This document outlines tips for redesigning a website for marketing results. It discusses the wrong reasons for redesign like changing corporate look or the design team wanting to versus the right reasons like getting found by more prospects and converting more of them into leads and customers. It notes branding can be a reason if it drives those goals. It also shows a graph of how website happiness declines for companies and prospects over time, making redesign important to maintain.

1. Website Redesign for Marketing Results
Mike Volpe
VP Marketing
HubSpot
@mvolpe

2. Agenda
• Right and Wrong Reasons
• Seven Website Redesign Tips

3. Which is better?

4. The Wrong Reasons
• “We have a new corporate look and feel.”
• “I’m tired of the old website.”
• “It’s been 12 months since the last redesign.”
• “The design department wants to do it.”
• “The CEO wants to do it ”
The it.

5. Website Design Half Life
Happiness
Your Company
Your Prospects
Time
Launch 6 Months 12 Months

6. What do you want?