doit marketing, doit-marketing, do it marketing: http://www.doitmarketing.com Website Redesign for marketing results. Special Report by Hubspot. Includes 7 specific website redesign tips for more effective small business marketing websites.

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

2. Agenda
Importance of Yo r Website• Importance of Your Website
• 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
• Telemarketing
Inbound Marketing
• SEO / SEM
• Trade shows
• Direct mail
• Email blasts
• Blogging
• Social Media
• RSS• Email blasts
• Print ads
• TV/radio ads
• RSS
• Free tools/trials
• Viral videos
Interruption Permission

7. Your website is theYour website is the
most important marketing toolp g
that you have.

8. Agenda
Importance of Yo r Website• Importance of Your Website
• 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 CEO wants to do it.

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

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
d i th l bdrive the goals above.

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

16. Agenda
Importance of o r Website• Importance of your Website
• 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 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then
protect them.

20. Website Redesign Pitfalls
• Removing valuable content
• Losing value of inbound links• Losing value of inbound links
• Losing keyword rankings
Changing good conversion tools• 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 Take an in entor of o r ebsite assets1. Take an inventory of your website 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?
Ho man ill be killed?• 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 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,
k d k d li k )ranked keywords, links)
• Automatically recommend
improvements to optimize each
f itpage of your site

24. Understanding Content Assets

25. Website Assets = Links
• How many inbound links do I have?
What interior eb pages ha e links?• What interior web pages have links?
• 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• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitorsAggregate 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?• What keywords do my competitors rank for?
• What keywords should I want to rank for?
• How has my keyword rank changed?

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

29. Website Assets = Conversion Tools
• What generates most of my leads?
What are m best con ersion tools?• What are my best conversion tools?
• 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
ti iti ti iactivities so you can optimize
your efforts and allocate your time
and money towards the programs
that generate the most leads andthat 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• 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

32. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid 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 youthe web. Surely there s one that you
can start with?”
“Your car isn't unique, and your house
might not be either…”g t ot be e t e
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html

34. Ugly? Template? Who cares!
lResults:
• 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 A oid pitfalls In entor o r assets then2. Avoid 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
contentcontent
• 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
1,000,000
Average Website Pages by Alexa Traffic Rank
100,000
bpages
,
ge # of Web
10,000
Averag
1,000
> 10,000,000
(Extremely Low
Traffic)
5,000,001 to
10,000,000
(Very Low
1,000,001 to
5,000,000 (Low
Traffic)
500,001 to
1,000,000
(Medium
100,001 to
500,000 (High
Traffic)
< 100,000 (Very
High Traffic)
Traffic) Traffic)
Alexa Traffic Rank

38. More Content Drives More Visitors & Power
10,000,000
Average Website Pages by Page Rank
1,000,000
pages
100,000
# of Webp
10,000
Average
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 A oid pitfalls In entor o r assets then2. Avoid 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.5. Enable conversion experiments.

40. Conversion Experiments
32%
Conversion
53%
ConversionConversion Conversion

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

42. Website Redesign Summary Tips
1. Goal: More visitors and leads.
2 A oid pitfalls In entor o r assets then2. Avoid 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.5. Enable conversion experiments.
6. Include a blog, RSS, landing pages, SEO.

43. All Websites Should Have a Blog
• Blogging helps with SEOgg g p
• Blogging helps with Social
N SiNews Sites
Bl i h l ith S i l• Blogging helps with 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
T t M k tTarget Market
Website Visitors
Conversion is where we take
what we have spent time
d t t ( i it )
Leads
and money to get (visitors)
and change it into
something valuable to
marketing (leads).
Opportunities
a et g ( eads)
A cost becomes a benefit.
Customers

46. All Websites Should Have Landing Pages
Limited na igation• Limited 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 Avoid pitfalls Inventory your assets then2. Avoid pitfalls. Inventory your assets, then
protect them.
3 Spend resources on remarkable content that3. Spend resources on remarkable content that
attracts and converts. Not unique design.
4 Create an ongoing content building strategy4. Create an ongoing content building strategy.
5. Enable conversion experiments.
6 Include a blog RSS landing pages SEO6. Include a blog, RSS, landing pages, SEO.
7. Metrics: Visitors and leads.

49. Metrics: Traffic, Leads and Customers

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

51. HubSpot Demo?
H bSpot starts at $3500 / ear• HubSpot starts at $3500 / year.
• 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!
H bS t /W b it R d iwww.HubSpot.com/Website-Redesign
Leave a comment on the blog article.
Get a Demo of HubSpot:
Mike Volpe
www.HubSpot.com/demo
Mike Volpe
VP Marketing
HubSpot
mvolpe@hubspot.com

53. HubSpot
Inbound Marketing System

54. Inbound Marketing System
SEO
Content
BlogsSEO Management Blogs
SocialLanding
Media
Lead
Intelligence
Pages
Intelligence
CRMCRM

55. Getting Found: On-Page SEO
Keyword Grader
D i h k d• Determine what keywords to
optimize your pages around based
on relevance, search volume, and
how difficult it will be to rank on the
first page of Googlefirst 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
your site that is ranking for eachy 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• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitorsAggregate 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,
k d k d li k )ranked keywords, links)
• Automatically recommend
improvements to optimize each
f itpage of your site

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

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 leadintelligence 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
i d l d litimproved lead quality

62. Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
ti iti ti iactivities so you can optimize
your efforts and allocate your time
and money towards the programs
that generate the most leads andthat 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
b d d tbased on your 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 andtrained on HubSpot s products and
methodologies
• Consulting sessions focus on these
topics based on the specific needstopics based on the specific needs
of the client

65. HubSpot Training Materials and Resources

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