O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing MeetUp

108 visualizações

Publicada em

10-Minute Website Makeover Website Clinic for B2B Websites

There are many elements to consider when managing a B2B website when the primary focus is on lead generation. User Experience is a big one!

Presented: April 26, 2017 Presentation

Publicada em: Marketing
  • ➤➤ How Long Does She Want You to Last? Here's the link to the FREE report ♥♥♥ http://ishbv.com/rockhardx/pdf
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • ➤➤ How Long Does She Want You to Last? Here's the link to the FREE report ★★★ http://ishbv.com/rockhardx/pdf
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Seja a primeira pessoa a gostar disto

10-Minute Make Overs for B2B Websites Presented at Bay Area Content Marketing MeetUp

  1. 1. totheweb.com 10 Minute B2B Website Makeovers A great design is not just how it looks. It’s how it works. Steve Jobs
  2. 2. Agenda 10-Minute Makeover Website Clinic #1 Everyone is a Prospect Tonight #2 Three Quick Wins #3 Four Make-Overs #4 Submit your Site for Comment Sponsored by the Bay Area Content Marketing MeetUp
  3. 3. totheweb.com 3 Easy Steps 1. Drive prospects to your site 2. Keep them there 3. Convert to customers How Can You Generate More Sales Leads? Keep Prospects On-Site 3
  4. 4. totheweb.com Quick Win # Start on the Homepage 4
  5. 5. totheweb.com It generates the highest clicks compared to any other page. Where do Buyers go after the 1st click? Homepage Bounce Rate Big change starts on the homepage 5
  6. 6. totheweb.com Is your homepage a bouncer? What is it? The percentage of single- page visits to the homepage. 6
  7. 7. totheweb.com Bounce rate problem A homepage with a bounce rate higher than 50% needs work. Homepage Bounce Rate Enters site on homepage Navigates to 2nd page Enters site on other pages Abandons site Products About Us Support Solutions Blog All Others 7
  8. 8. totheweb.com Homepage Bounce Rate Optimize for the Buyer What’s getting clicks? Google Analytics will not visualize this data but heat mapping will. 8
  9. 9. totheweb.com Heat Mapping Reveals what’s clicked. Use it! Homepage Bounce Rate Crazy Egg Heat Maps 9
  10. 10. totheweb.com Quick Win # Do visitors see what you sell? 10
  11. 11. totheweb.com People don’t buy from the homepage. Your homepage needs to serve as a launch pad to products pages. 11
  12. 12. totheweb.com Products Views = More Leads Drive Visitors to Products Pages Prospects need to learn about your products first before they will request a demo or fill out a contact us page. 12
  13. 13. totheweb.com Products Real-World Case Study Drive Visitors to Products Pages 13 20% 30% 40% 0 250000 500000 750000 1000000 2012 2013 2014 2015 2016 Products Related Pages Views All Site Page Views As a % of all Page Views 21% 39%
  14. 14. totheweb.com Products Placement NNGroup’s research indicates that visitors spend about 80% of their time “above the fold”. This is where Products content should be. Drive Visitors to Products Pages 14
  15. 15. totheweb.com 1024 x 768 pixels or higher. Drive Visitors to Products Pages 0 2 4 6 8 10 12 14 16 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1400 1500 1600 1700 1800 1900 2000+ Pixels from the Top ABOVE THE FOLD BELOW THE FOLD %ofViewingTime B2B Screen Resolutions 15 SOURCE
  16. 16. totheweb.com 16 On average, visitors will read about 28% of the text on a web page. SOURCE
  17. 17. totheweb.com User Experience Optimization • Improve high-value pages and conversion paths • Experiment with new offers • Test – find what works – repeat. Drive Visitors to Products Pages 17
  18. 18. totheweb.com Quick Win # Keywords,Keywords, Keywords. 18
  19. 19. totheweb.com Improving Organic Search Engine Visibility Everything comes down to the words your prospects type here! 19
  20. 20. totheweb.com 20 Improving Organic Search Engine Visibility Use your company’s primary keywords on the homepage → in HTML Text Include the primary keyword as a core page theme along with its modifiers and related synonyms in a natural manner.
  21. 21. totheweb.com The Right Way to Add Keywords Improving Organic Search Engine Visibility Include Keywords in HTML text … • Within the title and the meta description • In hyperlinks pointing to the homepage • Page titles, subheadings in Call-to-Action links GURU TIP Use Google’s free Keyword Planner to identify the best keywords for optimization. 21
  22. 22. totheweb.com The Make-Over Candidates 22
  23. 23. totheweb.com The Make-Overs 23
  24. 24. totheweb.com Make-Over #1 – Content Marketing Place Content Marketing Place Laurie Kretchmar http://www.contentmarketingplace.com/ 29
  25. 25. totheweb.com 2nd Click Still searching. Make-Over #1 – Content Marketing Place Google calls this “an unsatisfying amount of content”. It may result in the page being classified as “low quality” in Google’s index. 25
  26. 26. totheweb.com Blog Creates Duplicate Content Make-Over #1 – Content Marketing Place One page = multiple URLs. 1. /right-content-get/ 2. /category/content-marketing/ 3. /category/content-strategy/ 4. /category/seo/ 5. /category/social-media/ 26
  27. 27. totheweb.com Hacked! Make-Over #1 – Content Marketing Place • Contact hosting company for help • Change FTP, hosting account & admin passwords • Ensure ALL plugins are from reliable sources (developers can leave back-doors for malware) 27
  28. 28. totheweb.com Before and After Make-Over #1 Content Marketing Place totheweb.com 28
  29. 29. totheweb.com Make-Over #2 – Advo.Ninja ADVO.NINJA Pushpa Ithal, Founder http://advo.ninja/ 24
  30. 30. totheweb.com White Text on Dark Background Make-Over #2 – Advo.Ninja In well-lit areas, black text on a white background = highest readability. Reversed-out text slows reading time. Light grey text on white slows reading. 30
  31. 31. totheweb.com Make-Over #2 – Advo.Ninja GURU TIP Use Google Suggest to understand how visitors search for your product. 31
  32. 32. totheweb.com Navigation Make-Over #2 – Advo.Ninja People can land on any page of your website. Pages with no content or navigation will increase bounce rates. 32
  33. 33. totheweb.com After Make-Over #2 – Advo.Ninja totheweb.com 33
  34. 34. totheweb.com Make-Over #3 – Encore Fellowships ENCORE Deborah Henken http://encore.org/fellowships/ 33
  35. 35. totheweb.com Make-Over #3 – Encore Fellowships Page Speed Half of all visitors will leave a mobile site if it doesn’t load within 3 seconds. 35 Test your site: https://tools.pingdom.com/
  36. 36. totheweb.com Make-Over #3 – Encore Fellowships Google Results Write titles like ad copy. <title>Encore Fellowships - Encore.org</title> Write a better title using our free tool 36
  37. 37. totheweb.com Before and After Make-Over #3 Encore Fellowships totheweb.com 37
  38. 38. totheweb.com Make-Over #4 – PreQM PreQualified Mates Wendy Baruh New Customer Registration Review www.prequalifiedmates.com 38
  39. 39. totheweb.com 54% Mobile Visitors How is the mobile experience? Make-Over #4 – PreQM Sign up button does not always appear on the first screen of mobile. 39
  40. 40. totheweb.com Before and After Make-Over #4 - PreQM totheweb.com 40 11 22 23 34 35 46 57 58 69BEFORE AFTER
  41. 41. totheweb.com What can stand in the way of visitors signing up? 1. How will PreQM secure and use my data? 2. Sign-up occurs at an unfamiliar URL. Make-Over #4 – PreQM 41
  42. 42. totheweb.com Privacy & Security Message Make-Over #4 – PreQM COMMUNICATION AND PRIVACY You acknowledge and agree that PreQM may send messages to your email addresses, text messages, and/or call you at your mobile phone, work phone or home phone to notify you of prospective candidate matches, changes to the Service, or special offers. GURU TIP Compare to eHarmony’s Disclosure of your Information Statement. 42
  43. 43. totheweb.com Social Media and User Generated Content Trade Shows Search Engine Marketing Press Direct Marketing Webinars and Events Advertising Everything leads to your website. Keep & Convert Buyers 43
  44. 44. totheweb.com Convert your visitors into leads We work with B2B companies with lead generation challenges. Our search programs drive visitors to your site – but we don’t stop there – we make sure your visitors convert into leads. CALL 650.627.8800 44
  45. 45. totheweb.com B2B Learning Center | Blog Free B2B Tools + Articles Tap into B2B Resources @ Visit totheweb.com 44 Content Optimization Templates Guides Tools
  46. 46. totheweb.com • Google Products: Keyword Planner, Search Console, (see Excel file), Google Trends, Google Instant • Word Clouds: TagCrowd.com / Wordle.net VisualThesaurus.co • Working with Words: Thesaurus and Synonyms Libraries Free B2B Tools + Articles Free Keyword Tools 46 45
  47. 47. totheweb.com SEO: Where to Start 1. Prioritize content starting in the Products area. 2. Your goal is to improve the level of engagement and interest in these pages. Optimizing Content with Keywords 47 Download Template
  48. 48. totheweb.com SEO Free B2B Tools + Articles Simple Data-Driven Strategies to Fast-Track Lead Generation • https://totheweb.com/blog/2015/10/simple-data-driven-strategies-fast-track-lead- generation/ SEO Content Template (Word Doc) • https://totheweb.com/learning_center/sample-content-document/ Search Engine Spider Simulator (Tool) • https://totheweb.com/learning_center/tools-search-engine-simulator/ 48
  49. 49. totheweb.com Optimizing PDFs Free B2B Tools + Articles Test Title and Meta Descriptions for PDFs (Tool) • https://totheweb.com/learning_center/tool-test-google-title-meta-description-lengths/ SEO Best Practices for Optimizing PDF Files (Blog Post) • https://totheweb.com/blog/2013/07/seo-best-practices-for-optimizing-pdf-files/ Every PDF Deserves a Great Title (PDF) • https://totheweb.com/pdfs/ToTheWeb-Every-PDF-Deserves-a-Great-Title.pdf 49
  50. 50. totheweb.com Free B2B Tools + Articles Use Our Title/Meta Description Tool 50 50 Measure Your Tags
  51. 51. totheweb.com Blog Content Free B2B Tools + Articles BuzzSumo: Find Highly-Shared Content Topics (Tool) • http://buzzsumo.com/ Create Compelling Blog Titles (Tool) • http://tweakyourbiz.com/tools/title-generator/index.php Blog Activity Spreadsheet (Google Drive Sheet) • https://goo.gl/ldHAcJ 51
  52. 52. totheweb.com Lead Generation Free B2B Tools + Articles Turn Clicks Into Customers — Start at the Homepage • https://totheweb.com/learning_center/improve-lead-generation Establish Website Relaunch Goals That You Can Measure • https://totheweb.com/learning_center/defining-goals-for-lead-generation/ The Power of Online Tools to Drive Targeted Traffic Year-Over-Year • https://totheweb.com/blog/2016/01/b2b-lead-generation-the-power-of-online-tools-to- drive-targeted-web-traffic-year-over-year/ 52
  53. 53. Is your website your best sales tool? It should be! Questions? RB@ToTheWeb.com 650.627.8800

×