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Build the Ultimate Inbound Website: 
Optimizing Your Site for Search, Lead 
Generation & Conversions 
@bobruffolo @impactbnd
Bob Ruffolo Joe Rinaldi 
Founder & CEO 
@bobruffolo 
Creative Lead / Developer 
@brosephrinaldi 
Bob 
Ruffolo 
Founder & CEO 
IMPACT Branding & 
Design 
rruffolo@impactbnd.com 
@bobruffolo
We’re in the business of helping you and 
your organization succeed. 
Impactbnd.com @bobruffolo
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
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
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
Who’s considering building 
a new website?
Before building an entire new website, 
consider your options.
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
There are lots of reasons to build a 
new site…
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
These are NOT reasons 
to build a new website.
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
Complete site redesigns are a huge 
commitment of time and resources. 
Be sure before jumping right in.
Preparing for a site 
redesign
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
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
So whether or not you’re doing a full 
site redesign or just improving your 
current website…
Here are 15 things you can do to 
make it a winner.
Start with Analytics 
& Use Data to Make 
Decisions 
1 
Impactbnd.com @bobruffolo
Know Who You’re 
Trying to Attract 
2 
Impactbnd.com @bobruffolo
Lead With Your 
Insight and Benefits 
3 
Impactbnd.com @bobruffolo
4 Use a CMS 
Impactbnd.com @bobruffolo
Make Your Website 
Responsive 
(for all screen sizes) 
5 
Impactbnd.com @bobruffolo
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Incorporate Tons of 
Helpful & Educational 
Content 
6 
Impactbnd.com @bobruffolo
Use a Blog / Article 
Publishing Platform 
7 
Impactbnd.com @bobruffolo
Make Your Content 
Sharable 
8 
Impactbnd.com @bobruffolo
Gate Your Best 
Content Using 
Landing Pages 
9 
Impactbnd.com @bobruffolo
Have Lots of 
Landing Pages 
10 
Impactbnd.com @bobruffolo
Strengthen Your 
Sales Ready 
Offer 
11 
Impactbnd.com @bobruffolo
Strengthen Your 
Calls to Action 
12 
Impactbnd.com @bobruffolo
Use Tons of Proof 
(Customers, Users, 
Subscribers, Social, 
etc. 
13 
Impactbnd.com @bobruffolo
Personalize The 
User’s Experience 
14 
Impactbnd.com @bobruffolo
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
1 
2 
3
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Build the Ultimate Inbound Website
Integrate Your 
Website With All of 
Your Marketing 
15 
Impactbnd.com @bobruffolo
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
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
Master Your Next 
Redesign by 
Downloading this 
Free Guide. 
Impactbnd.com/redesign1 
0
Talk to us about your next website 
redesign 
Impactbnd.com/cos
Questions? 
Impactbnd.com @bobruffolo

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Build the Ultimate Inbound Website

  • 1. Build the Ultimate Inbound Website: Optimizing Your Site for Search, Lead Generation & Conversions @bobruffolo @impactbnd
  • 2. Bob Ruffolo Joe Rinaldi Founder & CEO @bobruffolo Creative Lead / Developer @brosephrinaldi Bob Ruffolo Founder & CEO IMPACT Branding & Design rruffolo@impactbnd.com @bobruffolo
  • 3. We’re in the business of helping you and your organization succeed. Impactbnd.com @bobruffolo
  • 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. 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. 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
  • 8. Before building an entire new website, consider your options.
  • 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. There are lots of reasons to build a new site…
  • 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. These are NOT reasons to build a new website.
  • 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. Complete site redesigns are a huge commitment of time and resources. Be sure before jumping right in.
  • 15. Preparing for a site redesign
  • 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. 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. So whether or not you’re doing a full site redesign or just improving your current website…
  • 19. Here are 15 things you can do to make it a winner.
  • 20. Start with Analytics & Use Data to Make Decisions 1 Impactbnd.com @bobruffolo
  • 21. Know Who You’re Trying to Attract 2 Impactbnd.com @bobruffolo
  • 22. Lead With Your Insight and Benefits 3 Impactbnd.com @bobruffolo
  • 23. 4 Use a CMS Impactbnd.com @bobruffolo
  • 24. Make Your Website Responsive (for all screen sizes) 5 Impactbnd.com @bobruffolo
  • 27. Incorporate Tons of Helpful & Educational Content 6 Impactbnd.com @bobruffolo
  • 28. Use a Blog / Article Publishing Platform 7 Impactbnd.com @bobruffolo
  • 29. Make Your Content Sharable 8 Impactbnd.com @bobruffolo
  • 30. Gate Your Best Content Using Landing Pages 9 Impactbnd.com @bobruffolo
  • 31. Have Lots of Landing Pages 10 Impactbnd.com @bobruffolo
  • 32. Strengthen Your Sales Ready Offer 11 Impactbnd.com @bobruffolo
  • 33. Strengthen Your Calls to Action 12 Impactbnd.com @bobruffolo
  • 34. Use Tons of Proof (Customers, Users, Subscribers, Social, etc. 13 Impactbnd.com @bobruffolo
  • 35. Personalize The User’s Experience 14 Impactbnd.com @bobruffolo
  • 39. 1 2 3
  • 48. Integrate Your Website With All of Your Marketing 15 Impactbnd.com @bobruffolo
  • 49. 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
  • 50. 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
  • 51. Master Your Next Redesign by Downloading this Free Guide. Impactbnd.com/redesign1 0
  • 52. Talk to us about your next website redesign Impactbnd.com/cos