The Essential Guide to Website Redesign

Editor's Notes

• #2: Hello everybody and welcome to today’s webinar!
• #3: Before we dive into the discussion, I wanted to give you a bit of background on us. We are a digital agency, founded in 2004 and headquartered in the San Francisco Bay Area. Our team is 100% focused on delivering revenue – not just clicks and traffic. We take pride in our metrics-driven approach to digital. [Next Slide]
• #4: Let’s also quickly cover a few frequently asked webinar questions: How can I ask questions? Simply type your questions directly in the GoToWebinar chat box, or if you prefer Twitter, feel free to tweet @webmarketing123 and/or tag your tweets with #123webinar. We really want to make this an interactive and helpful webinar for you, so please don’t be shy! Please feel free to tweet or chat us your questions. 2. Can I have a copy of the slides? Yes! We’ll email you a free copy after the presentation. No need to scramble to take notes! [Next Slide]
• #5: Great design goes beyond appearance. Like most things in life, style and substance, or form and function go hand in hand.
• #6: Don’t risk sacrificing your current SEO rankings by neglecting to consider SEO as part of your responsive redesign. You need to have an SEO game plan.
• #7: If you wait until after redesigning your website, you run the risk of: 1. Expensive changes that could have been easily implemented during the design process.2. Missed conversion rate best practices, i.e. call to action placement and tracking issues 3. Optimizing for internal jargon, rather than targeting keywords your audience is actually using. [Next Slide]
• #9: First, evaluate your current SEO strategy. Use GA to identify top converting landing pages and keyword themes. Prioritize redesign tasks based on your findings.
• #10: A keyword mapping document is especially handy in this process.
• #11: Make sure to asses your current inbound link profile. Follow these five steps to avoid conveying a spammy link profile to Google. Ditch any baggage before switching over to your new site. Also, check on how your current site is doing in terms of indexed pages.
• #12: Finally, use this opportunity to fill gaps in current keyword strategy.
• #13: Then, check for healthy conversion rate. Understand how each channel stacks up. Start with Google Analytics “Acquisition Overview” Report.
• #14: Then, break down conversion offers by funnel stage. This is hugely important because one stage of the funnel could be drastically effecting your overall site average. In general, you should expect higher conversion rates at the top of the funnel and lower conversion rates at the the bottom of the funnel, as the stakes to convert grow higher. Of course you should look to continuously improve the CVR at all stages by cutting programs that don’t perform. Make sure you’re comparing these according to funnel stage though, as all conversion are not created equal. A bottom of the funnel conversion is inherently more valuable than the top for example. [Next Slide]
• #15: Finally, evaluate CVR by device. In most cases, your mobile traffic should convert at about 30% of your desktop conversion rate. If you’re getting steady of mobile traffic with subpar CVR, build a mobile strategy sooner rather than later. [Next Slide] Source: http://searchenginewatch.com/article/2289300/Mobile-Traffic-Up-125-but-Conversions-Lag-Behind-Desktop-Study
• #16: A good rule of thumb is to think of each page as an entry point. Chances are visitors won’t land on the homepage of your site the first time they visit. You have 7 seconds to answer these 3 critical questions: Where am I? What can I do here? Why should I do it?
• #18: Google launched mobile friendly search labels on November 18th. Here’s what these labels will look like for mobile users.
• #19: Don’t wait! Find out if Google see your site as mobile-friendly today!
• #20: Chances are somebody on your marketing team has one of these notices from Google Webmaster Tools.
• #21: It’s a popular misconception that mobile marketing is just for B2Cs, but in fact, mobile marketing applies especially to B2Bs. The shift to mobile has a huge impact on B2B marketers as execs increasingly rely on mobile : 77% of executives use their smartphone to research a product or service for their business. 93% of executives will purchase that product via the Internet using a laptop or desktop 86% of execs use their tablet to conduct research for products or services for business [Next Slide] Soucce: Search Engine Watch cites IDG Mobile Survey 2014
• #22: Test your site across all devices. Make sure your CTA does not get lost on any screen size. Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
• #23: Make sure all content is accessible from any screen size. Pay close attention to what happens to the user navigation experience across all devices. [Next slide] Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
• #24: Optimize for touch. No matter what the screen size, make sure your entire site is accessible via touch. Don’t add actions that are triggered by hovering your mouse over dropdown menus or buttons, for example. Also, make sure to leave enough space around all buttons to avoid a frustrating mobile UX experience. Nothing’s more annoying than trying to complete a complex, tiny shopping cart process on the go. [Next Slide] Source; http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
• #25: Make sure your site is optimized for speed. Check your mobile load time with Google’s PageSpeed Insights. Source: http://blog.market8.net/B2B-Web-Design-And-Inbound-Marketing-Blog/A-Guide-to-B2B-Responsive-Web-Design
• #27: First, build a smart navigation structure to optimize for indexing.
• #28: If you are planning on changing links, adding pages, or removing pages, use 301 redirects.
• #29: Finally, maintain on-page optimization. Double check each page for appropriate page descriptions and title tags. Review URLs for proper structure and keywords. Check all anchor text.
• #32: Thanks for joining us today! I realize we covered quite a bit of information today. If you need professional digital marketing help drop us a line at results@webmarketing123.com or give us a call at 800.619.1570. We are offering FREE, 30 minute consultations for our webinar attendees. We’ll cover where you rank in relation to competitors Measure your revenue opportunity from Search What you can do to accelerate results now. Thanks again for your time everyone! Hope to see you on the next webinar. [Next Slide]