Website Redesign for Marketing Results
Mike Volpe
VP Marketingg
HubSpot
Agenda
Importance of Yo r Website• Importance of Your Website
• Right and Wrong Reasons
• Seven Website Redesign Tips
Marketers Doing Marketing
People Blocking Marketing
Can Spam Act Signed into Law
People Don’t Need Marketing
Rethinking Marketing
Outbound Marketing
• Telemarketing
Inbound Marketing
• SEO / SEM
• Trade shows
• Direct mail
• Email ...
Your website is theYour website is the
most important marketing toolp g
that you have.
Agenda
Importance of Yo r Website• Importance of Your Website
• Right and Wrong Reasons
• Seven Website Redesign Tips
Which is better?
The Wrong Reasons
• “We have a new corporate look and feel.”
• “I’m tired of the old website.”
• “It’s been 12 months sinc...
Website Design Half Life
Your Company
Happiness
Your Prospects
Launch 6 Months 12 Months
Time
What do you want?
The Right Reasons
• “Get found by more prospects.”
• “Convert more prospects into leads and
customers.”
• “Branding” might...
The Right Reasons
• “Get found by more prospects.”
• Better content• Better content
• More content
O ti i d t t• Optimized...
Agenda
Importance of o r Website• Importance of your Website
• Right and Wrong Reasons
• Seven Website Redesign Tips
Seven Website Redesign Tips
1. Goal: More visitors and leads.
Which is better?
• Website traffic has doubled
• Lead flow has doubled
‐‐ Noel Huelsenbeck, CEO, Vocio
Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid pitfalls...
Website Redesign Pitfalls
• Removing valuable content
• Losing value of inbound links• Losing value of inbound links
• Los...
Avoid Website Redesign Pitfalls
1 Take an in entor of o r ebsite assets1. Take an inventory of your website assets.
1. Con...
Website Assets = Content
• How many pages do you have?
Ho man ill be killed?• How many will be killed?
• Will pages move t...
Understanding Content Assets
Page Grader
• Analyze each page of your site to
see which produce the most
value for you (tra...
Understanding Content Assets
Website Assets = Links
• How many inbound links do I have?
What interior eb pages ha e links?• What interior web pages hav...
Understanding Link Assets
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor ...
Website Assets = Keyword Rank
• What keywords do I rank for today?
What ke ords do m competitors rank for?• What keywords ...
Understanding Keyword Assets
Keyword Grader
D i h k d• Determine what keywords to
optimize your pages around based
on rele...
Website Assets = Conversion Tools
• What generates most of my leads?
What are m best con ersion tools?• What are my best c...
Understanding Conversion Assets
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of ...
Protecting Your Assets
• If you change domains, use 301 redirect for each
individual page. Not all pages globally.
• Have ...
Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid pitfalls...
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...
Ugly? Template? Who cares!
lResults:
• 30,000 inbound links
• 3,700 Del.icio.us bookmarks
• 385,000 websites graded
• 10,0...
Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid pitfalls...
Content Drives Visitors
• Search engines like fresh
contentcontent
• People like fresh content
• More tickets in the SEO
l...
More Content Drives More Visitors & Power
1,000,000 
Average Website Pages by Alexa Traffic Rank
100,000 
bpages
,
ge # of...
More Content Drives More Visitors & Power
10,000,000
Average Website Pages by Page Rank
1,000,000
pages
100,000
# of Webp
...
Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid pitfalls...
Conversion Experiments
32%
Conversion
53%
ConversionConversion Conversion
Marketing Owns Landing Pages
HubSpot Software
• Build and edit landing
pages and forms with no
programmingprogramming
• No...
Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid pitfalls...
All Websites Should Have a Blog
• Blogging helps with SEOgg g p
• Blogging helps with Social
N SiNews Sites
Bl i h l ith S...
All Websites Should Have RSS
• RSS = “really simple syndication”
• Publish your content for others to
consume when, how an...
All Websites Should Have Landing Pages
T t M k tTarget Market
Website Visitors
Conversion is where we take
what we have sp...
All Websites Should Have Landing Pages
Limited na igation• Limited navigation
• Clear and simple
• Form above the fold
All Websites Should Have On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description
Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 Avoid pitfalls Inventory your assets then2. Avoid pitfal...
Metrics: Traffic, Leads and Customers
Inbound Marketing Summit
• September 8 2008• September 8, 2008
• Cambridge, MA
• David Meerman Scott• David Meerman Scott
...
HubSpot Demo?
H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year.
• We have amazing tools to help with the
webs...
Thank You!
Let’s continue the discussion!
H bS t /W b it R d iwww.HubSpot.com/Website-Redesign
Leave a comment on the blog...
HubSpot
Inbound Marketing System
Inbound Marketing System
SEO
Content
BlogsSEO Management Blogs
SocialLanding
Media
Lead
Intelligence
Pages
Intelligence
CR...
Getting Found: On-Page SEO
Keyword Grader
D i h k d• Determine what keywords to
optimize your pages around based
on releva...
Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monito...
Getting Found: SEO for Your Whole Site
Page Grader
• Analyze each page of your site to
see which produce the most
value fo...
Getting Found: Blogosphere
Blogging
E bl l• Enable easy, natural process to
consistently update content on
your site, achi...
Getting Found: Social Mediasphere
Track Your Competitors
Lead Intelligence
• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligen...
Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects o...
Actionable Marketing Insights
HubFeed
• HubFeed “watches” your Internet
marketing efforts and delivers
highlights and acti...
HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of
online marketing...
HubSpot Training Materials and Resources
HubSpot Demo?
H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year.
• We have awesome tools to help with the
webs...
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Website Redesign for marketing results. Special Report by Hubspot. Includes 7 specific website redesign tips for more effective small business marketing websites.

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Doit marketing doit-marketing-webrd

  1. 1. Website Redesign for Marketing Results Mike Volpe VP Marketingg HubSpot
  2. 2. Agenda Importance of Yo r Website• Importance of Your Website • Right and Wrong Reasons • Seven Website Redesign Tips
  3. 3. Marketers Doing Marketing
  4. 4. People Blocking Marketing Can Spam Act Signed into Law
  5. 5. People Don’t Need Marketing
  6. 6. Rethinking Marketing Outbound Marketing • Telemarketing Inbound Marketing • SEO / SEM • Trade shows • Direct mail • Email blasts • Blogging • Social Media • RSS• Email blasts • Print ads • TV/radio ads • RSS • Free tools/trials • Viral videos Interruption Permission
  7. 7. Your website is theYour website is the most important marketing toolp g that you have.
  8. 8. Agenda Importance of Yo r Website• Importance of Your Website • Right and Wrong Reasons • Seven Website Redesign Tips
  9. 9. Which is better?
  10. 10. The Wrong Reasons • “We have a new corporate look and feel.” • “I’m tired of the old website.” • “It’s been 12 months since the last redesign.” • “The design department wants to do it.” • “The CEO wants to do it ”• The CEO wants to do it.
  11. 11. Website Design Half Life Your Company Happiness Your Prospects Launch 6 Months 12 Months Time
  12. 12. What do you want?
  13. 13. The Right Reasons • “Get found by more prospects.” • “Convert more prospects into leads and customers.” • “Branding” might be a good reason… if it will d i th l bdrive the goals above.
  14. 14. The Right Reasons • “Get found by more prospects.” • Better content• Better content • More content O ti i d t t• Optimized content • “Convert more prospects into leads and t ”customers.” • Better offers & calls to action • More offers & calls to action • Optimized landing pages / forms
  15. 15. Agenda Importance of o r Website• Importance of your Website • Right and Wrong Reasons • Seven Website Redesign Tips
  16. 16. Seven Website Redesign Tips 1. Goal: More visitors and leads.
  17. 17. Which is better? • Website traffic has doubled • Lead flow has doubled ‐‐ Noel Huelsenbeck, CEO, Vocio
  18. 18. Website Redesign Summary Tips 1. Goal: More visitors and leads. 2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then protect them.
  19. 19. Website Redesign Pitfalls • Removing valuable content • Losing value of inbound links• Losing value of inbound links • Losing keyword rankings Changing good conversion tools• Changing good conversion tools • Destroy your assets and you’ll get a drop in traffic and leads. • You’ll also have wasted time, effort and money.
  20. 20. Avoid Website Redesign Pitfalls 1 Take an in entor of o r ebsite assets1. Take an inventory of your website assets. 1. Content 2. Links 3. Keyword rank 4. Conversion tools 2. Protect your assets during the redesign.
  21. 21. Website Assets = Content • How many pages do you have? Ho man ill be killed?• 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 popular content? • What is your most powerful content?
  22. 22. Understanding Content Assets Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, k d k d li k )ranked keywords, links) • Automatically recommend improvements to optimize each f itpage of your site
  23. 23. Understanding Content Assets
  24. 24. Website Assets = Links • How many inbound links do I have? What interior eb pages ha e links?• What interior web pages have links? • Where are my links coming from? • What are my most powerful links?
  25. 25. Understanding Link Assets Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links• Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitorsAggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  26. 26. Website Assets = Keyword Rank • What keywords do I rank for today? What ke ords do m competitors rank for?• What keywords do my competitors rank for? • What keywords should I want to rank for? • How has my keyword rank changed?
  27. 27. Understanding Keyword Assets Keyword Grader D i h k d• Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Googlefirst page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for eachy g keyword(phrase) and how to make further improvements
  28. 28. Website Assets = Conversion Tools • What generates most of my leads? What are m best con ersion tools?• What are my best conversion tools? • How can I increase conversions?
  29. 29. Understanding Conversion Assets Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing ti iti ti iactivities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads andthat generate the most leads and sales for your business
  30. 30. Protecting Your Assets • If you change domains, use 301 redirect for each individual page. Not all pages globally. • Have a permanent redirect (check at www WebsiteGrader com)www.WebsiteGrader.com) • Identify all URLs with assets (content keyword• 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
  31. 31. Website Redesign Summary Tips 1. Goal: More visitors and leads. 2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then protect them. 3. Spend resources on remarkable content that attracts and converts. Not unique design.
  32. 32. 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 youthe web. Surely there s one that you can start with?” “Your car isn't unique, and your house might not be either…”g t ot be e t e http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
  33. 33. Ugly? Template? Who cares! lResults: • 30,000 inbound links • 3,700 Del.icio.us bookmarks • 385,000 websites graded • 10,000’s of opt‐in email addresses
  34. 34. Website Redesign Summary Tips 1. Goal: More visitors and leads. 2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then protect them. 3. Spend resources on remarkable content that attracts and converts. Not unique design. 4. Create an ongoing content building strategy.
  35. 35. Content Drives Visitors • Search engines like fresh contentcontent • People like fresh content • More tickets in the SEO lottery • More chances to build something remarkable • More is always better
  36. 36. More Content Drives More Visitors & Power 1,000,000  Average Website Pages by Alexa Traffic Rank 100,000  bpages , ge # of Web 10,000  Averag 1,000  > 10,000,000  (Extremely Low  Traffic) 5,000,001 to  10,000,000  (Very Low  1,000,001 to  5,000,000 (Low  Traffic) 500,001 to  1,000,000  (Medium  100,001 to  500,000 (High  Traffic) < 100,000 (Very  High Traffic) Traffic) Traffic) Alexa Traffic Rank
  37. 37. More Content Drives More Visitors & Power 10,000,000 Average Website Pages by Page Rank 1,000,000 pages 100,000 # of Webp 10,000 Average  1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  38. 38. Website Redesign Summary Tips 1. Goal: More visitors and leads. 2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then protect them. 3. Spend resources on remarkable content that attracts and converts. Not unique design. 4. Create an ongoing content building strategy. 5. Enable conversion experiments.5. Enable conversion experiments.
  39. 39. Conversion Experiments 32% Conversion 53% ConversionConversion Conversion
  40. 40. Marketing Owns Landing Pages HubSpot Software • Build and edit landing pages and forms with no programmingprogramming • No IT staff required • Launch a landing page ing p g minutes • Test to improve results
  41. 41. Website Redesign Summary Tips 1. Goal: More visitors and leads. 2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then protect them. 3. Spend resources on remarkable content that attracts and converts. Not unique design. 4. Create an ongoing content building strategy. 5. Enable conversion experiments.5. Enable conversion experiments. 6. Include a blog, RSS, landing pages, SEO.
  42. 42. All Websites Should Have a Blog • Blogging helps with SEOgg g p • Blogging helps with Social N SiNews Sites Bl i h l ith S i l• Blogging helps with Social Networking Sites • Blogging is Permission Centric
  43. 43. All Websites Should Have RSS • RSS = “really simple syndication” • Publish your content for others to consume when, how and where, they want • RSS helps with Social Media Marketing • RSS is Permission Centric
  44. 44. All Websites Should Have Landing Pages T t M k tTarget Market Website Visitors Conversion is where we take what we have spent time d t t ( i it ) Leads and money to get (visitors) and change it into something valuable to marketing (leads). Opportunities a et g ( eads) A cost becomes a benefit. Customers
  45. 45. All Websites Should Have Landing Pages Limited na igation• Limited navigation • Clear and simple • Form above the fold
  46. 46. All Websites Should Have On-Page SEO • Page Title • Clean URL • Headers & Content • Description
  47. 47. Website Redesign Summary Tips 1. Goal: More visitors and leads. 2 Avoid pitfalls Inventory your assets then2. Avoid pitfalls. Inventory your assets, then protect them. 3 Spend resources on remarkable content that3. Spend resources on remarkable content that attracts and converts. Not unique design. 4 Create an ongoing content building strategy4. Create an ongoing content building strategy. 5. Enable conversion experiments. 6 Include a blog RSS landing pages SEO6. Include a blog, RSS, landing pages, SEO. 7. Metrics: Visitors and leads.
  48. 48. Metrics: Traffic, Leads and Customers
  49. 49. Inbound Marketing Summit • September 8 2008• September 8, 2008 • Cambridge, MA • David Meerman Scott• David Meerman Scott • Seth Godin Lots more• Lots more… “If lik d th bi“If you liked the webinar, you’ll LOVE the Inbound Marketing Summit”Marketing Summit
  50. 50. HubSpot Demo? H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year. • We have amazing tools to help with the website redesign process, and beyond. • www HubSpot com/demo• www.HubSpot.com/demo
  51. 51. Thank You! Let’s continue the discussion! H bS t /W b it R d iwww.HubSpot.com/Website-Redesign Leave a comment on the blog article. Get a Demo of HubSpot: Mike Volpe www.HubSpot.com/demo Mike Volpe VP Marketing HubSpot mvolpe@hubspot.com
  52. 52. HubSpot Inbound Marketing System
  53. 53. Inbound Marketing System SEO Content BlogsSEO Management Blogs SocialLanding Media Lead Intelligence Pages Intelligence CRMCRM
  54. 54. Getting Found: On-Page SEO Keyword Grader D i h k d• Determine what keywords to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Googlefirst page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for eachy g keyword(phrase) and how to make further improvements
  55. 55. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links• Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitorsAggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  56. 56. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, k d k d li k )ranked keywords, links) • Automatically recommend improvements to optimize each f itpage of your site
  57. 57. Getting Found: Blogosphere Blogging E bl l• Enable easy, natural process to consistently update content on your site, achieve more frequent search engine crawls, and i th itimprove authority • Develop an audience of email and RSS subscribers • Attract more inbound links (“linkAttract more inbound links ( link bait”) • Write keyword rich content to attract more high conversion rate traffictraffic
  58. 58. Getting Found: Social Mediasphere
  59. 59. Track Your Competitors
  60. 60. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each leadintelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded,g information submitted via web forms created) • Increase close rate through i d l d litimproved lead quality
  61. 61. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing ti iti ti iactivities so you can optimize your efforts and allocate your time and money towards the programs that generate the most leads andthat generate the most leads and sales for your business
  62. 62. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights b d d tbased on your data
  63. 63. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products andtrained on HubSpot s products and methodologies • Consulting sessions focus on these topics based on the specific needstopics based on the specific needs of the client
  64. 64. HubSpot Training Materials and Resources
  65. 65. HubSpot Demo? H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year. • We have awesome tools to help with the website redesign process. • www HubSpot com/demo• www.HubSpot.com/demo Pricing is as of July 2008 and is subject to change.
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