Post on 20-Aug-2015
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Website Redesign (for Lead Generation)
Rick Burnes
@rickburnes
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
Traditional Marketing (Outbound)
Marketing Today (Inbound)
How Do Growing Companies Market?
1950 - 2000 2000 - 2050
Leads
Get Found• Publish• Promote• Optimize
Process Tools
Get Found• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert• Test• Target• Nurture
Website Visitors
Customers
Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
What Is Inbound Marketing?
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
Data From 3 Years, 3000 Customers
More at: www.hubspot.com/roi
Don’t Shell Out With Vague Goals
“We have a new corporate look and feel.” “I’m tired of the old
website.”
“It’s been 12 months since the last redesign.”
“The design department wants to.”
“The CEO wants to do it.”
Website Redesign Half-Life
Your CompanyYour Prospects
Launch 6 Months 12 MonthsTime
Happiness
Flickr: thegolzer
Billboard in the Desert?
Buy Now
The Right Reasons for a Redesign
“Get Found by more prospects.’
“Convert more prospects into leads and customers.”
“Branding in a measureable way that you can map on the funnel.”
Business websites are for
lead generation.
-- @rickburnes from @HubSpot
Which is better?
Which is better?
Which is better?
• Website traffic has doubled• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio
Which is better?
• Website traffic has doubled• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio
What do you want?
Beautiful & Empty Ugly & Crowded
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
Websites should attract
prospects.
-- @ rickburnes from @HubSpot
Start by Creating Content
=
Then Optimize Your Content
On-Page SEO Off-Page SEO
Then Promote It on Social Media
x 12,000, via
x 35,000, via
Content Drives Visitors
Content Drives Visitors
Websites should convert
visitors to leads.
-- @ rickburnes from @HubSpot
Websites Need to Be a Funnel
Target Market
Website Visitors
Leads
Opportunities
Customers
Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).
A cost becomes a benefit.
Calls to Action
Landing Pages
Websites should
produce measurable
ROI.-- @ rickburnes from @HubSpot
Measurement is Easy Online
Flickr: akisra
Metrics Drive Redesigns
Measure visitors!
Measure leads!
Measure customers!
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
Audit your website, then
protectyour key assets.
Website Redesign Tip #1
-- @ rickburnes from @HubSpot
www.seonnahong.com
Website Assets = Content
• How many pages do you have?• How many will be killed?• Will pages move to a new URL?• How many new pages will you create?• What is your most popular content?• What is your most powerful content?
Website Assets = Links
• How many inbound links do I have?• What interior web pages have links?• Where are my links coming from?• What are my most powerful links?
Website Assets = Keyword Rank
• What keywords do I rank for today?• What keywords do my competitors rank
for?• What keywords should I want to rank
for?• How has my keyword rank changed?
Website Assets = Conversion Tools
• What generates most of my leads?• What are my best conversion tools?• How can I increase conversions?
Find Your Assets
Find Your Assets
Find Your Assets
More Audit Tips
• If you change domains, use a 301 redirect for each individual page. Not all pages globally.
• Have a permanent redirect (check at http://www.WebsiteGrader.com)
• Identify all URLs with assets (content, keyword 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
Spend resources on
creating content, more than beautiful
design.
Website Redesign Tip #2
-- @ rickburnes from @HubSpot
Seth Godin on Website Redesign
“I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with?”
“Your car isn't unique, and your house might not be either…”
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
Blogging Attracts More Visitors
Make it easy to run
conversion experiments.
Website Redesign Tip #3
-- @ rickburnes from @HubSpot
Faster Experiments = Better Results
Flickr: Jim Doran
All Websites Need Landing Pages
• Limited navigation
• Clear and simple
• Form above fold
Track Your Conversion Rate
Conversion Experiments
32% Conversion
53% Conversion
Landing Page Editing
• How fast can you launch a new landing page?
• Can one person do it in 15 minutes?
• What is the cost of experimentation?
Make it easy to measure
results.
Website Redesign Tip #4
-- @ rickburnes from @HubSpot
Flickr: Jburns00
Track Visitors
Track Leads
Track Sales
Tracking the Full Funnel Matters
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
Website Redesign Summary
3 Keys to a Successful Website• Get Found: Attract website visitors• Convert: Visitors to leads & sales• Analyze: Produce measurable ROI
4 Tips for Website Redesign• Audit your website, then protect your key assets.• Spend resources on creating content, not beautiful design.• Make it easy to run conversion experiments.• Make it easy to measure results.
Final thoughts …
Inbound Gives Leverage
How to Put All the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/