Designing Websites with Lead Generation Goals

How to Build Websites for Lead Generation Using HubSpot's CMS

Partner Program Webinar SeriesJuly 2009July 2009

Peter Caputa IV

Partner Program Manager

Twitter: @pc4media

[email protected]

Your Participation, Feedback, Questions are Welcome

• http://www.inboundmarketing.com/node/1175

• Use @pc4media or @hubspot on Twitter

Start Learning by Doing with the Partner Program

• Watch the partner program launch webinar.

• Partners get special access to extended free trials.

• Contact Pete Caputa w/ questions about your trial.

http://www.hubspot.com/partners

Agenda

• What is HubSpot?• Review of Partner Program Benefits• The Website Design Opportunity for Marketing

Professionals• How Business Goals Should Drive Website Design• Value of Content Management Systems• Value of Content Management Systems• Qualifying What Companies Are a Good Technical &

Business Fit for HubSpot’s CMS• Migrating a Site to the CMS (Free)• Building Sites from Scratch on HubSpot’s CMS• Selling a Web Design Project + HubSpot• Marketing Your HubSpot Website Design Packages

What’s HubSpot?

• Inbound marketing software + training

• Over 1,500 customers in 2 years

• 90+ employees

Proven ROI

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads

www.HubSpot.com/ROI

Awards

Buzz

HubSpot Inbound Marketing

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Convert

Get Found

Convert

• Test

• Target

• Nurture

• SEO

• Analytics

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Agenda


Professionals• Business Goals Drive Website Design• Value of Content Management Systems• Value of Content Management Systems• Qualifying What Companies Are a Good Technical &


Why HubSpot Wants to Partner with Service Providers

• We Make & Sell Software & Training that Most of Your Clients Need

• Many of Our Customers Need & Want Coaching & Services

HubSpot

Customers

Marketing Service

ProvidersExchanging Value

1 + 1 = 3

How Agencies Benefit from Partnering with HubSpot

• Serve Clients Better. Efficiently

• New Revenue from New Services

Level of Im

port

ance t

o Y

ou

Services

• Growth from Exposure & Referrals

• Direct Revenue from HubSpotLevel of Im

port

ance t

o Y

ou

We Want to Help You Grow Your Business…

"Our agency is on pace to grow 130 – 150% this year…

Obviously there is demand in the market for these

services that will likely increase as HubSpot's profile

does. I don’t know if we could build a profitable model

around Inbound Marketing services without HubSpot.”-Paul Roetzer | President, PR 20/20-Paul Roetzer | President, PR 20/20

Watch the case study: http://bit.ly/ZjGs1

How we Plan to Support Our New Partners

1. Extended Free Trials for You, Your Clients

2. Access to Inbound Marketing Methodology

3. Virtual Workshops on Delivering Inbound 3. Virtual Workshops on Delivering Inbound Marketing Services.

Cost to Partner with HubSpot: Your Time

Learn the Value of the HubSpot Software

• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS

• Gives you access to • Gives you access to http://success.hubspot.com

Partner Program Webinar Series

1. 7/13/2009 - How to design websites for lead generation on HubSpot’sCMS

2. How to Deliver ongoing SEO services

3. How to predict, execute and demonstrate a solid ROI through online lead generation

4. How to deliver effective Pay-Per-Click Services

5. How to deliver social media services that deliver an ROI

6. How to leverage HubSpot’s free trial to sell inbound marketing services

Subscribe to Company Blog for Dates: http://www.hubspot.com/blog

Agenda



Business Fit for HubSpot’s CMS

• Migrating a Site to the CMS (Free)• Building Sites from Scratch on HubSpot’s CMS• Selling a Web Design Project + HubSpot• Marketing Your HubSpot Website Design Packages

The Website Design Opportunity for Marketing Agencies

• 2/5’s of SMBs Still Don’t Have a Website.

• Most websites don’t have more than one conversion form.

• 500+ HubSpot customers using HubSpot CMS. 74 added in July. added in July.

Skills Required to Build a Lead-Gen Website w/ HubSpot

• Inbound Marketing Skills

• Writing Skills

• Some Graphic Design Skills

• Cascading Style Sheets (CSS) Skills

• Software/Hosting Configuration Skills• Software/Hosting Configuration Skills

• Software Development Skills

Agenda




Start Building Websites that Generate Business

Turning Websites into Lead Generation Machines

Start a HubSpot Free Trial for Your Prospect:

1. Audit the current site’s performance first.

2. SEO and competitive research next.

3. Test compelling offers, landing Pages, calls to action

4. Then, redesign the site. 4. Then, redesign the site.

Free Trial for Your Prospect: http://www.hubspot.com/partners

What Keywords Should You Focus? What Converts?

1. Use keyword grader to identify keywords:

• Satisfactory search volume

• Low enough difficulty

2. Use conversion tracking to determine which keyword traffic converts into leads and customers.

http://success.hubspot.com/content-library/bid/8109/Keyword-Research-A-Comprehensive-Guide

Analyzing & Improving each Page of the Site

1. Page Grader Provides Page Level Analysis of: Keyword Ranks and Inbound Links.

2. Identify Top Performing Pages

3. Identify Areas for Improvement of each page:

• Optimize for different keyword

• Improve links that are already pointing to that page. • Improve links that are already pointing to that page.

What Offers & Landing Pages Convert Traffic to Leads?

• Experiment to Determine Most Effective: Compelling Offers, Landing Pages and Calls to Action

http://success.hubspot.com/methodology/convert/landing-pages

What Links, Keywords, Campaigns Refer Customers?

• Identify what leads from what sources for what offers are most likely to convert into customers.

Use Data to Build a Formal Proposal w/ ROI Calculations

• Calculate ROI on $ & time invested in website redesign, ongoing internet marketing activities.

• Build Formal Proposal with ROI numbers

Free ROI Prediction Worksheet: http://bit.ly/2rEw0

Agenda




The Value of a Web Content Management System (CMS)

• Gives less technical developers ability to design and build websites.

• Removes need to write code from scratch. scratch.

• Forces web design best practices

• Gives non-technical users editing control .

Value of a HOSTED Web CMS

• No hosting infrastructure setup

• No installation required

• No configuration required

• No manual upgrades required• No manual upgrades required

Additional Value of HubSpot’s Hosted Web CMS

• Low monthly cost vs large upfront investment

• We do migration of existing sites for free.

• Integration of Inbound Marketing Tools • Integration of Inbound Marketing Tools Out of the Box

• Blogging platform

• Landing pages and lead tracking

• Analytics, SEO, social media tools

Additional Value of HubSpot’s Hosted Web CMS

• Low monthly cost vs large upfront investment

• We do migration of existing sites for free.

• Integration of Inbound Marketing Tools • Integration of Inbound Marketing Tools Out of the Box

• Blogging platform

• Landing pages and lead tracking

• Analytics, SEO, social media tools

Agenda




Who is a Good Fit for HubSpot’s CMS?

• Small businesses.

• Primary need is lead generation.

• Leads more important than fancy design.

When NOT to Use HubSpot CMS?

• Web Applications with Custom Server Side Scripting/App Required

• Workflow/Roles Are Required

• When CUSTOM Design Is Really • When CUSTOM Design Is Really Important….

Custom Design Examples on HubSpot’s CMS

Design by WakeFly


www.channelvmedia.com


Design by PR 20/20

Agenda




HubSpot’s Migration Process

• Not a redesign process. We move what’s there to the CMS.

• Up to 100 pages migrated for free. $25/page after that. $25/page after that.

• Design will probably not be exactly the same.

• Takes 2-4 weeks.

• Must get site approved first to ensure good fit for CMS.

Figuring out the Page Count for a Site

• Do a search at google like… • site:www.clientsite.com -filetype:pdf -filetype:xls -filetype:doc• .pdf, xls., doc don’t count towards the 100. they are free.

Scroll to the Last Page to Find the Real Page Count…

1st: 450

Last: 300

We Can’t Migrate All Flash Websites…

We Can’t Migrate Certain Designs…

Floating “Contact”

button

Images for

Navigation

Probably too many design issues to go on cms w/out a full redesign by a partner.

We Can’t Migrate Database Driven Stuff…

• Logins to extranets that are hosted on main domain. • Look for Forms that require user to enter something and that return results. • Ecommerce, dealer locators, dynamic directories, etc.

If you still want to use HubSpot’s CMS:• Can functionality move to a subdomain? Embed via iframe?• Can they do without it? Do it another way?

CMS Approval Process

• http://www.hubspot.com/cms-approval

• Number of pages?

• Database driven stuff?

• Flash? • Flash?

• Other questions/concerns?

Agenda


Professionals• Business Goals Drive Website Design•• Value of Content Management Systems• Qualifying What Companies Are a Good

Technical & Business Fit for HubSpot’s CMS• Migrating a Site to the CMS (Free)• Building Sites from Scratch on HubSpot’s CMS• Selling a Web Design Project + HubSpot

Basics: Using the CMS

• Basic CMS Functionality:• http://success.hubspot.com/webinars/cms-

boot-camp• Add, remove, move pages• Add, move, remove modules on pages• Edit content• Edit content• Add images and video• Add forms to pages

• Blogging, landing pages, webvoter:• http://success.hubspot.com/webinars/cms-

blog-landing-pages-web-voter

Building a Site from Scratch on HubSpot’s CMS

1. Choose Theme (Only: Brighton, Cambridge, Duxbury, Everett)

• Settings � Theme

2. Configure Design through Interface• Upload images/flash elements• Styles: Settings �Theme Configuration

3. Create Page Designs• Set global images. Then, create pages for rest of site.• Set global images. Then, create pages for rest of site.

4. Overwrite theme styles by creating custom style sheet• Use Firefox Firebug to determine template css

styles/properties• Settings � File Manager � Custom � custom.css

Choosing a Template for the Site

• Choose a Template from: http://hubspot-migrations.web6.hubspot.com/hubspot-

templates

• Call support and ask them to change the template for you. template for you.

Choosing a Template for the Site

• Choose a Theme (Coming soon for partners)

• Use Only Supported themes:

• Brighton, Cambridge, Duxbury, Everett

• Settings � Theme• Settings � Theme

Standard Page Layouts

• Standard page layouts for all templates

Example of 2 column layout

• Each page can be set independently to be 1, 2 or 3 columns in main area

• Standard width is 25%, 50%, 25% for 3 columns. 25%, 75% for 2 columns.

column layout page.

Customizable Template Examples

Background

3 Column Layout

Background Color


BG Extends Width of Screen

Rollover Secondary Navigation


Flash Elements

(below nav)

Full Image Across Top

Nav Across Top (Change font/bg on rollover/presence)rollover/presence)


Secondary Nav

(two column)


3 Column Layout (Width customized in css)


Left Hand NavigationNavigation

Rounded Corners!


Left Hand NavigationNavigation

Rounded Corners!

Create Design Before Adding Content

• Implement design fully first:

• Home page

• Inner page design

• Other page designs• Other page designs

Wipe Out Acme Content

• Delete or Hide Acme Holes Content Using Page Manager

• Do not delete “Home”

• Remove modules• Remove modules

Configuring Fonts & Colors

• Configure colors, font, background, etc…

• Settings � Template Configuration

Choose Page Specific Layouts

• On each page…

• Page Properties � Advanced Options �Layout

Upload Header Graphic

• Upload Logo/Top Graphic

• Set for all pages. Or page specific headers.

• Use HTML tab for full control. • Use HTML tab for full control.

Add Modules to Pages

• Add content to pages.

Set Global Modules • Settings � Global Modules

• Global Modules are added to EVERY new page automatically.

• Not added to pages that are already created.

• You can’t add a “global” module to a page after it’s created.

• Global Modules can be edited globally on any instance of the module. the module.

Set up Navigation Items

• Set up main nav items by creating pages in page manager.

Top Navigation: Brighton, Cambridge, Everett

Left Navigation: Duxbury

Set up Secondary Navigation Items

• Set up secondary nav items by creating pages in page manager as child pages.

Option: Insert Courtesy Navigation (Everett Only)

• Another set of nav at the top right corner. Often used for “contact us” links.

• Settings � Template Configuration � Courtesy Links

Option: Two Sets of Primary Navigation (Everett only)

• Top and Left on Every Page

• Create a page called “SideMenu”

• Add child pages under that.

• If pages already exist on site, use the redirect in advanced page properties.redirect in advanced page properties.

Inserting Flash into an HTML Module

• Insert Flash file in Content Module

Map Old URLs to New URLS (301 redirects)

• Settings � Configure URL Mappings

• Maintain SEO Rankings

Customizing Templates with Custom CSS

HubSpot CSS Customization Instructions http://bit.ly/21NPI

1. Use Firefox Firebox to determine cssclasses and properties in template. classes and properties in template.

2. Create custom.css file in file manager

3. Change properties of css classes.

4. Create new classes, if necessary.

Use Firebug to Find Classes

Create Custom.CSS file in File Manager

Design by Commareus.

Add Classes to Create New Elements

Agenda




Does Your Client/Prospect Need a CMS?

• Are you able to edit your site?

• Add pages to your site?

• Can you make the changes you need to make for On Page SEO? make for On Page SEO?

• Is it easy to launch landing pages?

• Do you have a plan to launch a blog on your site?

Finding Out How Important a CMS is for them…

• Who makes these changes for you? How much does that cost? How longdoes that take?

• How do you plan to do this stuff now? • How do you plan to do this stuff now? Why?

• What happens if you can’t do this stuff?

• When do you need to do this stuff by?

• Would you like to talk about how we can help you with some of these things?

Positioning the Benefits of a CMS….

• Do you understand what a CMS is? Benefits of it? • A CMS helps a “business owner” take control over their website

and do the things necessary to turn it into a lead generation machine.

• It allows you to add/modify pages. To add forms for landing pages so you can collect leads. A good CMS also lets you make the changes necessary to do SEO yourself. (Explain why having lots of content helps them target more keywords and generate more traffic from SE’s.)generate more traffic from SE’s.)

• A good CMS also helps you more effectively attract traffic through blogging, social media and it makes sure that – if you spend money on ppc advertising – that you’ll get a return.

• It allows you – the business owner – or someone who works for you who doesn’t have to be technical – to do all of this stuff w/out spending money on an outside resource. If you rely on a webmaster now, a CMS can save you a lot of money this way.

• Is this stuff important to you? Now that you know about a CMS, do you think you’d be able to achieve your goals without one?

Additional Benefits of HubSpot’s CMS

• Very Inexpensive + Simple to use.

• Blog, landing pages, webvoterintegrated.

• SEO Tools + Analytics out of the box • SEO Tools + Analytics out of the box + integrated.

• SaaS: Software will always be current. Constantly developing new capabilities.

What Other Things Can You Help Them With?

• The biggest value of HubSpot’s CMS is the integration with all of the other tools that a small business needs to predict, plan and achieve their traffic and lead generation goals. goals. • Probe about lead generation.

• Probe about SEO.

• Probe about Blogging.

• Probe about social media.

• Educate, if necessary. Tell stories. Tie these activities back to their goals.

Ensuring that HubSpot’s CMS Is Qualified For Their Needs

Design• What do you love/hate about the design of your website? • I’m looking at your site design and it looks pretty sharp. If our CMS and

the rest of our integrated software can help you generate more traffic and leads, will it matter if the design is not exactly the same?

• Let’s walk through the things we’d have to change and make sure you’re ok with that.

Custom Applications.Custom Applications.• Do you have any database driven applications on your site now? What

are they? • Would you be able to move that stuff to a subdomain?

Migration• As part of buying a subscription to HubSpot, HubSpot moves 100 pages

over to the CMS. Do you understand why it’s really important to keep all of your pages from an SEO perspective?

• Since you have more than that now and we agree that you should keep them all, you should know that HubSpot charges an additional $25/page to move them over.

List of HubSpot Sites Live on the CMS

• Gallery of Sites: http://www.hubspot.com/products/content-management/

Agenda




We’re Looking for More Partners Who Can Speak “CMS”

• 1500 customers w/ CMS Needs

• 150 new customers/monthcustomers/month

• Let’s work together to help them.

First, Get Some “Wins” Under Your Belt

1. Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS

2. Learn the software and the inbound marketing methodology: http://success.hubspot.comhttp://success.hubspot.com

3. Take the HubSpot Partner certification exam.

4. Sell inbound marketing services.

5. Do a really good job.

6. Receive Traffic, Leads, Referrals.

Then, Let’s Go To Market Together

Technology

Designing Websites with Lead Generation Goals