Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
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
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
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
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.
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.
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