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Gabe Wahhab - No Fail Website Re-Design

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INBOUND 2015

Publicada em: Marketing

Gabe Wahhab - No Fail Website Re-Design

  1. 1. INBOUND15 No-Fail Website Redesigns: How to Successfully Redesign Your Inbound Website for Massive Lead Conversions Gabe Wahhab Director of Interactive Services, Square 2 Marketing @square2 | square2marketing.com @gabewahhab | gabewahhab.com
  2. 2. INBOUND15 | @GABEWAHHAB Key Strategy or Tool
  3. 3. INBOUND15 | @GABEWAHHAB Hi, I am Gabe! Nice to Meet You @gabewahhab - Director of Interactive Services - @square2
  4. 4. INBOUND15 | @GABEWAHHAB
  5. 5. INBOUND15 | @GABEWAHHAB
  6. 6. INBOUND15 | @GABEWAHHAB No Fail Website Redesigns
  7. 7. INBOUND15 | @GABEWAHHAB 1. Why you should NEVER build a website without a comprehensive strategy 2. What goes into a comprehensive website strategy 3. Your website content sucks and what to do about it 4. How to assess your designs and web pages 5. Your website takes 5 years to build not 5 weeks 6. Why the Website Redesign process is broken 7. Why if you follow these strategies you can not fail What we are going to cover today
  8. 8. INBOUND15 | @GABEWAHHAB Are you guys ready?
  9. 9. INBOUND15 | @GABEWAHHAB 1. Strategy Before Tactics
  10. 10. INBOUND15 | @GABEWAHHAB
  11. 11. INBOUND15 | @GABEWAHHAB
  12. 12. INBOUND15 | @GABEWAHHAB Strategy Before Tactics No Exceptions
  13. 13. INBOUND15 | @GABEWAHHAB 2. The Pieces Of The Strategy
  14. 14. INBOUND15 | @GABEWAHHAB 1. Detailed Persona’s & User Research 2. Being Remarkable 3. Emotional Messages 4. Information Structure & User Flows 5. Page by Page Contextual Conversion Strategy 6. SEO / Keyword Strategy Comprehensive Website Strategy
  15. 15. INBOUND15 | @GABEWAHHAB Knowing Your User - Personas C-Level Clint [CMO / CEO]
  16. 16. INBOUND15 | @GABEWAHHAB C-Level Clint BACKGROUND • Clint is a CEO/CMO of a 50-1000 person enterprise corporation • Clint worked his way up in his company and now helps run the entire organization • He fired his last [traditional] agency because they were not producing measurable results • Clint has a family and enjoys golf, hunting and cars. DEMOGRAPHICS • Male • 45-60 years old • Income $180,000+ • Suburban Lifestyle
  17. 17. INBOUND15 | @GABEWAHHAB C-Level Clint BLAH BLAH BLAH
  18. 18. INBOUND15 | @GABEWAHHAB 1. Pains Persona is Experiencing 2. Our Solutions to Those Pains 3. What is Triggering Need 4. What Information Is Persona Looking for at Each Buying Cycle Stage 5. What Influences Their Purchasing Decision 6. More What Needs To Be In Every Persona
  19. 19. INBOUND15 | @GABEWAHHAB 1. Interview Company 2. Survey Clients 3. Interview Clients 4. Random Poll on Website 5. Data Mining How To Gather Persona Data
  20. 20. INBOUND15 | @GABEWAHHAB 2 Your Need Deep User Insights & Research
  21. 21. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  22. 22. INBOUND15 | @GABEWAHHAB 3 Highlight What Makes You Remarkable
  23. 23. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  24. 24. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  25. 25. INBOUND15 | @GABEWAHHAB 4 Create an Emotional Message
  26. 26. INBOUND15 | @GABEWAHHAB
  27. 27. INBOUND15 | @GABEWAHHAB
  28. 28. INBOUND15 | @GABEWAHHAB
  29. 29. INBOUND15 | @GABEWAHHAB
  30. 30. INBOUND15 | @GABEWAHHAB
  31. 31. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  32. 32. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  33. 33. INBOUND15 | @GABEWAHHAB 5 Don’t Make Your User Think!
  34. 34. INBOUND15 | @GABEWAHHAB
  35. 35. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  36. 36. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.
  37. 37. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.
  38. 38. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.
  39. 39. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.
  40. 40. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  41. 41. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  42. 42. INBOUND15 | @GABEWAHHAB 6 Starving Kids Need Food First Not Xboxes
  43. 43. INBOUND15 | @GABEWAHHAB 7 Contextually Create CTA’s per Page
  44. 44. INBOUND15 | @GABEWAHHAB What makes you remarkable?
  45. 45. INBOUND15 | @GABEWAHHAB 1. Detailed Persona’s & User Research 2. Being Remarkable 3. Emotional Messages 4. Information Structure & User Flows 5. Page by Page Contextual Conversion Strategy 6. SEO / Keyword Strategy Comprehensive Website Strategy
  46. 46. INBOUND15 | @GABEWAHHAB
  47. 47. INBOUND15 | @GABEWAHHAB 3. Your Content Sucks
  48. 48. INBOUND15 | @GABEWAHHAB Sorry Your User Doesn’t Care About You.
  49. 49. INBOUND15 | @GABEWAHHAB Sorry… Your User Doesn’t Care About You.
  50. 50. INBOUND15 | @GABEWAHHAB I <your first name> Here by promise That from this day forward Content on Websites I am involved with Will be user focused and will answer the users questions, pains and informational wants. If I break this promise I will sit in a corner and think about what I did wrong for an hour!
  51. 51. INBOUND15 | @GABEWAHHAB 8 It’s Not About You It’s About Your User
  52. 52. INBOUND15 | @GABEWAHHAB 4. Assessing Your Pages
  53. 53. INBOUND15 | @GABEWAHHAB
  54. 54. INBOUND15 | @GABEWAHHAB 1. Does it pass the 5 second test? 2. Does it connect with the user emotionally? 3. Does it tell a clear story that answers questions, pains and informational wants? 4. Is the copy scanable and readable? 5. Does it guide the user to the call to action? 6. Does it guide the user to the next page in the user flow? 7. Is the design credible and relatable with the target persona? 8. Will the user identify with the images used? 9. Does it use standard UI elements and interface? Web Page Analysis Questions
  55. 55. INBOUND15 | @GABEWAHHAB 9 Evaluate Your Pages On Strategy Not Design
  56. 56. INBOUND15 | @GABEWAHHAB
  57. 57. INBOUND15 | @GABEWAHHAB 5. 5 Years Not 5 Weeks
  58. 58. INBOUND15 | @GABEWAHHAB
  59. 59. INBOUND15 | @GABEWAHHAB
  60. 60. INBOUND15 | @GABEWAHHAB
  61. 61. INBOUND15 | @GABEWAHHAB
  62. 62. INBOUND15 | @GABEWAHHAB
  63. 63. INBOUND15 | @GABEWAHHAB
  64. 64. INBOUND15 | @GABEWAHHAB 10 Evolution Not Revolution
  65. 65. INBOUND15 | @GABEWAHHAB 6. Why is the Process Broken
  66. 66. INBOUND15 | @GABEWAHHAB Let Me Explain!
  67. 67. INBOUND15 | @GABEWAHHAB 1. Rigid Scope Set With Little Knowledge 2. Little to No Strategy Done 3. Content is Usually Done By Necessity vs King and Not User Focused 4. Design is Assessed Based on Aesthetics 5. Redesign is Revolution 6. Redesign and Done Typical Web Redesign Process
  68. 68. INBOUND15 | @GABEWAHHAB 7. Why You Can’t Fail
  69. 69. INBOUND15 | @GABEWAHHAB Website Redesign Kit http://www.square2marketing.com/no-fail-redesigns
  70. 70. INBOUND15 | @GABEWAHHAB Questions?
  71. 71. INBOUND15 | @GABEWAHHAB HUBSPOT PROJECTS Projects are step-by-step guides to hitting your goals using multiple HubSpot tools. academy.hubspot.com/customer-projects
  72. 72. INBOUND15 | @GABEWAHHAB
  73. 73. INBOUND15 | @GABEWAHHAB THANK YOU

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