10 Steps for Redesigning Your Website Into an Inbound Marketing Machine today (1)
Whatever the reason, it’s timefor a change.There is always a risk/reward factor that comes with every redesign.It takes a lot of effort and planning, much consensus building and noguarantees that it will improve your rankings, or lead generation.With so many elements and moving pieces, one way to make thewhole process easier and more manageable is creating checklists.
This checklist will turn your redesignedwebsite into an inbound marketingmachine. It’s focused on one major goal –to support your overall marketingefforts.
1. Benchmark Your Current Metrics2. Clarify Your Goals3. Protect Yourself. Inventory Your Assets4. Analyze The Competition5. Identify Your Unique Value Proposition6. Build Your Design Around Your Personas7. Optimize Your Site For Search8. Convert with Calls-to-Action9. Plan for an Ongoing Content Strategy10. Don’t Forget The Extras!
Improvements arerelative.Getting 1,000 new visitors a day mightseem like good news for your newredesign, but what if you were getter2,000 a day before?Similarly, converting 50 leads a weekmight be nothing to write home about.But, how would you be doing when youcompare that to 5 leads a week beforethe redesign?Before you do anything, make sure you benchmark yourcurrent performance metrics. They include:• Traffic - number of visits/visitors/unique visitors• Likability - bounce rate• Usage - time on site• Ranking – SEO ranking (Choose important keywords)• Performance Ranking - Domain authority, key pageauthority• Conversion – Number of new leads/form submissions• Sales – Total $ amount of sales generatedIf you need access to this information and want to track and make visible your websiteperformance, we recommend using Google Analytics (http://www.google.com/analytics/)
Avoid Subjectivity whenpossibleWhen redesigning a website, subjective aestheticsoften take too big a role in the decision makingprocess.It’s not that we don’t love beautiful sites and that youshould not strive for brand elegance. But if youfocus on inbound marketing and results, then yourgoals should reflect that.Make sure you are clear about why you areredesigning your website, and then tie that intomeasurable results.
Select several metricswhen measuring yourresults in relation to yourgoals.They may include:• Number of visits/visitors• Bounce rate• Time on site• Domain authority• Number of new leads/form submissions• Total amount of sales generated• Current SEO rankings for importantkeywordsAvoid Subjectivity whenpossibleYour goals should not be just about improvingthese individual metrics. Think about how each isdependent on the other. For example, toincrease conversions your traffic has to increaseand your bounce rate has to decrease.You need to prioritize these metrics, since somewill be more important than others. For example,if your goal is to generate more sales and yoursales go down, then so what if your trafficincreases!By prioritizing your goals you can evaluateyour site in a way that supports your overallmarketing and business objectives.
What are your topperforming channels interms of visits, leads andcustomer acquisition?Find and Convert can help get you thisinformation so that you can:• Understand how social media is driving leads(Social Media Measurement)• Compare how much of your search traffic iscoming from SEO and how much from paidsearch marketing (Organic vs. Paid)• Determine which channels bring in leadsinstead of visitors (Buyers vs. browsers)Request an Analysishttp://www.findandconvert.com/contact-us/Read Morehttp://www.findandconvert.com/digital-strategy/Where are yourcustomers coming from?This is a fundamental question for inboundmarketers.
There are almost as many ways that a webredesign can hurt you as can help you. Thenumber one way is if you lose those parts of yourwebsite that you have built up. So make sure youmake an inventory of those assets and avoid doingmajor disrepair to your marketing efforts.These assets may include:• Most shared or viewed content• Most trafficked pages• Best performing keywords you rank for andassociated pages• Number of inbound links to individual pagesWhy is this important? Let’s say you remove apage that has a high number of inbound links.When the links disappear you could lose a lot ofSEO credit, and that will only work to decreasesome of your keyword rankings.Remember when we wrote earlier that you needto make sure your designers know your goals?Brilliant as they are in designing sites, they oftendon’t think in terms of assets. So keep an eye onyour assets and make sure they are not designedinto oblivion.To learn more about this, watch “The Science ofWebsite Redesign.” http://www.hubspot.com/the-science-of-website-redesign/?source=in-text-pp-deep-dive
The nice thing about competition is that youcan learn from them.Here are three easy ways that you can find out how you compare.1. Go to HubSpot’s Marketing Grader (http://marketing.grader), and geta report card of how your website and marketing is performing today.2. Type your competitors’ URLS into Marketing Grader. Within minutesyou will have a document that points out their strengths andweaknesses.3. Visit your competitors’ websites. Act like a customer and try to beobjective about what you like or don’t like about their sites. We are nottalking about copying them – but rather this is a way to discover whatyou can do better.
You only have seconds toengage new visitors to yourwebsite.When they arrive they want to know:1. What you do,2. Why you do it better and3. What’s in it for them.That is why you need to have a compelling and clearunique value proposition (UVP) that is reinforced andconsistent throughout your website.
More often than not, companies create valuepropositions that use corporate-speak, thinkingthat the bigger the words and more intricate thesentence, the more the potential customer willbe impressed.Here is an example of corporate-speak.HubSpot assists organizations across multiplecountries reduce churn by backfilling the salespipeline with highly qualified traffic thatgenerates leads that convert into customerswith high lifetime value. We achieve thisthrough leading-edge software that integratesall marketing channels for a synergistic view ofthe data that determines and prioritizes thehigh-value marketing activities.Impressed? We’re pretty sure you don’t speakthis way to others. So why subject yourcustomers to such language?Here’s a translation that actually soundshuman:HubSpot all-in-one marketing software helpsmore than 6,000 companies in 45 countriesattract leads and convert them intocustomers. A pioneer in inbound marketing,HubSpot aims to help its customers makemarketing that people actually love.By identifying your value proposition andoffering it in a way that can be easilyunderstood you will dramatically improveyour conversion rates.
Your website is not foryou. It’s really for yourcustomers andprospects.If you don’t speak to them in their language andaddress their needs, then chances are you’renever going to achieve good conversion rates.So who are your customers?One way to identify them is through the creation ofpersonas.Personas are fictional representations of yourideal customers, based on analyzed data.The more data you have on your customersand prospects, the more dimensional anduseful your personas can be. In terms of data,we are talking about demographics, onlinebehavior, primary quantitative and qualitativeresearch if you can get it, and educatedspeculation about their personal histories,motivations, and concerns.Let’s say you are a marketing manager at ahotel and the goal of your website is toincrease your reservations. Who do you wantto attract? Your personas could be anindependent business traveler, a corporatetravel manager, an event planner, a vacationingfamily, and a couple planning their weddingreception.
Here are three ways tohelp build your personas:1. Segment By DemographicsResearch your existing customer base toidentify the most common buyers of yourproducts and services. Assign characteristicsto these buyers – job titles, roles, types ofindustry, company information, anddemographics. Then start grouping them,based on commonalities. You will begin to seeseveral personas emerge.2. Identify Their NeedsOnce you organize your loose groups, look attheir needs. What problems can you solve forthem? What kinds of information are they mostinterested in? Do you see any trendsemerging? Now your personas are started toget a little personality.3. Develop Behavior-Based ProfilesYou have their basic information and you haveidentified their needs. Now it’s time to learnmore about their behaviors. How do theyinteract online? What do they look like and howactive are they in social media? When they areon your site, which of your products do theyspend the most time researching? Now you canstart putting a name to the personas, like EventPlanner Patty, and start relating to them ashuman rather than names on lists.Once you’ve developed meaningful personas,you can start building pages for them, andcreate messaging that they find relevant.
Redesigning a website is not like creating a “Fieldof Dreams.” Building it does not automaticallymean that people will come.Here are some search engine optimization tipsto help get your site found:Document Your Most Search-ValuedPagesWe covered this in Step 3. Make sure you knowwhich pages have the strongest SEO juice, themost traffic, inbound links, and keywords rankings.Then if or when you move any of these pages,make sure you create proper 301 redirects so youdon’t lose any of that value.Create A 301 Redirect StrategyWe think this is THE most important step interms of retaining traffic and rankings. Werecommend creating a spreadsheet thatrecords and maps out your 301 redirects.Do Your Keyword ResearchDetermining what keywords to focus on canseem overwhelming. To get started, pick oneor two keywords or keyword phrases for eachpage. Then apply on-page SEO tactics, suchas internal link building and optimizing yourheader tags (h1, h2, h3, etc.).
Do you need to hire anSEO expert?It likely depends on the size of your site andthe competitive nature of your marketsegment.Find and Convert is comprised of SEOexperts. We can help you pick the rightkeywords and find link-buildingopportunities that increase your website’ssearch rankings.Request an SEOAnalysishttp://www.findandconvert.com/contact-us/Find and Convert can:1. Audit your and your competitor’ssites2. Find and track your most effectivekeywords (Keyword Analysis)3. Track inbound links and the leadsthey’re generating (Link Tracking)4. Diagnose and fix poorly rankingsites (Page-Level SEO)Read Morehttp://www.findandconvert.com/seo-strategy
The days of the website as a virtual brochureare long past. You want to drive your visitors totake an action. That could be downloading awhitepaper, requesting a demo, or buying aproduct.The call-to-action is just that – the element orelements on your website that gets visitors toactually interact with your site.Every page can offer the opportunity for aconversion, so when planning your redesign,make sure you are thinking how calls-to-actioncan or can’t be integrated on each page.Here are some tried and true examples:• eBook and whitepapers• Contests and promotions• Product purchases• Email newsletter• Free trial• Demo• Assessment/consultation• Contact UsSo make sure you give your visitors plenty to dowhen you redesign your site. Give them wellthought out and relevant calls-to-action so youdon’t lose them.
Find and Convert is a Certified HubSpot GoldPartner and HubSpot makes creating calls-to-actions easy and measurable.With HubSpot you can easily build, A/B test, embedand track impressions, clicks and lead submissionfrom the call-to-action buttons on your website.• Upload an image or build a CTA fromscratch.• A/B test two or more CTAs.• Easily embed CTAs on your website.• Track impressions, clicks and submissionsfrom your CTAs.Learn More AboutIntegrating HubSpothttp://www.findandconvert.com/contact-us/Learn More AboutHubSpothttp://www.findandconvert.com/inbound-mkg
In the world of inbound marketing, less is not more,especially when it comes to content.A 100-page website ranks higher than a 10-page site.And a 500-pager beats the 100-pager and so on. Thekey though is keeping your content fresh, constant andrelevant.That’s why it’s so important to build a strategy that’s allabout adding more and more content to your websitecontinually over time.
Here’s some ways you cando it.BloggingStarting and maintaining a blog is one of the mosteffective ways to keep an on-going flow of greatcontent. And it gets you results. Companies thatblog have 55% more website visitors and 88% moreleads than those who do not.Public RelationsPR is much more than writing and posting pressreleases. But that doesn’t mean you don’t writepress releases. When written with content andsearch in mind, press releases can do wonders foryour search optimization..OutsourcingYou only have so much time in your day, andcreating content takes time. So think aboutoutsourcing some of your content generation.There are many companies that providecontent services and a network of authors atvery reasonable rates.Need Ideas?Even the best of us run out of ideas. Forinspiration, give Find and Convert a call at 727-234-0952 or email us firstname.lastname@example.org.
There’s more to a website than the basics. Hereare a few extras that can help make yourredesigned website awesome:Blog A company blog is one of the best ways tocreate and organize content on an ongoing basis.Plus, if you add relevant calls-to-actions with yourposts, you’ll convert more prospects into leads.Landing Pages & Calls-To-Action We’ve talkedabout calls-to-action. They are essential toconverting visitors into leads or customers.Dedicated landing pages that focus on specificcalls-to-actions are extremely effective. So makesure to take into account creating landing pages aspart of the redesign for your offers and assets.Add RSS Subscription The beauty of RSS is thatit allows some content from your website to beautomatically pushed out to other websites andpeople: a very nice way to increase the reach ofyour content by just adding a button.Share-ability Make it easy for people to shareyour content. Add social media sharing buttons andlinks to all your pages. To help you with this, usetools like Sharethis or Addthis.Analytics Remember your goals? If you want tomeasure the success of your redesign it’s criticalyou do so from the start. The more insight youhave the better able you are to make your newwebsite redesign into an inbound marketingmachine.
How your website looks is important.But more important is how it works.When the two work hand in hand, itis a thing of beauty.Have a Plan and Workthe PlanBecause a website is such animportant element in any company’smarketing, a redesign has to bethought of in terms of the entiremarketing plan. It needs to integratewith all of your online marketingefforts, be they email, social media,lead generation and nurturing, PRand advertising.Here’s hoping this checklist will helpmake your website redesign asuccessful one.
There are many great checklists out there. Ifyou’re looking for a tactical redesign checklistthat covers all the little details, check outthese resources:Handy Checklists The Best Damn Web Marketing ChecklistComprehensive Web Design ChecklistStep-By-Step Website DevelopmentThe Ultimate Website Launch Checklist15 Essential Checks Before LaunchingYour Website