Here is my presentation from Inbound 2014 titled "Everything You Need to Know About Your Next Website Redesign." Description Redesigning your website isn't a simple task. There are many parts to pulling off a successful website redesign, and working with a partner on that project can help. In this session Bob Ruffolo from HubSpot partner agency IMPACT Branding & Design will walk through everything you need to know about your website redesign from preparing your content assets to creating your buyer personas to designing the website. If you are planning a website redesign in the next year, don't miss out on this session. We do into a lot of detail regarding the HubSpot COS.

1. Everything You Need to Know About
Your Next Website Redesign
How to deliver the most personalized web experience possible, no matter the device.

4. • 3rd Year Speaking at INBOUND
• Currently work with over 40 Clients using HubSpot
• Launched over 20 sites on the HubSpot COS

5. Bob Ruffolo Joe Rinaldi
Founder & CEO
@bobruffolo
Creative Lead / Developer
@brosephrinaldi

6. #INBOUND14
@bobruffolo @brosephrinaldi @impactbnd
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8. Who’s considering building
a new website?

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

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

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

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

16. Preparing for a site redesign

17. Preparing for a complete website
redesign
1. Benchmark KPI’s for you and competition

18. Benchmark key performance metrics
• Traffic (monthly # of users and # sessions)
• New leads / form submissions (per month)
• Top performing pages (and why)
• Top performing keywords (rank, traffic & lead gen)
• Number of inbound linking domains
• # of sales / revenue generated (per month)
• Bounce rate (monthly average)
• Time on site (monthly average)
• Total number of pages indexed
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19. Benchmark key performance metrics
• Traffic (monthly # of users and # sessions)
• New leads / form submissions (per month)
• Top performing pages (and why)
• Top performing keywords (rank, traffic & lead gen)
• Number of inbound linking domains
• # of sales / revenue generated (per month)
• Bounce rate (monthly average)
• Time on site (monthly average)
• Total number of pages indexed
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CRM or sales team
Google Analytics
Webmaster Tools

20. Competitive Analysis
• How are they positioning themselves?
• How are they proving their value?
• How are they outranking you?
• What are their calls to action & offers?
• How can you make an opportunity out of their
weaknesses?
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22. Preparing for a complete website
redesign
1. Benchmark KPI’s for you and competition
2. Inventory your assets

24. What’s the boss gonna say?

26. Don’t lose anything that’s working for
you. Make sure you secure all of your
assets and transfer them to your new site
build.

27. Plan to protect your:
• Indexed pages or rankings
• Blog articles or other content, especially your most
viewed and most shared content
• Conversion generating pages, content, & value props
• Comments, reviews, and engagement
• Social proof
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28. What to do:
• Review HubSpot Analytics & Google Analytics
• Export / import your site’s content database,
including:
– All pages, articles, comments, meta, etc.
• Backup your entire website, including:
– All files including html, css, images, etc.
• Sitesucker
• Use 301 redirects
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29. Preparing for a complete website
redesign
1. Benchmark KPI’s for you and competition
2. Inventory your assets
3. Set goals

30. 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

31. Meet Maggie,
IMPACT’s Target Persona

33. Building a Website for Maggie
• What will attract Maggies to our site?
• What content will help a new Maggie understand her
needs?
• How can we get Maggie’s contact info?
• What content will help Maggie trust us?
• What will entice Maggie to want to talk to us?
• What will make Maggie, the customer, share us with
other Maggies?

34. Inbound Marketing for Maggie
Attract Convert Close Delight
Strangers Visitors Leads Buyers Promoters

35. Building a Website for Maggie
• How can we create a friendly experience for
Maggie, no matter what device she’s using?
• How can we personalize Maggie’s experience
based on what we know about her?
• How can we deliver timely and appropriate
information and site visit follow-up to Maggie?

36. 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

37. 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
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38. Required skills for the redesign team
• Project management
• Marketing strategy
• Content creation
• Search engine optimization
• Conversion optimization
• Graphic design
• Web development
• Integration
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39. If you’re choosing an agency to rebuild
your site, make sure they don’t just
build beautiful websites…

40. …but they also have a
proven track record of performance.

41. And if you are choosing an agency…

42. Here’s my number:
(203) 265-4377
So call me maybe?

43. moving on…

44. Now that you’re prepared for
your site redesign…

45. 10 Areas of Focus for Your Next Website
Redesign
Responsiveness
Messaging
Professional
Design
Personalization Integration
Search
Optimization
Conversion
Optimization
Social Proof
Customer Proof
User
Experience

46. 10 Areas of Focus for Your Next Website
Redesign
Responsiveness
1 2 3
Messaging
Professional
Design
Personalization Integration
User
Experience
Search
Optimization
Conversion
Optimization
Social Proof
Customer Proof

47. Master All 10 by
Downloading this
Free Guide.
Impactbnd.com/redesign1
0
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48. 1 Responsiveness

53. 2 Personalization

57. 1
2
3

66. 3 Integration

67. Choosing Your Technology

68. What technology is available to help us?

70. With COS
• Free
• Open-source or hosted (fee)
• Lots of plugins & add-ons available
• Requires updates and maintenance
• Easy for developers, confusing for
marketers
• Requires lots of setup and manual
input to integrate marketing and
sales requirements
• Premium service
• Hosting included
• Constantly developed for marketers
• Updates are pushed automatically
• Out of the box, easy to use for
developers and marketers
• Fully Integrated for marketing
and sales

71. 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

72. 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
With COS
Website

73. Master All 10 by
Downloading this
Free Guide.
Impactbnd.com/redesign1
0
#INBOUND14
@impactbnd
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74. Talk to us about your next website
redesign
Impactbnd.com/cos

75. Questions?