Turn your website into a lead generating machine in 10 steps.

1. x _
10 Steps to Turn Your
Website Redesign
into an Inbound
Marketing Machine

2. It happens to all organizations. One day you wake up and notice that your company’s website
needs a major refresh. Whatever the reason, it’s time for a change. It takes a lot of effort and
planning with no guarantees that it will improve your rankings, or lead generation.
Focus on a website that integrates with your social media, email marketing, lead generation,
brand awareness and sales strategies.

3. Benchmarking Your
Current Metrics1

4. Benchmarking Your Current Metrics | step1
Improvements are relative. So, before you
do anything, make sure you benchmark your
current performance metrics.
Ranking - SEO ranking (Choose
important keywords)
traffic
likability
usage
ranking
performance
ranking
conversion
sales
Traffic - number of visits/visitors/
unique visitors
• Likability - bounce rate
Usage - time on site •
•
• Performance ranking - Domain authority, key
page authority
• Conversion - Number of new leads/form
submissions
• Sales - Total $ amount of
sales generated
Here is a list of metrics you need to benchmark:

5. Clarify Your Goals2

6. Clarify Your Goals | step2
If your focus is on inbound marketing and results, then your goals should reflect
that. So, make sure you are clear about why you are redesigning your website,
and then tie that into measurable results.
Your goals should not be just about improving individual metrics. Each is dependent on the other. For example, to increase conversions your
traffic has to increase and your bounce rate has to decrease.
Here are some metrics you will want to measure
in relation to your goals:
GOAL
Number of visits/visitors
Bounce rate
Time on site
Domain authority
Number of new leads/form submissions
Total amount of sales generated
Current SEO rankings for important keywords

7. Find Out Which Channels Drive
Your Best Traffic And Leads
• Understand how social media is driving leads
(Social Media Measurement)
• Compare how much of your search traffic is
coming from SEO and how much from paid search
marketing (Organic vs. Paid)
• Determine which channels bring in leads instead of
visitors (Buyers vs. browsers)
Where are your customers coming from?
What are your top performing channels in terms of visits, leads and customer acquisition?
Clarify Your Goals | step2
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tip!

8. Protect Yourself
Inventory Your Assets3

9. There are almost as many ways that a web redesign can hurt
you as can help you. Inventory your assets to avoid doing major
disrepair to your marketing efforts.
Protect Yourself. Inventory Your Assets. | step3
Why is this important? Let’s say you remove a page that has a high number of inbound
links. When the links disappear you could lose a lot of SEO credit, and that will only
work to decrease some of your keyword rankings. So keep an eye on your assets and
make sure they are not designed into oblivion.
These assets include:
• Most shared or
viewed content
• Most trafficked
pages
• Best performing
keywords you
rank for and
associated pages
• Number of
inbound links to
individual pages
Get a free
assesment

10. Analyze
the Competition4

11. Analyze The Competition | step4
2
1"Learn from your
competition."
"Keep track of
your rivals"
Visit your competitors’ websites. Act like a customer and try to be
objective about what you like or don’t like about their sites. We are
not talking about copying them – but rather this is a way to discover
what you can do better.
Do you ever wonder how your marketing stacks up against your
competition or other companies your size? Set goals and see where
you stand on traffic, inbound links, conversion rates, lead generation
and other important metrics.

12. Identify Your Unique
Value Proposition5

13. You only have seconds to engage new visitors on your website. When they arrive
they want to know what you do, why you do it better and what’s in it for them.
What is your unique value proposition (UVP)?
Identify Your Unique Value Proposition | step5
"TempoCreative assists
organizations to reduce churn
by backfilling the sales pipeline with
highly qualified traffic that generates
leads that convert into customers with high
lifetime value. We achieve this through
leading-edge software that integrates all
marketing channels for a synergistic view of
the data that determines and prioritizes
the high-value marketing
activities".
"Tempo Creative helps businesses
attract leads and convert them into
customers with inbound marketing. We
help customers make marketing that
people actually love."
Don't use corporate
speak. Jargon
does not impress
customers. So
why subject your
customers to such
language?
Here is an example of
corporate-speak.
Here’s a translation that
actually sounds human

14. Build Your Design
Around Your Personas6

15. Your website is not for you. It’s really for your
customers and prospects. Speak to them in their
language and address their needs.
Build Your Design Around Your Personas | step6
So who are your customers?
One way to identify them is through the creation of personas.
Personas are fictional representations of your ideal customers,
based on analyzed data.
The more data you have on your customers and prospects, the more dimensional
and useful your personas can be. In terms of data, we are talking about
demographics, online behavior, primary quantitative and qualitative research
if you can get it, and educated speculation about their personal histories,
motivations, and concerns.

16. Build Your Design Around Your Personas | step6
Build
your
personas:
1. Segment By Demographics
Assign characteristics to your
buyers – job titles, roles, types of
industry, company information,
and demographics. Then start
grouping them, based on
commonalities. You will begin to
see several personas emerge.
2. Identify Their Needs
What problems can you
solve for them? What kinds
of information are they most
interested in? Do you see any
trends emerging?
3. Develop Behavior-
Based Profiles
How do they interact online?
What do they look like and
how active are they in social
media? When they are on your
site, which of your products
do they spend the most time
researching?

17. Optimize Your Site
for Search7

18. Optimize Your Site for Search | step7
Redesigning a website is not like creating
a “Field of Dreams.” Building it does not
automatically mean that people will come.
Here are some search engine optimization
tips to help get your site found:
Document Your Most Search-Valued Pages
Make sure you know which pages have the
strongest SEO juice, the most traffic, inbound
links, and keywords rankings.
Create A 301 Redirect Strategy
This is THE most important step in terms of
retaining traffic and rankings. We recommend
creating a spreadsheet that records and maps
out your 301 redirects.
Do Your Keyword Research
To get started, pick one or two keywords or keyword
phrases for each page. Then apply on-page SEO
tactics, such as internal link building and optimizing
your header tags (h1, h2, h3, etc.).
Get a free
digital
marketing
tip!

19. Convert with
Calls-to-Action8

20. Drive your visitors to take an action. That could be
downloading a whitepaper, requesting a demo, or
buying a product.
Convert with Calls-to-Action | step8
"The call-to-action is just that – the element or elements on your website that gets visitors to actually
interact with your site. Every page can offer the opportunity for a conversion, so when planning your
redesign, make sure you are considering how calls-to-action can or can’t be integrated on each page."
Here are some tried
and true examples:
Make sure you give your visitors plenty to do when you redesign your site.
Give them well thought out and relevant calls-to-action so you don’t lose them.
Get a free
digital
marketing
tip!
eBooks,
whitepapers
and videos
Contests
and
promotions
Product
purchases
Email
newsletter
subscription
Free trial
Assessment/
Consultation
Contact us

21. Plan for an Ongoing
Content Strategy9

22. Plan for an Ongoing Content Strategy | step9
In the world of inbound marketing, less is not more, especially
when it comes to content. The key though is keeping your
content fresh and constant.
"That’s why it’s so important to
build a strategy that’s all about
adding more and more content
to your website over time."
• Blogging
Companies that blog have
55% more website visitors
and 88% more leads than
those who do not.
• Outsourcing
Creating content takes time. So
think about outsourcing some
of your content generation.
• Public Relations
When written with content
and search in mind, press
releases can do wonders for
your search optimization.
• Need Ideas?
For inspiration, download
HubSpot’s 100 Inbound
Marketing Content Ideas
ebook. http://www.hubspot.
com/100-Inbound-Marketing-
Content-Ideas/

23. Don’t Forget
The Extras!10

24. Blog
A company blog is one of
the best ways to create
and organize content on
an ongoing basis.
Don’t Forget The Extras! | step10
There’s more to a website than of
a homepage, product pages and
Contact us/About us pages.
Landing Pages &
Calls-To-Action
Dedicated landing pages
that focus on specific
calls-to-actions are
extremely effective.
Add RSS
Subscription
The beauty of RSS is that
it allows some content
from your website to be
automatically pushed
out to other websites
and people.
Analytics
Remember your goals? If
you want to measure the
success of your redesign
it’s critical you do so
from the start.

25. download full ebook
Don’t Forget The Extras! | step10

26. Conclusion
& Appendix11

27. Conclusion & Appendix | step11
How your website looks is important. But
more important is how it works. When the two
work hand in hand, it is a thing of beauty.
The Best Damn Web
Marketing Checklist
• http://www.searchengineguide.com/
stoney-degeyter/the-best-damn-
web-marketing-checklist-pe.php
Appendix
Handy Checklists
There are many great checklists out there. If you’re looking for a tactical
redesign checklist that covers all the little details, check out these resources:
Comprehensive Web
Design Checklist
• http://www.vision4dezign.com/
ComprehensiveWebDesignChecklist.html
Step-By-Step
Website Development
• http://lorelle.wordpress.
com/2005/10/17/step-by-step-website-
development-check-list/
The Ultimate Website
Launch Checklist
• http://www.boxuk.com/blog/the-
ultimate-website-launch-checklist
15 Essential Checks Before
Launching Your Website
• http://www.smashingmagazine.
com/2009/04/07/15-essential-checks-
before-launching-your-website/
✓

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