版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
1、Website Redesign Tips & TricksMike VolpeVP Marketing HubSpotTwitter: mvolpeMarketing is Changing1950 - 20002000 - 2050Outbound Marketing is Harder800-555-1234AnnoyingSalespersonThe Good NewsInbound Marketing:Get Found using Google, Social Media and BlogsTop 5 Web Marketing Book on AmazonInboundBThe
2、Great Newswww.HubS/ROIInbound Gives LeverageBudget vs. BrainsFlickr: Refracted MomentsFlickr: Gaetoan Leewww.HubS/ROIWhy do you havea business website?The Wrong Reasons for a Redesign“We have a new corporate look and feel.”“Im tired of the old website.”“Its been 12 months since the last redesign.”“T
3、he design department wants to.”“The CEO wants to do it.”Website Redesign Half-LifeYour CompanyYour ProspectsLaunch6 Months12 MonthsTimeHappinessBUY NOWFlickr: thegolzerBillboard in the Desert?The Right Reasons for a Redesign“Get found by more prospects.”“Convert more prospects into leads and custome
4、rs.”“Branding” might be a good reason if it will drive the goals above.Business websites are forlead generation.- mvolpe from HubSpotWhich is better?Which is better?Which is better? Website traffic has doubled Lead flow has doubled- Noel Huelsenbeck, CEO, VocioWhich is better? Website traffic has do
5、ubled Lead flow has doubled- Noel Huelsenbeck, CEO, VocioWhat do you want?Beautiful & EmptyUgly & CrowdedThe 3 Keys to aSuccessful WebsiteWebsites should attract prospects.- mvolpe from HubSpotHow do you attract prospects?Use Inbound Marketingto Get Found:Create great contentOptimize that content fo
6、r search (SEO)Promote that content using social mediaContent Drives VisitorsSearch engines like fresh content (SEO)People like fresh content (social media)More content means more tickets in lotteryWhat to Publish?BlogPodcastVideosPhotosPresentationseBooksNews ReleasesWebsites should convert visitors
7、 to leads.- mvolpe from HubSpotAll Websites Need Landing PagesTarget MarketWebsite VisitorsLeadsOpportunitiesCustomersConversion 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.Calls to ActionLan
8、ding PagesLanding Page UsesCall to action on website homepageLinks in all email newsletters / emailsUse for all pay-per-click adsNext step after tradeshows or eventsWebsites should produce measurable ROI.- mvolpe from HubSpotMeasurement is Easy OnlineFlickr: akisraMetrics Drive Website RedesignA red
9、esign without measurable improvements is a waste of time.Know your current stats and goals before starting the redesign.3 Keys to a Successful WebsiteGet Found: Attract website visitorsConvert: Visitors to leads & salesAnalyze: Produce measurable ROITips for a SuccessfulWebsite Redesign ProcessAudit
10、 your website, then protectyour key assets.- mvolpe from HubSpotWebsite Redesign Tip #1Avoid Website Redesign PitfallsTake an inventory of your website assets.Content, inbound links, keyword rankings, conversion toolsProtect your assets during the redesign.Website Redesign PitfallsRemoving valuable
11、contentLosing value of inbound linksLosing keyword rankingsChanging good conversion toolsDestroy your assets and youll get a drop in traffic and leads.Youll also have wasted time, effort and money.Website Assets = ContentHow many pages do you have?How many will be killed?Will pages move to a new URL
12、?How many new pages will you create?What is your most popular content?What is your most powerful content?Website Assets = LinksHow many inbound links do I have?What interior web pages have links?Where are my links coming from?What are my most powerful links?Website Assets = Keyword RankWhat keywords
13、 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?Website Assets = Conversion ToolsWhat generates most of my leads?What are my best conversion tools?How can I increase conversions?Use HubSpot to Find Your AssetsUse H
14、ubSpot to Find Your AssetsUse HubSpot to Find Your AssetsUse HubSpot to Find Your AssetsProtecting Your AssetsIf you change domains, use a 301 redirect for each individual page. Not all pages globally.Have a permanent redirect (check at http:/www.WebsiteG)Identify all URLs with assets (content, keyw
15、ord rank, links, conversions) and:Keep this content on the new website301 Redirect old URL to the new URL for that pageMaintain SEO / content characteristicsSpend resources on creating content, more than beautiful design.- mvolpe from HubSpotWebsite Redesign Tip #2Seth Godin on Website Redesign“Im g
16、oing 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 theres one that you can start with?”“Your car isnt unique, and your house might not be either”/seths_blog/2007/10/how-to-create-a.htmlCreate Great Content by BloggingBlogging
17、 Attracts More LinksBlogging Attracts More VisitorsBlogging Brings Social Media SuccessMake it easy to run conversion experiments.- mvolpe from HubSpotWebsite Redesign Tip #3All Websites Need Landing PagesLimited navigationClear and simpleForm above foldTrack Your Conversion RateConversion Experimen
18、ts32% Conversion53% ConversionFaster Experiments = Better ResultsFlickr: Jim DoranLanding Page EditingHow fast can you launch a new landing page?Can one person do it in 15 minutes?What is the cost of experimentation?Make it easy to measure results.- mvolpe from HubSpotWebsite Redesign Tip #4Avoid Pa
19、ralysis by AnalysisDont measure everything.Simple is better than complicated.Focus on 3-5 metrics.TrafficLeadsSalesBy Channel or SourceVisitorsLeadsSalesSEOSocialMediaWebsite Redesign Summary3 Keys to a Successful WebsiteGet Found: Attract website visitorsConvert: Visitors to leads & salesAnalyze: P
20、roduce measurable ROI4 Tips for Website RedesignAudit your website, then protect your key assets.Spend resources on creating content, more than beautiful design.Make it easy to run conversion experiments.Make it easy to measure results.How to Put All the Pieces Together?d.j.k. on flickrHubSpot Puts the Pieces TogetherWhats HubSpot?All-in-one Marketing SoftwareOver 2,000 customers in 3 years110+ employees, lots of MIT gradsBlog & Social MediaBusiness Bl
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 家庭暖气安装合同
- 2023年智能鞋项目评估分析报告
- 2024合同模板模特拍摄合作合同范本
- 2023年HE-II汽车行驶状态记录仪项目调研分析报告
- 2023年手电筒:普通手电筒项目评估分析报告
- 第15课《梅岭三章》公开课一等奖创新教学设计 统编版语文七年级上册-1
- 第6课《藤野先生》公开课一等奖创新教学设计 统编版语文八年级上册-1
- 初中语文八年级上册 25《周亚夫军细柳》公开课一等奖创新教案
- 《海滨小城》公开课一等奖创新教学设计(共两课时)
- 2024年消费借款合同范本2
- 《古筝演奏》课程标准
- 生物化学与基础分子生物学实验知到章节答案智慧树2023年中山大学
- 马克思方法论
- 中国地理(第二版)赵济王静爱
- 土木工程材料课后题答案第二版 苏达根主编
- 产品报价管理表格excel系统模板
- 2023年02月广东省江门市公开选调公务员笔试题库含答案解析
- 建筑节能教案 第10章 建筑遮阳与自然通风技术
- 泌尿系感染诊断治疗指南
- 小学“法制副校长进校园”活动方案
- YS/T 429.2-2012铝幕墙板第2部分:有机聚合物喷涂铝单板
评论
0/150
提交评论