INBOUND 2015

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