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Website Redesign (for Lead Generation),[object Object],Rick Burnes,[object Object],@rickburnes,[object Object]
Agenda,[object Object],Context: People Are Tired of Marketing,[object Object],Why Do a Redesign?,[object Object],Three Redesign Goals,[object Object],Four Tips for Your Redesign Process,[object Object]
Traditional Marketing (Outbound),[object Object]
Marketing Today (Inbound),[object Object]
How Do Growing Companies Market?,[object Object],1950 - 2000,[object Object],2000 - 2050,[object Object]
What Is Inbound Marketing?,[object Object],Website Visitors,[object Object],Process,[object Object],Tools,[object Object],Get Found,[object Object],[object Object]
Blogging
Social Media
SEO
AnalyticsGet Found,[object Object],[object Object]
Promote
OptimizeLeads,[object Object],Convert,[object Object],[object Object]
Target
NurtureConvert,[object Object],[object Object]
Landing Pages
Email
Lead Intelligence
Lead Mgmt
AnalyticsCustomers,[object Object]
The Great News…,[object Object],www.HubSpot.com/ROI,[object Object]
Budget vs. Brains,[object Object],Flickr: Refracted Moments,[object Object],Flickr: Gaetoan Lee,[object Object]
Agenda,[object Object],Context: People Are Tired of Marketing,[object Object],Why Do a Redesign?,[object Object],Three Redesign Goals,[object Object],Four Tips for Your Redesign Process,[object Object]
Data From 3 Years, 3000 Customers,[object Object],More at: www.hubspot.com/roi,[object Object]
Don’t Shell Out With Vague Goals,[object Object],“We have a new corporate look and feel.”,[object Object],“The CEO wants to do it.”,[object Object],“It’s been 12 months since the last redesign.”,[object Object],“I’m tired of the old website.”,[object Object],“The design department wants to.”,[object Object]
Website Redesign Half-Life,[object Object],Happiness,[object Object],Your Company,[object Object],Your Prospects,[object Object],Time,[object Object],Launch,[object Object],12 Months,[object Object],6 Months,[object Object]
Billboard in the Desert?,[object Object],Buy Now,[object Object],Flickr:  thegolzer,[object Object]
The Right Reasons for a Redesign,[object Object],“Get Found by more prospects.’,[object Object],“Convert more prospects into leads and customers.”,[object Object],“Branding in a measureable way that you can map on the funnel.”,[object Object]
Business websites,[object Object], are for,[object Object],lead generation.,[object Object],-- @rickburnes from @HubSpot,[object Object]
Which is better?,[object Object]
Which is better?,[object Object]
Which is better?,[object Object],[object Object]
 Lead flow has doubled-- Noel Huelsenbeck, CEO, Vocio,[object Object]
Which is better?,[object Object],[object Object]
 Lead flow has doubled-- Noel Huelsenbeck, CEO, Vocio,[object Object]
What do you want?,[object Object],Ugly & Crowded,[object Object],Beautiful & Empty,[object Object]
Agenda,[object Object],Context: People Are Tired of Marketing,[object Object],Why Do a Redesign?,[object Object],Three Redesign Goals,[object Object],Four Tips for Your Redesign Process,[object Object]
Websites should attract prospects.,[object Object],-- @ rickburnes from @HubSpot,[object Object]
Start by Creating Content,[object Object],=,[object Object]
Then Optimize Your Content,[object Object],On-Page SEO,[object Object],Off-Page SEO,[object Object]
Then Promote It on Social Media,[object Object],x 12,000, via,[object Object],x 35,000, via,[object Object]
Content Drives Visitors,[object Object]
Content Drives Visitors,[object Object]
Websites should convert visitors to leads.,[object Object],-- @ rickburnes from @HubSpot,[object Object]
Websites Need to Be a Funnel,[object Object],Target Market,[object Object],Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).,[object Object],A cost becomes a benefit.,[object Object],Website Visitors,[object Object],Leads,[object Object],Opportunities,[object Object],Customers,[object Object]
Calls to Action,[object Object]
Landing Pages,[object Object]
Websites should produce measurable ROI.,[object Object],-- @ rickburnes from @HubSpot,[object Object]
Website Redesign for Lead Generation
Measurement is Easy Online,[object Object],Flickr: akisra,[object Object]
Metrics Drive Redesigns,[object Object],Measure visitors!,[object Object],Measure leads!,[object Object],Measure customers!,[object Object]
Agenda,[object Object],Context: People Are Tired of Marketing,[object Object],Why Do a Redesign?,[object Object],Three Redesign Goals,[object Object],Four Tips for Your Redesign Process,[object Object]
Website Redesign Tip #1,[object Object],Audit your website, then protect,[object Object],your key assets.,[object Object],-- @ rickburnes from @HubSpot,[object Object]
www.seonnahong.com,[object Object]
Website Redesign for Lead Generation
Website Assets = Content,[object Object],How many pages do you have?,[object Object],How many will be killed?,[object Object],Will pages move to a new URL?,[object Object],How many new pages will you create?,[object Object],What is your most popular content?,[object Object],What is your most powerful content?,[object Object]
Website Assets = Links,[object Object],How many inbound links do I have?,[object Object],What interior web pages have links?,[object Object],Where are my links coming from?,[object Object],What are my most powerful links?,[object Object]
Website Assets = Keyword Rank,[object Object],What keywords do I rank for today?,[object Object],What keywords do my competitors rank for?,[object Object],What keywords should I want to rank for?,[object Object],How has my keyword rank changed?,[object Object]
Website Assets = Conversion Tools,[object Object],What generates most of my leads?,[object Object],What are my best conversion tools?,[object Object],How can I increase conversions?,[object Object]
Find Your Assets,[object Object]
Find Your Assets,[object Object]
Find Your Assets,[object Object]
More Audit Tips,[object Object],If you change domains, use a 301 redirect for each individual page.  Not all pages globally.,[object Object],Have a permanent redirect (check at http://www.WebsiteGrader.com),[object Object],Identify all URLs with assets (content, keyword rank, links, conversions) and:,[object Object],Keep this content on the new website,[object Object],301 Redirect old URL to the new URL for that page,[object Object],Maintain SEO / content characteristics,[object Object]
Spend resources on creating content, more than beautiful design.,[object Object],Website Redesign Tip #2,[object Object],-- @ rickburnes from @HubSpot,[object Object]
Website Redesign for Lead Generation
Seth Godin on Website Redesign,[object Object],	“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 you can start with?”,[object Object],	“Your car isn't unique, and your house might not be either…”,[object Object],http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html,[object Object]
Blogging Attracts More Visitors,[object Object]
Website Redesign Tip #3,[object Object],Make it easy to run conversion experiments.,[object Object],-- @ rickburnes from @HubSpot,[object Object]
Faster Experiments = Better Results,[object Object],Flickr: Jim Doran,[object Object]
All Websites Need Landing Pages,[object Object],Limited navigation,[object Object],Clear and simple,[object Object],Form above fold,[object Object]

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