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Website Redesign
Tips & Tricks
Mike Volpe
VP Marketing @HubSpot
Twitter: @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...
The Great News…




www.HubSpot.com/ROI
Inbound Gives Leverage
Budget vs. Brains




Flickr: Refracted Moments   Flickr: Gaetoan Lee
www.HubSpot.com/ROI
Why do you have
a 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...
Website Redesign Half-Life
 Happiness
                                    Your Company
                                   ...
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...
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, C...
Which is better?




        • Website traffic has doubled
        • Lead flow has doubled

        -- Noel Huelsenbeck, C...
What do you want?




 Beautiful & Empty   Ugly & Crowded
The 3 Keys to a
Successful Website
Websites should
attract prospects.

-- @mvolpe from @HubSpot
How do you attract prospects?

              Use Inbound Marketing
              to Get Found:
              • Create grea...
Content Drives Visitors
• Search engines like
  fresh content (SEO)

• People like fresh
  content (social media)

• More ...
What to Publish?

•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Websites should
convert visitors to
     leads.

-- @mvolpe from @HubSpot
All Websites Need Landing Pages


                                 Target Market
Conversion is where we take
what we have ...
Calls to Action
Landing Pages
Landing Page Uses

 • Call to action on website homepage

 • Links in all email newsletters / emails

 • Use for all pay-p...
Websites should
   produce
measurable 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...
3 Keys to a Successful Website


 1. Get Found: Attract website visitors

 2. Convert: Visitors to leads & sales

 3. Anal...
Tips for a Successful
Website Redesign Process
Website Redesign Tip #1



      Audit your website,
         then protect
       your key assets.

       -- @mvolpe from...
Avoid Website Redesign Pitfalls

 1. Take an inventory of your website
    assets.
   • Content, inbound links, keyword
  ...
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?
 • H...
Website Assets = Links

 •   How many inbound links do I have?
 •   What interior web pages have links?
 •   Where are my ...
Website Assets = Keyword Rank

 • What keywords do I rank for today?
 • What keywords do my competitors
   rank for?
 • Wh...
Website Assets = Conversion Tools

 • What generates most of my leads?
 • What are my best conversion tools?
 • How can I ...
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.

...
Website Redesign Tip #2


      Spend resources on
       creating content,
      more than beautiful
            design.
...
Seth Godin on Website Redesign

         “I'm 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 @Hub...
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 Results




Flickr: Jim Doran
Landing Page Editing

 • How fast can you launch a new
   landing page?

 • Can one person do it in 15 minutes?

 • What i...
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   Sales

SEO


Social
Media
Website Redesign Summary

 3 Keys to a Successful Website
 •   Get Found: Attract website visitors
 •   Convert: Visitors ...
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 A...
Search Optimization

                      • Keyword Grader
                      • Link Grader
                      • Pa...
Lead Generation

                  •   Landing Pages
                  •   Lead Intelligence
                  •   Lead Al...
Competitor Tracking
Marketing Analytics




    • Assess the effectiveness of your marketing on a
      campaign-by-campaign level
    • Optim...
Proven ROI by 2,000+ Customers

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


   ...
Q&A
Free trial of HubSpot:
www.HubSpot.com/free-trial

Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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Website Redesign Presentation

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  1. 1. Website Redesign Tips & Tricks Mike Volpe VP Marketing @HubSpot Twitter: @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. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  8. 8. www.HubSpot.com/ROI
  9. 9. Why do you have a 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 NOW Flickr: 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 a Successful Website
  22. 22. Websites should attract 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 should convert visitors to leads. -- @mvolpe from @HubSpot
  27. 27. All Websites Need Landing Pages Target Market Conversion is where we take what we have spent time and Website Visitors money to get (visitors) and change it into something valuable to marketing (leads). Leads A 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 produce measurable 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 Successful Website 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 “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
  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 Results Flickr: 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 Sales SEO Social Media
  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&A Free trial of HubSpot: www.HubSpot.com/free-trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
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