Website Redesign Marketing

8/12/2019 Website Redesign Marketing

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Website Redesi n

Mike VolpeVP Inbound Marketing

HubSpot

Twitter: @mvolpe


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Outbound Marketing

800-555-1234

Annoying

Salesperson


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Inbound Marketing

Blo SEO SocialMedia


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Rethinking MarketingOutbound Marketing

Telemarketing

Inbound Marketing

SEO / SEM

Trade shows Direct mail

Blogging Social Media

Print ads

TV/radio ads

Free tools/trials

PR / Buzz

Interruption Permission


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Budget vs. Brains

FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr:: GaetoanGaetoan LeeLee


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Why do you have

a us ness we s e


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Which is better?


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The Wrong Reasons

We have a new corporate look and feel.

Im tired of the old website.

Its been 12 months since the last redesign.

The design department wants to do it.

.


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Website Design Half Life

Your CompanyHappiness

Your Prospects

Launch 6 Months 12 Months

Time


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The Right Reasons

Get found by more prospects.

Convert more prospects into leads andcustomers.

Branding might be a good reason if it will

r ve e goa s a ove.


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The Right Reasons

Get found by more prospects.

More content

p m ze con en

Convert more prospects into leads andcustomers.

Better offers & calls to action

More offers & calls to action

Optimized landing pages / forms


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Billboard in the Desert?

BUY NOW

FlickrFlickr:: thegolzerthegolzer


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are forlead generation.


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Which is better?

WebsitetraffichasdoubledLeadflowhasdoubledNoel

Huelsenbeck,

CEO,

Vocio


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What do you want?

Beautiful & Empty Ugly & Crowded


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The 3 Keys to a

uccess u e s e


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Websites should

a rac prospec s.


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Search Engines

3,000 times per second

Publish more content


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Content Drives Visitors

e r e e e re

content

People like fresh content

tickets in SEO lottery


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What to Publish?

Blog

Podcast

Photos Presentations

eBooks

News Releases


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SEO

n- age - age


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25% of SEO = On-Page

Page Title

Clean URL

Headers & Content

Description


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75% of SEO = Off-Page

Recommendations from friends .

2. HubSpot is a marketing expert.

1. A link: www.HubSpot.com.

3. Link is from a trusted website


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Blogging is SEO, and More

Blo in hel s with SEO

Blogging helps with SocialNews Sites

ogg ng e ps w oc aNetworking Sites

Blogging is PermissionCentric


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convert visitors toleads.


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All Websites Should Have Landing Pages

e v

Clear and simple

Form above the fold


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Landing Page Uses

we e e e

Links in all email newsletters / emails

Use for all pay-per-click ads

Next step after tradeshows or events


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roducemeasurable ROI.


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Metrics: Traffic, Leads and Customers


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Traffic, Leads and CustomersVisitors from Blog

Visitors Leads Customers

SEO 5,289 754 12

Blo 834 72 3

Facebook 511 28 1


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The 2 Keys to a

uccess u e s e e es gn


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Seth Godin on Website Redesign

I'm going to go out on a limb and begyou not to create an original design.There are more than a billion pages on

'.can start with?

Your car isn't unique, and your housemi ht not be either

http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html


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Ugly? Template? Who cares!

Resu ts:40,000inboundlinks

4,000Del.icio.usbookmarks

850,000websitesgraded

10,000sof

opt

in

email

addresses


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is alread workinfor you.


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Dont Get Scared

All you need to do is

FlickrFlickr:: akisraakisra

of your web designer.


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Website Redesign Pitfalls

Removing valuable content

Losing keyword rankings ang ng goo convers on oo s

Destroy your assets and youll get a dropin traffic and leads.

Youll also have wasted time, effort andmoney.


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Avoid Website Redesign Pitfalls

. e ve ry y ur we e e .

1. Content

2. Links

3. Keyword rank4. Conversion tools

2. Protect your assets during the redesign.


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Website Assets = Content

How many pages do you have?

w y w e e

Will pages move to a new URL?

How many new pages will you create?

What is our most o ular content? What is your most powerful content?


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Understanding Content Assets


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Website Assets = Links

How many inbound links do I have?

er r we e ve

Where are my links coming from?

What are my most powerful links?


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Website Assets = Keyword Rank

What keywords do I rank for today?

eyw r y e r r r

What keywords should I want to rank for?

How has my keyword rank changed?


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Understanding Conversion Assets


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Protecting Your Assets

If you change domains, use 301 redirect for eachindividual page. Not all pages globally.

Have a permanent redirect (check at. .

,rank, links, conversions) and: Keep this content on the new website

301 Redirect old URL to the new URL for that page Maintain SEO / content characteristics

S


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Summary

3 Keys to a Successful Website

r we e v r

Convert visitors to leads (landing pages)

Produce measurable ROI (leads & sales)

2 Keys to Successful Website Redesign

. Dont break whats currently working


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an ou

www.HubSpot.com

Mike VolpeVP Inbound Marketing

HubSpot

Twitter: @mvolpe

Documents

Website Redesign Marketing