doit marketing, doitmarketing Web Redesign for Marketing Results by HubSpot. More free resources at http://www.doitmarketing.com

1. Website Redesign for Marketing Results
Mike Volpe
g
VP Marketing
HubSpot

2. Agenda
• Importance of Yo r Website
Your
• Right and Wrong Reasons
• Seven Website Redesign Tips

3. Marketers Doing Marketing

4. People Blocking Marketing
Can Spam Act Signed into Law

5. People Don’t Need Marketing

6. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Viral videos
Interruption Permission

7. Your website is the
most important marketing tool
p g
that you have.

8. Agenda
• Importance of Yo r Website
Your
• Right and Wrong Reasons
• Seven Website Redesign Tips

10. Which is better?

11. 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 it.

12. Website Design Half Life
Happiness
Your Company
Your Prospects
Time
Launch 6 Months 12 Months

13. What do you want?

14. The Right Reasons
• “Get found by more prospects.”
• “Convert more prospects into leads and
customers.”
• “Branding” might be a good reason… if it will
drive the
d i th goals above.
l b

15. The Right Reasons
• “Get found by more prospects.”
• Better content
• More content
• O ti i d content
Optimized t t
• “Convert more prospects into leads and
customers.”
t ”
• Better offers & calls to action
• More offers & calls to action
• Optimized landing pages / forms

16. Agenda
• Importance of your Website
o r
• Right and Wrong Reasons
• Seven Website Redesign Tips

17. Seven Website Redesign Tips
1. Goal: More visitors and leads.

18. Which is better?
• Website traffic has doubled
• Lead flow has doubled
‐‐ Noel Huelsenbeck, CEO, Vocio

19. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2. Avoid pitfalls In entor o r assets
2 A oid pitfalls. Inventory your assets, then
protect them.

20. Website Redesign Pitfalls
• Removing valuable content
• Losing value of inbound links
• Losing keyword rankings
• 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.

21. Avoid Website Redesign Pitfalls
1.
1 Take an in entor of your website assets.
inventory o r ebsite assets
1. Content
2. Links
3. Keyword rank
4. Conversion tools
2. Protect your assets during the redesign.

22. Website Assets = Content
• How many pages do you have?
• How many ill
Ho man 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?

23. Understanding Content Assets
Page Grader
• Analyze each page of your site to
see which produce the most
value for you (traffic, leads,
ranked k
k d keywords, li k )
d links)
• Automatically recommend
improvements to optimize each
page of your site
f it

24. Understanding Content Assets

25. Website Assets = Links
• How many inbound links do I have?
• What interior web pages have links?
eb ha e
• Where are my links coming from?
• What are my most powerful links?

26. Understanding Link Assets
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of

27. Website Assets = Keyword Rank
• What keywords do I rank for today?
• What ke ords do m competitors rank for?
keywords my
• What keywords should I want to rank for?
• How has my keyword rank changed?

28. Understanding Keyword Assets
Keyword Grader
• Determine what k
D i h keywords tod
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first 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
y
your site that is ranking for each
g
keyword(phrase) and how to make
further improvements

29. Website Assets = Conversion Tools
• What generates most of my leads?
• What are my best con ersion tools?
m conversion
• How can I increase conversions?

30. Understanding Conversion Assets
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
activities so you can optimize
ti iti ti i
your efforts and allocate your time
and money towards the programs
that generate the most leads and
sales for your business

31. 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
(content,
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

32. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2. Avoid pitfalls In entor o r assets
2 A oid pitfalls. Inventory your assets, then
protect them.
3. Spend resources on remarkable content that
attracts and converts. Not unique design.

33. 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
web. there s
can start with?”
“Your car isn't unique, and your house
might not be e t e
g t ot either…”
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html

34. Ugly? Template? Who cares!
Results:
l
• 30,000 inbound links
• 3,700 Del.icio.us bookmarks
• 385,000 websites graded
• 10,000’s of opt‐in email addresses

35. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2. Avoid pitfalls In entor o r assets
2 A oid 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.

36. Content Drives Visitors
• Search engines like fresh
content
• People like fresh content
• More tickets in the SEO
lottery
• More chances to build
something remarkable
• More is always better

37. More Content Drives More Visitors & Power
Average Website Pages by Alexa Traffic Rank
1,000,000
bpages
100,000
,
ge # of Web
Averag
10,000
1,000
> 10,000,000 5,000,001 to 1,000,001 to 500,001 to 100,001 to < 100,000 (Very
(Extremely Low 10,000,000 5,000,000 (Low 1,000,000 500,000 (High High Traffic)
Traffic) (Very Low Traffic) (Medium Traffic)
Traffic) Traffic)
Alexa Traffic Rank

38. More Content Drives More Visitors & Power
Average Website Pages by Page Rank
10,000,000
pages
1,000,000
Average # of Webp
100,000
10,000
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)

39. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2. Avoid pitfalls In entor o r assets
2 A oid 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.

40. Conversion Experiments
32% 53%
Conversion Conversion

41. Marketing Owns Landing Pages
HubSpot Software
• Build and edit landing
pages and forms with no
programming
• No IT staff required
• Launch a landing p g in
g page
minutes
• Test to improve results

42. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2. Avoid pitfalls In entor o r assets
2 A oid 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.
6. Include a blog, RSS, landing pages, SEO.

43. All Websites Should Have a Blog
• Blogging helps with SEO
gg g p
• Blogging helps with Social
News Si
N Sites
• Bl
Blogging helps with S i l
i h l ith Social
Networking Sites
• Blogging is Permission
Centric

44. 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

45. All Websites Should Have Landing Pages
Target M k t
T t Market
Conversion is where we take
what we have spent time Website Visitors
and money t get (visitors)
d to t ( i it )
and change it into
something valuable to Leads
marketing (leads).
a et g ( eads)
A cost becomes a benefit. Opportunities
Customers

46. All Websites Should Have Landing Pages
• Limited na igation
navigation
• Clear and simple
• Form above the fold

47. All Websites Should Have On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description

48. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2.
2 Avoid pitfalls. Inventory your assets then
pitfalls assets,
protect them.
3.
3 Spend resources on remarkable content that
attracts and converts. Not unique design.
4.
4 Create an ongoing content building strategy
strategy.
5. Enable conversion experiments.
6.
6 Include a blog RSS landing pages SEO
blog, RSS, pages, SEO.
7. Metrics: Visitors and leads.

49. Metrics: Traffic, Leads and Customers

50. Inbound Marketing Summit
• September 8, 2008
8
• Cambridge, MA
• David Meerman Scott
• Seth Godin
• Lots more…
more
“If you lik d th webinar,
liked the bi
you’ll LOVE the Inbound
Marketing Summit”
Summit

51. HubSpot Demo?
• H bSpot starts at $3500 / year.
HubSpot ear
• We have amazing tools to help with the
website redesign process, and beyond.
• www HubSpot com/demo
www.HubSpot.com/demo

52. Thank You!
Let’s continue the discussion!
www.HubSpot.com/Website-Redesign
H bS t /W b it R d i
Leave a comment on the blog article.
Get a Demo of HubSpot:
www.HubSpot.com/demo
Mike Volpe
VP Marketing
HubSpot
mvolpe@hubspot.com

53. HubSpot
Inbound Marketing System

54. Inbound Marketing System
Content
SEO Management Blogs
Landing Social
Pages Media
Lead
Intelligence
CRM

55. Getting Found: On-Page SEO
Keyword Grader
• Determine what k
D i h keywords tod
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first 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
y
your site that is ranking for each
g
keyword(phrase) and how to make
further improvements

56. Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to generate
more return from your existing
links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new link
building opportunities that you
have not taken advantage of

57. 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,
ranked k
k d keywords, li k )
d links)
• Automatically recommend
improvements to optimize each
page of your site
f it

58. Getting Found: Blogosphere
Blogging
• Enable
E bl easy, natural process to
l
consistently update content on
your site, achieve more frequent
search engine crawls, and
improve authority
i th it
• Develop an audience of email
and RSS subscribers
• Attract more inbound links (“link
( link
bait”)
• Write keyword rich content to
attract more high conversion rate
traffic

59. Getting Found: Social Mediasphere

60. Track Your Competitors

61. Lead Intelligence
• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligence 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
improved l d quality
i d lead lit

62. Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
activities so you can optimize
ti iti ti i
your efforts and allocate your time
and money towards the programs
that generate the most leads and
sales for your business

63. Actionable Marketing Insights
HubFeed
• HubFeed “watches” your Internet
marketing efforts and delivers
highlights and actionable insights
based on your d t
b d data

64. HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of
online marketing and specifically
trained on HubSpot's products and
HubSpot s
methodologies
• Consulting sessions focus on these
topics based on the specific needs
of the client

65. HubSpot Training Materials and Resources

66. HubSpot Demo?
• H bSpot starts at $3500 / year.
HubSpot ear
• 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.