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Website Redesign (for Lead Generation)<br />Rick Burnes<br />@rickburnes<br />
Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Yo...
Traditional Marketing (Outbound)<br />
Marketing Today (Inbound)<br />
How Do Growing Companies Market?<br />1950 - 2000<br />2000 - 2050<br />
What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
Blogging
Social Media
SEO
Analytics</li></ul>Get Found<br /><ul><li>Publish
Promote
Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
Target
Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics</li></ul>Customers<br />
The Great News…<br />www.HubSpot.com/ROI<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Yo...
Data From 3 Years, 3000 Customers<br />More at: www.hubspot.com/roi<br />
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 b...
Website Redesign Half-Life<br />Happiness<br />Your Company<br />Your Prospects<br />Time<br />Launch<br />12 Months<br />...
Billboard in the Desert?<br />Buy Now<br />Flickr:  thegolzer<br />
The Right Reasons for a Redesign<br />“Get Found by more prospects.’<br />“Convert more prospects into leads and customers...
Business websites<br /> are for<br />lead generation.<br />-- @rickburnes from @HubSpot<br />
Which is better?<br />
Which is better?<br />
Which is better?<br /><ul><li> Website traffic has doubled
 Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
Which is better?<br /><ul><li> Website traffic has doubled
 Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
What do you want?<br />Ugly & Crowded<br />Beautiful & Empty<br />
Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Yo...
Websites should attract prospects.<br />-- @ rickburnes from @HubSpot<br />
Start by Creating Content<br />=<br />
Then Optimize Your Content<br />On-Page SEO<br />Off-Page SEO<br />
Then Promote It on Social Media<br />x 12,000, via<br />x 35,000, via<br />
Content Drives Visitors<br />
Content Drives Visitors<br />
Websites should convert visitors to leads.<br />-- @ rickburnes from @HubSpot<br />
Websites Need to Be a Funnel<br />Target Market<br />Conversion is where we take what we have spent time and money to get ...
Calls to Action<br />
Landing Pages<br />
Websites should produce measurable ROI.<br />-- @ rickburnes from @HubSpot<br />
Measurement is Easy Online<br />Flickr: akisra<br />
Metrics Drive Redesigns<br />Measure visitors!<br />Measure leads!<br />Measure customers!<br />
Agenda<br />Context: People Are Tired of Marketing<br />Why Do a Redesign?<br />Three Redesign Goals<br />Four Tips for Yo...
Website Redesign Tip #1<br />Audit your website, then protect<br />your key assets.<br />-- @ rickburnes from @HubSpot<br />
www.seonnahong.com<br />
Website Assets = Content<br />How many pages do you have?<br />How many will be killed?<br />Will pages move to a new URL?...
Website Assets = Links<br />How many inbound links do I have?<br />What interior web pages have links?<br />Where are my l...
Website Assets = Keyword Rank<br />What keywords do I rank for today?<br />What keywords do my competitors rank for?<br />...
Website Assets = Conversion Tools<br />What generates most of my leads?<br />What are my best conversion tools?<br />How c...
Find Your Assets<br />
Find Your Assets<br />
Find Your Assets<br />
More Audit Tips<br />If you change domains, use a 301 redirect for each individual page.  Not all pages globally.<br />Hav...
Spend resources on creating content, more than beautiful design.<br />Website Redesign Tip #2<br />-- @ rickburnes from @H...
Seth Godin on Website Redesign<br />	“I'm going to go out on a limb and beg you not to create an original design. There ar...
Blogging Attracts More Visitors<br />
Website Redesign Tip #3<br />Make it easy to run conversion experiments.<br />-- @ rickburnes from @HubSpot<br />
Faster Experiments = Better Results<br />Flickr: Jim Doran<br />
All Websites Need Landing Pages<br />Limited navigation<br />Clear and simple<br />Form above fold<br />
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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. Delivered at Interactive Day San Diego on June 16, 2010.

Published in: Business, Technology

Transcript of "Website Redesign for Lead Generation"

  1. 1. Website Redesign (for Lead Generation)<br />Rick Burnes<br />@rickburnes<br />
  2. 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. 3. Traditional Marketing (Outbound)<br />
  4. 4. Marketing Today (Inbound)<br />
  5. 5. How Do Growing Companies Market?<br />1950 - 2000<br />2000 - 2050<br />
  6. 6. What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  7. 7. Blogging
  8. 8. Social Media
  9. 9. SEO
  10. 10. Analytics</li></ul>Get Found<br /><ul><li>Publish
  11. 11. Promote
  12. 12. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  13. 13. Target
  14. 14. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  15. 15. Landing Pages
  16. 16. Email
  17. 17. Lead Intelligence
  18. 18. Lead Mgmt
  19. 19. Analytics</li></ul>Customers<br />
  20. 20. The Great News…<br />www.HubSpot.com/ROI<br />
  21. 21. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  22. 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. 23. Data From 3 Years, 3000 Customers<br />More at: www.hubspot.com/roi<br />
  24. 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. 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. 26. Billboard in the Desert?<br />Buy Now<br />Flickr: thegolzer<br />
  27. 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. 28. Business websites<br /> are for<br />lead generation.<br />-- @rickburnes from @HubSpot<br />
  29. 29. Which is better?<br />
  30. 30. Which is better?<br />
  31. 31. Which is better?<br /><ul><li> Website traffic has doubled
  32. 32. Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
  33. 33. Which is better?<br /><ul><li> Website traffic has doubled
  34. 34. Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
  35. 35. What do you want?<br />Ugly & Crowded<br />Beautiful & Empty<br />
  36. 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. 37. Websites should attract prospects.<br />-- @ rickburnes from @HubSpot<br />
  38. 38. Start by Creating Content<br />=<br />
  39. 39. Then Optimize Your Content<br />On-Page SEO<br />Off-Page SEO<br />
  40. 40. Then Promote It on Social Media<br />x 12,000, via<br />x 35,000, via<br />
  41. 41. Content Drives Visitors<br />
  42. 42. Content Drives Visitors<br />
  43. 43. Websites should convert visitors to leads.<br />-- @ rickburnes from @HubSpot<br />
  44. 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. 45. Calls to Action<br />
  46. 46. Landing Pages<br />
  47. 47. Websites should produce measurable ROI.<br />-- @ rickburnes from @HubSpot<br />
  48. 48.
  49. 49. Measurement is Easy Online<br />Flickr: akisra<br />
  50. 50. Metrics Drive Redesigns<br />Measure visitors!<br />Measure leads!<br />Measure customers!<br />
  51. 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. 52. Website Redesign Tip #1<br />Audit your website, then protect<br />your key assets.<br />-- @ rickburnes from @HubSpot<br />
  53. 53. www.seonnahong.com<br />
  54. 54.
  55. 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. 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. 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. 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. 59. Find Your Assets<br />
  60. 60. Find Your Assets<br />
  61. 61. Find Your Assets<br />
  62. 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. 63. Spend resources on creating content, more than beautiful design.<br />Website Redesign Tip #2<br />-- @ rickburnes from @HubSpot<br />
  64. 64.
  65. 65. Seth Godin on Website Redesign<br /> “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?”<br /> “Your car isn'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. 66. Blogging Attracts More Visitors<br />
  67. 67. Website Redesign Tip #3<br />Make it easy to run conversion experiments.<br />-- @ rickburnes from @HubSpot<br />
  68. 68. Faster Experiments = Better Results<br />Flickr: Jim Doran<br />
  69. 69. All Websites Need Landing Pages<br />Limited navigation<br />Clear and simple<br />Form above fold<br />
  70. 70. Track Your Conversion Rate<br />
  71. 71. Conversion Experiments<br />53% Conversion<br />32% Conversion<br />
  72. 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. 73. Make it easy to measure results.<br />Website Redesign Tip #4<br />-- @ rickburnes from @HubSpot<br />
  74. 74. Flickr: Jburns00<br />
  75. 75. Track Visitors<br />
  76. 76. Track Leads<br />
  77. 77. Track Sales<br />
  78. 78. Tracking the Full Funnel Matters<br />
  79. 79. Website Redesign Summary<br />3 Keys to a Successful Website<br />Get Found: Attract website visitors<br />Convert: Visitors to leads & 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. 80. Final thoughts …<br />
  81. 81. Inbound Gives Leverage<br />
  82. 82. How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
  83. 83. HubSpot Puts the Pieces Together<br />
  84. 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 />
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