Tips and advice that will help you decide if a website redesign is right for you, as well as 15 things you can do right now to improve your website.

1. Build the Ultimate Inbound Website:
Optimizing Your Site for Search, Lead
Generation & Conversions
@bobruffolo @impactbnd

2. Bob Ruffolo Joe Rinaldi
Founder & CEO
@bobruffolo
Creative Lead / Developer
@brosephrinaldi
Bob
Ruffolo
Founder & CEO
IMPACT Branding &
Design
rruffolo@impactbnd.com
@bobruffolo

3. We’re in the business of helping you and
your organization succeed.
Impactbnd.com @bobruffolo

4. We do this by helping you:
• Increase brand awareness
• Generate more leads
• Close more sales
• Improve customer loyalty
We use inbound marketing to do this.
Impactbnd.com @bobruffolo

5. Inbound Marketing Methodology
Delight
Promoters
Close
Buyers
Convert
Leads
Attract
Strangers Visitors
Create Content
Blogging
SEO
Social Media
Create Offers
Landing Pages
Calls to Action
A/B Testing
Email Marketing
Automation
Inbound Sales
Sales Templates
Newsletters
Feedback
Surveys
Referrals

6. Our Agenda for Today:
1 2
Help you decide if a
website redesign is right
for you
15 things you can do
right now to improve
your website

7. Who’s considering building
a new website?

8. Before building an entire new website,
consider your options.

9. What can we do to improve the
performance of our website?
1. Build a brand new website
2. Redesign sections of website
3. Update website’s content
4. Optimize website (SEO, conversions, etc.)
A complete redesign is not
always the best option.
Impactbnd.com @bobruffolo

10. There are lots of reasons to build a
new site…

11. Reasons to To Build a New Site
• To improve ability to manage and update
• To personalize the experience
• To implement content publishing
• To improve navigation or UI
• To better reflect the company brand
• To improve performance metrics
• To improve performance on mobile devices
• To integrate with other marketing tools
Impactbnd.com @bobruffolo

12. These are NOT reasons
to build a new website.

13. NOT reasons to build a new website
1. To show off your web design skills
2. To lower your traffic and leads
3. To confuse your customers and prospects
4. To decrease the amount of (indexed) pages
5. To weaken your value proposition
6. Just because it’s been awhile
7. Because your boss told you to do it
Impactbnd.com @bobruffolo

14. Complete site redesigns are a huge
commitment of time and resources.
Be sure before jumping right in.

15. Preparing for a site
redesign

16. Preparing for a complete website
redesign
1. Benchmark KPI’s for you and competition
2. Inventory your assets
3. Set goals
4. Define target personas
5. Finalize scope & schedule
6. Finalize team or hire an agency
Impactbnd.com @bobruffolo

17. Required skills for the redesign team
• Project management
• Marketing strategy
• Content creation
• Search engine optimization
• Conversion optimization
• Graphic design
• Web development
• Integration
Impactbnd.com @bobruffolo

18. So whether or not you’re doing a full
site redesign or just improving your
current website…

19. Here are 15 things you can do to
make it a winner.

20. Start with Analytics
& Use Data to Make
Decisions
1
Impactbnd.com @bobruffolo

21. Know Who You’re
Trying to Attract
2
Impactbnd.com @bobruffolo

22. Lead With Your
Insight and Benefits
3
Impactbnd.com @bobruffolo

23. 4 Use a CMS
Impactbnd.com @bobruffolo

24. Make Your Website
Responsive
(for all screen sizes)
5
Impactbnd.com @bobruffolo

27. Incorporate Tons of
Helpful & Educational
Content
6
Impactbnd.com @bobruffolo

28. Use a Blog / Article
Publishing Platform
7
Impactbnd.com @bobruffolo

29. Make Your Content
Sharable
8
Impactbnd.com @bobruffolo

30. Gate Your Best
Content Using
Landing Pages
9
Impactbnd.com @bobruffolo

31. Have Lots of
Landing Pages
10
Impactbnd.com @bobruffolo

32. Strengthen Your
Sales Ready
Offer
11
Impactbnd.com @bobruffolo

33. Strengthen Your
Calls to Action
12
Impactbnd.com @bobruffolo

34. Use Tons of Proof
(Customers, Users,
Subscribers, Social,
etc.
13
Impactbnd.com @bobruffolo

35. Personalize The
User’s Experience
14
Impactbnd.com @bobruffolo

39. 1
2
3

48. Integrate Your
Website With All of
Your Marketing
15
Impactbnd.com @bobruffolo

49. Siloed Web Experience
Difficult or Timely
Almost Impossible
Leads to CRM
Email Marketing
Social Media
Keywords / SEO
Auto Contact Record Updating
Personalized Content
Smart CTA’s
Triggered Emails
Progressive Profiling
Inbound Engagement Timeline
Smart Segmentation
Simple
CMS for Pages & Blogging
Page Visit Analytics
Website

50. Fully Integrated Web Experience
Difficult or Timely
Almost Impossible
Leads to CRM
Email Marketing
Social Media
Keywords / SEO
Auto Contact Record Updating
Personalized Content
Smart CTA’s
Triggered Emails
Progressive Profiling
Inbound Engagement Timeline
Smart Segmentation
Simple
CMS for Pages & Blogging
Page Visit Analytics
Fully Integrated
Website

51. Master Your Next
Redesign by
Downloading this
Free Guide.
Impactbnd.com/redesign1
0

52. Talk to us about your next website
redesign
Impactbnd.com/cos

53. Questions?
Impactbnd.com @bobruffolo