Improve Performance

Homepage Refinement

SEO

Create Original Content

Change Landing Pages

Metrics

Make Landing Pages

Improve Performance

Homepage Refinement

SEO

Create Original Content

Change Landing Pages

Metrics

Make Landing Pages

Select EnhancementSelect EnhancementB 2 B M A R K E T I N G E B O O K

7 KeystoEnhanceYourWebsite

B2B

should be to improve the performanceof your website.

The main motivations behindwebsite renovationsA beautiful website, although intriguing and aesthetically pleasing, is secondary to a functional tra�c and lead generating website.

RIGHT Reasons for Redesign“Want to get found by more prospects.”

“Want to convert more prospects into leads and eventually, customers.”“We want to create a mobile responsive experience”

KEY 1

WRONG Reasons For Redesign“We have a new corporate look and feel.”

“It’s been 12 months since our last redesign.”“The CEO wants to do it.”

KEY 2

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The Asset Assessment Check List: Determine how many pages you have. Figure out which pages are most popular/powerful. Determine how many inbound links you have. Establish where these links are coming from. Look up what interior pages have inbound links. Figure out which inbound links are most popular/powerful. Determine what keywords you rank for before the move. Figure out keywords are most e�ective.

be more damaging than helpful.

If you do not fully understand the importance and practice

proper SEO, ofdoing a web redesign can

It’s Time For a Gut Check

If you do not feel comfortable around SEO work, it may be best to hire a specialist to perform the redesign so all the hard work you have put into making a web presence does not disappear. It may also be time to contact a professional to set you up with a system that can track these metrics if you don’t already have a system in place.

■ 75% of Internet users never scroll past the �rst page of search results.

■ 76% of consumers want a website that makes it easy to �nd what they want.

■ Highlight blog on homepage.

■ Set up a 301 redirect, for SEO’s sake!

■ Have a permanent redirect.

■ Limit the amount of choices the consumer must make.

If you offer 25 services, put those 25 under 4 overarching umbrella services so consumers will not be overwhelmed.

■ Links to social networking pages are a must on home page.

K E Y S TAT I S T I C SKEY 3 Your homepage

is the faceof your services or products.

10%

5%

76%

9%

OTHER

THE WEBSITE HAS A BEAUTIFUL APPEARANCE

THE WEBSITE OFFERS A CUTTING-EDGE INTERACTIVE EXPERIENCE

THE WEBSITE MAKES IT EASYFOR ME TO FIND WHAT I WANT

You only get one chance to impress that visitor,so make sure you carefully place the essentialsyou want them to know on your homepage.It should also act as a launching platformto places where they can contact you inthe future (i.e. blog, social media, etc.)

The �rst impression is all about simplicity.

■ Blogging results in a 55% increase in website visitors.

■ People like fresh content.

■ Companies that blog have 2x as many twitter followers than those that don’t.

■ Companies that blog have 97% more inbound links than those that don’t.

■ Original Content Vehicles:

Blog

Video Content (Youtube Channel)

Podcasts

Photos (Flicker)

Presentations (Slideshare)

eBooks

News Releases

Infographics

K E Y S TAT I S T I C SKEY 4

Search engines like fresh content,which will increase your numberof indexed pages.

SOURCE: HubSpot, 100 Awesome Marketing Stats, Charts and Graphs for You, 2011

55%

More Website Visitors for Companies That Blog Don’t Blog

97%

More Inbound Links for Companies That Blog Don’t Blog

it will inform your prospects on what you do, and how passionately you do it.With a vast array of formats to create content on, you should always be continuously contributingoriginal content to keep your prospects engaged and constantly interacting with your website.

Original contentis your website’s messenger;

K E Y S TAT I S T I C S

■ Leave out any website navigation.

■ Keep the description of the offer clear, simple, and concise.

■ Keep the form above the fold.

■ To maximize ef�ciency, consider these questions:

How fast can you launch a new landing page?

Can one person do it in 15 minutes?

What is the cost of experimentation?

KEY 5

http://www.bigwidget.com/

they are the gateway to your conversion o�ers that create engaged and interested leads.

Landing pagesare where the magic happens;

Last Name:

Street Address:

Company Name:

City, State ZIP

First Name:

Complete this form for six-months of full access to our product and 24/7 online customer service.

Make sure you can grab their attention with an interesting o�er, but also coherently explain what you are o�ering through the landing page!

ALL NEW!t

GIVE IT TO ME NOW

K E Y S TAT I S T I C SKEY 6

■ They need to help educate your prospect’s on the buying process.

■ If your landing pages and offerings do not seem to be reaching their full potential, you should try to:

Attach their links in your email newsletters.

Have your pay-per click ads go right to the landing page.

Use them as the next step after a trade show or event.

Your o�ers should be living,breathing documents thatare constantly changing.

Your web pages should evolve and improveover time. This is especially important for yourlanding pages since they help convert yourfaceless website visitors into opportunitiesthat you have collected vital information about.

is not a one anddone deal.

Website design

MetricsBy doing small, but constant adjustments to your website, you will be able to maximize the utility of your website so it becomes a platform for generating visitors, leads, and ultimately, sales.

are pivotal for pinpointing theexact pain points of your website.

Focus on these three metrics:

Visitors

■ How many people are coming to my website?

■ Where are they coming from?

Leads

■ How many visitors converted to leads?

■ What did they convert on?

Sales

■ These metrics will help you determine what parts of your website need revision.

■ How many leads converted to sales?

K E Y S TAT I S T I C SKEY 7

Redesign projects

Inbound marketing tactics such as SEO, blogging, and social media are easy to include in your existing site, and are twice as e�ective as traditional web redesign elements. You should strive to make small, but constant and continuous improvements to each elementof your current website so your website becomes a powerful tra�c-generating machine.

can be laborious, ■ Remember that most companies don’t need a new website, but rather need better tools on their existing site.

■ Protect your assets during the design process so you do not damage your website presence.

■ Make a great �rst impression by focusing on the functionality of your homepage.

■ Design compelling landing pages so visitors will be more willing to give away their contact information for your content offerings.

■ Create relevant content to move prospects through the funnel and increase organic search

■ Make constant adjustments to landing pages by experimenting with their layout and formatting.

■ Set up a system to measure the metrics of your website so you can reproduce successful campaigns, and scrap failing ones.

K E Y S TAT I S T I C S

so most companies are better suited at tryingto get more out of what they already have.

Creative and original contentis the most powerful way ofattracting and retainingwebsite visitors.

Need an Inbound Lift?If you’re looking for an agency that can get your B2B content marketing ideas o� the ground, look no further.Give Billy Mitchell a call at 800-265-1244, ext. 227, or reach him online at bmitchell@mltcreative.com.Hurry up, though. We can’t wait to get started.

The MLT Creative team brings decades of B2B marketing experience to building your brands and business. We craft winning programs with results that matter.

MLT Creative is an Atlanta-based B2B marketing agency. Founded by partners Billy Mitchell and Glenn Taylor, we are known as the Idea Launch Pad™ for B2B marketers. MLT Creative services include B2B Content Marketing, B2B Marketing Strategy, B2B Digital Campaigns, and B2B Design / Branding.

4020 East Ponce de Leon AvenueClarkston, GA 30021www.mltcreative.comPhone: (404) 292-4502Fax: (404) 292-4480