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Website RedesignTips & TricksMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
Marketing is Changing    1950 - 2000         2000 - 2050
Outbound Marketing is Harder                               800-555-1234                               Annoying            ...
The Good News…                 Inbound Marketing:                 Get Found using Google,                 Social Media and...
The Great News…www.HubSpot.com/ROI
Inbound Gives Leverage
Budget vs. BrainsFlickr: Refracted Moments   Flickr: Gaetoan Lee
www.HubSpot.com/ROI
Why do you havea business website?
Which is better?
The Wrong Reasons for a Redesign • “We have a new corporate look and   feel.” • “I’m tired of the old website.” • “It’s be...
Website Redesign Half-Life Happiness                                    Your Company                                    Yo...
Billboard in the Desert?                    BUY NOWFlickr: thegolzer
The Right Reasons for a Redesign • “Get found by more prospects.” • “Convert more prospects into leads   and customers.” •...
Business websites      are for lead generation .-- @mvolpe 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? Beautiful & Empty   Ugly & Crowded
The 3 Keys to aSuccessful Website
Websites shouldattract prospects.-- @mvolpe from @HubSpot
How do you attract prospects?              Use Inbound Marketing              to Get Found:              • Create great co...
Content Drives Visitors• Search engines like  fresh content (SEO)• People like fresh  content (social media)• More content...
What to Publish?•   Blog•   Podcast•   Videos•   Photos•   Presentations•   eBooks•   News Releases
Websites shouldconvert visitors to     leads.-- @mvolpe from @HubSpot
All Websites Need Landing Pages                                 Target MarketConversion is where we takewhat we have spent...
Calls to Action
Landing Pages
Landing Page Uses • Call to action on website homepage • Links in all email newsletters / emails • Use for all pay-per-cli...
Websites should   producemeasurable ROI.-- @mvolpe from @HubSpot
Measurement is Easy Online                             Flickr: akisra
Metrics Drive Website Redesign • A redesign without measurable   improvements is a waste of time. • Know your current stat...
3 Keys to a Successful Website 1. Get Found: Attract website visitors 2. Convert: Visitors to leads & sales 3. Analyze: Pr...
Tips for a SuccessfulWebsite Redesign Process
Website Redesign Tip #1      Audit your website,         then protect       your key assets.       -- @mvolpe from @HubSpot
Avoid Website Redesign Pitfalls 1. Take an inventory of your website    assets.   • Content, inbound links, keyword     ra...
Website Redesign Pitfalls •   Removing valuable content •   Losing value of inbound links •   Losing keyword rankings •   ...
Website Assets = Content • How many pages do you have? • How many will be killed? • Will pages move to a new URL? • How ma...
Website Assets = Links •   How many inbound links do I have? •   What interior web pages have links? •   Where are my link...
Website Assets = Keyword Rank • What keywords do I rank for today? • What keywords do my competitors   rank for? • What ke...
Website Assets = Conversion Tools • What generates most of my leads? • What are my best conversion tools? • How can I incr...
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Protecting Your Assets • If you change domains, use a 301 redirect for   each individual page. Not all pages globally. • H...
Website Redesign Tip #2      Spend resources on       creating content,      more than beautiful            design.       ...
Seth Godin on Website Redesign         “Im going to go out on a limb and         beg you not to create an original        ...
Create Great Content by Blogging
Blogging Attracts More Links
Blogging Attracts More Visitors
Blogging Brings Social Media Success
Website Redesign Tip #3      Make it easy to run         conversion        experiments.       -- @mvolpe from @HubSpot
All Websites Need Landing Pages• Limited navigation• Clear and simple• Form above fold
Track Your Conversion Rate
Conversion Experiments               32%          53%             Conversion   Conversion
Faster Experiments = Better ResultsFlickr: Jim Doran
Landing Page Editing • How fast can you launch a new   landing page? • Can one person do it in 15 minutes? • What is the c...
Website Redesign Tip #4        Make it easy to        measure results.       -- @mvolpe from @HubSpot
Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics.
Traffic
Leads
Sales
…By Channel or Source         Visitors   Leads   SalesSEOSocialMedia
Website Redesign Summary 3 Keys to a Successful Website •   Get Found: Attract website visitors •   Convert: Visitors to l...
How to Put All the Pieces Together?d.j.k. on flickr
HubSpot Puts the Pieces Together
What’s HubSpot? • All-in-one Marketing Software • Over 2,000 customers in 3 years • 110+ employees, lots of MIT grads
Blog & Social Media                      • Business Blog                        Software                      • Blog Analy...
Search Optimization                      • Keyword Grader                      • Link Grader                      • Page G...
Lead Generation                  •   Landing Pages                  •   Lead Intelligence                  •   Lead Alerts...
Competitor Tracking
Marketing Analytics    • Assess the effectiveness of your marketing on a      campaign-by-campaign level    • Optimize res...
Proven ROI by 2,000+ Customers     Cilk Arts Increases Leads 500%     Makana Solutions 3x Leads, 2x Conversions     Vocio ...
Q&AFree trial of HubSpot:www.HubSpot.com/free-trialMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
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Websites Redesign 2010, why do you have a business website...
Rediseños Sitios web 2010, Por que hacer negocios en Sitios web...

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  1. 1. Website RedesignTips & TricksMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
  2. 2. Marketing is Changing 1950 - 2000 2000 - 2050
  3. 3. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  4. 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  5. 5. The Great News…www.HubSpot.com/ROI
  6. 6. Inbound Gives Leverage
  7. 7. Budget vs. BrainsFlickr: Refracted Moments Flickr: Gaetoan Lee
  8. 8. www.HubSpot.com/ROI
  9. 9. Why do you havea business website?
  10. 10. Which is better?
  11. 11. The Wrong Reasons for a Redesign • “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.” • “The CEO wants to do it.”
  12. 12. Website Redesign Half-Life Happiness Your Company Your Prospects Time Launch 6 Months 12 Months
  13. 13. Billboard in the Desert? BUY NOWFlickr: thegolzer
  14. 14. The Right Reasons for a Redesign • “Get found by more prospects.” • “Convert more prospects into leads and customers.” • “Branding” might be a good reason… if it will drive the goals above.
  15. 15. Business websites are for lead generation .-- @mvolpe from @HubSpot
  16. 16. Which is better?
  17. 17. Which is better?
  18. 18. Which is better? • Website traffic has doubled • Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio
  19. 19. Which is better? • Website traffic has doubled • Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio
  20. 20. What do you want? Beautiful & Empty Ugly & Crowded
  21. 21. The 3 Keys to aSuccessful Website
  22. 22. Websites shouldattract prospects.-- @mvolpe from @HubSpot
  23. 23. How do you attract prospects? Use Inbound Marketing to Get Found: • Create great content • Optimize that content for search (SEO) • Promote that content using social media
  24. 24. Content Drives Visitors• Search engines like fresh content (SEO)• People like fresh content (social media)• More content means more tickets in lottery
  25. 25. What to Publish?• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
  26. 26. Websites shouldconvert visitors to leads.-- @mvolpe from @HubSpot
  27. 27. All Websites Need Landing Pages Target MarketConversion is where we takewhat we have spent time and Website Visitorsmoney to get (visitors) andchange it into somethingvaluable to marketing (leads). LeadsA cost becomes a benefit. Opportunities Customers
  28. 28. Calls to Action
  29. 29. Landing Pages
  30. 30. Landing Page Uses • Call to action on website homepage • Links in all email newsletters / emails • Use for all pay-per-click ads • Next step after tradeshows or events
  31. 31. Websites should producemeasurable ROI.-- @mvolpe from @HubSpot
  32. 32. Measurement is Easy Online Flickr: akisra
  33. 33. Metrics Drive Website Redesign • A redesign without measurable improvements is a waste of time. • Know your current stats and goals before starting the redesign.
  34. 34. 3 Keys to a Successful Website 1. Get Found: Attract website visitors 2. Convert: Visitors to leads & sales 3. Analyze: Produce measurable ROI
  35. 35. Tips for a SuccessfulWebsite Redesign Process
  36. 36. Website Redesign Tip #1 Audit your website, then protect your key assets. -- @mvolpe from @HubSpot
  37. 37. Avoid Website Redesign Pitfalls 1. Take an inventory of your website assets. • Content, inbound links, keyword rankings, conversion tools 2. Protect your assets during the redesign.
  38. 38. 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.
  39. 39. 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?
  40. 40. 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?
  41. 41. 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?
  42. 42. Website Assets = Conversion Tools • What generates most of my leads? • What are my best conversion tools? • How can I increase conversions?
  43. 43. Use HubSpot to Find Your Assets
  44. 44. Use HubSpot to Find Your Assets
  45. 45. Use HubSpot to Find Your Assets
  46. 46. Use HubSpot to Find Your Assets
  47. 47. Protecting Your Assets • 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
  48. 48. Website Redesign Tip #2 Spend resources on creating content, more than beautiful design. -- @mvolpe from @HubSpot
  49. 49. Seth Godin on Website Redesign “Im 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 theres one that you can start with?” “Your car isnt unique, and your house might not be either…” http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
  50. 50. Create Great Content by Blogging
  51. 51. Blogging Attracts More Links
  52. 52. Blogging Attracts More Visitors
  53. 53. Blogging Brings Social Media Success
  54. 54. Website Redesign Tip #3 Make it easy to run conversion experiments. -- @mvolpe from @HubSpot
  55. 55. All Websites Need Landing Pages• Limited navigation• Clear and simple• Form above fold
  56. 56. Track Your Conversion Rate
  57. 57. Conversion Experiments 32% 53% Conversion Conversion
  58. 58. Faster Experiments = Better ResultsFlickr: Jim Doran
  59. 59. 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?
  60. 60. Website Redesign Tip #4 Make it easy to measure results. -- @mvolpe from @HubSpot
  61. 61. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics.
  62. 62. Traffic
  63. 63. Leads
  64. 64. Sales
  65. 65. …By Channel or Source Visitors Leads SalesSEOSocialMedia
  66. 66. 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, more than beautiful design. • Make it easy to run conversion experiments. • Make it easy to measure results.
  67. 67. How to Put All the Pieces Together?d.j.k. on flickr
  68. 68. HubSpot Puts the Pieces Together
  69. 69. What’s HubSpot? • All-in-one Marketing Software • Over 2,000 customers in 3 years • 110+ employees, lots of MIT grads
  70. 70. Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  71. 71. Search Optimization • Keyword Grader • Link Grader • Page Grader
  72. 72. Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  73. 73. Competitor Tracking
  74. 74. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  75. 75. Proven ROI by 2,000+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
  76. 76. Q&AFree trial of HubSpot:www.HubSpot.com/free-trialMike VolpeVP Marketing @HubSpotTwitter: @mvolpe
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