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How to Build Websites for
Lead Generation Using HubSpot's CMS
Partner Program Webinar Series
July 2009
                   ...
Your Participation, Feedback, Questions are Welcome


• http://www.inboundmarketing.com/node/1175
• Use @pc4media or @hubs...
Start Learning by Doing with the Partner Program

• Watch the partner program launch webinar.
• Partners get special acces...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
What’s HubSpot?




 • Inbound marketing software + training
 • Over 1,500 customers in 2 years
 • 90+ employees
Proven ROI

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


     Vocio Pays for Hub...
Awards
Buzz
HubSpot Inbound Marketing
  Process                         Tools
Get Found                   Get Found
• Publish         ...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
Why HubSpot Wants to Partner with Service Providers

•   We Make & Sell Software & Training that Most of
    Your Clients ...
How Agencies Benefit from Partnering with HubSpot
   Level of Importance to You



                                • Serve...
We Want to Help You Grow Your Business…
"Our agency is on pace to grow 130 – 150% this year…
  Obviously there is demand i...
How we Plan to Support Our New Partners

1. Extended Free Trials for You, Your Clients
2. Access to Inbound Marketing
   M...
Learn the Value of the HubSpot Software

•   Start a 30 day free trial for your
    website. http://bit.ly/99SOv or client...
Partner Program Webinar Series
1. 7/13/2009 - How to design websites for lead generation on HubSpot’s
   CMS

2. How to De...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
The Website Design Opportunity for Marketing Agencies


• 2/5’s of SMBs Still Don’t Have a Website.
• Most websites don’t ...
Skills Required to Build a Lead-Gen Website w/ HubSpot


•   Inbound Marketing Skills
•   Writing Skills
•   Some Graphic ...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
Start Building Websites that Generate Business
Turning Websites into Lead Generation Machines

Start a HubSpot Free Trial for Your Prospect:
1. Audit the current site’s ...
What Keywords Should You Focus? What Converts?

1. Use keyword grader to identify keywords:
    •     Satisfactory search ...
Analyzing & Improving each Page of the Site

1. Page Grader Provides Page Level Analysis of:
   Keyword Ranks and Inbound ...
What Offers & Landing Pages Convert Traffic to Leads?

•   Experiment to Determine Most Effective: Compelling
    Offers, ...
What Links, Keywords, Campaigns Refer Customers?

•   Identify what leads from what sources for what offers
    are most l...
Use Data to Build a Formal Proposal w/ ROI Calculations

•   Calculate ROI on $ & time invested in website
    redesign, o...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
The Value of a Web Content Management System (CMS)


 • Gives less technical developers ability
   to design and build web...
Value of a HOSTED Web CMS


 •   No hosting infrastructure setup
 •   No installation required
 •   No configuration requi...
Additional Value of HubSpot’s Hosted Web CMS

  • Low monthly cost vs large upfront
    investment
  • We do migration of ...
Additional Value of HubSpot’s Hosted Web CMS

  • Low monthly cost vs large upfront
    investment
  • We do migration of ...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
Who is a Good Fit for HubSpot’s CMS?

• Small businesses.
• Primary need is lead generation.
• Leads more important than f...
When NOT to Use HubSpot CMS?

 • Web Applications with Custom
   Server Side Scripting/App Required
 • Workflow/Roles Are ...
Custom Design Examples on HubSpot’s CMS




              Design by WakeFly
Custom Design Examples on HubSpot’s CMS




             www.channelvmedia.com
Custom Design Examples on HubSpot’s CMS




              Design by PR 20/20
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
HubSpot’s Migration Process

• Not a redesign process. We move what’s
  there to the CMS.
• Up to 100 pages migrated for f...
Figuring out the Page Count for a Site




• Do a search at google like…
• site:www.clientsite.com -filetype:pdf -filetype...
Scroll to the Last Page to Find the Real Page Count…

                                             1st: 450




          ...
We Can’t Migrate All Flash Websites…
We Can’t Migrate Certain Designs…
                                                            Images
                     ...
We Can’t Migrate Database Driven Stuff…

• Logins to extranets that are hosted on main domain.
• Look for Forms that requi...
CMS Approval Process

•   http://www.hubspot.com/cms-approval
•   Number of pages?
•   Database driven stuff?
•   Flash?
•...
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
Basics: Using the CMS

• Basic CMS Functionality:
  • http://success.hubspot.com/webinars/cms-
    boot-camp
  • Add, remo...
Building a Site from Scratch on HubSpot’s CMS

 1. Choose Theme (Only: Brighton, Cambridge, Duxbury, Everett)
    •     Se...
Choosing a Template for the Site

• Choose a Template from:
http://hubspot-migrations.web6.hubspot.com/hubspot-
  template...
Choosing a Template for the Site

 • Choose a Theme (Coming soon for partners)
 • Use Only Supported themes:
   • Brighton...
Standard Page Layouts
 • Standard page layouts for all templates


                             Example of 2
             ...
Customizable Template Examples




      Background
         Color
                            3 Column
                  ...
Customizable Template Examples



 BG Extends
  Width of
   Screen
                     Rollover
                    Secon...
Customizable Template Examples
                        Full Image Across Top


                                    Flash
 ...
Customizable Template Examples




               Secondary
                  Nav
                (two column)
Customizable Template Examples




                        3 Column Layout
                    (Width customized in css)
Customizable Template Examples




             Left Hand
             Navigation




         Rounded Corners!
Customizable Template Examples




             Left Hand
             Navigation




         Rounded Corners!
Create Design Before Adding Content

 • Implement design fully first:
   • Home page
   • Inner page design
   • Other pag...
Wipe Out Acme Content

 • Delete or Hide Acme Holes Content
   Using Page Manager
 • Do not delete “Home”
 • Remove modules
Configuring Fonts & Colors

• Configure colors, font, background, etc…
• Settings Template Configuration
Choose Page Specific Layouts

• On each page…
• Page Properties   Advanced Options
  Layout
Upload Header Graphic

 • Upload Logo/Top Graphic
 • Set for all pages. Or page specific
   headers.
 • Use HTML tab for f...
Add Modules to Pages
• Add content to pages.
Set Global Modules
• Settings Global Modules
• Global Modules are added to EVERY new page
  automatically.
• Not added to ...
Set up Navigation Items

 • Set up main nav items by creating
   pages in page manager.



         Top Navigation: Bright...
Set up Secondary Navigation Items

 • Set up secondary nav items by
   creating pages in page manager as
   child pages.
Option: Insert Courtesy Navigation (Everett Only)

• Another set of nav at the top right
  corner. Often used for “contact...
Option: Two Sets of Primary Navigation (Everett only)
• Top and Left on Every Page
  • Create a page called “SideMenu”
  •...
Inserting Flash into an HTML Module

 • Insert Flash file in Content Module
Map Old URLs to New URLS (301 redirects)

 • Settings Configure URL Mappings
 • Maintain SEO Rankings
Customizing Templates with Custom CSS

HubSpot CSS Customization Instructions
  http://bit.ly/21NPI
1. Use Firefox Firebox...
Use Firebug to Find Classes
Create Custom.CSS file in File Manager




           Design by Commareus.
Add Classes to Create New Elements
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
Does Your Client/Prospect Need a CMS?

• Are you able to edit your site?
• Add pages to your site?
• Can you make the chan...
Finding Out How Important a CMS is for them…

• Who makes these changes for you?
  How much does that cost? How long
  doe...
Positioning the Benefits of a CMS….
 • Do you understand what a CMS is? Benefits of it?
    • A CMS helps a “business owne...
Additional Benefits of HubSpot’s CMS

 • Very Inexpensive + Simple to use.
 • Blog, landing pages, webvoter
   integrated....
What Other Things Can You Help Them With?

• The biggest value of HubSpot’s CMS is the
  integration with all of the other...
Ensuring that HubSpot’s CMS Is Qualified For Their Needs
Design
• What do you love/hate about the design of your website?
...
List of HubSpot Sites Live on the CMS

 • Gallery of Sites:
   http://www.hubspot.com/products/con
   tent-management/
Agenda
• What is HubSpot?
• Review of Partner Program Benefits
• The Website Design Opportunity for Marketing
  Profession...
We’re Looking for More Partners Who Can Speak “CMS”

• 1500 customers w/
  CMS Needs
• 150 new
  customers/month
• Let’s w...
First, Get Some “Wins” Under Your Belt

1. Start a 30 day free trial for your website.
   http://bit.ly/99SOv or client: h...
Then, Let’s Go To Market Together
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Designing Websites with Lead Generation Goals

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HubSpot Partner Program Webinar: How to Build Websites Designed for Lead Generation Using HubSpot's CMS.

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Designing Websites with Lead Generation Goals

  1. 1. How to Build Websites for Lead Generation Using HubSpot's CMS Partner Program Webinar Series July 2009 Peter Caputa IV Partner Program Manager Twitter: @pc4media pcaputa@hubspot.com
  2. 2. Your Participation, Feedback, Questions are Welcome • http://www.inboundmarketing.com/node/1175 • Use @pc4media or @hubspot on Twitter
  3. 3. Start Learning by Doing with the Partner Program • Watch the partner program launch webinar. • Partners get special access to extended free trials. • Contact Pete Caputa w/ questions about your trial. http://www.hubspot.com/partners
  4. 4. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • How Business Goals Should Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  5. 5. What’s HubSpot? • Inbound marketing software + training • Over 1,500 customers in 2 years • 90+ employees
  6. 6. Proven ROI Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
  7. 7. Awards
  8. 8. Buzz
  9. 9. HubSpot Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
  10. 10. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  11. 11. Why HubSpot Wants to Partner with Service Providers • We Make & Sell Software & Training that Most of Your Clients Need • Many of Our Customers Need & Want Coaching & Services Customers 1+1=3 Marketing Service HubSpot Exchanging Value Providers
  12. 12. How Agencies Benefit from Partnering with HubSpot Level of Importance to You • Serve Clients Better. Efficiently • New Revenue from New Services • Growth from Exposure & Referrals • Direct Revenue from HubSpot
  13. 13. We Want to Help You Grow Your Business… "Our agency is on pace to grow 130 – 150% this year… Obviously there is demand in the market for these services that will likely increase as HubSpot's profile does. I don’t know if we could build a profitable model around Inbound Marketing services without HubSpot.” -Paul Roetzer | President, PR 20/20 Watch the case study: http://bit.ly/ZjGs1
  14. 14. How we Plan to Support Our New Partners 1. Extended Free Trials for You, Your Clients 2. Access to Inbound Marketing Methodology 3. Virtual Workshops on Delivering Inbound Marketing Services. Cost to Partner with HubSpot: Your Time
  15. 15. Learn the Value of the HubSpot Software • Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS • Gives you access to http://success.hubspot.com
  16. 16. Partner Program Webinar Series 1. 7/13/2009 - How to design websites for lead generation on HubSpot’s CMS 2. How to Deliver ongoing SEO services 3. How to predict, execute and demonstrate a solid ROI through online lead generation 4. How to deliver effective Pay-Per-Click Services 5. How to deliver social media services that deliver an ROI 6. How to leverage HubSpot’s free trial to sell inbound marketing services Subscribe to Company Blog for Dates: http://www.hubspot.com/blog
  17. 17. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  18. 18. The Website Design Opportunity for Marketing Agencies • 2/5’s of SMBs Still Don’t Have a Website. • Most websites don’t have more than one conversion form. • 500+ HubSpot customers using HubSpot CMS. 74 added in July.
  19. 19. Skills Required to Build a Lead-Gen Website w/ HubSpot • Inbound Marketing Skills • Writing Skills • Some Graphic Design Skills • Cascading Style Sheets (CSS) Skills • Software/Hosting Configuration Skills • Software Development Skills
  20. 20. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  21. 21. Start Building Websites that Generate Business
  22. 22. Turning Websites into Lead Generation Machines Start a HubSpot Free Trial for Your Prospect: 1. Audit the current site’s performance first. 2. SEO and competitive research next. 3. Test compelling offers, landing Pages, calls to action 4. Then, redesign the site. Free Trial for Your Prospect: http://www.hubspot.com/partners
  23. 23. What Keywords Should You Focus? What Converts? 1. Use keyword grader to identify keywords: • Satisfactory search volume • Low enough difficulty 2. Use conversion tracking to determine which keyword traffic converts into leads and customers. http://success.hubspot.com/content-library/bid/8109/Keyword-Research-A-Comprehensive-Guide
  24. 24. Analyzing & Improving each Page of the Site 1. Page Grader Provides Page Level Analysis of: Keyword Ranks and Inbound Links. 2. Identify Top Performing Pages 3. Identify Areas for Improvement of each page: • Optimize for different keyword • Improve links that are already pointing to that page.
  25. 25. What Offers & Landing Pages Convert Traffic to Leads? • Experiment to Determine Most Effective: Compelling Offers, Landing Pages and Calls to Action http://success.hubspot.com/methodology/convert/lan ding-pages
  26. 26. What Links, Keywords, Campaigns Refer Customers? • Identify what leads from what sources for what offers are most likely to convert into customers.
  27. 27. Use Data to Build a Formal Proposal w/ ROI Calculations • Calculate ROI on $ & time invested in website redesign, ongoing internet marketing activities. • Build Formal Proposal with ROI numbers Free ROI Prediction Worksheet: http://bit.ly/2rEw0
  28. 28. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  29. 29. The Value of a Web Content Management System (CMS) • Gives less technical developers ability to design and build websites. • Removes need to write code from scratch. • Forces web design best practices • Gives non-technical users editing control .
  30. 30. Value of a HOSTED Web CMS • No hosting infrastructure setup • No installation required • No configuration required • No manual upgrades required
  31. 31. Additional Value of HubSpot’s Hosted Web CMS • Low monthly cost vs large upfront investment • We do migration of existing sites for free. • Integration of Inbound Marketing Tools Out of the Box • Blogging platform • Landing pages and lead tracking • Analytics, SEO, social media tools
  32. 32. Additional Value of HubSpot’s Hosted Web CMS • Low monthly cost vs large upfront investment • We do migration of existing sites for free. • Integration of Inbound Marketing Tools Out of the Box • Blogging platform • Landing pages and lead tracking • Analytics, SEO, social media tools
  33. 33. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  34. 34. Who is a Good Fit for HubSpot’s CMS? • Small businesses. • Primary need is lead generation. • Leads more important than fancy design.
  35. 35. When NOT to Use HubSpot CMS? • Web Applications with Custom Server Side Scripting/App Required • Workflow/Roles Are Required • When CUSTOM Design Is Really Important….
  36. 36. Custom Design Examples on HubSpot’s CMS Design by WakeFly
  37. 37. Custom Design Examples on HubSpot’s CMS www.channelvmedia.com
  38. 38. Custom Design Examples on HubSpot’s CMS Design by PR 20/20
  39. 39. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  40. 40. HubSpot’s Migration Process • Not a redesign process. We move what’s there to the CMS. • Up to 100 pages migrated for free. $25/page after that. • Design will probably not be exactly the same. • Takes 2-4 weeks. • Must get site approved first to ensure good fit for CMS.
  41. 41. Figuring out the Page Count for a Site • Do a search at google like… • site:www.clientsite.com -filetype:pdf -filetype:xls - filetype:doc • .pdf, xls., doc don’t count towards the 100. they are free.
  42. 42. Scroll to the Last Page to Find the Real Page Count… 1st: 450 Last: 300
  43. 43. We Can’t Migrate All Flash Websites…
  44. 44. We Can’t Migrate Certain Designs… Images for Floating Navigatio “Contact” n button Probably too many design issues to go on cms w/out a full redesign by a partner.
  45. 45. We Can’t Migrate Database Driven Stuff… • Logins to extranets that are hosted on main domain. • Look for Forms that require user to enter something and that return results. • Ecommerce, dealer locators, dynamic directories, etc. If you still want to use HubSpot’s CMS: • Can functionality move to a subdomain? Embed via iframe? • Can they do without it? Do it another way?
  46. 46. CMS Approval Process • http://www.hubspot.com/cms-approval • Number of pages? • Database driven stuff? • Flash? • Other questions/concerns?
  47. 47. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot
  48. 48. Basics: Using the CMS • Basic CMS Functionality: • http://success.hubspot.com/webinars/cms- boot-camp • Add, remove, move pages • Add, move, remove modules on pages • Edit content • Add images and video • Add forms to pages • Blogging, landing pages, webvoter: • http://success.hubspot.com/webinars/cms- blog-landing-pages-web-voter
  49. 49. Building a Site from Scratch on HubSpot’s CMS 1. Choose Theme (Only: Brighton, Cambridge, Duxbury, Everett) • Settings Theme 2. Configure Design through Interface • Upload images/flash elements • Styles: Settings Theme Configuration 3. Create Page Designs • Set global images. Then, create pages for rest of site. 4. Overwrite theme styles by creating custom style sheet • Use Firefox Firebug to determine template css styles/properties • Settings File Manager Custom custom.css
  50. 50. Choosing a Template for the Site • Choose a Template from: http://hubspot-migrations.web6.hubspot.com/hubspot- templates • Call support and ask them to change the template for you.
  51. 51. Choosing a Template for the Site • Choose a Theme (Coming soon for partners) • Use Only Supported themes: • Brighton, Cambridge, Duxbury, Everett • Settings Theme
  52. 52. Standard Page Layouts • Standard page layouts for all templates Example of 2 column layout page. • Each page can be set independently to be 1, 2 or 3 columns in main area • Standard width is 25%, 50%, 25% for 3 columns. 25%, 75% for 2 columns.
  53. 53. Customizable Template Examples Background Color 3 Column Layout
  54. 54. Customizable Template Examples BG Extends Width of Screen Rollover Secondary Navigation
  55. 55. Customizable Template Examples Full Image Across Top Flash Elements Nav Across Top (below nav) (Change font/bg on rollover/presence)
  56. 56. Customizable Template Examples Secondary Nav (two column)
  57. 57. Customizable Template Examples 3 Column Layout (Width customized in css)
  58. 58. Customizable Template Examples Left Hand Navigation Rounded Corners!
  59. 59. Customizable Template Examples Left Hand Navigation Rounded Corners!
  60. 60. Create Design Before Adding Content • Implement design fully first: • Home page • Inner page design • Other page designs
  61. 61. Wipe Out Acme Content • Delete or Hide Acme Holes Content Using Page Manager • Do not delete “Home” • Remove modules
  62. 62. Configuring Fonts & Colors • Configure colors, font, background, etc… • Settings Template Configuration
  63. 63. Choose Page Specific Layouts • On each page… • Page Properties Advanced Options Layout
  64. 64. Upload Header Graphic • Upload Logo/Top Graphic • Set for all pages. Or page specific headers. • Use HTML tab for full control.
  65. 65. Add Modules to Pages • Add content to pages.
  66. 66. Set Global Modules • Settings Global Modules • Global Modules are added to EVERY new page automatically. • Not added to pages that are already created. • You can’t add a “global” module to a page after it’s created. • Global Modules can be edited globally on any instance of the module.
  67. 67. Set up Navigation Items • Set up main nav items by creating pages in page manager. Top Navigation: Brighton, Cambridge, Everett Left Navigation: Duxbury
  68. 68. Set up Secondary Navigation Items • Set up secondary nav items by creating pages in page manager as child pages.
  69. 69. Option: Insert Courtesy Navigation (Everett Only) • Another set of nav at the top right corner. Often used for “contact us” links. • Settings Template Configuration Courtesy Links
  70. 70. Option: Two Sets of Primary Navigation (Everett only) • Top and Left on Every Page • Create a page called “SideMenu” • Add child pages under that. • If pages already exist on site, use the redirect in advanced page properties.
  71. 71. Inserting Flash into an HTML Module • Insert Flash file in Content Module
  72. 72. Map Old URLs to New URLS (301 redirects) • Settings Configure URL Mappings • Maintain SEO Rankings
  73. 73. Customizing Templates with Custom CSS HubSpot CSS Customization Instructions http://bit.ly/21NPI 1. Use Firefox Firebox to determine css classes and properties in template. 2. Create custom.css file in file manager 3. Change properties of css classes. 4. Create new classes, if necessary.
  74. 74. Use Firebug to Find Classes
  75. 75. Create Custom.CSS file in File Manager Design by Commareus.
  76. 76. Add Classes to Create New Elements
  77. 77. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  78. 78. Does Your Client/Prospect Need a CMS? • Are you able to edit your site? • Add pages to your site? • Can you make the changes you need to make for On Page SEO? • Is it easy to launch landing pages? • Do you have a plan to launch a blog on your site?
  79. 79. Finding Out How Important a CMS is for them… • Who makes these changes for you? How much does that cost? How long does that take? • How do you plan to do this stuff now? Why? • What happens if you can’t do this stuff? • When do you need to do this stuff by? • Would you like to talk about how we can help you with some of these things?
  80. 80. Positioning the Benefits of a CMS…. • Do you understand what a CMS is? Benefits of it? • A CMS helps a “business owner” take control over their website and do the things necessary to turn it into a lead generation machine. • It allows you to add/modify pages. To add forms for landing pages so you can collect leads. A good CMS also lets you make the changes necessary to do SEO yourself. (Explain why having lots of content helps them target more keywords and generate more traffic from SE’s.) • A good CMS also helps you more effectively attract traffic through blogging, social media and it makes sure that – if you spend money on ppc advertising – that you’ll get a return. • It allows you – the business owner – or someone who works for you who doesn’t have to be technical – to do all of this stuff w/out spending money on an outside resource. If you rely on a webmaster now, a CMS can save you a lot of money this way. • Is this stuff important to you? Now that you know about a CMS, do you think you’d be able to achieve your goals without one?
  81. 81. Additional Benefits of HubSpot’s CMS • Very Inexpensive + Simple to use. • Blog, landing pages, webvoter integrated. • SEO Tools + Analytics out of the box + integrated. • SaaS: Software will always be current. Constantly developing new capabilities.
  82. 82. What Other Things Can You Help Them With? • The biggest value of HubSpot’s CMS is the integration with all of the other tools that a small business needs to predict, plan and achieve their traffic and lead generation goals. • Probe about lead generation. • Probe about SEO. • Probe about Blogging. • Probe about social media. • Educate, if necessary. Tell stories. Tie these activities back to their goals.
  83. 83. Ensuring that HubSpot’s CMS Is Qualified For Their Needs Design • What do you love/hate about the design of your website? • I’m looking at your site design and it looks pretty sharp. If our CMS and the rest of our integrated software can help you generate more traffic and leads, will it matter if the design is not exactly the same? • Let’s walk through the things we’d have to change and make sure you’re ok with that. Custom Applications. • Do you have any database driven applications on your site now? What are they? • Would you be able to move that stuff to a subdomain? Migration • As part of buying a subscription to HubSpot, HubSpot moves 100 pages over to the CMS. Do you understand why it’s really important to keep all of your pages from an SEO perspective? • Since you have more than that now and we agree that you should keep them all, you should know that HubSpot charges an additional $25/page to move them over.
  84. 84. List of HubSpot Sites Live on the CMS • Gallery of Sites: http://www.hubspot.com/products/con tent-management/
  85. 85. Agenda • What is HubSpot? • Review of Partner Program Benefits • The Website Design Opportunity for Marketing Professionals • Business Goals Drive Website Design • Value of Content Management Systems • Qualifying What Companies Are a Good Technical & Business Fit for HubSpot’s CMS • Migrating a Site to the CMS (Free) • Building Sites from Scratch on HubSpot’s CMS • Selling a Web Design Project + HubSpot • Marketing Your HubSpot Website Design Packages
  86. 86. We’re Looking for More Partners Who Can Speak “CMS” • 1500 customers w/ CMS Needs • 150 new customers/month • Let’s work together to help them.
  87. 87. First, Get Some “Wins” Under Your Belt 1. Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS 2. Learn the software and the inbound marketing methodology: http://success.hubspot.com 3. Take the HubSpot Partner certification exam. 4. Sell inbound marketing services. 5. Do a really good job. 6. Receive Traffic, Leads, Referrals.
  88. 88. Then, Let’s Go To Market Together

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