Website Redesign for Lead Generation
Transcript of Website Redesign for Lead Generation
![Page 1: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/1.jpg)
Share Interactive Day, use #IDSD on
Website Redesign (for Lead Generation)
Rick Burnes
@rickburnes
![Page 2: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/2.jpg)
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
![Page 3: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/3.jpg)
Traditional Marketing (Outbound)
![Page 4: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/4.jpg)
Marketing Today (Inbound)
![Page 5: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/5.jpg)
How Do Growing Companies Market?
1950 - 2000 2000 - 2050
![Page 6: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/6.jpg)
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?
![Page 8: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/8.jpg)
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
![Page 9: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/9.jpg)
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
![Page 10: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/10.jpg)
Data From 3 Years, 3000 Customers
More at: www.hubspot.com/roi
![Page 11: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/11.jpg)
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.”
![Page 12: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/12.jpg)
Website Redesign Half-Life
Your CompanyYour Prospects
Launch 6 Months 12 MonthsTime
Happiness
![Page 13: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/13.jpg)
Flickr: thegolzer
Billboard in the Desert?
Buy Now
![Page 14: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/14.jpg)
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.”
![Page 15: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/15.jpg)
Business websites are for
lead generation.
-- @rickburnes from @HubSpot
![Page 16: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/16.jpg)
Which is better?
![Page 17: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/17.jpg)
Which is better?
![Page 18: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/18.jpg)
Which is better?
• Website traffic has doubled• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio
![Page 19: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/19.jpg)
Which is better?
• Website traffic has doubled• Lead flow has doubled
-- Noel Huelsenbeck, CEO, Vocio
![Page 20: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/20.jpg)
What do you want?
Beautiful & Empty Ugly & Crowded
![Page 21: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/21.jpg)
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
![Page 22: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/22.jpg)
Websites should attract
prospects.
-- @ rickburnes from @HubSpot
![Page 23: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/23.jpg)
Start by Creating Content
=
![Page 24: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/24.jpg)
Then Optimize Your Content
On-Page SEO Off-Page SEO
![Page 25: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/25.jpg)
Then Promote It on Social Media
x 12,000, via
x 35,000, via
![Page 26: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/26.jpg)
Content Drives Visitors
![Page 27: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/27.jpg)
Content Drives Visitors
![Page 28: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/28.jpg)
Websites should convert
visitors to leads.
-- @ rickburnes from @HubSpot
![Page 29: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/29.jpg)
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.
![Page 30: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/30.jpg)
Calls to Action
![Page 31: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/31.jpg)
Landing Pages
![Page 32: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/32.jpg)
Websites should
produce measurable
ROI.-- @ rickburnes from @HubSpot
![Page 33: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/33.jpg)
![Page 34: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/34.jpg)
Measurement is Easy Online
Flickr: akisra
![Page 35: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/35.jpg)
Metrics Drive Redesigns
Measure visitors!
Measure leads!
Measure customers!
![Page 36: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/36.jpg)
Agenda
1. Context: People Are Tired of Marketing
2. Why Do a Redesign?
3. Three Redesign Goals
4. Four Tips for Your Redesign Process
![Page 37: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/37.jpg)
Audit your website, then
protectyour key assets.
Website Redesign Tip #1
-- @ rickburnes from @HubSpot
![Page 38: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/38.jpg)
www.seonnahong.com
![Page 39: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/39.jpg)
![Page 40: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/40.jpg)
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?
![Page 41: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/41.jpg)
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?
![Page 42: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/42.jpg)
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?
![Page 43: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/43.jpg)
Website Assets = Conversion Tools
• What generates most of my leads?• What are my best conversion tools?• How can I increase conversions?
![Page 44: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/44.jpg)
Find Your Assets
![Page 45: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/45.jpg)
Find Your Assets
![Page 46: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/46.jpg)
Find Your Assets
![Page 47: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/47.jpg)
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
![Page 48: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/48.jpg)
Spend resources on
creating content, more than beautiful
design.
Website Redesign Tip #2
-- @ rickburnes from @HubSpot
![Page 49: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/49.jpg)
![Page 50: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/50.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 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
![Page 51: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/51.jpg)
Blogging Attracts More Visitors
![Page 52: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/52.jpg)
Make it easy to run
conversion experiments.
Website Redesign Tip #3
-- @ rickburnes from @HubSpot
![Page 53: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/53.jpg)
Faster Experiments = Better Results
Flickr: Jim Doran
![Page 54: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/54.jpg)
All Websites Need Landing Pages
• Limited navigation
• Clear and simple
• Form above fold
![Page 55: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/55.jpg)
Track Your Conversion Rate
![Page 56: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/56.jpg)
Conversion Experiments
32% Conversion
53% Conversion
![Page 57: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/57.jpg)
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?
![Page 58: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/58.jpg)
Make it easy to measure
results.
Website Redesign Tip #4
-- @ rickburnes from @HubSpot
![Page 59: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/59.jpg)
Flickr: Jburns00
![Page 60: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/60.jpg)
Track Visitors
![Page 61: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/61.jpg)
Track Leads
![Page 62: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/62.jpg)
Track Sales
![Page 63: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/63.jpg)
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%
![Page 64: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/64.jpg)
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.
![Page 65: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/65.jpg)
Final thoughts …
![Page 66: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/66.jpg)
Inbound Gives Leverage
![Page 67: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/67.jpg)
How to Put All the Pieces Together?
d.j.k. on flickr
![Page 68: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/68.jpg)
HubSpot Puts the Pieces Together
![Page 69: Website Redesign for Lead Generation](https://reader038.fdocuments.us/reader038/viewer/2022103121/55d4fd19bb61eb9f528b4690/html5/thumbnails/69.jpg)
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/