Website Redesign Tips & Tricks



                           Rick Burnes
                           @rickburnes




    Sh...
Traditional Marketing (Outbound)
Marketing Today (Inbound)
How Do Growing Companies Market?
     1950 - 2000      2000 - 2050
What Is Inbound Marketing?
  Process    Website Visitors        Tools
Get Found                       Get Found
• Publish ...
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?
The Wrong Reasons for a Redesign
• “We have a new corporate look and feel.”
• “I’m tired of the old website.”
• “It’s been...
Website Redesign Half-Life
Happiness
                                   Your Company
                                   Yo...
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
   customer...
Business websites
         are for
    lead generation.
-- @rickburnes 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 a
Successful Website
Websites should
     attract prospects.

-- @ rickburnes from @HubSpot
How do you attract prospects?
           Use Inbound Marketing
           to Get Found:
           • Create great content
...
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.

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

                                 Target Market
Conversion is where we take
what we have s...
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-c...
Websites should
        produce
     measurable ROI.

-- @ rickburnes from @HubSpot
Measurement is Easy Online




                         Flickr: akisra
Metrics Drive Website
           Redesign
• A redesign without measurable
  improvements is a waste of time.

• Know your ...
3 Keys to a Successful
            Website

1. Get Found: Attract website visitors

2. Convert: Visitors to leads & sales
...
Tips for a Successful
Website Redesign Process
Website Redesign Tip #1

    Audit your website,
       then protect
     your key assets.

-- @ rickburnes from @HubSpot
Avoid Website Redesign
           Pitfalls
1. Take an inventory of your website
   assets.
  – Content, inbound links, key...
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?
• ...
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...
Website Assets = Conversion
           Tools
• What generates most of my leads?
• What are my best conversion tools?
• How...
Find Your Assets
Find Your Assets
Find Your Assets
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.
-- @ rickburn...
Seth Godin on Website Redesign
        “I'm going to go out on a limb and beg
        you not to create an original design...
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.

-- @ rickburnes 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 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 is the...
Website Redesign Tip #4


     Make it easy to
     measure results.

-- @ rickburnes 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 to l...
How to Put All the Pieces Together?




d.j.k. on flickr
HubSpot Puts the Pieces Together
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/

Connect with me:
LinkedIn: www.linkedin.com/in/ric...
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Rick Burnes, Hub Spot, presentation San Diego Ad Club Interactive Day June 16, 2010

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Rick burnes sd_ad_club_idsd10

  1. 1. Website Redesign Tips & Tricks Rick Burnes @rickburnes Share Interactive Day, use #IDSD on
  2. 2. Traditional Marketing (Outbound)
  3. 3. Marketing Today (Inbound)
  4. 4. How Do Growing Companies Market? 1950 - 2000 2000 - 2050
  5. 5. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Leads • Analytics Convert Convert • Test • Offers / CTAs • Landing Pages • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers
  6. 6. The Great News… www.HubSpot.com/ROI
  7. 7. Inbound Gives Leverage
  8. 8. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  9. 9. www.HubSpot.com/ROI
  10. 10. Why do you have a business website?
  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. -- @rickburnes 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. -- @ rickburnes 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. -- @ rickburnes 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. -- @ rickburnes 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. -- @ rickburnes 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. Find Your Assets
  44. 44. Find Your Assets
  45. 45. Find Your Assets
  46. 46. 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. -- @ rickburnes 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. -- @ rickburnes 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. -- @ rickburnes 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. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
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