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Website Redesign Tips and Tricks Mike Volpe VP of Marketing  HubSpot  @mvolpe
Why do you have a business website?
The Wrong Reasons for a Redesign ,[object Object],[object Object],[object Object],[object Object],[object Object]
Website Redesign Half-Life Your Company Your Prospects Launch 6 Months 12 Months Time Happiness
Billboard in the Desert? BUY NOW
The Right Reasons for a Redesign ,[object Object],[object Object],[object Object]
Business websites are for lead generation .
Which is better?
Which is better?
Which is better? ,[object Object],[object Object],[object Object]
Which is better? ,[object Object],[object Object],[object Object]
What do you want? Beautiful & Empty Ugly & Crowded
The 3 Keys to a Successful Website
Websites should attract prospects.
How do you  attract  prospects? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Content Drives Visitors ,[object Object],[object Object],[object Object]
Publish Everything ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Websites should convert visitors to leads.
All Websites Need Landing Pages Target Market Website Visitors Leads Opportunities Customers Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.
Calls to Action
Landing Pages
Landing Page Uses ,[object Object],[object Object],[object Object],[object Object]
Websites should produce measurable ROI.
Measurement is Easy Online
Metrics Drive Website Redesign ,[object Object],[object Object]
3 Keys to a Successful Website ,[object Object],[object Object],[object Object]
Tips for a Successful Website Redesign Process
Website Redesign Tip #1 Audit your website, then protect your key assets.
Avoid Website Redesign Pitfalls ,[object Object],[object Object],[object Object]
Website Redesign Pitfalls ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Website Assets = Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Website Assets = Links ,[object Object],[object Object],[object Object],[object Object]
Website Assets = Keyword Rank ,[object Object],[object Object],[object Object],[object Object]
Website Assets = Conversion Tools ,[object Object],[object Object],[object Object]
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Use HubSpot to Find Your Assets
Protecting Your Assets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Website Redesign Tip #2 Spend resources on creating content, more than beautiful design.
Seth Godin on Website Redesign ,[object Object],[object Object],[object Object]
You Should Control Your Website (not the other way around!)
Use HubSpot to Edit Your Website
Use HubSpot to Edit Your Website
Create  Great Content by Blogging
Blogging Attracts More Links
Blogging Attracts More Visitors
Blogging Brings Social Media Success
Use HubSpot to Blog
Use HubSpot to Blog
Website Redesign Tip #3 Make it easy to run conversion experiments.
All Websites Need Landing Pages ,[object Object],[object Object],[object Object]
Track Your Conversion Rate
Conversion Experiments 32% Conversion 53% Conversion
Faster Experiments = Faster Results
Landing Page Editing ,[object Object],[object Object],[object Object]
Use HubSpot to Build Landing Pages
Use HubSpot to Build Landing Pages
Use HubSpot to Build Landing Pages
Website Redesign Tip #4 Make it easy to measure results.
Avoid Paralysis by Analysis ,[object Object],[object Object],[object Object]
Use HubSpot to Measure Marketing
Use HubSpot to Measure Marketing
Use HubSpot to Measure Marketing
Use HubSpot to Measure Marketing Visitors Leads Sales SEO Social Media
Website Redesign Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to Put All the Pieces Together? d.j.k. on flickr
Complicated & Confusing Easy & Integrated
Who is HubSpot? 200+ Employees in Cambridge, MA (MIT) $33m in Venture Capital Marketing Software: $250/month & Up
Complicated & Confusing Easy & Integrated
Growth 3,400 Customers Q1 2007 Q3 2010
Proven ROI by 3,400+ Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],www.HubSpot.com/ROI
Thank You ,[object Object],[object Object],Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

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