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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