The document discusses common problems with existing websites such as indirect navigation, high bounce rates, lack of lead capture, and poor design. It then describes steps taken to improve a sample site's navigation, layout, editability, and SEO. The fixes resulted in increased page views, leads generated, and higher search engine rankings. The conclusion advocates redoing sites to better communicate, attract, engage, and convert visitors.
3. What can go wrong?
Common problems include:
Indirect navigation
Difficult to update
High bounce rate
Broken SEO
No lead capture
Poor design
Unclear message
Bloated copy
Incorrect configuration
Et cetera
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
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4. Better but
not finished.
Improved:
- navigation
- layout
- editability
Simplified
offers, added
a blog and
twitter icon.
Improved
SEO and
landing
pages for
Adwords.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
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5. Whatʼs right?
Web pages must not just look good. They must contain
the minimum number of words needed to communicate.
Web sites must be findable, readable, navigable. They
must attract, engage, inform and convert.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
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7. Results: Clarity and Leads
The Gear6.com site increased:
Page views per visit.
Lead gen. 3 leads in 9/9 to 170 leads in 11/09.
SEO. Gear6 was #5 on Google, up from 99 for
search term Memcached.
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
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8. Redo your site right.
For more information, please contact Jeffrey
Goldsmith, Marketing Consultant via
http://jeffreygoldsmith.com
Jeff Goldsmith - Marketing - JeffreyGoldsmith.com
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