The document provides tips for optimizing websites to maximize lead generation. It recommends focusing content on buyer personas, publishing content like blogs rather than advertising, and optimizing sites for search engines by using keywords and building authoritative backlinks. The presenters are from SiteTuners and HubSpot and promote their conversion optimization and inbound marketing services. They emphasize thinking like publishers rather than marketers and focusing on needs and value rather than hassle and cost.
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Optimize Your Website for Maximum Lead Flow
1. Optimize Your Website for
Maximum Lead Flow
Tim Ash Mike Volpe
CEO of SiteTuners.com VP Marketing at HubSpot
Twitter.com / @tim_ash Twitter.com / mvolpe
tim@sitetuners.com mvolpe@hubspot.com
2. 86% of People Skip TV Ads
http://www.guardian.co.uk/media/2010/aug/24/tv-advertising
3. 44% of Direct Mail is
Never Even Looked At
http://en.wikipedia.org/wiki/Advertising_mail
14. Meet “Marketing Mary”
• Title: “Director/VP of Marketing”
• Company has 50-500 employees
• Expert at “outbound marketing”, 15+ years experience
• Worries about “brand presence” (colors, logo, fonts)
• Website built for $25K with firm, uses Salesforce.com
• Uses the web for:
• Photo sharing of kids with friends (Shutterfly, NOT Flickr)
• Email (Outlook for work, web based for home)
• Research / news (web, email subscriptions, NOT RSS)
• LinkedIn (~100 connections, a couple groups), Facebook (personal only)
• Personal:
• 42 years old, married, 2 kids (10 and 6)
• A little scared of “technology”
• Enjoys travel, drives an SUV, likes her iPod Nano (300 songs)
• Worried kids are meeting bad people on MySpace and in chat rooms
• Wears “appropriate business casual” from Banana Republic and Ann Taylor
• HubSpot:
• Wants to learn “inbound marketing”, needs easy to use tools, need integrated
tools, needs reports to show CEO, wants life to be easier, doesn’t like to tinker
16. Tips for Buyer Personas
• Use data, but don’t be a slave to it
• Get personal and specific
• The perfect is the enemy of the good
• Socialize it company wide
23. Tips for Publishing (Blogging)
• Title should be keyword rich
• Image in every article
• Use both email and RSS subscription
• CTA in every article
24. Tips for Publishing (Blogging)
• Want more comments?
• Ask a question
• Be controversial
• Leave part of the issue untouched
• Need article ideas?
• Check email sent items
• Customer service inquiries
• FAQs salespeople receive
• Ask your readers
25. Tips for Publishing (Blogging)
• Engage the whole company
• Contests and public praise
• Support from executives
• Build into employee goals
• Get everyone addicted
36. Tips for SEO
• Use keywords and language your
buyer persona uses
• Focus on great content more than
technical tweaks
• Train all content creators on SEO
41. About SiteTuners
• Conversion reviews & consulting projects
• Landing page test plans & guaranteed-improvement tests
• More than 750 clients since 2002
70. Express Review - Special Offer
• 45min interactive review of client landing page or site
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard.com “attention heatmap” of page
http://Express-Review.com - Only $699
First 3 reviews will be personally conducted by Tim Ash
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72. Next step:
Talk to an expert.
No cost. No obligation.
Get a free, custom
assessment of your website.
www.HubSpot.com/IMA
73. Thank You
Tim Ash Mike Volpe
CEO of SiteTuners.com VP Marketing at HubSpot
Twitter.com / @tim_ash Twitter.com / mvolpe
tim@sitetuners.com mvolpe@hubspot.com