website redesign - when to do it & how to do it right for marketing results - mike volpe
DESCRIPTION
A business' website is an increasingly important asset, and many companies are now embarking on website redesign projects to "improve" their websites. However, in order to really get the most out of a website redesign, companies need to construct their website in the context of a greater Internet marketing strategy. This session will cover the basics of SEO and crafting an Internet marketing strategy to get the most out of your website.Presented by Mike Volpe, VP Marketing, HubSpot at IMS08 on 9/8/2008TRANSCRIPT
![Page 1: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/1.jpg)
Website Redesign for Marketing Results
Mike VolpeVP MarketingHubSpotHubSpot@mvolpe
![Page 2: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/2.jpg)
Agenda
• Right and Wrong Reasons
• Seven Website Redesign TipsSeven Website Redesign Tips
![Page 3: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/3.jpg)
![Page 4: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/4.jpg)
Which is better?
![Page 5: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/5.jpg)
The Wrong Reasons
• “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 do it.”
• “The CEO wants to do it ”• The CEO wants to do it.
![Page 6: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/6.jpg)
Website Design Half Life
Your CompanyHappiness
Your Prospects
Launch 6 Months 12 Months
Time
![Page 7: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/7.jpg)
What do you want?
![Page 8: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/8.jpg)
The Right Reasons
• “Get found by more prospects.”
• “Convert more prospects into leads and customers.”
• “Branding” might be a good reason… if it will d i th l bdrive the goals above.
![Page 9: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/9.jpg)
The Right Reasons
• “Get found by more prospects.”• Better content• Better content• More content
O ti i d t t• Optimized content• “Convert more prospects into leads and
t ”customers.”• Better offers & calls to action• More offers & calls to action• Optimized landing pages / forms
![Page 10: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/10.jpg)
Agenda
• Right and Wrong Reasons
• Seven Website Redesign TipsSeven Website Redesign Tips
![Page 11: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/11.jpg)
Seven Website Redesign Tips
1. Goal: More visitors and leads.
![Page 12: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/12.jpg)
Which is better?
• Website traffic has doubled• Lead flow has doubled
‐‐ Noel Huelsenbeck, CEO, Vocio
![Page 13: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/13.jpg)
Website Redesign Summary Tips
1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then
protect them.
![Page 14: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/14.jpg)
Website Redesign Pitfalls
• Removing valuable content• Losing value of inbound links• Losing value of inbound links• Losing keyword rankings
Changing good conversion tools• Changing good conversion tools
• Destroy your assets and you’ll get a drop in traffic and leads.
• You’ll also have wasted time, effort and money.
![Page 15: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/15.jpg)
Avoid Website Redesign Pitfalls
1 Take an in entor of o r ebsite assets1. Take an inventory of your website assets.1. Content2. Links3. Keyword rank4. Conversion tools
2. Protect your assets during the redesign.
![Page 16: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/16.jpg)
Website Assets = Content
• How many pages do you have?Ho man ill be killed?• 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 popular content?• What is your most powerful content?
![Page 17: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/17.jpg)
Understanding Content Assets
![Page 18: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/18.jpg)
Website Assets = Links
• How many inbound links do I have?What interior eb pages ha e links?• What interior web pages have links?
• Where are my links coming from?• What are my most powerful links?
• https://siteexplorer.search.yahoo.com (free)
![Page 19: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/19.jpg)
Website Assets = Keyword Rank
• What keywords do I rank for today?What ke ords do m competitors rank for?• What keywords do my competitors rank for?
• What keywords should I want to rank for?• How has my keyword rank changed?
• Google Search & Google Analytics (free)
![Page 20: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/20.jpg)
Website Assets = Conversion Tools
• What generates most of my leads?What are m best con ersion tools?• What are my best conversion tools?
• How can I increase conversions?
![Page 21: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/21.jpg)
Understanding Conversion Assets
• Google Analytics (free)
![Page 22: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/22.jpg)
Protecting Your Assets• If you change domains, use 301 redirect for each
individual page. Not all pages globally.
• Have a permanent redirect (check at www WebsiteGrader com)www.WebsiteGrader.com)
• Identify all URLs with assets (content keyword• 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
![Page 23: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/23.jpg)
Website Redesign Summary Tips
1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then
protect them.3. Spend resources on remarkable content that
attracts and converts. Not unique design.
![Page 24: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/24.jpg)
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 youthe web. Surely there s one that you can start with?”
“Your car isn't unique, and your house might not be either…”g t ot be e t e
http://sethgodin.typepad.com/seths_blog/2007/10/how-to-create-a.html
![Page 25: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/25.jpg)
Ugly? Template? Who cares!
lResults:• 40,000 inbound links• 4,000 Del.icio.us bookmarks• 450,000 websites graded• 10,000’s of opt‐in email addresses
![Page 26: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/26.jpg)
Website Redesign Summary Tips
1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then
protect them.3. Spend resources on remarkable content that
attracts and converts. Not unique design.4. Create an ongoing content building strategy.
![Page 27: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/27.jpg)
Content Drives Visitors
• Search engines like fresh contentcontent
• People like fresh content• More tickets in the SEO
lottery• More chances to build
something remarkable• More is always better
![Page 28: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/28.jpg)
More Content Drives More Visitors & Power
10,000,000
Average Website Pages by Page Rank
1,000,000
pages
100,000
# of W
ebp
10,000Average
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)
![Page 29: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/29.jpg)
Website Redesign Summary Tips
1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then
protect them.3. Spend resources on remarkable content that
attracts and converts. Not unique design.4. Create an ongoing content building strategy.5. Enable conversion experiments.5. Enable conversion experiments.
![Page 30: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/30.jpg)
Conversion Experiments
32% Conversion
53% ConversionConversion Conversion
![Page 31: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/31.jpg)
Landing Page Editing
Ho fast can o la nch a ne landing page?• How fast can you launch a new landing page?
• Can 1 person do it in 15 minutes?
• What is the cost of experimentation?
![Page 32: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/32.jpg)
Website Redesign Summary Tips
1. Goal: More visitors and leads.2 A oid pitfalls In entor o r assets then2. Avoid pitfalls. Inventory your assets, then
protect them.3. Spend resources on remarkable content that
attracts and converts. Not unique design.4. Create an ongoing content building strategy.5. Enable conversion experiments.5. Enable conversion experiments.6. Include a blog, RSS, landing pages, SEO.
![Page 33: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/33.jpg)
All Websites Should Have a Blog
• Blogging helps with SEOgg g p
• Blogging helps with Social N SiNews Sites
Bl i h l ith S i l• Blogging helps with Social Networking Sites
• Blogging is Permission Centric
![Page 34: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/34.jpg)
All Websites Should Have RSS
• RSS = “really simple syndication”
• Publish your content for others to consume when, how and where ,they want
• RSS helps with Social Media Marketing
• RSS is Permission Centric
![Page 35: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/35.jpg)
All Websites Should Have Landing Pages
T t M k tTarget Market
Website VisitorsConversion is where we take what we have spent time
d t t ( i it )
Leads
and money to get (visitors) and change it into something valuable to marketing (leads).
Opportunities
a et g ( eads)
A cost becomes a benefit.
Customers
![Page 36: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/36.jpg)
All Websites Should Have Landing Pages
Limited na igation• Limited navigation
• Clear and simple
• Form above the fold
![Page 37: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/37.jpg)
All Websites Should Have On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description
![Page 38: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/38.jpg)
Website Redesign Summary Tips
1. Goal: More visitors and leads.2 Avoid pitfalls Inventory your assets then2. Avoid pitfalls. Inventory your assets, then
protect them.3 Spend resources on remarkable content that3. Spend resources on remarkable content that
attracts and converts. Not unique design.4 Create an ongoing content building strategy4. Create an ongoing content building strategy.5. Enable conversion experiments.6 Include a blog RSS landing pages SEO6. Include a blog, RSS, landing pages, SEO.7. Metrics: Visitors and leads.
![Page 39: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/39.jpg)
Metrics: Traffic, Leads and Customers
![Page 40: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/40.jpg)
Traffic, Leads and CustomersVisitors from ZDNet
Visitors Leads Customers
TechCrunch 5,289 754 12
ZDNet 834 72 3
Twitter 511 28 1
![Page 41: Website Redesign - When to Do It & How to Do It Right for Marketing Results - Mike Volpe](https://reader034.vdocuments.us/reader034/viewer/2022042607/555a2e5ed8b42a900d8b4e30/html5/thumbnails/41.jpg)
Thank You!
Free Tools:htt //W b it G dhttp://Website.Grader.com
http://PressRelease.Grader.comhtt //T itt G d
Mike Volpe
http://Twitter.Grader.com
Mike VolpeVP MarketingHubSpot
Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www linkedin com/in/mikevolpeLinkedIn: www.linkedin.com/in/mikevolpeTwitter: www.twitter.com/mvolpe