Over 20 Content Strategy "Must-Haves" for your web redesign, to help you increase web traffic and convert leads.

1. Created by Joey Barker

3. Inbound Links
On-Page SEO
Title Tag & Meta Tags
XML Sitemaps
301 Redirects

4. Aim for high-quality, educational and/or
entertaining content.
◦ If people like your message and its delivery,
they will naturally want to link to it.
Submit the website and blog to online
directories .
◦ A cost-efficient, easy way to start getting
inbound links to the website

6. Title: Seen at the top of a web browser, also the
main headline displayed in search engine results.
<title> FSA, HSA, HRA Software for Employee Benefits Plans –
(Company Name) </title>
Description: A concise subhead descriptor of the
page.
<meta name="Description" content=“Employee benefits software,
administration services, and automated workflow assistance for Plan Service
Providers...">

7. XML Site Map Redirects

8. First impressions
Consistency
Imagery
Navigation
Accessibility

9.  Is everything to the user…
1. Is the site credible?
2. Is it trustworthy?
3. Is this a professional company?
4. Is this company stable?
5. Does the site make me feel welcome?
6. Am I in the right place?
 Ask yourself ALL of these questions when
redesigning a website

10.  Colors
◦ Try to make nothing jump out
◦ 2-4 colors max
 Use animation, gadgets or media only if you need them to support
content or information
 Layout
◦ Clear navigation structure, organize page elements in grid fashion (not
randomly scattered)
◦ White space – avoid clutter
 Easy-to-Read typography

11.  Photos of Real People
outperform stock photos
by 95%
 Impact of Imagery
1. Relevance
2. Reality
3. Relative Weight
I am a Happy Customer!

12. 1. Keep structure simple, near the top of page
2. Include navigation in the footer
3. Use breadcrumbs > on > every > page
4. Keep the search box where it is
5. Links within page copy – keeper as well
6. Avoid JavaScript or flash in navigation
◦ Consider HTML 5 instead

13.  TABLETS
◦ The #1 reason we need to use viewport meta tags
◦ Helps with mobile device browsing as well

15. 1. Will the user know what we do in seconds?
2. Do they know where they are & what it’s about?
3. Do they know what to do next?
4. Why should they do anything next? Why not someone else?
5. Do they know plans & pricing options?

17.  Offer more than just product content
◦ Demos, free consultation, whitepapers, ebooks, videos, etc.
 Write product-specific content to one person
◦ Sound human – speak the language
 Help them solve their problems
◦ Avoid “we are the best” speak

18.  Get to the point
 Don’t make the user think
◦ Or guess…
 Make transitions and conversions VERY easy

19.  Add social share buttons to key areas
◦ Bottom of home page with footer navigation
◦ Near call-to-action prompts on product & landing pages

20.  Your Site already does this well – just mix it up
◦ Imagery (including infographics)
◦ Video
◦ Audio (podcasts)
◦ Online utility tools
 (Change of Status, demos, etc.)

21.  Customer testimonials are key to credibility
 Place real, short, and power ones of your site
◦ Real names, titles, pictures, logos, etc. when you can
◦ Rather than random placement on your page, consider placing them on
pages relevant to use
 The more the better
◦ Make it part of your strategy to collect case studies & testimonials
 Leverage other Channels
◦ Sites like Yelp are helpful in this venue

23.  Make them bigger and bolder than page elements
 Offer CTAs that provide value
◦ Demos
◦ eBooks, Whitepapers, etc.
◦ Webinars
◦ Free Consultation
 Make it Look clickable (hover element
 Less is More
◦ Keep it as simple as possible

26. 1. Place CTAs above AND below the fold
2. Studies suggest that, often, CTAs to the Right of
the page work better
3. Use “Thank You” pages for additional CTAs

27.  Recommended Template
1. Headline and (optional) Subhead
2. Brief description of the offer/CTA
3. At least one supporting image
4. (Optional) supporting elements such as testimonials and/or
security badges
5. Most importantly, form to capture leads / information

28.  Limit to elements of previous slide + only what’s needed
 NEVER use the Home Page
 Remove main site navigation from landing page
◦ So visitors focus on message
◦ Only collect the information you need

30. Offer a newsletter subscription on your
website.
Not all CTAs need to be big offers.
Newsletters
or mailing lists are the perfect way to
collect
email addresses so you can nurture
prospects
over time to become leads.
Just make sure it’s
easy for people to find your subscription
form.

31. Questions?