Website Redesign ROI - 10 Ideas to Make the Most of Your Website Investment

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Idea #1: Website Strategy Idea #2: Web Design Idea #3: Search Engine Optimization Idea #4: Mobile vs. Responsive Idea #5: Inbound Marketing Idea #6: Content Management System Idea #7: E-Newsletters Idea #8: Analytics Idea #9: Ongoing Maintenance Idea #10: Your Design Team

Transcript of Website Redesign ROI - 10 Ideas to Make the Most of Your Website Investment

Page 1: Website Redesign ROI - 10 Ideas to Make the Most of Your Website Investment

Website Redesign ROI: 10 Ideas to Make the Most of Your Website

Investment

May 6, 2014

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INTRODUCTION

• Skoda Minotti, CPA Firm Cleveland, Akron & Tampa

• Eight year BDO Alliance firm member• Built our own internal agency from scratch• Insights from the inside• Practice what we preach• Marketing partner with BDO Alliance firms

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• Idea #1: Website Strategy• Idea #2: Web Design• Idea #3: Search Engine Optimization• Idea #4: Mobile vs. Responsive• Idea #5: Inbound Marketing• Idea #6: Content Management System• Idea #7: e-Newsletters• Idea #8: Analytics• Idea #9: Ongoing Maintenance• Idea #10: Your Design Team

AGENDA

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Idea #1:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Determine A Web Strategy

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Begin With End in Mind• What are your website goals/objectives?

Drive traffic Reduce bounce rate Time on site Lead generation Revenue generation Current SEO rankings for important keywords

• Many of these goals are dependent on each other

WEBSITE STRATEGYIDEA #1:

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Four Categories of Websites1. Establish a web presence/credibility2. Promote your brand3. Serve as a resource 4. Generate & track qualified leads

WEBSITE STRATEGYIDEA #1:

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Category #1: Establish a Web Presence/Credibility• People are Googling your company• What do they find when they get to your website?

First impression Establishing a web presence allows you to control this message

• Smaller budgets that leverage existing templates• Typically not more than 25 pages• Functions as a “cyber-brochure”• Typically leveraged by firms who live off of referrals• Verifies you exist and hopes someone will give you a call

WEBSITE STRATEGYIDEA #1:

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Category #1 Establish a Web Presence/Credibility• Basic overview • No calls to action• No interaction• No unique resource information• No lead generation or tracking• Missed opportunities

INDUSTRIES

WEBSITE STRATEGYIDEA #1:

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Category #2: Promote Your Brand• First interaction with your brand

A branded website allows you to control the look and feel that your clients and prospects encounter

• Allows you to differentiate your website from your competitors’• Communicate core brand values visually• Coordinate consistent messaging with your other marketing materials• More flexible - allows for custom design/creativity• Shares your firm’s personality

WEBSITE STRATEGYIDEA #1:

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Example: Promoting the BrandWEBSITE STRATEGY

IDEA #1:

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Category #3: Serve as a Resource• Clients, business contacts and prospects are looking for answers to their

questions online Can you be the answer?

• Become visible in search engines for questions your customers are asking• Content helps drive people to the site • Have visitors return to your site over and over• Further brand awareness• Requires time/investment to create and maintain content

WEBSITE STRATEGYIDEA #1:

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Category #3: Serve as a Resource• Blogs• E-Books• E-newsletters• Industry Surveys• Presentations• Special Offers• Videos• Webinars/Seminars

WEBSITE STRATEGYIDEA #1:

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Category #4: Generate & Track Leads• Attracting hundreds or thousands of visitors is great, but…

Do you know who they are? What is important them? How they found you? When/how often they come back to your website? Are they qualified leads?

• Create relevant, valuable content in exchange for contact information Collect lead details by using offers (i.e., e-books, PPTs, videos, etc.)

• Invest your time pursuing qualified leads • Time must be invested to create content that your visitors will value highly• Leverage your team for content

WEBSITE STRATEGYIDEA #1:

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Generate & Track Leads• Create free offers/e-books• Promote on website & e-newsletters• Build landing pages to capture lead• Ask qualifying questions

WEBSITE STRATEGYIDEA #1:

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Idea #2:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Web Design

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Website Design Considerations• Benchmarking• Homepage• Subpages • Navigation• Reducing Site Load Times

WEB DESIGNIDEA #2:

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Benchmark Current Metrics• Document your current performance metrics • Start by analyzing your existing site over its history

Number of visits/visitors/unique visitors Bounce rate Time on site Current SEO rankings for important keywords Domain authority Number of new leads/form submissions Total amount of sales generated

• Don’t have Stats? Add Google Analytics

WEBSITE DESIGNIDEA #2:

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Avoid Pitfalls. Inventory Your Assets• Redesign typically good, but…• Don’t delete existing web assets

Most shared or viewed content Most trafficked pages Best performing keywords you rank for

& associated pages Number of inbound links to individual pages

ALERT!Removing page(s) that have a high number of inbound links, could result in a loss of SEO credit, which could decrease your search ranking!

NOTE:Many web designers don’t consider this because they are not marketers.

WEB DESIGNIDEA #2:

Most Trafficked Pages

Best Performing

Keywords

Most Shared Content

Number of Inbound

links

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Analyze the Competition• Don’t obsess, but it helps to know how you compare• Run your website through Marketing Grader

– Run competitors too • Review competitor sites, note what you like/don’t like• Don’t copy them. Improve on what they have!

SPECIAL NOTE:Marketing Grader: Go to http://marketing.grader.com to get a report card of how your website and marketing is performing today. It’s free!

WEB DESIGNIDEA #2:

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Homepage• A homepage is a “portal” into the

rest of your website• How can you quickly get visitors

where they want to go?• Features to consider:

– Messaging to address client hot buttons

– Timely information: News/blog feed– Site search– Lead generation/calls-to-action– Easy to find contact information

WEB DESIGNIDEA #2:

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SubpagesWEB DESIGN

IDEA #2:

• Specific service/industry subpages can improve SEO & overall site navigation

• Keep the reader in mind when writing copy. Less is more.

• Always include a means to request more information

• Leverage sidebars to include related content that may interest the visitor

Best Practice Tip:Add Calls-to-Action buttons to generate

qualified leads

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WEB DESIGNIDEA #2:

Website Navigation

• “Non-traditional” navigation may cause poor user experience.

• Keep menu titles and options simple and easy to understand

• Consider “mega-menus” as an improvement on standard drop down menus

• Analytics programs can give you clues about which pages need more navigation prominence during redesign

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Reducing Website Load Times• Faster loading pages are more user-friendly

AND more Google-friendly. • Best practices:

Minimize image file sizes where possible Prioritize “above-the-fold” content from a load

time perspective Reduce the number of website plugins Ensure optimized website code

WEB DESIGNIDEA #2:

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Idea #3:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Search Engine Optimization

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SEO Plays a Key Role in Customer Acquisition

Survey N = 3,339 Source: HubSpot

SEO

Soca

il Media

E-Mail

Trade Sh

owsPPC

Telemarketing

Direct

Mail

Blogging

0%

2%

4%

6%

8%

10%

12%

14%

16% Avg. Percentage of Leads that Convert to Sales15%

13%12%

11%

9%8%

7% 7%

SEOIDEA #3:

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Source: Forrester Research

95% of marketers say that

SEO is an important

source of web leads

SEOIDEA #3:

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Source: Search Engine Watch

53% of organic search

clicks go to the #1

(top-ranked) search result.

SEOIDEA #3:

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SEO – PAID VS. ORGANICIDEA #3:

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SEO – KEYWORD RESEARCHIDEA #3:

https://adwords.google.com/KeywordPlanner

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SEO – PAGE TITLESIDEA #3:

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SEO – PAGE TITLESIDEA #3:

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SEO - HEADLINESIDEA #3:

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SEO - HEADLINESIDEA #3:

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SEO - DESCRIPTIONSIDEA #3:

Meta Description Tags

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SEO - DESCRIPTIONSIDEA #3:

Meta Description Tags

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SEO - LINKSIDEA #3:

Create Individual Sub-Service Pages• More indexed pages result

in better SEO rankings

• Rather than just list sub-service offerings, create individual pages for each sub-service offering.

• More pages equals more service specific keywords which enhances SEO

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SEO - LINKSIDEA #3:

Create Individual Sub-Service Pages

• List services but link them to their own page.

Best Practices Tip: Leverage free offers

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SEO - LINKSIDEA #3:

Value of Links• Link quality matters. Less about quantity• Consider landing page for links

Link to specific service or industry pages vs. home page Better user experience More link juice to the page

• Don’t “keyword-stuff” anchor text• Google frowns on “link-schemes”

Creating links intended to manipulate PageRank Leveraging links that weren’t editorially placed or vouched for

by the site’s owner on a page.

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Find New Link Partners• Partners/vendors• Trade associations• Community organizations• Local Chambers of Commerce• Better Business Bureau• Colleges/Universities (recruiting)

SEO – LINK BUILDINGIDEA #3:

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Idea #4:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Mobile vs. Responsive Design

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Why Do You Need a Mobile Friendly Website?

MOBILE VS. RESPONSIVEIDEA #4:

Source: Smart Insights - http://bit.ly/1cjAdpn

Website Visits by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

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rall

Tabl

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artp

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Responsive Design vs. Mobile Website• Responsive Design

Automatically adjusts to optimize display size

Must be built “from the ground up” • Mobile Website

Custom-designed for a smartphone experience

Can be “added on” to an existing website Does not require a complete rebuild

IDEA #4:MOBILE VS. RESPONSIVE

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Responsive Design vs. Mobile Website

IDEA #4:

Element Responsive Design Mobile Website

Design Flexibility Design adapts to any monitor/device Design built specifically for mobile

User ExperienceMay cause longer load times for mobile visitors as all website content loads onto each page

Can be customized for the mobile user experience(show as much or as little content as is needed).

SEO Google announced it prefers responsive design for SEO purposes

Google supports mobile sites but it is not its recommended approach

Content Updates Content only needs to be updated in one central location

Content changes will require two separate updates. (i.e., Main & Mobile)

CostTypically a more expensive solution as the entire site needs to be coded in a responsive format.

Typically less expensive as a mobile site can be custom-designed and usually will require much less content than a full site.

MOBILE VS. RESPONSIVE

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Mobile/Responsive Best Practices• Keep in mind that you are designing for touch • Design to allow space for a finger (28x28 pixels)

around your links• Redesign your drop-down menus • Think through how lead conversions will work • Implement features like “click-to-call” and

“click-to-map”

IDEA #4:MOBILE VS. RESPONSIVE

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Idea #5: Inbound Marketing

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

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What is Inbound Marketing?• Creating highly value content that your

clients/prospects will seek out and find you• Marketing practice that makes your firm and

your content easy to find• Drives prospects to your website• Leverages your website to generate and track

qualified leads

INBOUND MARKETINGIDEA #5:

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INBOUND MARKETINGIDEA #5:

Quick Poll• How many firm’s here have a blog?• How many times a month does your firm

post a blog?• How many authors do you have?• How many people here contribute to it as an

author?

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

The average company

that blogs generates 55% more website visitors

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

B2B companies that

blog get 67% more

leads/month than those

who don’t.

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

The average company

that blogs generates

97% more inbound links

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

The average company

that blogs generates 434% more indexed pages

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

43% of Companies Generate Customers From Their Blog

57% of Companies Who Blog Monthly Acquire Customers From Their Blog

82% of Companies Who Blog Daily Acquire Customers From Their Blog

70% of Decision Makers Prefer Getting to Know a Company via Articles (Not Ads)

81% of Decision Makers Trust Information and Advice From Blogs

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

Blogging = Business.

61% of U.S. consumers have

been influenced to make a

purchase based on a blog post.

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INBOUND MARKETINGIDEA #5:

Source: HubSpot

Companies That Blog Generate 126%

More Leads Than Those That Don’t

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INBOUND MARKETINGIDEA #5:

59% of CPA Firms Don’t Have a Blog

Source: Vitberg 2013 – 2014 CPA Firm Best Lead Generation Practices Survey

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INBOUND MARKETINGIDEA #5:

Blogs - Content Generation• Industry News/Opinion/BDO

Content Curation Sites (i.e., Scoopit.Com)• FAQs From Clients• Firm News• Guest Blogs• Repurposed Content From Other Platforms

Speaking engagements, white papers, videos, etc.• Leverage Keywords (i.e., headline & body copy)• Build a Team of Bloggers and Go!

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Attracting Traffic to Blog• Search Engine Optimization• Website• E-blast/E-newsletters/E-mail signatures• Social Media

INBOUND MARKETINGIDEA #5:

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MeasurementINBOUND MARKETING

IDEA #5:

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• Generate significant, targeted organic search traffic on an ongoing basis• Content “lives forever” online • Continue to attract search traffic long after it has been posted

Search Growth-Blog

2009 Visits: 6,902

Page views: 7,235Search Hits: 1,115Blogs Posted: 131

2010 Visits: 14,761

Page views: 16,050Search Hits: 5,866Blogs Posted:174

2011 Visits: 21,712

Page views: 24,731Search Hits: 12,712Blogs Posted: 200

2012Visits: 28,308

Page views: 41,945Search Hits: 20,416Blogs Posted: 274

2013Visits: 36,259

Page views: 54,599Search Hits: 21,094Blogs Posted: 246

INBOUND MARKETINGIDEA #5:

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BLOGS

Best Practices Tip: Leverage free offers

Best Practices Tip: Allow people to

subscribe

Best Practices Tip: Sort by service or

industry

INBOUND MARKETINGIDEA #5:

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Sign Up

Order Now

Download

Get Started

Read Now

Free Trial

CALLS-TO-ACTION

INBOUND MARKETINGIDEA #5:

Calls-To-Action• Important element for driving qualified leads• Capitalize on traffic to your website• Drive prospects deeper into the sales funnel• CTAs drive traffic to landing pages• Landing pages convert traffic into leads

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Call To Action

Best Practice Tip: Ask Qualifying Questions

INBOUND MARKETINGIDEA #5:

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Call-To-Action ButtonsINBOUND MARKETING

IDEA #5:

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Contact Form• Base model• Only on one page• Requires almost no effort from

site owner• Low lead generation

Practice Areas

Accounting & Auditing

Business Consulting

Employee Benefit Plan Audits

Estate Planning

Litigation Advisory

State & Local Tax

Tax Planning

RANALLO & AVENI LLC

RANALLO & AVENI LLC

INBOUND MARKETINGIDEA #5:

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Contact Form• Have on every page• You never know at what point

someone will decide to contact you

Touch base Ask questions Request quote Request information

INBOUND MARKETINGIDEA #5:

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Ask an Expert• Answer direct questions from clients

& prospective clients• Requires technical expertise &

monitoring• Timely response• Dedicated• Provides direct interaction • Positions you as an industry

expert/leader/authority

INBOUND MARKETINGIDEA #5:

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Jonathan

Mailing List• Sign up for information• Typically an e-newsletter• Need to create & provide

information• Dedication (i.e., quarterly, monthly

weekly, etc.)

INBOUND MARKETINGIDEA #5:

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Jonathan

Jonathan

[email protected]

Ebenstein

Skoda Minotti

Mailing List• Sign up for information• Typically an e-newsletter• Need to create & provide information• Dedication (i.e., quarterly, monthly

weekly, etc.)

INBOUND MARKETINGIDEA #5:

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Events• Webinars• Seminars• Open House• Lunch & Learns

INBOUND MARKETINGIDEA #5:

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Best Practice Tip: PULL LIVE FEEDS

E-BooksINBOUND MARKETING

IDEA #5:

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Lead Follow-Up• Someone MUST own this• Create process and follow it• Personal contact• Add leads to marketing communications

(i.e., e-newsletter, e-blasts, etc.)• Keep-in-touch program

INBOUND MARKETINGIDEA #5:

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Idea #6:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Content Management System

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What is a Content Management System (CMS)?• Make updates to website content without a

required knowledge of code• Functionality can typically be customized to

meet specific website update needs• Many CMS can be upgraded over time to

account for new functionality requirements• There are a wide variety of both free and paid

CMS solutions from which to choose

CMSIDEA #6:

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Choosing the Right CMS for You• Benefits of choosing a free CMS solution

(i.e. WordPress, Drupal, Joomla, etc.) No start-up cost Large developer community to rely on for

support/plugins/themes/etc. Familiar interface for managing content

• Benefits of choosing a paid CMS solution(i.e. Expression Engine, HubSpot)

Commercial support available for quick resolution to issues

Less vulnerable to security breaches than free CMS “Official” (trusted) plugins/modules available to

enhance site functionality

CMSIDEA #6:

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CMS Functionality to Consider• Add/remove pages/blog posts• Edit text/photos/videos on pages/blog posts• Edit site navigation• Add/remove digital assets (i.e., pdfs, audio,

video, zip files)• Edit webpage metadata (for SEO)• User login/member management• E-commerce

CMSIDEA #6:

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CMS Best Practices• Train multiple users on the system to prevent

delays on updates• Be aware when pasting content directly from

Word – use Notepad instead• Create website style guide to ensure all

updates are consistent• Have a team in place to spot check updates on

a regular basis and scan for errors (i.e., broken links, formatting issues, SEO data, etc.)

CMSIDEA #6:

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Idea #7:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

E-newsletter

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E-newsletter Considerations on Your Website• Easy to signup on your site• Host an archive of old issues/articles• Link e-newsletter sends to your website/blog• Increase search rankings

E-NEWSLETTERIDEA #7:

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E-NEWSLETTERIDEA #7:

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Best Practice Tip: CROSS PROMOTE

E-NewsletterE-NEWSLETTER

IDEA #7:

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E-NEWSLETTERIDEA #7:

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Idea #8:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Analytics

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How Are You Measuring the Success of Your Website?• Number of visitors?• Search visibility?• Quality of visitors?• Number of leads?• Number of sales?

ANALYTICSIDEA #8:

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Google Analytics• In order to start tracking, you need an

analytics program• Google Analytics is free and easy to use• http://www.google.com/analytics/ • Install tracking code and you can be up and

running in minutes

ANALYTICSIDEA #8:

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Google Analytics OverviewANALYTICS

IDEA #8:

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Channels

ANALYTICSIDEA #8:

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Referring Sites

ANALYTICSIDEA #9:

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Top Content

ANALYTICSIDEA #9:

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LocationANALYTICS

IDEA #9:

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DevicesANALYTICS

IDEA #9:

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In-Page AnalyticsANALYTICS

IDEA #9:

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Social Media SourcesSocial Media Sources

ANALYTICSIDEA #9:

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Idea #9:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Ongoing Maintenance

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Maintaining Your Website • Install Google Analytics – Watch regularly for

increases/decreases in traffic/quality of visit stats and determine cause

• Install Google Webmaster Tools – Use this tool to identify Google crawl errors, security risks and more.

• Ensure Your CMS Software is Up-to-Date – Out of date software can increase your website’s susceptibility viruses and security risks.

• Check Website Regularly – Make it a regular habit to give your website the “eye-test” and look for user experience issues, general formatting and old/outdated links that require updates.

ONGOING MAINTENANCEIDEA #9:

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Idea #10:

Website Redesign ROI:10 Ideas to Make the Most of Your Website Investment

Your Design Team

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Who Do You Want Building Your House?

Jack-of-All-TradeGuy

General Contractor, Electrician, Plumber, Dry Waller, Painter, Excavator, Roofer,

Concrete Contractor, etc.

YOUR DESIGN TEAMIDEA #10:

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YOUR DESIGN TEAMIDEA #10:

Who Do You Want Designing Your Website?

Project Supervisor, Project Manager, Art Director, Graphic/Interactive Designer,

Programmer, Copywriter, SEO Manager, etc.

Jack-of-All-TradeWeb Guy

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YOUR DESIGN TEAMEssential Skill Sets• Strategy and planning• Project management• Information architecture and user interface

design• Graphic design for the web• Web copywriting• Web technology• Site production• Search Engine Optimization• Lead generation & tracking

IDEA #10:

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YOUR DESIGN TEAM• Should have industry experience. Will save you

time and resources• Team members are experienced in what they do• Hire a team w/multi-skills sets

Designer, programmer, SEO manager, copy writer, etc.

• Review web site portfolio• Be sure they do the type of features or tasks

needed to develop your website• Check references• Results over costs• It’s about ROI not initial investment

Evaluation Checklist

IDEA #10:

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YOUR DESIGN TEAMWeb Site Development Process

IDEA #10:

• Strategy session Requirements gathering Wire Frame/site map Solution design & approval

• Production schedule with delivery dates & deadlines

• Design & copy development • Site construction (coding)• Beta testing & approval• CMS training• Go Live, follow-up & support

Page 102: Website Redesign ROI - 10 Ideas to Make the Most of Your Website Investment

YOUR DESIGN TEAM

• One time design cost vs. ongoing monthly fee • Multi-year contracts. What does it cover?• Ownership of all YOUR site files (i.e., copy,

images, layout, URL, etc.) • Can you move the site?• Be aware of duplicative content

Check The Contract

IDEA #10:

Page 103: Website Redesign ROI - 10 Ideas to Make the Most of Your Website Investment

QUESTIONS?Jonathan EbensteinPartner, Strategic Marketing Services

Phone - (440) 449-6800 x7231Email - [email protected] Website: www.skodaminottimarketing.com

Cleveland | Akron | Tampa

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