Consider this: There are about 700 million websites. But to most of us, only a tiny fraction of those sites exist because we jump from bookmark to bookmark, scanning our favorite homepages and refreshing our feeds. Marketers everywhere are asking, "Why do so many websites fall short?" We're giving you the Three Deadly Reasons Most Websites Fail

1. Show 62
9.7.13
Three Deadly Reasons Most Websites Fail
10 Terrible Reasons to Redesign Your
Website
1

2. • Consider this: There are about 700 million websites. But to
most of us, only a tiny fraction of those sites exist
because we jump from bookmark to bookmark, scanning
our favorite homepages and refreshing our feeds.
• Marketers everywhere are asking, "Why do so many
websites fall short?"
• We’ve going to give you the Three Deadly Reasons Most
Websites Fail
• Today on the EDGE….
1-877-SEO-4-WEB
1-877-736-4932
2

3. EDGE OF THE WEB
• Good Afternoon / I’m Erin Sparks / Joining Me In Studio Is Matt
Roberts / Thomas Brodbeck from Site Strategics and Doug
Karr From Marketing Tech Blog
• Every Week We Bring You The Latest Internet & Mobile
Marketing Trends / And The Cutting Edge Internet Marketing
News To Use For A More Effective & Successful Online
Strategy / Why? So You Can Spend Less Administrative Time
In Your Business / Make More Money Without Wasting Your
Days Away
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3

4. EDGE OF THE WEB
• This Show Is Delivered By Site Strategics / We Are A Local
Indianapolis Web Design And Internet Marketing Company /
We Are Known Locally And Nationally For Search Engine
Optimization / Google Dominance That Will Actually Translate
To Sales – Not Just Good Rankings / For Your Free
Consultation Go To Site Strategics Dot Com / That’s S-i-t-eStrategics Dot Com Or Call Us At 317-882-85 Hundred / That’s
882-85 Hundred
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4

5. • HOW YOU GET A HOLD OF US:
• www.SiteStrategics.com
• www.EdgeoftheWebRadio.com
• Simply Google ―Indiana SEO‖
• Twitter: @erinsparks, @douglaskarr
• Youtube: youtube/sitestrategics
• NOW / LET’S FIND OUT WHAT’S HOT OF THE PRESS IN
TODAY’S WEB WORLD
INTERNET MARKETING NEWS INTRO
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5

6. Segment 1: News
• SOCIAL MEDIA TODAY : Facebook Is Testing a "Trending"
Feature in the News Feed / Will Sigsworth
• ENGADGET : Google teases Android 4.4 as 'KitKat,' passes
one billion Android activations / Richard Lai
• MASHABLE : Man Buys Promoted Tweet to Complain About
British Airways / Todd Wasserman
• WIRED : The Untold Story of Google’s Quest to Bring the
Internet Everywhere—By Balloon / STEVEN LEVY
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6

7. WE’VE GOT AN APP!
•
•
•
•
•
•
Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bragging Page
And….
•
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1-877-736-4932
7
Score My Site Tool!
Submit your site, and
we’ll review it for you –
give you some
knowledge about hor
the engines see you!

8. NEWSLETTER SIGNUP
•HEY, WE WANTED TO EXTEND OUT AN INVITE TO JOIN UP TO
OUR EDGE TALK NEWSLETTER!
•FREE NEWSLETTER – AND COVERS EVERYTHING WE’RE
ABOUT TO COVER ON THE SHOW AND MUCH MORE.
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8

9. Coming Up
People are loyal to websites that draw them in because, simply put, the
majority of 700 million sites are just plain bad.
Of millions of websites analyzed by Marketing Grader, a whopping 72%
received a grade of 59 out of 100 or below, which essentially means 72%
of websites are failing to attract new visitors and convert leads.
Marketers everywhere are asking, "Why do so many websites fall short?―’
We’re going to cover the Three Deadly Reasons Most Websites Fail
COMING UP! on the Edge………..
1-877-SEO-4-WEB
1-877-736-4932
9

10. Segment 2 :
Three Deadly Reasons Most Websites Fail
1-877-SEO-4-WEB
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10

11. INTRO
• Stay with us this segment…
• We’re talking about the Three Deadly Reasons Most Websites
Fail
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1-877-736-4932
11

12. EDGE OF THE WEB
• Thanks For Listening / I’m Erin Sparks / Joined By My
Colleague Tom Brodbeck with Site Strategics / Check Us Out
At Site Strategics Dot Com / We Are Your Local Internet
Marketing Management Company / We Do Cost Effective
Web Design / With Google – Yahoo – Bing Search Engine
Marketing Management That Not Only Provides You Great
Rankings On Searches But Also Translates Into Actual Sales
• Come In, Have A Cup Of Coffee And Let’s Talk About Your
Online Success
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1-877-736-4932
12

13. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the ―second screen‖ marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
1-877-SEO-4-WEB
1-877-736-4932
13

14. #EDGETALK : MARK SHAEFER
• Want to introduce a influential speaker in the digital marketing
space – that’s Mark Shaefer
• He’s the Author of three best-selling marketing books
• AdAge magazine ―Power 150″ marketing blogger
• Mark’s book The Tao of Twitter is the best-selling book on
Twitter in the world.
• His book Return On Influence was named to the elite “Top
Academic Titles” of the year by the American Library
Association, which declared it a “path-finding” and “essential”
book.
1-877-SEO-4-WEB
1-877-736-4932
14

15. #EDGETALK : 3 REASONS
• ARTICLE FROM MARKETING PROFS : Mike Volpe
• Consider this: There are about 700 million websites. But
to most of us, only a tiny fraction of those sites exist
because we jump from bookmark to bookmark, scanning
our favorite homepages and refreshing our feeds.
1-877-SEO-4-WEB
1-877-736-4932
15

16. #EDGETALK : 3 REASONS
• People are loyal to websites that draw them in because,
simply put, the majority of those 700 millions sites are
just plain bad. Of millions of websites analyzed by
Marketing Grader, a whopping 72% received a grade of 59
out of 100 or below, which essentially means 72% of
websites are failing to attract new visitors and convert
leads.
• Marketers everywhere are asking, "Why do so many
websites fall short?"
1-877-SEO-4-WEB
1-877-736-4932
16

17. #EDGETALK : 3 REASONS
• Although websites were introduced over 20 years ago, the
vast majority still function on old-school paradigms
established in the 1990s.
• Most websites today act as digital brochures or a brand
silo, offering little substance.
• Even if a website has a good balance of design and utility,
few companies are building websites that serve their
primary purpose: to attract visitors, convert leads, and
delight customers with rich, relevant, and valuable
content.
1-877-SEO-4-WEB
1-877-736-4932
17

18. #EDGETALK : 3 REASONS
• 1. Most websites act like an online brochure instead of a
thought-leadership resource
• You've spent all this time and money building a beautiful
website, optimizing for search and testing the PPC
waters. But your bounce rate is high, you conversion rate
is low, and your traffic and leads are flat or dropping over
time. What gives?
1-877-SEO-4-WEB
1-877-736-4932
18

19. #EDGETALK : 3 REASONS
• Even with a sound SEO strategy and user-friendly design,
a website is an engine that runs on remarkable content
being pumped into it day after day.
1-877-SEO-4-WEB
1-877-736-4932
19

20. #EDGETALK : 3 REASONS
• The goal of a website is to attract visitors, convert leads,
and delight customers.
• Your business won't see those benefits unless you turn
your website into an inbound marketing machine that
presents your brand as a thought-leader with fresh offers,
landing pages, calls-to-action, new media, social
conversation, and other content assets.
• By creating such content, you grow traffic and leads
organically, without having to rely on paid campaigns.
1-877-SEO-4-WEB
1-877-736-4932
20

21. #EDGETALK : 3 REASONS
• In the end, you want to own the Web, not rent it. A website
that harnesses inbound marketing attracts customers to
your business and turns a static site into something
visitors actually want to "consume" and interact with.
1-877-SEO-4-WEB
1-877-736-4932
21

22. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about the Three
Reasons that Web Sites Fail
1-877-SEO-4-WEB
1-877-736-4932
22

23. #EDGETALK : 3 REASONS
• 2. Most websites are one-size fits all instead of dynamic
• Back in the day, websites were created with a "set it and
forget it" mentality. Like advertising, corporate sites were
a vehicle for broadcast, not conversation.
• But in this attention-scarce economy, buyers expect to
receive relevant information that's tailored to their
specific wants and needs.
1-877-SEO-4-WEB
1-877-736-4932
23

24. #EDGETALK : 3 REASONS
• Though many companies begin by investing in content
marketing, that's only half of the equation.
• Content plus context delivers a personalized experience
to people who interact with you online.
• Many marketers today think of context only in the form of
email. They obsess over list segmentation and relevant
copy to specific audiences. That works until the person
receiving the message takes any action outside email and
finds a non-contextual website, mobile app, landing page,
and call-to-action.
1-877-SEO-4-WEB
1-877-736-4932
24

25. #EDGETALK : 3 REASONS
• The best example of context done right is Amazon.
• When I return to Amazon, it knows who I am and
addresses me by name. It knows what I like and
recommends products that interest me.
• Now, not every website needs to be as complex as
Amazon. Even a little personalization goes a long way.
You can tailor a buyer's experience with your website to
their industry, their job role, the content they've
consumed, or stage in the buying process. Show them
that you know them.
1-877-SEO-4-WEB
1-877-736-4932
25

26. #EDGETALK : 3 REASONS
• Today's buyers require a personalized experience. They
don't like to be treated like everyone else.
• Context helps marketers gain a larger share of attention
from prospects and helps move buyers down the funnel.
1-877-SEO-4-WEB
1-877-736-4932
26

27. #EDGETALK : 3 REASONS
• 3. Most websites are built for the company, not the
customer
• If you've ever been involved in a website redesign, you
know the process usually involves many stakeholders,
from senior leadership to internal employees and perhaps
an agency.
• But when was the customer—the person you're
supposedly building the site for—ever asked to weigh in?
1-877-SEO-4-WEB
1-877-736-4932
27

28. #EDGETALK : 3 REASONS
• Many websites do a great job of highlighting how
awesome they are; but, I hate to break it to you, your
customers don't care...
• They land on your homepage hoping to solve a problem,
answer a question, buy something, or to be entertained.
• They aren't there to hear you talk about yourself, to see
how many awards you've won, or to put your product
pages on their must-have reading list.
1-877-SEO-4-WEB
1-877-736-4932
28

29. #EDGETALK : 3 REASONS
• Your website may be pretty, but if it doesn't provide what
the customer wants, despite how much marketing power
you put behind it, you will have failed.
• Do you really want to end up like Digg, Pets.com, or the
original MySpace? All of those websites offered good
services and were powered by advertising. But, in the
end, they couldn't retain their audience.
1-877-SEO-4-WEB
1-877-736-4932
29

30. #EDGETALK : 3 REASONS
• All it takes is a little bit of research and the decision to
create a more user-centered design. Do so, and your
customers will love your website and think, "This is for
me!"
1-877-SEO-4-WEB
1-877-736-4932
30

31. #EDGETALK : 3 REASONS
• If you don't avoid these three deadly mistakes, your
website will struggle to see results. The key is to not think
of a website as just a website. Think of it as a media
channel. An extension of your brand. And a voice for the
customer.
• If you focus on creating a website that harnesses content
plus context and puts your customer at the core, then
you'll experience an increase in returned visitors, leads,
loyalty, and word-of-mouth. Go ahead. Give it a try.
1-877-SEO-4-WEB
1-877-736-4932
31

32. What’s Coming Up
• COMING UP /
• We’re talking to Douglas Karr of Marketing Tech Blog, covering
the most recent Internet Marketing News – as well as proven
Internet Marketing Techniques
• COMING UP ON THE EDGE!
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32

33. Segment 3 :
Marketing TechBlog
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33

34. #EDGETALK#
•
YOU’RE LISTENING TO EDGE OF THE WEB RADIO
•
WE’RE TALKING ABOUT INTERNET MARKETING AND INTERNET
CONTENT TRENDS OF 2013 YOU WILL HEAR NO WHERE ELSE
•
WE’RE PRESENTED BY SITE STRATEGICS
•
YOUR LOCAL FACE TO FACE WEB DESIGN AND INTERNET MARKETING
COMPANY – CALL US AT 1-877-SEO-4-WEB
•
WE’RE ONLINE AT S-I-T-E STRATEGICS DOT COM. You can catch all the
information from the Show at EDGE OF THE RADIO DOT COM. We’ve got
videos and audio of everything we do on the show and more.
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34

35. WE NOW BRING YOU THE MAN BEHIND THE LATEST
INTERNET NEWS AND ONLINE TOOLS
Douglas Karr from MARKETING TECH BLOG INTRO
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35

36. Thanks to Doug from Marketing Tech Blog – always
bringing a unique perspective on today’s endless internet
landscape,
I mean – man, you bring us up to date and help us focus in
on the latest trends, Doug, tell the people how to check out
what you do and how to follow you.
1-877-SEO-4-WEB
1-877-736-4932
36

37. Break
Back: Segment
4
COMING UP / ALRIGHT –
Almost every marketer has been through a website redesign in their
lifetime.
Whether it's for corporate rebranding, launching new products,
going mobile, or just to increase the site's effectiveness, a redesign
is a great way to recharge and breathe new life into your online
presence.
But not all good intentions end well. We’ll talk about 10 awful
reasons to redesign your website. STAY TUNED TO THE EDGE!
1-877-SEO-4-WEB
1-877-736-4932
37

38. Segment 4 :
10 Terrible Reasons to
Redesign Your Website
1-877-SEO-4-WEB
1-877-736-4932
38

39. INTRO
• Almost every marketer has been through a website
redesign in their lifetime.
• Whether it's for corporate rebranding, launching new
products, going mobile, or just to increase the site's
effectiveness, a redesign is a great way to recharge and
breathe new life into your online presence.
• Listen the segment for some great info!
1-877-SEO-4-WEB
1-877-736-4932
39

40. REJOIN
THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS
BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS /
CHECK US OUT AT SITE STRATEGICS DOT COM / WE ARE YOUR
LOCAL INTERNET MARKETING MANAGEMENT COMPANY / WE DO
COST EFFECTIVE WEB DESIGN / WITH GOOGLE – YAHOO – BING /
SEARCH ENGINE MARKETING MANAGEMENT THAT NOT ONLY
PROVIDES YOU GREAT RANKINGS ON SEARCHES BUT ALSO
TRANSLATES INTO SALES
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40

41. NEWSLETTER SIGNUP
•Hey, we wanted to extend out an invite to join up to our Edge Talk
Newsletter!
•Free newsletter – and covers everything we’re ABOUT to cover
on the show and much more.
•Get a little insider information:
•We are dropping a useful PRO TIP into each Newsletter as
well. Great techniques to make your site sing!
•Simply signup for the Newsletter on Edge of the Web dot
Com or Site Strategics dot com!
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4

42. WE’VE GOT AN APP!
•
•
•
•
•
•
Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bragging Page
And….
•
1-877-SEO-4-WEB
1-877-736-4932
42
Score My Site Tool!
Submit your site, and
we’ll review it for you –
give you some
knowledge about hor
the engines see you!

43. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the ―second screen‖ marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
1-877-SEO-4-WEB
1-877-736-4932
43

44. REWIND
We talked about Three Deadly Reasons Most Websites Fail
1. Most websites act like an online brochure instead of a thoughtleadership resource
2. Most websites are one-size fits all instead of dynamic
3. Most websites are built for the company, not the customer
1-877-SEO-4-WEB
1-877-736-4932
44

45. 10 TERRIBLE REASONS TO REDESIGN
ARTICLE: HUB SPOT / Jessica Meher
Almost every marketer has been through a website redesign in
their lifetime. Whether it's for corporate rebranding, launching
new products, going mobile, or just to increase the site's
effectiveness, a redesign is a great way to recharge and breathe
new life into your online presence.
That might be why, according to internal data from a Hub Spot
upcoming 2013 Website Redesign Report, most companies
undergo a redesign every 6 months to 2 years.
1-877-SEO-4-WEB
1-877-736-4932
45

46. 10 TERRIBLE REASONS TO REDESIGN
But not all good intentions end well.
The same research report discovered that approximately 1/3 of
marketers were not happy with their last website redesign.
And worse, 38% of companies' website performance did not
improve after a redesign. So, why go through all the pain with so
little gain?
1-877-SEO-4-WEB
1-877-736-4932
46

47. 10 TERRIBLE REASONS TO REDESIGN
• With an average cost of $43,000, a redesign should be done
for only the right reasons. So perhaps the dissatisfaction with
so many redesigns stems from the fact that they were done for
all the wrong reasons.
• Don't fall into the trap. Here are 10 awful reasons to redesign
your website.
1-877-SEO-4-WEB
1-877-736-4932
47

48. 10 TERRIBLE REASONS TO REDESIGN
1. "It's Been 8 Months Since My Last Redesign―
• Why This Is Awful
• About a year ago, Hubspot asked marketers for the primary
motivation behind their most recent website redesign. The top
response was, well ... it was boredom. A third of marketers
said they redesigned because it was time for a change.
• Just because you see your website a hundred times or more a
day doesn't mean your visitors do. When you see your own
website so often, it's easy to get sick and tired of seeing it.
You start to notice things. Little things.
1-877-SEO-4-WEB
1-877-736-4932
48

49. 10 TERRIBLE REASONS TO REDESIGN
• 2) "Because the CEO Said So―
• While the majority of the responsibility of a redesign is on the
marketing team, our 2013 State of Website Redesign Report
found that in 58% of the companies surveyed, the
executive team has the final vote.
• Why This Is Awful
• Marketers, if your CEO or an executive team member is
influencing your website strategy, I feel your pain. Not many
CEOs have a strong internet marketing background or indepth knowledge of what really makes a website tick.
1-877-SEO-4-WEB
1-877-736-4932
49

50. 10 TERRIBLE REASONS TO REDESIGN
• 3) "My Website Lacks Flare―
• There are times when web designers feel the need to add
fancy elements, such as sliders, rotating images, scrolling
logos, etc. -- just because it looks better. Or, a redesign is
executed because the site isn't using the latest and greatest
technology like HTML5.
• Why This Is Awful
• Flashier isn't always better. Especially when it doesn't add any
actual value to the visitor.
1-877-SEO-4-WEB
1-877-736-4932
50

51. 10 TERRIBLE REASONS TO REDESIGN
• 4) "It's Not Pixel-Perfect―
• It's important to care about quality. But I've seen so many
marketers obsess over every square pixel of their site (or
email, or banner ad, etc.). They think that by making it pixelperfect, it's suddenly better.
• Why This Is Awful
• Steve Jobs once said, "Great design is not how it looks, but
how it works." I fear we'll have a real image problem in our
profession if we don't show more results. More than 1/3 of
marketers don't know if their site metrics improved after
their site redesign,
1-877-SEO-4-WEB
1-877-736-4932
51

52. 10 TERRIBLE REASONS TO REDESIGN
• 5) "I Want It to Look Like Apple―
• Ever see a great website that you just had to copy? Getting
inspiration is a great thing, but redesigning your site "just
because it needs to look more like Company Y's"? Ummm ...
not so much.
• Why This Is Awful
• Just because a certain design worked for one company
doesn't mean it will work for you. Again, it's a great idea to pull
inspiration from other sources, especially as you do research
before a redesign, but implementing certain design factors
because they are liked (without serving a real purpose) will
only deliver failed results.
1-877-SEO-4-WEB
1-877-736-4932
52

53. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about 10 terrible
reasons to redesign your web
site
1-877-SEO-4-WEB
1-877-736-4932
53

54. 10 TERRIBLE REASONS TO REDESIGN
• 6) "The Competition Just Updated Theirs―
• In more competitive markets, this one is a biggie. I've seen so
many companies redesign a website simply because one of
their competitors did. And, for some reason, it turns into
Darwin's theory of evolution, causing a predatory instinct to
change or die.
• Why This Is Awful
• Let's be honest here: You probably visit your competitors'
websites more often than you care to admit, right?
1-877-SEO-4-WEB
1-877-736-4932
54

55. 10 TERRIBLE REASONS TO REDESIGN
• 7) "We Need to Improve Our SEO―
• One of the top reasons for a redesign is to increase web
traffic. Traffic is, after all, important to a site's performance
because without visitors, you can't generate leads and sales.
But redesigning a site primarily around search engine
optimization (SEO)? That's just silly.
• Why This Is Awful
• While traffic is the most frequently tracked site metric, only
8.6% of companies redesign their website to improve lead
generation. What good is increased traffic without converting
those visitors into subscribers, leads, or customers?
1-877-SEO-4-WEB
1-877-736-4932
55

56. 10 TERRIBLE REASONS TO REDESIGN
• 8) "My Site Needs More Product Information―
• Are your products not selling themselves? Perhaps better
product pages is all you need. Or maybe your website isn't
highlighting your core strengths and unique advantages
enough? I know! A redesign is the answer!
• Why This Is Awful
• Only 14% of marketers launched a redesign to improve its
overall user experience. As a result, most websites tend to
be product-centric instead of customer-centric.
1-877-SEO-4-WEB
1-877-736-4932
56

57. 10 TERRIBLE REASONS TO REDESIGN
• 9) "I Want to Look 'Bigger'―
• If you're a company that competes against the "big guys," then
the only solution is to look big, too. Right?
• Why This Is Awful
• I hear this excuse a lot, as well as wanting to "look smaller."
Again, looking bigger or smaller isn't suddenly going to make
your website more effective. Looking professional is important,
but in most cases, your high bounce rate isn't because you
don't like IBM
1-877-SEO-4-WEB
1-877-736-4932
57

58. 10 TERRIBLE REASONS TO REDESIGN
• 10) "Because It's a Major Announcement―
• Congratulations! You just launched your brand new website.
As marketers, it's our job to make sure everyone in our
industry knows about it. And what better way to announce
your shiny new site then with a method everyone ignores -- a
press release!
• Why This Is Awful
• If you want to create a website everyone talks about, focus on
creating valuable content that people love to consume and
turn your site into the thought leadership hub where everyone
in your industry goes to find information.
1-877-SEO-4-WEB
1-877-736-4932
58

59. 10 TERRIBLE REASONS TO REDESIGN
• If you're considering a website redesign, please consider
improving how it works, not just how it looks. Think about
creating rich content for each buyer persona, calls-toaction and optimized landing pages to convert traffic, and
dynamic pages to add a more personalized experience.
1-877-SEO-4-WEB
1-877-736-4932
59

60. 10 TERRIBLE REASONS TO REDESIGN
ARTICLE: HUB SPOT / Thanks to Jessica Meher
1-877-SEO-4-WEB
1-877-736-4932
60

61. #EXIT#
OUTRO MUSIC BED CLOSE TEXT
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