1. Everything You Need to Know AboutYour Next Website RedesignHow to deliver the most personalized web experience possible, no matter the device.

2. 3rd Year Speaking at INBOUND Currently work with over 40 Clients using HubSpot Launched over 20 sites on the HubSpot COS 3. Bob Ruffolo Joe RinaldiFounder & CEO@bobruffoloCreative Lead / Developer@brosephrinaldi 4. #INBOUND14@bobruffolo @brosephrinaldi @impactbnd+ 5. Whos considering buildinga new website? 6. Before building an entire new website,consider your options. 7. What can we do to improve theperformance of our website?1. Build a brand new website2. Redesign sections of website3. Update websites content4. Optimize website (SEO, conversions, etc.)A complete redesign is notalways the best option.+ #INBOUND14 @impactbnd 8. There are lots of reasons to build anew site 9. 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+ #INBOUND14 @impactbnd 10. These are NOT reasonsto build a new website. 11. NOT reasons to build a new website1. To show off your web design skills2. To lower your traffic and leads3. To confuse your customers and prospects4. To decrease the amount of (indexed) pages5. To weaken your value proposition6. Just because its been awhile7. Because your boss told you to do it+ #INBOUND14 @impactbnd 12. Complete site redesigns are a hugecommitment of time and resources.Be sure before jumping right in. 13. Preparing for a site redesign 14. Preparing for a complete websiteredesign1. Benchmark KPIs for you and competition 15. 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+ #INBOUND14 @impactbnd 16. 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+ #INBOUND14 @impactbndCRM or sales teamGoogle AnalyticsWebmaster Tools 17. 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 theirweaknesses?+ #INBOUND14 @impactbnd 18. Preparing for a complete websiteredesign1. Benchmark KPIs for you and competition2. Inventory your assets 19. Whats the boss gonna say? 20. Dont lose anything thats working foryou. Make sure you secure all of yourassets and transfer them to your new sitebuild. 21. Plan to protect your: Indexed pages or rankings Blog articles or other content, especially your mostviewed and most shared content Conversion generating pages, content, & value props Comments, reviews, and engagement Social proof+ #INBOUND14 @impactbnd 22. What to do: Review HubSpot Analytics & Google Analytics Export / import your sites 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+ #INBOUND14 @impactbnd 23. Preparing for a complete websiteredesign1. Benchmark KPIs for you and competition2. Inventory your assets3. Set goals 24. Preparing for a complete websiteredesign1. Benchmark KPIs for you and competition2. Inventory your assets3. Set goals4. Define target personas 25. Meet Maggie,IMPACTs Target Persona 26. Building a Website for Maggie What will attract Maggies to our site? What content will help a new Maggie understand herneeds? How can we get Maggies 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 withother Maggies? 27. Inbound Marketing for MaggieAttract Convert Close DelightStrangers Visitors Leads Buyers Promoters 28. Building a Website for Maggie How can we create a friendly experience forMaggie, no matter what device shes using? How can we personalize Maggies experiencebased on what we know about her? How can we deliver timely and appropriateinformation and site visit follow-up to Maggie? 29. Preparing for a complete websiteredesign1. Benchmark KPIs for you and competition2. Inventory your assets3. Set goals4. Define target personas5. Finalize scope & schedule 30. Preparing for a complete websiteredesign1. Benchmark KPIs for you and competition2. Inventory your assets3. Set goals4. Define target personas5. Finalize scope & schedule6. Finalize team or hire an agency+ #INBOUND14 @impactbnd 31. Required skills for the redesign team Project management Marketing strategy Content creation Search engine optimization Conversion optimization Graphic design Web development Integration+ #INBOUND14 @impactbnd 32. If youre choosing an agency to rebuildyour site, make sure they dont justbuild beautiful websites 33. but they also have aproven track record of performance. 34. And if you are choosing an agency 35. Heres my number:(203) 265-4377So call me maybe? 36. moving on 37. Now that youre prepared foryour site redesign 38. 10 Areas of Focus for Your Next WebsiteRedesignResponsivenessMessagingProfessionalDesignPersonalization IntegrationSearchOptimizationConversionOptimizationSocial ProofCustomer ProofUserExperience 39. 10 Areas of Focus for Your Next WebsiteRedesignResponsiveness1 2 3MessagingProfessionalDesignPersonalization IntegrationUserExperienceSearchOptimizationConversionOptimizationSocial ProofCustomer Proof 40. Master All 10 byDownloading thisFree Guide.Impactbnd.com/redesign10#INBOUND14@impactbnd+ 41. 1 Responsiveness 42. 2 Personalization 43. 123 44. 3 Integration 45. Choosing Your Technology 46. What technology is available to help us? 47. With COS Free Open-source or hosted (fee) Lots of plugins & add-ons available Requires updates and maintenance Easy for developers, confusing formarketers Requires lots of setup and manualinput to integrate marketing andsales requirements Premium service Hosting included Constantly developed for marketers Updates are pushed automatically Out of the box, easy to use fordevelopers and marketers Fully Integrated for marketingand sales 48. Siloed Web ExperienceDifficult or TimelyAlmost ImpossibleLeads to CRMEmail MarketingSocial MediaKeywords / SEOAuto Contact Record UpdatingPersonalized ContentSmart CTAsTriggered EmailsProgressive ProfilingInbound Engagement TimelineSmart SegmentationSimpleCMS for Pages & BloggingPage Visit AnalyticsWebsite 49. Fully Integrated Web ExperienceDifficult or TimelyAlmost ImpossibleLeads to CRMEmail MarketingSocial MediaKeywords / SEOAuto Contact Record UpdatingPersonalized ContentSmart CTAsTriggered EmailsProgressive ProfilingInbound Engagement TimelineSmart SegmentationSimpleCMS for Pages & BloggingPage Visit AnalyticsWith COSWebsite 50. Master All 10 byDownloading thisFree Guide.Impactbnd.com/redesign10#INBOUND14@impactbnd+ 51. Talk to us about your next websiteredesignImpactbnd.com/cos 52. Questions?