1. HOW TO CREATE
A WEBSITE THAT
CUSTOMERS
(AND GOOGLE)
LOVE
MARCH, 2013

3. A Chat
About:
Why a (relevant) website is no longer optional
How Google sees your website – and why you
should care
What you need to know to have a kick butt website
How to turn your website into a lead machine
Know how your website stacks up

4. Element Three
HQ in Indianapolis
25 Employees
In biz 8 years
HubSpot Agency of the Year

5. HUBSPOT DISCLAIMER

6. “70% of a sale is
over before a sales
person ever
gets involved”

8. Get
Found
Online
By

9. WHY IS SEARCH MARKETING SO POWERFUL?

10. Paid Search/ Pay Per Click/ PPC
Organic Search/ Search Engine
Optimization/ SEO

11. ACHIEVING OPTIMAL ORGANIC PAGE RANK

12. WHERE SEO IS HEADING:
In recent Google algorithm updates, Google
has diminished the power of inbound links and
placed a high importance on content and
overall user experience. Increasingly, this is
the direction that Google is moving toward.

13. SEARCH MARKETING STATS
 4 out of every 5 search engine users report they never
click on PPC (paid) results
 70% of search engine users choose to visit websites
that appear in the Top 10 organic results
 Over one billion daily searches are performed through
Google alone
 Google accounts for 80% of all search volume

14. Rank 1 = 56% of clicks
Rank 2 = 13% of clicks
Rank 3 = 10% of clicks
Rank 4 = 4% of clicks
Rank 5 = 4% of clicks
Rank 6 = 4% of clicks
Rank 7 = 3% of clicks

15. SEO HOW TO
On-Page Content
 You can‟t optimize for everything
 Defined keyword list
 Search volume
 Difficulty score
 Relevance to your business
 Tool: HubSpot Keyword Grader
 Tool: adwords.google.com/select/KeywordToolExternal
 Keyword Density (3-7%)
 Tool: tools.seobook.com/general/keyword-density/
 Pick a primary keyword for each page, then use it
„everywhere‟

16. SEO HOW TO
In-bound Links & Link Building
 Search engines see links to your site as a “vote” for the
quality of content on your site.
 The relative authority of the linking site plays a part in
determining the importance assigned to the links they
provide to your pages.
How:
 Guest Blogging
 Demonstrate thought leadership
 Comment in *relevant* forums and blogs (many now have
no-follow links imbedded)

17. SEO HOW TO
Some Technical Stuff:
 Meta Data: The first thing search engine will look for
 Determines what people will see in the SERP page
 XML Sitemap
 301 Redirects

18. Design &
Usability:
Brains and
beauty steal
the show

19. BASELINE STATS (AN EXAMPLE)
Metric Baseline Commentary
Bounce Rate 44% High, target less than 30%.
Bounce rates for most
websites are 30-60%.
New Traffic 75% Depends on your website‟s
core function
Pages / visit 2.77 Look for trends that are
steadily increasing
Avg. Visit Duration 1:47 Look for trends that are
steadily increasing
Leads 20 Target 1-7% conversion rate

20. DESIGN TIPS:
 Consistency breeds credibility
 Ditch the stock photography: Marketing Experiments
performed a test comparing stock photography v. real
imagery on a website and the effect on lead generation.
Photos of real people outperformed the stock photos by
95%.
 Navigation Tips:
 use words that your customers know - not what your products
are called (or use both).
 Don't use sound or flash in your navigation.
 You don't need to show every page level available to the
visitor.
 Be careful how cutesy you get with navigation placement,
we're getting pretty used to the standards (top or left).

21. USERS FOCUS
ON FACES
Source:
http://uxdesign.smashingmagazine.com/2009/09/24/10-
useful-usability-findings-and-guidelines/

22. PLACE THE
MOST
IMPORTANT
INFORMATION
ABOVE THE
„FOLD‟
The Fold

23. LEARN TO
LOVE WHITE
SPACE (AND
IT DOESN‟T
HAVE TO BE
WHITE)

24. DON‟T
IGNORE
MOBILE (OR
BE LEFT
BEHIND)
Source:
http://www.webanalyticsw
orld.net/2012/07/mobile-
vs-desktop-search-
trends.html

25. Content:
Share your
knowledge
with others

26. 1
CONTENT HOW TO
Think Billboard
 Will people know what you do in seconds?
 Will visitors know what to do next?
 Why should they trust you and not your competition?
Avoid "we have", focus on "you get" language.
Kill the jargon

27. 2
CONTENT HOW TO
Be specific about the value you add to your target
audience
Avoid clichés like "our people are the best”, "great
customer service”, "a million years of experience”, "We
hire the smartest people" and "our process is the best
ever”
People don‟t buy strategies, they buy tactics or outcomes
Make tangible things intangible and intangible things
tangible

28. Content that
gets leads
(seriously)

29. MY FAVORITE KIND OF
CONTENT
Make Calls-to-
Action That
People really
care about
And give them a glimpse into the value
you‟ll add to their world
Learn More

30. CONTENT TYPES
 Blog posts
 White Papers
 E-books
 Articles
 Infographics
 Videos
 Press releases
 Event postings
 Case studies
 Testimonials
 Website pages

31. ALL ABOUT CALLS TO
ACTION
 What is a Call-to-action
 Make them enticing
 Make them look like a button
 Would you want to click on it? Is it clear what I'm going to be
getting?
 Test like crazy
 Be smart about where you put them
 Homepage
 Bottom of every web page
 End of each blog post
 Be relevant with the topic
 Link to a landing page
 Landing page best practices
 Form best practices

32. WANT HELP KNOWING
HOW YOUR WEBSITE IS
PERFORMING OR WHERE
TO START?
HubSpot Website Grader: http://marketing.grader.com/
Manage SEO & Monitor Social Media: http://www.seomoz.org/

33. QUESTIONS?
www.facebook.com/elementthree
@tiffanysauder
http://info.elementthree.com/