10 Step Checklist For Your Website Redesign. Adrianne Machina Tornado Marketing, Inc.

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2 10 Step Checklist For Your Website Redesign Adrianne Machina Tornado Marketing, Inc.

3 Quick Intro Yo Adrianne! Been in the channel since 1999 Started Tornado Marketing in 2005 Focus on Inbound Marketing and Copywriting

4 First of all, do you need a website redesign?

5 Stats to consider By 2020, customers will manage 85% of their relationship without talking to a human. Gartner Research 48% of users say that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the business simply not caring. MarginMedia The average B2B buyer is 57% through the purchase decision before engaging a supplier sales rep. CEB's Marketing Leadership Council

6 More stats 62% of companies that designed a website specifically for mobile had increased sales. Econsultancy 87% of buyers say online content has a major or moderate impact on vendor preference and selection; but 43% say blatantly selfpromotional content is a major turn off. B2B Marketing Insider 40% of people will abandon a web page if it takes more than three seconds to load. Econsultancy

7 9 Excellent Reasons 1. You aren t getting results. 2. Your site looks so 2000-and-late. 3. The purpose of your site has changed. 4. Your site isn t responsive / mobile friendly. 5. You want a better content strategy, integrated blog, etc. 6. Your tools are outdated. Can t change your website easily. 7. To incorporate re-branding 8. To improve usability 9. To add new functionality

8 So It s time 10 Step Checklist for Your Website Resign Project

9 1. Benchmark Current Metrics Number of visitors Bounce rate SEO rankings for keywords Domain authority Leads / form submissions

10 Analysis Tools

11 2. Inventory Your Assets Some companies lose over 50% of their natural search traffic after a redesign or migration.

12 Preserve Most shared / viewed content Most trafficked pages Best performing keywords Inbound links

13 Scan Your Site Tools to Scan Site URLs Xenu Link Sleuth Screaming Frog Most SEO Tools Tool to Scan Inbound Links Open Site Explorer

14 Set up 301 Redirects When possible, keep your new URL structure the same as your old structure.

15 3. Determine Your Goals Why? Who? How many? How will you measure? Chart Your Path

16 Common Goals Attract more leads / generate awareness Reduce bounce rate Establish credibility Lower support costs through self-support options Grow your database by getting people to opt-in to your list Get more "likes" for your social properties LinkedIn, Facebook, Twitter

17 Tip: Give Every Page Its Own Job Just like each employee has different responsibilities, each page can have a different function. Don t try to do too many things at once Use a tool like MindMeister to plan your pages & develop content. BONUS: When every page has it s own job you can then optimize each page for its key function.

18 Suggested Tool: Mindmeister

19 4. Analyze the Competition If you were to remove the company names, could you tell the companies apart? Are you all saying the exact same thing?? Don t be afraid to stand out.

20 Partners Other industries Look beyond your competitors as well. Microsoft / Sage / NetSuite / etc. What are the trends? What opportunities do you see?

21 5. Create Uniqueness Avoid gobbledygook Don t be boring! Avoid stating the obvious (obviously!)

22 Ways to be unique Keys to Standing Out: Color Style of website Compelling messaging Different offers Unique voice Emotional Educational Entertaining

23 6. Plan Your Content Design your site around personas Speak in their terms Use YOU-centric language Create separate spaces (even menu items) for separate audiences

24 Tip: Map Content to Persona Customers Prospects Partners Technical Support # Proof of Competence Sales Sheets Documentation How-To Videos Why-Us Videos Login Tech Support KnowledgeBase Educational Offers Ideal Customer Expert Reviews

25 7. Pick Your Platform Wordpress Hubspot Joomla Drupal SharePoint DotNetNuke 75 Million Sites, 22% of US Sites all-in-one online marketing platform Sites built today should be responsive / mobile friendly!

26 8. Optimize for Search Do your keyword research Set up your 301 redirects Determine each page s on-page optimization Get backlinks

27 On-Site Optimization 1) Find keywords. (Microsoft Dynamics GP Partner in WI) 2) Put keywords in Page Title. (Microsoft Dynamics GP Partner in WI) 3) Put keywords in Page URL. 4) Put keywords in Meta Data. Keywords less is more. Description - put in your keywords, but primarily focus on appealing to human readers. 5) Put keywords in your H1 text. 6) Use keywords (sparingly!) in the page content.

28 9. Create Calls to Action Buy now Register for free Click here Call today Subscribe now Download now Request quote Use ACTION. Use color! Avoid the word SUBMIT It s a conversion killer!

29 Match CTA s to Buyer s Journey

30 It s not easy or free!

31 Send CTA s to a Landing Page

32 10. Create Ongoing Maintenance Strategy Not one and done Who is going to blog? How are you going to get links/traffic? How can you be sure events / promotions get added in a timely manner? Put together a calendar

33 Blog BONUS. Don t forget the sprinkles! Social media share buttons RSS Feeds / Subscribe by Analytics

34 THANK YOU Please fill out your evaluation