Gabe Wahhab - No Fail Website Re-Design

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The document discusses how to successfully redesign a website for lead generation. It emphasizes that a comprehensive strategy is essential before making any tactical design decisions. The strategy involves creating detailed user personas through research, determining what makes the company remarkable to users, developing emotional messaging, optimizing information structure and user flows, and creating a contextual conversion strategy for each page. It also stresses that the redesign process should focus on evolution, not revolution, and take 5 years rather than 5 weeks to fully implement the strategy. Following this approach can help ensure the redesign is not a failure.

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No-Fail Website Redesigns:
How to Successfully Redesign Your Inbound
Website for Massive Lead Conversions
Gabe Wahhab
Director of Interactive Services, Square 2 Marketing
@square2 | square2marketing.com
@gabewahhab | gabewahhab.com

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Key Strategy or Tool

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Hi, I am Gabe! Nice to Meet You
@gabewahhab - Director of Interactive Services - @square2

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No Fail
Website Redesigns

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1. Why you should NEVER build a website without a comprehensive strategy
2. What goes into a comprehensive website strategy
3. Your website content sucks and what to do about it
4. How to assess your designs and web pages
5. Your website takes 5 years to build not 5 weeks
6. Why the Website Redesign process is broken
7. Why if you follow these strategies you can not fail
What we are going to cover today

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Are you guys ready?

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1. Strategy
Before Tactics

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Strategy Before Tactics
No Exceptions

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2. The Pieces
Of The Strategy

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1. Detailed Persona’s & User Research
2. Being Remarkable
3. Emotional Messages
4. Information Structure & User Flows
5. Page by Page Contextual Conversion Strategy
6. SEO / Keyword Strategy
Comprehensive Website Strategy

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Knowing Your User - Personas
C-Level Clint [CMO / CEO]

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C-Level Clint
BACKGROUND
• Clint is a CEO/CMO of a 50-1000 person enterprise corporation
• Clint worked his way up in his company and now helps run the entire
organization
• He fired his last [traditional] agency because they were not producing
measurable results
• Clint has a family and enjoys golf, hunting and cars.
DEMOGRAPHICS
• Male
• 45-60 years old
• Income $180,000+
• Suburban Lifestyle

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C-Level Clint
BLAH BLAH BLAH

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1. Pains Persona is Experiencing
2. Our Solutions to Those Pains
3. What is Triggering Need
4. What Information Is Persona Looking for at Each Buying Cycle Stage
5. What Influences Their Purchasing Decision
6. More
What Needs To Be In Every Persona

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1. Interview Company
2. Survey Clients
3. Interview Clients
4. Random Poll on Website
5. Data Mining
How To Gather Persona Data

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2 Your Need Deep
User Insights & Research

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What makes you remarkable?

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3 Highlight What Makes You
Remarkable

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4 Create an
Emotional Message

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5 Don’t Make
Your User Think!

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Sorry Your User Doesn’t Care
About You.

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6 Starving Kids Need
Food First Not Xboxes

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7 Contextually Create
CTA’s per Page

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3. Your Content
Sucks

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I <your first name>
Here by promise
That from this day forward
Content on Websites I am involved with
Will be user focused and will answer the users questions, pains
and informational wants.
If I break this promise I will sit in a corner and think about what I
did wrong for an hour!

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8 It’s Not About You
It’s About Your User

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4. Assessing
Your Pages

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1. Does it pass the 5 second test?
2. Does it connect with the user emotionally?
3. Does it tell a clear story that answers questions, pains and informational wants?
4. Is the copy scanable and readable?
5. Does it guide the user to the call to action?
6. Does it guide the user to the next page in the user flow?
7. Is the design credible and relatable with the target persona?
8. Will the user identify with the images used?
9. Does it use standard UI elements and interface?
Web Page Analysis Questions

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9 Evaluate Your Pages On
Strategy Not Design

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5. 5 Years Not
5 Weeks

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10 Evolution Not
Revolution

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6. Why is the
Process Broken

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1. Rigid Scope Set With Little Knowledge
2. Little to No Strategy Done
3. Content is Usually Done By Necessity vs King and Not User Focused
4. Design is Assessed Based on Aesthetics
5. Redesign is Revolution
6. Redesign and Done
Typical Web Redesign Process

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7. Why You
Can’t Fail

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Website
Redesign Kit
http://www.square2marketing.com/no-fail-redesigns

INBOUND15 | @GABEWAHHAB
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March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results. How did your website fare? Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape. You’ll learn: - How to create content that is valuable to users (not just search engines) using E-E-A-T. - How to build links that can boost rankings and withstand algorithm updates. - Best practices for content creation and link building so you can thrive during algorithm updates. With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility. Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies. Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success. Check out this webinar and unlock the secrets to thriving in the new Google era.

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Gabe Wahhab - No Fail Website Re-Design

1. INBOUND15 No-Fail Website Redesigns: How to Successfully Redesign Your Inbound Website for Massive Lead Conversions Gabe Wahhab Director of Interactive Services, Square 2 Marketing @square2 | square2marketing.com @gabewahhab | gabewahhab.com

2. INBOUND15 | @GABEWAHHAB Key Strategy or Tool

3. INBOUND15 | @GABEWAHHAB Hi, I am Gabe! Nice to Meet You @gabewahhab - Director of Interactive Services - @square2

4. INBOUND15 | @GABEWAHHAB

5. INBOUND15 | @GABEWAHHAB

6. INBOUND15 | @GABEWAHHAB No Fail Website Redesigns

7. INBOUND15 | @GABEWAHHAB 1. Why you should NEVER build a website without a comprehensive strategy 2. What goes into a comprehensive website strategy 3. Your website content sucks and what to do about it 4. How to assess your designs and web pages 5. Your website takes 5 years to build not 5 weeks 6. Why the Website Redesign process is broken 7. Why if you follow these strategies you can not fail What we are going to cover today

8. INBOUND15 | @GABEWAHHAB Are you guys ready?

9. INBOUND15 | @GABEWAHHAB 1. Strategy Before Tactics

10. INBOUND15 | @GABEWAHHAB

11. INBOUND15 | @GABEWAHHAB

12. INBOUND15 | @GABEWAHHAB Strategy Before Tactics No Exceptions

13. INBOUND15 | @GABEWAHHAB 2. The Pieces Of The Strategy

14. INBOUND15 | @GABEWAHHAB 1. Detailed Persona’s & User Research 2. Being Remarkable 3. Emotional Messages 4. Information Structure & User Flows 5. Page by Page Contextual Conversion Strategy 6. SEO / Keyword Strategy Comprehensive Website Strategy

15. INBOUND15 | @GABEWAHHAB Knowing Your User - Personas C-Level Clint [CMO / CEO]

16. INBOUND15 | @GABEWAHHAB C-Level Clint BACKGROUND • Clint is a CEO/CMO of a 50-1000 person enterprise corporation • Clint worked his way up in his company and now helps run the entire organization • He fired his last [traditional] agency because they were not producing measurable results • Clint has a family and enjoys golf, hunting and cars. DEMOGRAPHICS • Male • 45-60 years old • Income $180,000+ • Suburban Lifestyle

17. INBOUND15 | @GABEWAHHAB C-Level Clint BLAH BLAH BLAH

18. INBOUND15 | @GABEWAHHAB 1. Pains Persona is Experiencing 2. Our Solutions to Those Pains 3. What is Triggering Need 4. What Information Is Persona Looking for at Each Buying Cycle Stage 5. What Influences Their Purchasing Decision 6. More What Needs To Be In Every Persona

19. INBOUND15 | @GABEWAHHAB 1. Interview Company 2. Survey Clients 3. Interview Clients 4. Random Poll on Website 5. Data Mining How To Gather Persona Data

20. INBOUND15 | @GABEWAHHAB 2 Your Need Deep User Insights & Research

21. INBOUND15 | @GABEWAHHAB What makes you remarkable?

22. INBOUND15 | @GABEWAHHAB 3 Highlight What Makes You Remarkable

23. INBOUND15 | @GABEWAHHAB What makes you remarkable?

24. INBOUND15 | @GABEWAHHAB What makes you remarkable?

25. INBOUND15 | @GABEWAHHAB 4 Create an Emotional Message

26. INBOUND15 | @GABEWAHHAB

27. INBOUND15 | @GABEWAHHAB

28. INBOUND15 | @GABEWAHHAB

29. INBOUND15 | @GABEWAHHAB

30. INBOUND15 | @GABEWAHHAB

31. INBOUND15 | @GABEWAHHAB What makes you remarkable?

32. INBOUND15 | @GABEWAHHAB What makes you remarkable?

33. INBOUND15 | @GABEWAHHAB 5 Don’t Make Your User Think!

34. INBOUND15 | @GABEWAHHAB

35. INBOUND15 | @GABEWAHHAB What makes you remarkable?

36. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.

37. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.

38. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.

39. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.

40. INBOUND15 | @GABEWAHHAB What makes you remarkable?

41. INBOUND15 | @GABEWAHHAB What makes you remarkable?

42. INBOUND15 | @GABEWAHHAB 6 Starving Kids Need Food First Not Xboxes

43. INBOUND15 | @GABEWAHHAB 7 Contextually Create CTA’s per Page

44. INBOUND15 | @GABEWAHHAB What makes you remarkable?

45. INBOUND15 | @GABEWAHHAB 1. Detailed Persona’s & User Research 2. Being Remarkable 3. Emotional Messages 4. Information Structure & User Flows 5. Page by Page Contextual Conversion Strategy 6. SEO / Keyword Strategy Comprehensive Website Strategy

46. INBOUND15 | @GABEWAHHAB

47. INBOUND15 | @GABEWAHHAB 3. Your Content Sucks

48. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.

49. INBOUND15 | @GABEWAHHAB Sorry… Your User Doesn’t Care About You.

50. INBOUND15 | @GABEWAHHAB I <your first name> Here by promise That from this day forward Content on Websites I am involved with Will be user focused and will answer the users questions, pains and informational wants. If I break this promise I will sit in a corner and think about what I did wrong for an hour!

51. INBOUND15 | @GABEWAHHAB 8 It’s Not About You It’s About Your User

52. INBOUND15 | @GABEWAHHAB 4. Assessing Your Pages

53. INBOUND15 | @GABEWAHHAB

54. INBOUND15 | @GABEWAHHAB 1. Does it pass the 5 second test? 2. Does it connect with the user emotionally? 3. Does it tell a clear story that answers questions, pains and informational wants? 4. Is the copy scanable and readable? 5. Does it guide the user to the call to action? 6. Does it guide the user to the next page in the user flow? 7. Is the design credible and relatable with the target persona? 8. Will the user identify with the images used? 9. Does it use standard UI elements and interface? Web Page Analysis Questions

55. INBOUND15 | @GABEWAHHAB 9 Evaluate Your Pages On Strategy Not Design

56. INBOUND15 | @GABEWAHHAB

57. INBOUND15 | @GABEWAHHAB 5. 5 Years Not 5 Weeks

58. INBOUND15 | @GABEWAHHAB

59. INBOUND15 | @GABEWAHHAB

60. INBOUND15 | @GABEWAHHAB

61. INBOUND15 | @GABEWAHHAB

62. INBOUND15 | @GABEWAHHAB

63. INBOUND15 | @GABEWAHHAB

64. INBOUND15 | @GABEWAHHAB 10 Evolution Not Revolution

65. INBOUND15 | @GABEWAHHAB 6. Why is the Process Broken

66. INBOUND15 | @GABEWAHHAB Let Me Explain!

67. INBOUND15 | @GABEWAHHAB 1. Rigid Scope Set With Little Knowledge 2. Little to No Strategy Done 3. Content is Usually Done By Necessity vs King and Not User Focused 4. Design is Assessed Based on Aesthetics 5. Redesign is Revolution 6. Redesign and Done Typical Web Redesign Process

68. INBOUND15 | @GABEWAHHAB 7. Why You Can’t Fail

69. INBOUND15 | @GABEWAHHAB Website Redesign Kit http://www.square2marketing.com/no-fail-redesigns

70. INBOUND15 | @GABEWAHHAB Questions?

71. INBOUND15 | @GABEWAHHAB HUBSPOT PROJECTS Projects are step-by-step guides to hitting your goals using multiple HubSpot tools. academy.hubspot.com/customer-projects

72. INBOUND15 | @GABEWAHHAB

73. INBOUND15 | @GABEWAHHAB THANK YOU

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