Learn the most important things to do when building or revising a website. Step-by step through each of the five phases: planning, content creation, building, marketing and analyzing. Presented at ISV Con 2013 in Reno, NV.

1. Practical Roadmap to
High Performance
Websites
Razvan Neagu

2. MARKET
BUILD
CREATE
PLAN
ANALYZE
Failing to plan is
planning to fail.
Alan Lakein
Practical Roadmap to High Performance Websites – ISV Con 2013 2

3. PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 3
1
Strategy
2
Scope
3
Structure
4
Skeleton
5
Surface

4. PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 4
1
Strategy
2
Scope
3
Structure
4
Skeleton
5
Surface

5. Practical Roadmap to High Performance Websites – ISV Con 2013 5
PLAN 1. Strategy
•Identify existing conditions
•Define data-driven goals
•Define brand & unique value proposition
•Define buyer persona
•Identify top competitive keywords
•Analyze competition
•Inventory your assets (most… pages)
•Resources (team, roles, budget, timeline)
•Getting it up *and* ongoing production

6. Practical Roadmap to High Performance Websites – ISV Con 2013 6
PLAN 1. Strategy: Buying Flow
Lead
ATTRACT NURTURE CLOSE DELIGHT
Customer AdvocateVisitorStranger
Content about
prospect’s
interests
Match
prospect need
with company
interest
The right offer
at the right
time
Drive
satisfaction
and brand
advocacy
1 2 3 4

7. Practical Roadmap to High Performance Websites – ISV Con 2013 7
PLAN 1. Strategy: Personas
PAIN POINTS
MESSAGES
TOPICS & CONTENT PIECES
FEATURES & BENEFITS
NAME
AGE
JOB
EXPERIENCE
INTERESTS
M/F
GOALS & ASPIRATIONS

8. Practical Roadmap to High Performance Websites – ISV Con 2013 8
PLAN 1. Strategy: Priority Pyramid
CONTENT
USABILITY
SEO
SOCIAL
PPC

9. PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 9
1
Strategy
2
Scope
3
Structure
4
Skeleton
5
Surface

10. PLAN 2. Scope
Practical Roadmap to High Performance Websites – ISV Con 2013 10
• CMS
• Forms (contact, quote)
• Newsletter subscription
• Ecommerce, donations
• Blog, comments, reviews
• Ads
• Photo albums
• Member only area
• Paid membership
• …more…
• Download center
• Events calendar
• Polls
• Discussion forum
• Video
• Social media integration
• Multi-lingual
• Helpdesk
• Knowledge base
• …more…

11. PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 11
1
Strategy
2
Scope
3
Structure
4
Skeleton
5
Surface

12. PLAN 3. Structure: Sitemap
Practical Roadmap to High Performance Websites – ISV Con 2013 12
NESTED LIST
•Identify all pages
•Identify page title
•Identify parent
•Identify menus
TIPS
•Allow sub-pages
•Color code, icons
DRIVERS
•Personas
•Tasks
•Keywords
APPROACH
•Top-down
•Flatter hierarchy

13. PLAN 3. Structure: Persona Driven
Practical Roadmap to High Performance Websites – ISV Con 2013 13
Stranger
Visitor
Lead
Customer
Buying
Stage
Advocate
Issues
&
Topics

14. PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 14
1
Strategy
2
Scope
3
Structure
4
Skeleton
5
Surface

15. PLAN 4. Skeleton: Page Structure
Practical Roadmap to High Performance Websites – ISV Con 2013 15
PAGE TYPES
•Home
•Content
•Parent
•Landing
•Lead generator
•Conversion
•… SEND

16. PLAN 5 Aspects
Practical Roadmap to High Performance Websites – ISV Con 2013 16
1
Strategy
2
Scope
3
Structure
4
Skeleton
5
Surface

17. PLAN 5. Surface: UI Library
Practical Roadmap to High Performance Websites – ISV Con 2013 17

18. Practical Roadmap to High Performance Websites – ISV Con 2013 18

19. MARKET
BUILD
CREATE
PLAN
ANALYZE
An essential aspect
of creativity is not
being afraid to fail.
Edwin Land
Practical Roadmap to High Performance Websites – ISV Con 2013 19

20. CREATE Page Template
Practical Roadmap to High Performance Websites – ISV Con 2013 20
•Title: URL, long, short
•Keyword (one search keyword per page)
•Purpose (page goal, editorial directive)
•Description (meta, parent)
•Media (images, video, etc.)
•Interactive elements
•Links
•Guided next step

21. CREATE Write Copy
Practical Roadmap to High Performance Websites – ISV Con 2013 21
•Bottoms-up
•Heading structure (helps user and SEO)
•Keep it short (break/group in 3-5)
•Promote quick scan (lists, formatting)
•Start with the take-away
•Goal: fast and easy comprehension
•Test “cognitive throughput”
1, 5, 20, 60 seconds and 5 minutes

22. Five Most Persuasive Words in English
Practical Roadmap to High Performance Websites – ISV Con 2013 22
CREATE Persuasive Copywriting

23. CREATE Layout & Design
Practical Roadmap to High Performance Websites – ISV Con 2013 23
•Prioritize goals
•Guide attention
• Encapsulation
• Contrast & color
• Directional cues
• White space
Wikipedia
Wallpaperswide.com

24. CREATE F-Shaped Reading Pattern
Practical Roadmap to High Performance Websites – ISV Con 2013 24

25. MARKET
BUILD
CREATE
PLAN
ANALYZE
Build a better
mousetrap and the
world will beat a
path to your door.
Ralph Waldo Emerson
Practical Roadmap to High Performance Websites – ISV Con 2013 25

26. •CMS: WordPress.org
•Webhost: WP Engine vs. Hostgator
•Setup (install, tweaks, plugins, theme)
•Content production
•Design library
(involve a designer)
•Maintenance
BUILD Tools & Services
Practical Roadmap to High Performance Websites – ISV Con 2013 26
WordPress
powers more
than 17% of
the web

27. BUILD WordPress: Plugins
Practical Roadmap to High Performance Websites – ISV Con 2013 27
FIND & EVALUATE
•wordpress.org/plugins/
(not from dashboard)
•Stats
– Last update
– Ratings distribution
– Download pattern
•Support
•Screenshots
•Test on staging site

28. BUILD WordPress: Great Plugins
Practical Roadmap to High Performance Websites – ISV Con 2013 28
EXTEND
• Gravity Forms
• Configure SMTP
• NextGen Gallery
• JW Player 6 Plugin for WP
• Hana Code Insert
• Custom Google Search
OPTIMIZE
• CMS Tree Page View
• Enable Media Replace
• Regenerate Thumbnails
IMPROVE
•W3 Total Cache
•Cleaner Gallery
•Broken Link Checker
•Redirection
PROTECT
•BackupBuddy
•All In One WP Security
•Sucuri Security – SiteCheck
•WordPress File Monitor Plus
•Akismet

29. MARKET
BUILD
CREATE
PLAN
ANALYZE
Marketing is too
important to be
left to the
marketing
department.
David Packard
Practical Roadmap to High Performance Websites – ISV Con 2013 29

30. MARKET Trend
Practical Roadmap to High Performance Websites – ISV Con 2013 30
vs

31. Practical Roadmap to High Performance Websites – ISV Con 2013 31
Blogging
Social media
SEO
Video
Email blasts to
approved lists
Consumer-driven, timely,
content rich, solutions
based
Broadcast and print ads
Cold calling
Telemarketing
Tradeshows
Email blasts to
purchased lists
vs
Market-driven,
disruptive, hard sell,
product based

32. MARKET Traffic
Practical Roadmap to High Performance Websites – ISV Con 2013 32
Content
Influencers
Syndication
Search
Paid
• Identify
• Relationship
• Goal: Backlink
• Monitor
• Keywords
• Optimize
• Editorial
calendars
• Guest blogger
• Content
aggregators
• SEM
• Facebook
ads
• Sponsored
Tweets

33. MARKET Segment
Practical Roadmap to High Performance Websites – ISV Con 2013 33
• Categories
• Headlines
• Information
• Calls to
action
• Concerns
• Questions
Stranger
Visitor
Lead
Customer
Advocate
Topics
Issues Frank DevinSarah

34. MARKET Challenge
Practical Roadmap to High Performance Websites – ISV Con 2013 34
Content Marketing Institute
2013 B2B Small Business
Content Marketing Trends –
N. America
64%
54%

35. MARKET Top Funnel Content Ideas
Practical Roadmap to High Performance Websites – ISV Con 2013 35
SWEETSPOT Engage Your
Organization
Social
Listening
Buyer
Interviews
SEO
Keywords
Sales
Requests
Personal
Interests
CUSTOMERBRAND
Unique
Expertise
& Value
Interests
&
Needs
SHIFT

36. • Video
• RSS Feeds
• News Sites
• Blogs
• Trade Pubs
• Twitter
• Journals
• Infographics (visual.ly)
• Competitor content
• News feeds (NY Times)
• Archives (PubMed)
• Google Alerts (+RSS
feed)
• Google News
• Crowdsourcing
• Newsletters
• Forums
• PR Team
MARKET Content Curation Sources
Practical Roadmap to High Performance Websites – ISV Con 2013 36

37. MARKET Content Creation Rules
RULES
Of Content
Marketing
❶Non promotional
❷Relevant to reader
❸Closes a gap
❹Well-written
❺Relevant to your brand
❻Gives proof
❼Converts
Practical Roadmap to High Performance Websites – ISV Con 2013 37

38. MARKET Micro Conversion Funnel
Practical Roadmap to High Performance Websites – ISV Con 2013 38
STRANGERS
VISITORS
LEADS
QUALIFIED
LEADS
• Downloads
• Newsletters
• Continuity programs
• Interesting content
• Syndicated content
• Social media content
• Valuable downloads
• Valuable services
• Promos
• Demos
• Other…
• Share-worthy content
• Unexpected nicetiesCUSTOMERS DELIGHT
CLOSE
QUALIFY
ENGAGE
ATTRACT
GET
TRAFFIC
GET
EMAIL
GET
FORM
GET
SALE
GET
ADVOCATE
AUTOMATE

39. • Ebooks and whitepapers
• Contests and promotions
• Product Purchases
• Email newsletter subscription
• Free trial
• Contact us
• Consultation
• Demonstration
Practical Roadmap to High Performance Websites – ISV Con 2013 39
MARKET Create Compelling Offers

40. MARKET CTA Above Fold: 5 Elements
Practical Roadmap to High Performance Websites – ISV Con 2013 40
Compelling and Descriptive Headline
Complementary supporting sub-header
A brief statement to explain core
benefits of the core product or
service you offer.
• List speeds understanding
• Bullet list item two
• Bullet list item three
Page Fold
CTA describing what
you will get





Supporting statement
More content can be used below the fold for additional supporting info.

41. MARKET 7 Principles of Conversion
DESIGN
1. Encapsulation
2. Contrast & color
3. Directional cues
4. White space
PSYCHOLOGY
5. Urgency & scarcity
6. Try before you buy
7. Social proof
Practical Roadmap to High Performance Websites – ISV Con 2013 41
Hubspot

42. Logo
ATTENTION GRABBING HEADLINE
FEATURES & BENEFITS DETAILS
TEASER HEADLINE
GOES HERE
This is only placeholder text
used as a filler. This is only
placeholder text used as a
filler. This is only placeholder
text used as a filler.
This is only placeholder text
used as a filler. This is only
placeholder text used as a
filler. This is only…
Benefit one
This is only placeholder text
used as a filler. This is only
placeholder text used as a
filler. This is only…
Benefit three
This is only placeholder text
used as a filler. This is only
placeholder text used as a
filler. This is only…
Benefit two
This is only placeholder text
used as a filler. This is only
placeholder text used as a
filler. This is only…
Benefit four
Call us now: 1 (800) 123-4567
Copyright © Company Name
Do This Now!Describe what they get
And why they would want it…
A
I
D
A
A Attention
I Interest
D Desire
A Action
MARKET
Landing Page
Longer page with CTA below
the fold and using AIDA.

43. MARKET
Logo
ATTENTION GRABBING HEADLINE
Identify Major Benefit
This is only placeholder text used
as a filler. This is only placeholder
text used as a filler. This is only
placeholder text used as a filler.
• This is only placeholder
• Text used as a filler
• This is a sample item
This is only placeholder text used as
a filler. This is only placeholder text
used as a filler. This is only…
About Us
Call us now: 1 (800) 123-4567
Copyright © Company Name
This is only placeholder
text used as a filler. This
is only…
This is only placeholder
text used as a filler. This
is only…
REQUEST A DEMO
Interested in Our Product?
Describe the purpose of this form
and reason to send now.
Phone:
Interest:
Disclaimer goes here. Privacy policy
assurance, etc.
Name: *
Email: *
As seen in:
What Our Product Does
How Great We Are
This is only placeholder
text used as a filler
Landing Page
Lead generator to capture
and qualify visitors.

44. MARKET Continuous Content Strategy
Practical Roadmap to High Performance Websites – ISV Con 2013 44
Tweet
Tweet
Tweet
Idea
Blog
Post
Website
Pages White
Paper
Work-
book
Webinar
Ebook
Blog Post Microsite Info-
graphic
QR
Code
Brochure
Blog Post
Blog
Post
Website
Pages
Social Social
Social Social
Social
Social
Social
Social
Social
Social
Social
Social

45. MARKET Editorial Calendar
 Website page Blog post  White paper  Product review
 Company news  Email campaign  Social Media  Tools
 Sales communication  Research  Printed materials  Video
Pers 1 Pers 2 Pers 3
1 Attract D1 P1 A1
2 Convert D2 P2 A2
3 Close D3 P3 A3
4 Delight D4 P4 A4
How For
Facebook Post
Patient OA Microsite
YouTube
Email
Blog Post
Website Page
Support Portal
Webinar
Wher
e
 D1, D2 Hip Bracing
MON TUE WED THU FRI SAT SUN
30 31 1 2 32928
6 7 8 9 1054
13 14 15 16 171211
20 21 22 23 241918
27 28 29 30 12625
4 5 6 7 832
 D1 How Brace Work
 D2 OA HCPCS Code
 D2 Brace Application
 D2 Warranty Offer
 D2 Virtual Tour
 D3 Brace Promotion
 P1 Have Knee Pain?  D1, D2 Case Study
 D2 Total Knee Study
 D2 Medicare Change
 D3 Request A Demo
 D3 Find a Local Rep
 D4 Study Download
 P1 Knee Pain Causes
 P1, P2 Animation
 P2 Doctor Lookup
 P2 Join our Forum
 P3 Promo Code
 P1,A1 Knee Anatomy
 P1,A1 Knee Pain Poll
 P1,A1 Care Options
 P2,A2 Post A Photo
 A3 Football Promo
 A4 Win A Signed Ball
 P2 Neil Tucci Profile D4 Brace Features
 D1, D2 OA Bracing
 P2 OA Animation
 P2 About Knee Brace
 P2 Testimonial
 P3 Download Aid
 P3 Find A Doctor
 P3 Gel Pak Promo
D1 Bracing Study
 D2 Neil Tucci Profile
 D2 Doctor Quote
 D2 Compare-Matrix
 D3 Email Sign up
 D3 Webinar Sign up
 P1,A1 Favorite Team
 P1,A1 Sprain , Strain
 P2,A2Treatments
 P2,A2 Cold Therapy
 P3,A3 Gel Pak Promo
 P2 OA Animation
 D2 OA Application
 P4 Photo of Month
SHOW
How: Type of media content
For: Persona & buying stage
Where: Distribution channel
Who: Person responsible
What: Topic title

46. MARKET
BUILD
CREATE
PLAN
ANALYZE
Get the habit of
analysis; it will in
time enable
synthesis to
become your habit
of mind.
Frank Lloyd Wright
Practical Roadmap to High Performance Websites – ISV Con 2013 46

47. Analyze Keys to ROI
Practical Roadmap to High Performance Websites – ISV Con 2013 47
UniqueVisitors
Newvs.RepeatVisitors
TrafficSources
ReferringWebsites
PopularPages
BounceRates
CTAPerformance
KeywordPerformance
SearchRankings
InboundLinks
CostPerClick
Click-ThroughRate
TrafficfromSearch
ReferralSources
BlogSubscribers
AudienceSize&Growth
Engagement
Subscribers
Click-ThroughRate
Sharing&Forwarding
TRAFFIC SEO PPC BLG SOC
L.
EMAIL
1. Traffic to Leads 2.Leads to Customers
3. Cost per Lead 4. Cost per Customer

48. Contact
komotion.com/contact-us
Resources
komotion.com
Razvan (Raz) Neagu