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Build the Ultimate Inbound Website

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Build the Ultimate Inbound Website

  1. 1. Build the Ultimate Inbound Website: Optimizing Your Site for Search, Lead Generation & Conversions @bobruffolo @impactbnd
  2. 2. Bob Ruffolo Joe Rinaldi Founder & CEO @bobruffolo Creative Lead / Developer @brosephrinaldi Bob Ruffolo Founder & CEO IMPACT Branding & Design rruffolo@impactbnd.com @bobruffolo
  3. 3. We’re in the business of helping you and your organization succeed. Impactbnd.com @bobruffolo
  4. 4. We do this by helping you: • Increase brand awareness • Generate more leads • Close more sales • Improve customer loyalty We use inbound marketing to do this. Impactbnd.com @bobruffolo
  5. 5. Inbound Marketing Methodology Delight Promoters Close Buyers Convert Leads Attract Strangers Visitors Create Content Blogging SEO Social Media Create Offers Landing Pages Calls to Action A/B Testing Email Marketing Automation Inbound Sales Sales Templates Newsletters Feedback Surveys Referrals
  6. 6. Our Agenda for Today: 1 2 Help you decide if a website redesign is right for you 15 things you can do right now to improve your website
  7. 7. Who’s considering building a new website?
  8. 8. Before building an entire new website, consider your options.
  9. 9. What can we do to improve the performance of our website? 1. Build a brand new website 2. Redesign sections of website 3. Update website’s content 4. Optimize website (SEO, conversions, etc.) A complete redesign is not always the best option. Impactbnd.com @bobruffolo
  10. 10. There are lots of reasons to build a new site…
  11. 11. Reasons to To Build a New Site • To improve ability to manage and update • To personalize the experience • To implement content publishing • To improve navigation or UI • To better reflect the company brand • To improve performance metrics • To improve performance on mobile devices • To integrate with other marketing tools Impactbnd.com @bobruffolo
  12. 12. These are NOT reasons to build a new website.
  13. 13. NOT reasons to build a new website 1. To show off your web design skills 2. To lower your traffic and leads 3. To confuse your customers and prospects 4. To decrease the amount of (indexed) pages 5. To weaken your value proposition 6. Just because it’s been awhile 7. Because your boss told you to do it Impactbnd.com @bobruffolo
  14. 14. Complete site redesigns are a huge commitment of time and resources. Be sure before jumping right in.
  15. 15. Preparing for a site redesign
  16. 16. Preparing for a complete website redesign 1. Benchmark KPI’s for you and competition 2. Inventory your assets 3. Set goals 4. Define target personas 5. Finalize scope & schedule 6. Finalize team or hire an agency Impactbnd.com @bobruffolo
  17. 17. Required skills for the redesign team • Project management • Marketing strategy • Content creation • Search engine optimization • Conversion optimization • Graphic design • Web development • Integration Impactbnd.com @bobruffolo
  18. 18. So whether or not you’re doing a full site redesign or just improving your current website…
  19. 19. Here are 15 things you can do to make it a winner.
  20. 20. Start with Analytics & Use Data to Make Decisions 1 Impactbnd.com @bobruffolo
  21. 21. Know Who You’re Trying to Attract 2 Impactbnd.com @bobruffolo
  22. 22. Lead With Your Insight and Benefits 3 Impactbnd.com @bobruffolo
  23. 23. 4 Use a CMS Impactbnd.com @bobruffolo
  24. 24. Make Your Website Responsive (for all screen sizes) 5 Impactbnd.com @bobruffolo
  25. 25. Incorporate Tons of Helpful & Educational Content 6 Impactbnd.com @bobruffolo
  26. 26. Use a Blog / Article Publishing Platform 7 Impactbnd.com @bobruffolo
  27. 27. Make Your Content Sharable 8 Impactbnd.com @bobruffolo
  28. 28. Gate Your Best Content Using Landing Pages 9 Impactbnd.com @bobruffolo
  29. 29. Have Lots of Landing Pages 10 Impactbnd.com @bobruffolo
  30. 30. Strengthen Your Sales Ready Offer 11 Impactbnd.com @bobruffolo
  31. 31. Strengthen Your Calls to Action 12 Impactbnd.com @bobruffolo
  32. 32. Use Tons of Proof (Customers, Users, Subscribers, Social, etc. 13 Impactbnd.com @bobruffolo
  33. 33. Personalize The User’s Experience 14 Impactbnd.com @bobruffolo
  34. 34. 1 2 3
  35. 35. Integrate Your Website With All of Your Marketing 15 Impactbnd.com @bobruffolo
  36. 36. Siloed Web Experience Difficult or Timely Almost Impossible Leads to CRM Email Marketing Social Media Keywords / SEO Auto Contact Record Updating Personalized Content Smart CTA’s Triggered Emails Progressive Profiling Inbound Engagement Timeline Smart Segmentation Simple CMS for Pages & Blogging Page Visit Analytics Website
  37. 37. Fully Integrated Web Experience Difficult or Timely Almost Impossible Leads to CRM Email Marketing Social Media Keywords / SEO Auto Contact Record Updating Personalized Content Smart CTA’s Triggered Emails Progressive Profiling Inbound Engagement Timeline Smart Segmentation Simple CMS for Pages & Blogging Page Visit Analytics Fully Integrated Website
  38. 38. Master Your Next Redesign by Downloading this Free Guide. Impactbnd.com/redesign1 0
  39. 39. Talk to us about your next website redesign Impactbnd.com/cos
  40. 40. Questions? Impactbnd.com @bobruffolo

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