10 steps to a successful website redesign - Presentation created by Truly Good Design (trulygood.com) for NELBF's Spring Has Sprung Gathering, May 4, 2012. Based on information from hubspot.com

1. 10 steps to a
successful
website
redesign
05.04.12
NELBF Presents Spring Has Sprung
Created by Truly Good Design
For more visit:
trulygood.com/more

2. 05.04.12
NELBF Presents Spring Has Sprung
Truly Good Introduction
› Why are you redesigning your site?
“It’s been a while” or “We want to look
bigger” aren’t great reasons
The ultimate question you should be asking…
HOW WILL THE SITE SUPPORT AND IMPROVE
OUR OVERALL MARKETING EFFORTS?
› Got it? Awesome, let’s begin!

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NELBF Presents Spring Has Sprung
1. Measure Current Performance
› Traffic
› Bounce rate / Time spent on site
› Number of Form Submissions / New Leads
› Popular Pages & Documents

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2. Establish Clear Goals
› How does your site currently WORK?
› Name specific things you want to improve
› Tie goals to measureable results
› Be prepared to analyze the data

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3. Keep Current Assets Safe!
› ID what’s been working on current site
› Most viewed/more shared content
› Best performing keywords
› Now, protect that content!
› Use“301 Redirects”
› Keep it where it is

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4. Analyze The Competition
› Visually review your competitor’s sites
› Aesthetically, how are things looking?
› Functionally, what’s happening out there?
› What do you like/dislike?
› Use tools like HubSpot’s “Marketing Grader”
› Goal is not to copy, but to improve
› Create an Action List: areas you can improve

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5. Identity Unique Value Proposition
› Immediately answer your visitor’s question,
“Does this site have what I need?”
› Convey quickly why they should stay
› Be clear and ‘human’ with your language
› Not flowery or technical
› YOUdefine how the world communicates
with your site

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6. Design Around Personas
› Your site is NOT about you
› It is about your BEST customer(s)
› Determine
who that is, then segment by
demographics (age, sex, location, industry, interest)
› Identify their needs, problems, desires
› Develop behavior-based profiles

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7. Optimize for Search
› Do
some keyword research to establish target
keywords
› For entire site
› For individual pages
› Include keywords in all the important areas
› “Header” tags (h1, h2, h3)
› “Title” tags (text on top of browser window)
› “Meta Description” tags (invisible to users,
crawled by search engines)
› Throughout content

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8. Identify & Include Calls to Action
› Drive visitors to take an action
› Offering
FREE content or services is a great
motivator
› E-books, whitepapers, contests, free shipping,
email newsletters, free trial or consultation
› Theultimate goal is for your new visitor to
engage with your site and share their
information with you

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9. Create an Ongoing Content Strategy
› Include a BLOG on your new site
› A
100 page website will outrank a 10 page
website 95% of the time!
› Utilize Press Releases & In The News pieces
› Consider outsourcing/purchasing content

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10. Include the Extras
› Blog
› Promotion-specific Landing Pages
› RSS Feed (subscribe to blog updates)
› Share Buttons!
› Analytics

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NELBF Presents Spring Has Sprung
Truly Good Summary
› Can’t afford to do all 10 (money/time)?
› No worries! You can still attain website redesign Nirvana.
Just focus on…
› Establishing clear goals
› Identifying and protecting current assets
› Identifying and clearly presenting your UVP
› Optimizing for search (site wide)
› Identifying and including CTAs
› BLOG, BLOG, BLOG
For more information & resources visit trulygood.com/more