 40. Then Promote It on Social Media<br />x 12,000, via<br />x 35,000, via<br />
  • 41. Content Drives Visitors<br />
  • 42. Content Drives Visitors<br />
  • 43. Websites should convert visitors to leads.<br />-- @ rickburnes from @HubSpot<br />
  • 44. Websites Need to Be a Funnel<br />Target Market<br />Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).<br />A cost becomes a benefit.<br />Website Visitors<br />Leads<br />Opportunities<br />Customers<br />
  • 45. Calls to Action<br />
  • 46. Landing Pages<br />
  • 47. Websites should produce measurable ROI.<br />-- @ rickburnes from @HubSpot<br />
  • 48.
  • 49. Measurement is Easy Online<br />Flickr: akisra<br />
  • 50. Metrics Drive Redesigns<br />Measure visitors!<br />Measure leads!<br />Measure customers!<br />
  • 51. Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Your Redesign Process<br />
  • 52. Website Redesign Tip #1<br />Audit your website, then protect<br />your key assets.<br />-- @ rickburnes from @HubSpot<br />
  • 53. www.seonnahong.com<br />
  • 54.
  • 55. Website Assets = Content<br />How many pages do you have?<br />How many will be killed?<br />Will pages move to a new URL?<br />How many new pages will you create?<br />What is your most popular content?<br />What is your most powerful content?<br />
  • 56. Website Assets = Links<br />How many inbound links do I have?<br />What interior web pages have links?<br />Where are my links coming from?<br />What are my most powerful links?<br />
  • 57. Website Assets = Keyword Rank<br />What keywords do I rank for today?<br />What keywords do my competitors rank for?<br />What keywords should I want to rank for?<br />How has my keyword rank changed?<br />
  • 58. Website Assets = Conversion Tools<br />What generates most of my leads?<br />What are my best conversion tools?<br />How can I increase conversions?<br />
  • 59. Find Your Assets<br />
  • 60. Find Your Assets<br />
  • 61. Find Your Assets<br />
  • 62. More Audit Tips<br />If you change domains, use a 301 redirect for each individual page. Not all pages globally.<br />Have a permanent redirect (check at http://www.WebsiteGrader.com)<br />Identify all URLs with assets (content, keyword rank, links, conversions) and:<br />Keep this content on the new website<br />301 Redirect old URL to the new URL for that page<br />Maintain SEO / content characteristics<br />
  • 63. Spend resources on creating content, more than beautiful design.<br />Website Redesign Tip #2<br />-- @ rickburnes from @HubSpot<br />
  • 64.
  • 65. Seth Godin on Website Redesign<br /> “I&apos;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&apos;s one that you can start with?”<br /> “Your car isn&apos;t unique, and your house might not be either…”<br />http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html<br />
  • 66. Blogging Attracts More Visitors<br />
  • 67. Website Redesign Tip #3<br />Make it easy to run conversion experiments.<br />-- @ rickburnes from @HubSpot<br />
  • 68. Faster Experiments = Better Results<br />Flickr: Jim Doran<br />
  • 69. All Websites Need Landing Pages<br />Limited navigation<br />Clear and simple<br />Form above fold<br />
  • 70. Track Your Conversion Rate<br />
  • 71. Conversion Experiments<br />53% Conversion<br />32% Conversion<br />
  • 72. Landing Page Editing<br />How fast can you launch a new landing page?<br />Can one person do it in 15 minutes?<br />What is the cost of experimentation?<br />
  • 73. Make it easy to measure results.<br />Website Redesign Tip #4<br />-- @ rickburnes from @HubSpot<br />
  • 74. Flickr: Jburns00<br />
  • 75. Track Visitors<br />
  • 76. Track Leads<br />
  • 77. Track Sales<br />
  • 78. Tracking the Full Funnel Matters<br />
  • 79. Website Redesign Summary<br />3 Keys to a Successful Website<br />Get Found: Attract website visitors<br />Convert: Visitors to leads &amp; sales<br />Analyze: Produce measurable ROI<br />4 Tips for Website Redesign<br />Audit your website, then protect your key assets.<br />Spend resources on creating content, not beautiful design.<br />Make it easy to run conversion experiments.<br />Make it easy to measure results.<br />
  • 80. Final thoughts …<br />
  • 81. Inbound Gives Leverage<br />
  • 82. How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
  • 83. HubSpot Puts the Pieces Together<br />
  • 84. Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />

×