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Designing Websites with Lead Generation Goals (with notes)
Welcome to the first of our training webinars for marketing agencies.
My name is Pete Caputa, Partner Program Manager at HubSpot.
You are invited to participate on Twitter. Use @hubspot to address any questions for
If you want to follow along go to http://search.twitter.com and search for “@hubspot”.
If you’re not already subscribed to the software for yourself or a client of yours, you should
be in a free trial.
We have limited bandwidth to support new partners. You most demonstrate your initiative
and your ability to use the software and our self-guided training.
We’ll be working with the potential partners that show the most initiative and demonstrate
the most ability to leverage the software and training.
If you have a specific question, please use the success.hubspot.com forums.
But, do not hesitate to reach out to me directly if you’re stuck on something. Please be
patient and persistent.
Here’s an overview of what we’re going to talk about today.
HubSpot provides software + training to help businesses get found online, convert site
visitors into leads and customers. The software helps measure and analyze what’s
happening, so users can improve their lead generation and customer acquisition results
We now have over 1500 customers and are signing up about 150 new customers every
We are up past 90 employees now, and we are always looking for new inside sales
professionals, and software developers.
Our customers are doing very well too. The customers who put the time into their internet
marketing, leveraging our software and training fully, see significant growth in their traffic,
leads and sales. A recent study done by MBA candidate at MIT shows that active customers
produce 6x the number of leads in < 6 months.
As a result of ours and customer’s success, we’ve received a lot of awards…
… and have been covered by many of the largest blogs and publications covering the space.
So, what does the software do?
The HubSpot methodology, available at http://success.hubspot.com, provides a process to
follow for inbound marketing success.
The software enables the process and makes it easy to implement.
Today, we’re going to cover the “publish” part of the process, as well as the tools. You can
see the areas we’ll cover today in red.
Most of what we’ll be talking about is how to leverage the Content management system to
launch websites for clients.
But, before we get to that, we’re going to cover how to do a website redesign with business
goals (or more specifically), lead generation goals in mind.
So, we’re going to touch on how to leverage the SEO tools to maximize traffic, as well as
how to use landing pages to maximize conversions….
We recommend that you actually do SEO and lead generation homework before doing a
site design project for a client. This allows you to maximize the lead generation results from
any web design project that you’re doing.
Before we get into the details, I’m going to quickly go over the partner program again.
We believe that “Inbound Marketing” is a movement that is much bigger than just one
We can’t do it alone.
We believe that our software + services inbound marketing services from agencies is a
killer combination that delivers much more value to businesses trying to figure out
how to use the web to strategically grow their business.
If you are willing to put in the time to learn and use HubSpot on an ongoing basis, there will
Many of these benefits are intrinsic to our service. Like leveraging our software to serve
your clients better and more efficiently, and to generate revenue from services that
HubSpot’s software and training can enable you to deliver.
We will ALSO reward the partners who achieve the best results for our mutual customers…
with exposure to our audience, sales opportunities, and direct compensation.
That said, it’s important that our priorities are aligned. Our number 1 priority is the success
of our customers. Our success and we believe, your success, is derived from that.
If you’re signing up to be a partner because you just want a cut of our revenue or you have
your hand out for referrals or leads on day one, you shouldn’t partner with us. The partners
who get referrals and other benefits from us have earned these rewards.
Paul Roetzer was the first company that was brave enough to partner with us when we
were just getting started.
He now works with 20+ HubSpot customers an an ongoing basis, many of which he brought
to us, and a bunch that we referred to him.
He’s an extremely intelligent guy with a dream to make the PR industry a bit more
accountable to results.
He now calls his firm an inbound marketing agency.
Watch Paul’s case study. You’ll see that he thinks there should be more people doing what
As evidenced by his growth, there’s room for more.
Our plan is to open up our virtual doors and provide partners with the opportunity to learn
from us and leverage what we’ve built: our software and our training.
We’ll be providing you with the opportunity to start your own extended free trials for
yourself and your clients.
We’ll be giving you access to our customer-only training program.
This webinar is the first of a series of webianrs to help partners learn about how to price,
package and deliver inbound marketing services.
We also need to forewarn you. The biggest reason that we haven’t created a partner
program until recently is because we do NOT have the resources to support you 1:1.
I had intended to hold these webinars directly after the partner program launch. But,
because of interest from new partners, I’ve had to delay it a bit.
Based on the rate at which we are establishing new partnerships, we’re on target to sign up
about 100 new partners in less than 100 days.
We will support you. But, you must demonstrate your ability and willingness to leverage
our online and group training resources first.
Here are the links to start a free trial for yourself or a client.
You can also go to http://www.hubspot.com/partners and complete the form to get access
to these links.
Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
Here are the upcoming webinars we are producing specifically for marketing agencies.
We’ll be sharing best practices for using HubSpot to deliver a robust set of inbound
marketing services to your clients.
Including SEO, Pay per click management, social media marketing, lead generation and
We’ll also be giving away a lot of information that we’ve learned about selling these
services in a consultative manner.
One of the most important services that our partners have been able to deliver is website
design services. This is the most important service that agencies can provide to small
businesses. The website is the home base for SEO, PPC, social media and of course, lead
So, website design and development – as a service - represents a huge opportunity for all
types of marketing professionals and agencies.
From a report done by Borrell Associates, Inc called Economics of Search Marketing, published in
June 2009, they determined that 2/5s of SMBs in the US do not have a website.
Website grader is a free HubSpot tool that has graded over 1M websites. It checks to see if a
website has conversion forms on the site. A large number of websites do not even have a
conversion form, making it impossible for them to generate a lead through their website.
Most SMB websites on a whole are useless wastes of money. I know because back in the day, I’ve
built them. If we’re all honest with ourselves, we’ve all built some websites at some point in our
careers that generated no or very little return for our clients.
If most SMB websites don’t have a form, an even smaller percentage are NOT using a CMS. Without
a CMS, most businesses don’t update their website very often, again, making it a useless tool.
Most businesses don’t have lead forms, don’t’ have a cms… and as you know from your own
experience… very few SMBs have a blog. And very few of the ones that have a blog have it hosted
on their own domain, a very important consideration for SEO purposes.
HubSpot is in the software business. If we had to do design work, we’d quickly go out of business.
Nonetheless, we have 500+ customers using our CMS.
For most of them, we migrated their current site design over to our CMS. A bunch of other
customers chose to hire a HubSpot partner to help,
Since most companies redesign their sites every 2-3 years, we will have a large group of companies
interested in hiring a partner. We also have 1,000 customers not using our CMS who obviously have
web design and development needs, most of them too complex for our CMS.
I’m sure many of you that are on this call have built many websites. Some of you probably
routinely build websites on CMSs. And a small minority of you are probably good at helping
your clients attract traffic through SEO, ppc, social media and blogging, as well as helping
clients generate leads through their websites using landing pages, calls to action and
As the more experienced and technical people on the call know, there are a million people
trying to build websites for a few bucks less. It’s hard to maintain margins on this business.
You need to constantly be figuring out how to deliver more value to your clients, more
efficiently, so you can afford to compete against everyone’s niece out of college.
For small businesses, HubSpot’s CMS enables non-technical professionals to build a
website. If you’re a little technical, have some design skills, css programming knowledge,
you can start using HubSpot’s CMS to build very powerful sites for your clients that help
them generate leads. If you don’t have all of these skills, you can find freelancers that can
fill in the gaps for you.
But, the point is that HubSpot’s content management system bundled with the other
software will help you build more effective lead generating websites more efficiently.
Since HubSpot is software as a service (or web based software), you don’t need to know
how to configure software. Since the hard core coding is done for you, you don’t need
those skills either.
In my experience designing and building websites and working with companies who have
done the same, there are very few marketing agencies who start in the right spot.
Too often, companies are redesigning websites without business goals in mind.
Most web designers design websites with the objectives of making them as attractive as possible. The problem is that
business owners, CEOs, and sales VPs, care much more (even if they don’t tell you or ask you), about growing their
business. Which means, generating leads.
You can have the best looking website in the world, but if it isn’t attracting traffic, capturing and nurturing leads, it’s just a
If it’s generating leads and helping to educate and nurture those leads, it’s an investment.
CEOs and business owners like to make smart investments. They hate costs.
I’m sure many of you that are on this call have built many websites. Some of you probably routinely build websites on
CMSs. And a small minority of you are probably good at helping your clients attracting traffic through SEO, ppc, social
media and blogging, as well as helping clients generate leads through their websites using landing pages, calls to action
and compelling offers.
As the more experienced and technical people on the call know, there are a million people trying to build websites for a
few bucks less. It’s hard to maintain margins on this business.
You need to constantly be figuring out how to deliver more value to your clients, more efficiently, so you can afford to
compete against everyone’s niece out of college who stole a copy of dreamweaver from the computer lab.
Further, this should be a launching pad for you, for a long term relationship with a client. Whether your clients sign up for
a long term retainer for you or not right away, relaunching their website is your opportunity to demonstrate to them that
you can deliver more and more value month over month, by helping them with their inbound lead generation.
You must design websites with this in mind if you want to secure this type of business.
For small businesses, HubSpot’s CMS enables non-technical professionals to build a website. If you’re a little technical,
have some design skills, css programming knowledge, you can start using HubSpot’s CMS to build very powerful sites for
your clients that help them generate leads. If you don’t have all of these skills, you can find freelancers that can fill in the
gaps for you.
But, the point is that HubSpot’s content management system bundled with the other software will help you build more
effective lead generating websites more efficiently.
Often, when a prospect or client asks you to quote them for a website redesign, they’re not
really asking you to redesign their website.
They’re asking you (and probably 3 other firms) to help them generate more business value
out of their website. In other words, they’re wondering why their website doesn’t help
them grow their business. Or if it does help them some, they’re wondering how it can
generate more leads and business for them.
So, maybe you shouldn’t even pitch them a website redesign?
Graphic Design is Not the Starting Point Anymore!
Maybe you should pitch them a process that helps them generate more leads. Once you’ve
implemented a system to help them generate leads, it’s then time to take the data and
lessons learned and redesign a website that will maximize results.
I’m going to give you a high level of the process of how to plan a website redesign process
for maximum lead generation results. In the next few webinars, we’ll cover the details in
much more depth.
The rest of this webinar will be much more focused on the nuts and bolts of building a
For most sites, there’s really 4 steps to doing a website design process by the numbers.
help you do a full SEO audit, conversion audit, as well as demonstrate the value of lead
tracking and lead intelligence to your client.
After that, you should focus on keyword research.
You should follow the guidelines in the keyword research guide in
http://success.hubspot.com, but the gist of it is that you need to find the keywords that will
be easy enough to rank for, while delivering enough relevant traffic to your client’s site.
You then, want to use conversion tracking to determine which keywords convert into leads,
and if you have enough time, convert into customers. If your client’s sales cycle is long, this
might take a while. If they don’t have much traffic, you should consider using pay per click
advertising for the keywords you select. This will give you an opportunity to test whether
these keywords convert, before you spend a lot of time to start generating that traffic
If your client has an existing site, it’s important to evaluate the current site. The first reason
is so that you don’t screw up anything. I’ve spoken to people who run websites with 100s
of thousands of visitors, who did a redesign and all of the sudden had 10s of thousands of
Don’t screw up your client’s traffic.
Page grader will help you look at each page from an SEO perspective. Once you’ve done
thorough keyword research, you’ll
then be able to see what keywords a given page ranks for. This might help you identify a
really important page on the site that you were about to eliminate.
From a positive angle, this might help you identify a way to re-optimize a page around a
different keyword for added traffic, once the site is relaunched.
For clients that are trying to generate sales leads (or build their email lists), this is
the most important step of the design homework process. Regardless of how
sophisiticated or unsophisticated your client is with lead generation, you should be
able to do all of this in a 30 day trial of HubSpot.
Most websites don’t covert visitors into leads very well. A well designed site should
convert 10-20% of their traffic into leads.
To do this, you need to develop compelling offers, landing pages to give those
compelling offers away, and then prominently place calls to action to drive traffic to
You shouldn’t start a graphical redesign project until your clients have compelling
offers such as ebooks, white papers, recorded webinars, etc designed and built. If
you have trouble convincing them of this, spend 10 minutes and brainstorm with
them about what problems they solve. Then, come up with an ebook called “How
to Solve XYZ Problem”. Then, create a landing page and drive some traffic to it.
Show them how people will fill out forms and become sales leads in exchange for
content that speaks about the problems they have.
Then, charge them to write the ebook, first.
Compelling Offers http://blog.hubspot.com/blog/tabid/6307/bid/4793/Are-Your-
Calls to Action http://blog.hubspot.com/blog/tabid/6307/bid/4794/7-Tips-for-
The last thing to consider when doing a redesign is to measure what sources of traffic are
converting the best. Once you understand this, funnels should be built to turn this traffic
into leads. If you see that a specific blog, email campaign or adwords campaign are
converting to leads and customers at a high rate, more real estate should be given to those
For example, HubSpot recorded a webinar more than 6 months ago about how to do a
website redesign. A website redesign kit has been featured on the home page ever since,
because it’s one of our best converting offers.
All of this data that you’re collecting and lessons that you are learning can then be used to
build a case and a plan for a website redesign project.
There’s a free worksheet that I’ve made available on our blog which can guide you in
helping your clients predict and calculate their ROI.
Of course, most clients don’t have this data. So, leverage the free trial.
Of course, many of your prospects websites are a lost cause. And no matter how much you
study it, you’re going to have trouble figuring anything out.
The rest of this webinar will be about how you can relaunch a site on the HubSpot CMS (or
design a new one), so you can leverage our software to make changes to SEO, layout,
navigation, calls to action, and landing pages. Then, you can help them improve month over
month as you tweak their site for maximum results.
In other words, it may be a good first step to redesign their site and then start studying it
with the process I just outlined.
I did a quick informal poll of people on the call, and realized that many of you are still
building websites without a content management system. So, before we get into the
details, let’s talk a bit about this.
There’s a bunch of reasons to use a CMS.
The main reason to consider it is to put control into the hands of non-technical users so
they can tweak the site to generate greater business benefits over time.
HubSpot’s CMS is a hosted CMS, meaning you don’t have to configure anything to get it up
and running. It’s as simple as starting a free trial, which requires you to complete one form.
Most other CMS’s require you to download software, install it on a server, then configure it
to get it to act the way you want it to act.
So, HubSpot’s CMS enable less technical professionals to start building CMS enabled sites.
Compared to other hosted CMS solutions, HubSpot has a bunch of other benefits.
We migrate sites for our customers onto the CMS at no additional charge – for up to 100
pages. Typically, implemention of a CMS is a very expensive process.
Most importantly, though, HubSpot’s CMS comes out of the box with a bunch of powerful
So, you don’t have to then configure 10 different tools to do seo, ppc, blogging, lead
capture and tracking, social media marketing and analytics.
HubSpot is not for every website. We only want customers that are going to be very happy
with the software. So, it’s important to make sure it is a good fit.
Typically, the HubSpot CMS is much more suited to small businesses whose primary need is
lead generation, and they more about lead generation than they care about having the
fanciest design on the internet.
There are a bunch of things that the HubSpot CMS can’t support including secure forms,
two step forms, dealer locators, database driven listings or directories and fancy photo
As an alternatives, you should use HubSpot Marketer which will integrate with another
more robust CMS and a hosting environment that can run applications. Alternatively, you
can use HubSpot’s CMS for the main site and launch the application on a subdomain.
So, you can get a feel for what is possible, here are some examples of sites on the CMS.
If your client needs a CMS, you might consider skipping the whole design process, atleast in
the beginning. You could use their current site and content and get them started with
If this is the case, you can take advantage of our free migration process to get them started.
Last month, 75 new customers bought HubSpot Owner. We are in the process of migrating
these sites to our CMS.
It’s important that you clearly understand what we do and don’t do during this process.
We migrate up to 100 pages for free.
You can usually get an accurate page count by using Google to determine it.
Just use the search string above and enter your client’s site where it says
Make sure you use that exact string.
Make sure you scroll to the last page of the results
Usually, on the first page, Google reports a much higher page count than there actually is
on the site.
So, go to the last page of the results to get the more accurate page count.
Unless: html version or maybe if we can get original .fla files. Contact us.
As mentioned earlier, we can not migrate every design to the CMS.
In this example, you can see that the top navigation is actually an image. This is a very
custom design that would be impossible for us to implement on our CMS, while still
enabling the user to add or remove pages on the top navigation.
In inbound marketing, it’s important to be able to make those changes. While you may be
able to implement it on our CMS (or another CMS), I’d question whether that’s the right
thing for the customer.
So, if the client can live without it, we can migrate it. But, make sure you set proper
We also can not migrate OR host applications that require server side scripting or database
Again, there are some work-arounds that may be suitable for your client such as hosting
applications on a subdomain and hosting it there or embedding it into the main site as an
They may not actually need the functionality to be database driven. For example, I had a
customer who had a database driven directory of partners. But, they only had 10 partners,
so it wasn’t a sacrifice for them to move it to the CMS as flat content.
Again, just like the design changes, these changes should be properly communicated. If you
lack the technical knowledge to make these judgment calls, please reach out to discuss the
Before we get into designing on the CMS, it’s really important that you know how to use
the CMS as a business user who will be adding, deleting, editing pages and content
Please watch these two recorded webinars about using the CMS.
The first step in designing a site is choosing the template.
You can find the available templates that the HubSpot migrations portal.
You will need to contact me or support to change the template as of right now.
We’re working on giving you the ability to make this change yourself.
Once you have the ability to do this, this’ll be the screen where you will change the
Be sure to ONLY use authorized templates. We do not support the other templates and
they may break at any time.
Once you choose a template, you then choose the layout of each page of your site.
Each template has access to all of the standard page layouts. Page layouts can be controlled
on a per page basis.
Generally, companies use one layout for the home page and a different layout for inner
pages, and landing pages.
Here are some examples of sites that are implemented on our standard layouts.
This one is pretty much the template right out of the box with custom graphics developed
by a partner.
It uses the Brighton template and the home page is set to 3 columns.
This template is Cambridge which provides rollover navigation at the top.
The css has been customized a bit on this site. You’ll notice that the background color spans
the width of the browser.
This site is also Brighton with a flash file embedded in the home page.
This same site uses a 2 column layout for the inner pages with the navigation in the right
This site uses a 3 column layout, where the width of the home page columns was changed
This is an example of the Duxbury template where css was edited in order to round the
corners. Some custom divs were inserted in the main column in order to insert the “what’s
new” section as well.
The next step is to create the content on those first few pages.
Typically, web designers will build the home page and an inner page as a first step.
To build those first few pages, you must wipe out the content that comes auto-populated in
a HubSpot trial portal.
You can delete pages in page manager or just remove modules from pages.
Make sure you do not delete the home page.
Once the template is chosen, the next step is to configure colors and fonts through the
This can be found under settings and template configuration.
This requires zero technical skills to edit. So, if you want to use the templates out of the box
and just configure colors and fonts, you can do that without css skills.
The next step is to build the first few pages.
On each page, you should choose the layout that you want. Go to page properties,
advanced options and then layout.
You’ll see several options.
In order to get the graphics loaded for the header, it’s as simple as clicking “edit logo” when
viewing the website.
If you want to have full control over the header, you should use the html tab.
Headers can be changed on a page by page basis if you’d like. Make sure to unclick the “Set
as default for all pages” check box if you’re trying to upload a unique graphic for a specific
Adding blocks of content, forms, feeds or other modules on a page is as simple as clicking
You can move these around by clicking “reorder modules”.
In order to share content on multiple pages, often done with calls to actions, you must set
up global modules.
This is also functionality that is not available to you directly right now. So, for now, you
must call support to set modules as global.
It’s really important that you do this right after you’ve created your first few pages. And
before you create more.
Global modules can not be added to existing pages. They are automatically added to new
pages that you create.
Your next step is to set up the new pages of the site, and file them appropriately in the
To do this, you click “Add New Page” in page manager.
To set up secondary navigation items, choose the primary page and click “add child page”.
It’s also possible, using the Everett template, to set up courtesy navigation at the top of the
To do this, go to settings, then template configuration, then courtesy links.
It’s important that you make this decision before building a new site, as you’re not going to
want to change templates half way through.
It’s also possible to set up two sets of persistent navigation with the Everett template.
To do this, create a page called SideMenu and create child pages under that. All of these
pages will automatically show up in the left hand navigation.
and insert the appropriate code.
When relaunching a website on the CMS, it’s critical to preserve any SEO value that the site
currently has. In order to do this, you should 301 redirect each old page to the new page.
The URLs will change a bit, even if it’s just the file extension. So, don’t forget to do this.
During a migration, we do this for new customers.
When you rename pages in the CMS once the original is mapped, 301 redirects
Ok. Now the fun stuff.
Once you’ve reached the limits of what our templates and template configuration screens
can do, it’s time to customize css.
Again, this isn’t necessary. But, many companies want to have a unique design. This
enables you to do that.
It’s a pretty simple process, as long as you know how to write custom styles or css.
There are more thorough instructions on the HubSpot Migrations site.
But, basically, you are using Firefox Firebug to determine the classes and properties of the
current style sheet.
You can then create a custom.css file in file manager which allows you to change the
properties of those classes or add new ones, if necessary.
Here’s an example of a site where the css was customized.
It’s also possible to setup custom classes. For example, ChannelVMedia wanted to show off
their design portfolio in a tabbed interface.
So, they set up a div called TabbedPanels and set the properties in the custom.css file.
Okay. Now that we’ve showed you how to design a site on HubSpot’s CMS, we’d like to
discuss selling and marketing this service to our customers and to the larger world of
businesses who need it, who aren’t yet HubSpot customers.
Often, as marketers and web designers, we often forget that most businesses don’t know
the basics. It’s our job to educate them.
Here are a list of questions that I ask prospects when I begin a conversation with them
about their needs.
Many of them don’t know or understand the value of a CMS, so it’s important to get them
to start thinking about why they would benefit from one.
It’s also really important to get them thinking about what problems a CMS solves for their
business, as well as what a CMS (and inbound marketing) makes possible for them.
I do this by asking What, How, Why and When questions, like any good consultative sales
Once I’ve determined a need, I then position the value of a CMS.
Here are a list of potential positioning statements that might make sense depending on the
needs of the person you are speaking with.
Once I’ve educated someone, I always like to confirm whether they’ve grasped how this
will help them solve their problems and achieve their goals.
With HubSpot, there are a bunch of additional benefits that come with the CMS.
We do not like to sign up customers just for the sake of the CMS.
If someone isn’t going to be committed to creating more content with the goal of
generating more leads, they’re often not a great fit for HubSpot.
So, it’s important to identify whether they will use these other features of HubSpot, and it’s
critical to communicate the value of them as well.
So, I’d recommend you ask questions about lead generation, seo, blogging and social
media, as well.
Get good at educating people on the value of these things by telling stories.
Read HubSpot’s case studies for good stories to share.
No matter what, always relate these things to their goals.
It’s easy for us marketers to get caught up in our lingo and forget that the real reason
people are doing inbound marketing, or implementing a CMS, is because they want their
website to generate more business for them.
You should also be up front about the limitations of HubSpot’s CMS.
Not every design can be implemented. Web applications can not be hosted. And we don’t
migrate more than 100 pages for free.
For your reference, there’s a large list of sites that are live on our CMS that you can use to
show your clients and prospects.
Once you’ve established that you can sell and deliver a website on the CMS, it’s time to
market your services.
We’d like to help you do this.
We have a large install base on our CMS. We’re signing up lots of new customers every
month on our CMS.
There’s also a large number of customers not on our CMS. Some of these could make use
of the HubSpot CMS and aren’t because they signed up before we really had it available to
them. Some of them have more robust CMS requirements. So, if you have the ability to
implement sites on other CMSs, that’s a good thing from our perspective too.
We’d like to work together with you to introduce your web design services to our
customers, prospects and the rest of the interweb.
First, you need to get really good at using the software. And implementing new sites on the
So, if you haven’t already, you should dive in and learn how HubSpot can help you develop
a solid set of inbound marketing services. You should then deliver them to your clients and
get a few victories in your portfolio.
To get started, here are your steps.
Start a free trial. Or a few free trials if you think you’re ready.
Take advantage of the self guided training on success.
Develop some offerings, sell them and do a really good job.
From there, it’s time to launch some landing pages for your services offering.
In the coming months, we plan to get very organized around promoting your HubSpot
In the meanwhile, please reach out when you’re ready and we’ll make our customers and
followers aware of your offerings.