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Website Redesign for Lead Generation
 

Website Redesign for Lead Generation

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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.

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Website Redesign for Lead Generation Website Redesign for Lead Generation Presentation Transcript

  • Website Redesign (for Lead Generation)
    Rick Burnes
    @rickburnes
  • Agenda
    Context: People Are Tired of Marketing
    Why Do a Redesign?
    Three Redesign Goals
    Four Tips for Your Redesign Process
  • Traditional Marketing (Outbound)
  • Marketing Today (Inbound)
  • How Do Growing Companies Market?
    1950 - 2000
    2000 - 2050
  • What Is Inbound Marketing?
    Website Visitors
    Process
    Tools
    Get Found
    • Content Mgmt
    • Blogging
    • Social Media
    • SEO
    • Analytics
    Get Found
    • Publish
    • Promote
    • Optimize
    Leads
    Convert
    • Test
    • Target
    • Nurture
    Convert
    • Offers / CTAs
    • Landing Pages
    • Email
    • Lead Intelligence
    • Lead Mgmt
    • Analytics
    Customers
  • The Great News…
    www.HubSpot.com/ROI
  • Budget vs. Brains
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  • Agenda
    Context: People Are Tired of Marketing
    Why Do a Redesign?
    Three Redesign Goals
    Four Tips for Your Redesign Process
  • Data From 3 Years, 3000 Customers
    More at: www.hubspot.com/roi
  • 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.”
  • Website Redesign Half-Life
    Happiness
    Your Company
    Your Prospects
    Time
    Launch
    12 Months
    6 Months
  • Billboard in the Desert?
    Buy Now
    Flickr: thegolzer
  • 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.”
  • Business websites
    are for
    lead generation.
    -- @rickburnes from @HubSpot
  • Which is better?
  • Which is better?
  • Which is better?
    • Website traffic has doubled
    • Lead flow has doubled
    -- Noel Huelsenbeck, CEO, Vocio
  • Which is better?
    • Website traffic has doubled
    • Lead flow has doubled
    -- Noel Huelsenbeck, CEO, Vocio
  • What do you want?
    Ugly & Crowded
    Beautiful & Empty
  • Agenda
    Context: People Are Tired of Marketing
    Why Do a Redesign?
    Three Redesign Goals
    Four Tips for Your Redesign Process
  • Websites should attract prospects.
    -- @ rickburnes from @HubSpot
  • Start by Creating Content
    =
  • Then Optimize Your Content
    On-Page SEO
    Off-Page SEO
  • Then Promote It on Social Media
    x 12,000, via
    x 35,000, via
  • Content Drives Visitors
  • Content Drives Visitors
  • Websites should convert visitors to leads.
    -- @ rickburnes from @HubSpot
  • 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
  • Calls to Action
  • Landing Pages
  • Websites should produce measurable ROI.
    -- @ rickburnes from @HubSpot
  • Measurement is Easy Online
    Flickr: akisra
  • Metrics Drive Redesigns
    Measure visitors!
    Measure leads!
    Measure customers!
  • Agenda
    Context: People Are Tired of Marketing
    Why Do a Redesign?
    Three Redesign Goals
    Four Tips for Your Redesign Process
  • Website Redesign Tip #1
    Audit your website, then protect
    your key assets.
    -- @ rickburnes from @HubSpot
  • www.seonnahong.com
  • 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?
  • 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?
  • 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?
  • Website Assets = Conversion Tools
    What generates most of my leads?
    What are my best conversion tools?
    How can I increase conversions?
  • Find Your Assets
  • Find Your Assets
  • Find Your Assets
  • 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
  • Spend resources on creating content, more than beautiful design.
    Website Redesign Tip #2
    -- @ rickburnes from @HubSpot
  • 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
  • Blogging Attracts More Visitors
  • Website Redesign Tip #3
    Make it easy to run conversion experiments.
    -- @ rickburnes from @HubSpot
  • Faster Experiments = Better Results
    Flickr: Jim Doran
  • All Websites Need Landing Pages
    Limited navigation
    Clear and simple
    Form above fold
  • Track Your Conversion Rate
  • Conversion Experiments
    53% Conversion
    32% Conversion
  • 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?
  • Make it easy to measure results.
    Website Redesign Tip #4
    -- @ rickburnes from @HubSpot
  • Flickr: Jburns00
  • Track Visitors
  • Track Leads
  • Track Sales
  • Tracking the Full Funnel Matters
  • 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.
  • Final thoughts …
  • Inbound Gives Leverage
  • How to Put All the Pieces Together?
    d.j.k. on flickr
  • HubSpot Puts the Pieces Together
  • 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