Download - A Step-by-Step Guide to Website Redesign
Website Redesign’s Role in
DIGITAL STRATEGYCreated by Joey Barker
I’M NOT HERE TO TALK TO YOU.
“Hmmm…then why’s he here?”
TO HELP YOU TALK TO THEM…
MORE OF THEM…MORE OFTEN…
WITH PLENTY TO SAY
1. Leads Generated
◦ 3,000 – 4,000 (approx.)
2. Unique Visitors
◦ 2,233 / mo.
3. Bounce Rate
◦ 61.59 %
4. Time on Site
◦ 00:04:07
5. Domain Authority
◦ 41 (mozRANK)
6. Total Sales
◦ $8MM (Hoovers)
7. SEO rankings
◦ #1 Keyword or Phrase?
Employee Benefits Software
◦ Share = 5.08 %
MEASUREMENTS OF SUCCESS
1. Increase the Number of Visitors to the Site Let’s face it, this is the reason for Redesign, isn’t it?
Use inbound marketing to increase channel presence and overall web traffic
2. Lead Gen & New Business Establish industry need with useful, non-obtrusive content
Provide 90% of knowledge for free in content
Sell with the 10% offering needed to achieve results
Convert views into opt-in Sales leads
Be found. Be clear. Be memorable.
GOALS & OBJECTIVES
3. Increase search rankings & results Optimize site and individual page titles/descriptions
Use inbound marketing to increase channel presence and overall web traffic
Focus on 1-2 keywords for each page topic/page
Home Page = 3-5 maximum
Be found. Be clear. Be memorable.
GOALS & OBJECTIVES
Uniqu...0
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NowQ4 2012
More Traffic = More Leads = More Business
Conver-sion Rate
s
0.00%
0.40%
0.80%
1.20%
NowQ4 2012
Sal0
1000
2000
3000
4000
5000
6000
7000
8000
Now
Q4 2012
35% 33% 80%
ROI of Content Marketing Approach
Traffic
• NOW: 37k• 2013: 50k
• Up 35 %
Conversion Rate
• NOW: 0.9 %• 2013: 1.2 %
• Up 33 %
New Leads
• NOW: 4000• 2013: 7200
• Up 80 %
Increase new business by up to 28.8 %
DETERMINE YOUR GOALS
New Business up 28.8%
Conversion rate up 33%
Web & Search Traffic up 80%
DETERMINE YOUR GOALSIncrease number of new clients by 28.8%
(average 2% lead-to-client conversion in one Fiscal year)
AVOID THE PITFALLS OF REDESIGN
Inventory of AssetsAction items to improveUser Search insights
Needs Assessment301 redirect neededBlog integrationSocial sharing
Auto-discoverable RSSUnique page descriptionsMeta viewport tag
Sign-up CTAsLanding page linkingUnique content titles
1. SEO
2. Images (alt tags)
3. Blog content
4. Videos
5. Webinars
6. Email alerts
7. Newsletters
8. Event Calendar
9. Product page Meta tags
Images (alt tags)
Individual page tags
10.Affiliate links
ASSET INVENTORYKeep your best digital content.
KEYWORD ANALYSIS: Search Traffic
KEYWORD ANALYSIS:Top Search Queries
KEYWORD ANALYSIS: High Impact
COMPETITIVE ANALYSIS
Competitor 1Competitor 2Competitor 3
Competitor 4Competitor 5 Competitor 6
Competitor 1High site engagementLeadership messagingSocial sharing
Blog integrationZero AutomationPoor SEO tagging
No mobile optimizationWeak social integrationLanding pages w/ forms
Competitor 2No blog or CommunityMobile OptimizedWeak social presence
Poor SEO effortsNo Brand personaLanding pages w/ forms
Very engaged usersNo marketing automationZero analytics usage
Competitor 3Get automation usageWeak mobile integrationNo social sharing
No known blog usageVERY good linkingGood Twitter usage
Landing pages w/ formsDecent user engagementGood unique visits #
Competitor 4Good product brandingBlog integration; no RSSGreat SEO tagging
Poor linking strategyMobile needs helpPoor conversion tactics
Landing pages w/ formsPoor visitor repetitionAutomation usage
TASCGreat product brandingNo social sharingWeak navigation
Worst index tagging Very weak socialPoor conversions
Good unique/no repeatsNo analytics usageGood blogging presence
Competitor 5Tailors content to userThought leader messagePoor individual pg tags
Best linking authorityBest online PR usageVery weak conversions
Decent user engagementMessaging too broadNo social sharing
Competitor 6No blogNot Mobile optimizedNot indexing invl pages
Decent linkingGood social integrationBest user engagement
Landing pages w/ formsGood lead generationPoor conversion
HOW TO WINIdentify Value PropositionDesign Site around PersonasOptimize for SearchIdentify Calls-to-ActionOngoing Content Strategy
IDENTIFY YOUR UNIQUE VALUE PROPOSITION
Experience
◦ Over 25 years in the employee benefits industry enables us to analyze today's
market and predict tomorrow's. Rather than waste time on pitfalls of the past, we
respond to trends of today…and design solutions for tomorrow.
Relationships
◦ Relationships require understanding, and understanding begins with each
individual. Our staff is a group of individuals with various backgrounds, interests,
and beliefs.
Flexibility
◦ We know that one size definitely does not fit all when it comes to benefit
solutions, so we offer our users a wide range of system functions and capacities.
◦ All of our products are built to work in sync with each other no matter which
solutions a client requires.
UNIQUE VALUE PROPOSITION
“(COMPANY) partners with (B2B Clients) to deliver
world-class (solution) today…
…for the (offering) of tomorrow.”
UNIQUE VALUE PROPOSITION
“COMPANY is a (n) X consultancy.
We help clients deliver the most powerful, easy-to-use OFFERING today - while pursuing the SOLUTION of tomorrow.”
DESIGN YOUR SITE AROUND BUYER PERSONAS Persona 1: Website
◦ Build the first based demographics and holistic user buying behavior across the industry
Persona 2: Communications◦ Current value◦ Predicted value◦ Lifecycle stage◦ By product
(email & LPO) Search programs
BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY
BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY
BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY
BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY
BENCHMARK RECOMMENDATIONS: DESIGN & USABILITY
OPTIMIZE FOR SEARCH Document most search-valued pages
Create a 301 Redirect Strategy◦ This may be the most important step of retaining traffic and
rankings
Pick one or two keywords for EACH page
Optimize header tags – AVOID company name as the first word of any of them
IDENTIFY CALLS-TO-ACTION eBooks & whitepapers
New products & product purchases
Email newsletter subscriptions
Social Share buttons
Free trial
Consultation / demo
ONGOING CONTENT STRATEGY Blog
◦ Sub-Nav into product categories
Social Media
◦ Twitter, Linkedin, YouTube, SlideShare, Tumblr
◦ Use information-focused networks to drive draffic
◦ Facebook as a hub to direct traffic across channels
Landing Pages & Calls-to-Action
Add RSS subscription
Shareability
Analytics & CMS automation
THANK YOUQuestions?