gabe wahhab - no fail website re-design

INBOUND15

No-Fail Website Redesigns:How to Successfully Redesign Your Inbound Website for Massive Lead Conversions

Gabe WahhabDirector of Interactive Services, Square 2 Marketing

@square2 | square2marketing.com@gabewahhab | gabewahhab.com

INBOUND15 | @GABEWAHHAB

Key Strategy or Tool


Hi, I am Gabe! Nice to Meet You@gabewahhab - Director of Interactive Services - @square2


No Fail Website Redesigns


1. Why you should NEVER build a website without a comprehensive strategy

2. What goes into a comprehensive website strategy

3. Your website content sucks and what to do about it

4. How to assess your designs and web pages

5. Your website takes 5 years to build not 5 weeks

6. Why the Website Redesign process is broken

7. Why if you follow these strategies you can not fail

What we are going to cover today


Are you guys ready?


1. Strategy Before Tactics


Strategy Before TacticsNo Exceptions


2. The Pieces Of The Strategy


1. Detailed Personas & User Research

2. Being Remarkable

3. Emotional Messages

4. Information Structure & User Flows

5. Page by Page Contextual Conversion Strategy

6. SEO / Keyword Strategy

Comprehensive Website Strategy


Knowing Your User - Personas

C-Level Clint [CMO / CEO]


C-Level Clint

BACKGROUND

Clint is a CEO/CMO of a 50-1000 person enterprise corporation

Clint worked his way up in his company and now helps run the entire organization

He fired his last [traditional] agency because they were not producing measurable results

Clint has a family and enjoys golf, hunting and cars.

DEMOGRAPHICS

Male

45-60 years old

Income $180,000+

Suburban Lifestyle


C-Level Clint

BLAH BLAH BLAH


1. Pains Persona is Experiencing

2. Our Solutions to Those Pains

3. What is Triggering Need

4. What Information Is Persona Looking for at Each Buying Cycle Stage

5. What Influences Their Purchasing Decision

6. More

What Needs To Be In Every Persona


1. Interview Company

2. Survey Clients

3. Interview Clients

4. Random Poll on Website

5. Data Mining

How To Gather Persona Data


2 Your Need Deep User Insights & Research


What makes you remarkable?


3 Highlight What Makes You Remarkable


4 Create anEmotional Message


5 Dont Make Your User Think!


Sorry Your User Doesnt Care About You.


6 Starving Kids Need Food First Not Xboxes


7 Contextually Create CTAs per Page


1. Detailed Personas & User Research

2. Being Remarkable

3. Emotional Messages

4. Information Structure & User Flows

5. Page by Page Contextual Conversion Strategy

6. SEO / Keyword Strategy

Comprehensive Website Strategy


3. Your Content Sucks


Sorry Your User Doesnt Care About You.


I

Here by promise

That from this day forward

Content on Websites I am involved with

Will be user focused and will answer the users questions, pains and informational wants.

If I break this promise I will sit in a corner and think about what I did wrong for an hour!


8 Its Not About YouIts About Your User


4. Assessing Your Pages


1. Does it pass the 5 second test?

2. Does it connect with the user emotionally?

3. Does it tell a clear story that answers questions, pains and informational wants?

4. Is the copy scanable and readable?

5. Does it guide the user to the call to action?

6. Does it guide the user to the next page in the user flow?

7. Is the design credible and relatable with the target persona?

8. Will the user identify with the images used?

9. Does it use standard UI elements and interface?

Web Page Analysis Questions


9 Evaluate Your Pages On Strategy Not Design


5. 5 Years Not5 Weeks


10 Evolution NotRevolution


6. Why is the Process Broken


Let Me Explain!


1. Rigid Scope Set With Little Knowledge

2. Little to No Strategy Done

3. Content is Usually Done By Necessity vs King and Not User Focused

4. Design is Assessed Based on Aesthetics

5. Redesign is Revolution

6. Redesign and Done

Typical Web Redesign Process


7. Why You Cant Fail


Website Redesign Kithttp://www.square2marketing.com/no-fail-redesigns


Questions?


HUBSPOT PROJECTS

Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.

academy.hubspot.com/customer-projects


THANK YOU

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