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10 Most Common Website & Marketing Mistakes (And How to Fix Them)

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{	
Website Throwdown
Roundup:
Common Website Mistakes & Trends
(and how to address them)
Brought to you by:

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Hosted By:
Bob Ruffolo
Founder and CEO,
IMPACT
@BobRuffolo
Tom DiScipio
Partner & Chief Strategy
Officer, IMPACT
@TomDiScipio
...

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Join the Conversation on Twitter!
#WebsiteThrowdown
@impactbnd

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10 Most Common Website & Marketing Mistakes (And How to Fix Them)

View the full webinar recording (hosted by HubSpot & IMPACT) and access additional resources to help you fix these 10 common website mistakes here: http://www.impactbnd.com/blog/common-website-mistakes-the-resources-to-fix-them-right-now

View the full webinar recording (hosted by HubSpot & IMPACT) and access additional resources to help you fix these 10 common website mistakes here: http://www.impactbnd.com/blog/common-website-mistakes-the-resources-to-fix-them-right-now

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10 Most Common Website & Marketing Mistakes (And How to Fix Them)

  1. 1. { Website Throwdown Roundup: Common Website Mistakes & Trends (and how to address them) Brought to you by:
  2. 2. Hosted By: Bob Ruffolo Founder and CEO, IMPACT @BobRuffolo Tom DiScipio Partner & Chief Strategy Officer, IMPACT @TomDiScipio Jeffrey Vocell Principal Product Marketing Manager, HubSpot @JVocell
  3. 3. Join the Conversation on Twitter! #WebsiteThrowdown @impactbnd
  4. 4. Over the last year, IMPACT has welcomed some amazing experts to #WebsiteThrowdown. #WebsiteThrowdown
  5. 5. #WebsiteThrowdown Niti Shah, HubSpot Andy Crestodina, Orbit Media Doug Kessler, Velocity Partners Nick Salvatoriello Jay Baer, Convince & Convert Dan Slagen, Crayon Brent Summers Luke Summerfield, HubSpot Stef Miller, User Testing David Meerman Scott Thanks for joining us ringside!
  6. 6. And seen hundreds of viewer- submitted websites. #WebsiteThrowdown
  7. 7. Here are the 10 most common websites mistakes we’ve encountered. #WebsiteThrowdown
  8. 8. Mistake #1: Stock Photo Abuse & Misuse #WebsiteThrowdown
  9. 9. “Does THAT person even work at YOUR company?!” #WebsiteThrowdown - David Meerman Scott
  10. 10. Yikes. #WebsiteThrowdown
  11. 11. Everyone uses stock photography, but not everyone uses it well. Misuse and overuse of stock photos can lead to: •  Loss of Credibility •  Poor representation of your people, product, or service •  Poor perception of your brand •  “Templated,” non-authentic experience 1. Stock Photo Abuse & Misuse #WebsiteThrowdown
  12. 12. #WebsiteThrowdown
  13. 13. Is stock photography “bad” all- the-time? #WebsiteThrowdown
  14. 14. No, you can make it work! #WebsiteThrowdown
  15. 15. But what’s better than stock photography? #WebsiteThrowdown
  16. 16. #WebsiteThrowdown
  17. 17. Always use original photography when possible, but when you can’t, use these tips: ●  Align Photos With Your Persona & Brand ●  Look for Candids - Avoid photos where people look directly at the camera. ●  Avoid Clichés ●  Edit Them - Use image filters and crops. ●  Try Unusual Sources like Unsplash, and always consider legal attribution. Key Takeaways #WebsiteThrowdown
  18. 18. Mistake #2: No Clear Value Proposition #WebsiteThrowdown
  19. 19. Within seconds of landing on your site your visitor should understand what you’re selling, what’s the benefit, who it’s for, and why you’re different. #WebsiteThrowdown
  20. 20. #WebsiteThrowdown Via ConversionXL
  21. 21. Huh? Get it? #WebsiteThrowdown
  22. 22. Featured: Aug. ‘15 #WebsiteThrowdown
  23. 23. #WebsiteThrowdown
  24. 24. #WebsiteThrowdown
  25. 25. Your value proposition should ultimately answer the following questions: Key Takeaway •  What product or service is your company selling? •  What is the end-benefit of using it? •  Who is your target customer? •  What makes your offering unique and different? #WebsiteThrowdown Within 5 seconds, your value prop should communicate the expected results, define your key differentiators, and avoid hype.
  26. 26. Mistake #3: Disconnect Between Imagery & Messaging #WebsiteThrowdown
  27. 27. Ask Yourself: Is my imagery sending the right message? #WebsiteThrowdown
  28. 28. #WebsiteThrowdown
  29. 29. #WebsiteThrowdown
  30. 30. #WebsiteThrowdown
  31. 31. 1.  Use imagery and symbols that will resonate with your audience. 2.  Use imagery that is relevant to your messaging. Key Takeaways #WebsiteThrowdown
  32. 32. Mistake #4: Overuse of Buzzwords #WebsiteThrowdown
  33. 33. “Innovation is the most overused buzzword. So are the people that are using it really that innovative?” #WebsiteThrowdown - David Meerman Scott
  34. 34. #WebsiteThrowdown
  35. 35. 4. Overuse of Buzzwords Buzzwords are common terms like innovative, scalable, cutting-edge, and enterprise-grade. These terms don’t add any real value or describe your solution in a credible way. #WebsiteThrowdown
  36. 36. Key Takeaways 1.  Solve for the persona - Write content with words they would actually use. 2.  Show proof of your claims using: •  Case Studies & Customer Testimonials •  Actual Stats / Data •  Industry Awards & Certifications •  Authentic Photography #WebsiteThrowdown
  37. 37. Mistake #5: Not Being Responsive / Compatible #WebsiteThrowdown
  38. 38. 5. Non-Responsive / Incompatible Visitors aren’t accessing your website from just one place. They’re coming from different browsers, locations, operating systems, and devices. Make sure your website experience is ready for every visitor, on every device. #WebsiteThrowdown
  39. 39. Why is this so important? #WebsiteThrowdown
  40. 40. “We’re boosting the ranking of mobile-friendly pages on mobile search results” – Takaki Makino, Google Webmaster Trends Analyst “More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan” – Jerry Dischler, Google VP of AdWords #WebsiteThrowdown
  41. 41. Mobile Internet Usage Exceeds Desktop Internet Use. #WebsiteThrowdown
  42. 42. You want to offer a consistent experience. #WebsiteThrowdown
  43. 43. 1.  Consider Responsive Design– Building your website so that it automatically adapts to browsers, and devices. 2.  Test Every Browser & Device 3.  Look at Your Analytics – Look at which devices visitors are coming from and how long they’re staying; Plan around their behavior. Key Takeaways #WebsiteThrowdown
  44. 44. Mistake #6: No Clear Path to Conversion #WebsiteThrowdown
  45. 45. A page without a CTA or form is a dead-end. Consider how visitors are flowing through your website and becoming customers – because if you don’t have clear calls-to-action that path is broken. Link in Google Results Blog post Subscribe to blog Click on ad Landing page Purchase #WebsiteThrowdown
  46. 46. #WebsiteThrowdown
  47. 47. Featured: Jan. ‘15 #WebsiteThrowdown
  48. 48. Make sure: 1.  Your content resonates with your target persona. 2.  You have a relevant call-to-action to the page content. 3.  The call-to-action clearly states the value of the offering. 4.  The call-to-action pops / is attention grabbing (red or orange). 5.  Landing page continues to provide value. 6.  Thank you page is optimized. Key Takeaways #WebsiteThrowdown
  49. 49. Mistake #7: Inconsistent Branding #WebsiteThrowdown
  50. 50. “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.” #WebsiteThrowdown - Seth Godin
  51. 51. #WebsiteThrowdown
  52. 52. Brand inconsistency can lead to: •  Miscommunication •  Brand Confusion •  Loss of Credibility (Less Dependable) •  Poor User Experience 7. Inconsistent Branding #WebsiteThrowdown
  53. 53. Google’s Brand •  Simple, Clear Messaging •  Bold, Classic Colors #WebsiteThrowdown
  54. 54. Establish a brand and maintain it across everything you do. Your landing pages, imagery, and copy shouldn’t look or sound like they belong to another company. Key Takeaway #WebsiteThrowdown
  55. 55. Mistake #8: Missed SEO Opportunities #WebsiteThrowdown
  56. 56. 8. Missed SEO Opportunities HubSpot has looked at 26,000 websites through their Website Grader. The average SEO grade is a D-. #WebsiteThrowdown
  57. 57. IMPACT has found dozens of sites with: •  Missing Title Tags •  Poor Alt-Text •  No Meta Description •  No H1 #WebsiteThrowdown
  58. 58. What can you do to improve your SEO today? #WebsiteThrowdown
  59. 59. 1. Ensure every page contains a keyword optimized page title. 2. Every page should have organized headers (H1, H2s, etc.) 3. Every page should have a meta-description under 160 characters. 4. All images should have descriptive alt-text. 5. Help some of your most prominent pages rank better with internal linking. Key Takeaway: Quick SEO Fixes #WebsiteThrowdown
  60. 60. Mistake #9: Ignoring the Buyer’s Journey #WebsiteThrowdown
  61. 61. 9. Ignoring the Buyer’s Journey The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase. #WebsiteThrowdown
  62. 62. #WebsiteThrowdown
  63. 63. #WebsiteThrowdown
  64. 64. #WebsiteThrowdown
  65. 65. #WebsiteThrowdown 80% Ignored! 16% Ignored!
  66. 66. #WebsiteThrowdown
  67. 67. Key Takeaways #WebsiteThrowdown How to Be Effective for All Three Stages: 1.  Understand your buyer (personas). 2.  Create a lot of content for your personas. 3.  Bucket content by journey stage. 4.  Address gaps. 5.  Make all offers helpful and attractive. 6.  Social proof for all three stages.
  68. 68. Mistake #10: Poor Content Optimization #WebsiteThrowdown
  69. 69. 10. Poor Content Optimization Your content should help funnel visitors through the buyer’s journey, not make them exit it. #WebsiteThrowdown
  70. 70. #WebsiteThrowdown
  71. 71. #WebsiteThrowdown
  72. 72. Key Takeaways •  Make your content relevant to the visitor and stage they are in. •  Measure your content performance and replace anything that is not contributing to your goals. •  Social proof helps provide a foundation for your content and believability #WebsiteThrowdown
  73. 73. #WebsiteThrowdown
  74. 74. #WebsiteThrowdown
  75. 75. Next Steps: Are you making these mistakes? #WebsiteThrowdown
  76. 76. Evaluate your site with HubSpot’s Website Grader: websitegrader.com #WebsiteThrowdown
  77. 77. Talk to IMPACT About Your Marketing & Redesign: offers.impactbnd.com/inbound-marketing- consultation #WebsiteThrowdown
  78. 78. THANKS FOR JOINING US! #WebsiteThrowdown

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