Preparing Your Website for 2017 – Webinar

Preparing Your Website for 2017

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▪ 2017 Website TrendsSpecific trends you can implement to improve your website in 2017

▪ Planning Your ImprovementsHow to prioritize website updates to ensure the biggest impact for your business

▪ Growth Driven DevelopmentProven process for continuously implementing the latest trends and improving your website

Topics forToday

1.2017 Website TrendsSpecific trends you can implement to improve your website in 2017

User-Driven Content

▪ Focus on problems and solutions, not products and features

▪ Know your target personas, the problems they have and how you provide solutions

▪ Create “user stories” of how your personas should navigate through your website

Educational Content

▪ Earn the attention of your prospects, don’t buy it

▫ Quality content is your most valuable resource for attracting visitors, generating leads, and nurturing contacts

▫ Blog posts, ebooks, webinars, and targeted emails can help reach the right people at the right time

▪ Be helpful, educational and entertaining to help leads make informed buying decisions

Place your screenshot here

TargetedLanding PagesForm pages that remove the navigation and clearly explain the value of the offer can help improve conversion rates and increase leads.

Personalization &Smart ContentUse information from past form submissions of leads and customers to personalize the content on your website.

Case Studies &Social Proof

▪ Establish credibility and build trust by showcasing testimonials, reviews and case studies

▪ Use quantifiable metrics to prove value and ROI potential

Less ContentIs More

Improve search engine rankings and user engagement by consolidating the number of pages while increasing content quantity and quality.

▪ Focus on keyword themes instead of individual keywords

▪ Improve crawl bandwidth by archiving old pages

▪ Supplement key pages with additional resources such as blog posts or content offers

InteractiveContent

▪ Calculators

▪ Interactive maps

▪ Quoting tools

▪ Graphs and charts

AutomatedEmails

▪ Trigger instant emails to leads based on triggers:

▫ Form submission – quote request, ebook download

▫ Re-engagement – leads who haven’t visited the website in 3 months

▪ Trigger internal emails based on triggers:

▫ Lead returns to site or views a key page

▫ Lead score hits a set threshold

Data-DrivenDecisions

▪ Use website analytics and reporting tools to explore trends and identify opportunities

▪ Use split (A/B) testing tools to continuously improve website performance

▪ Less content is more

▪ Interactive content

▪ Automated emails

▪ Data-driven decisions

▪ User-driven content

▪ Educational content

▪ Targeted landing pages

▪ Smart content

▪ Case studies

2017 WebsiteTrends

2.Planning Your ImprovementsHow to prioritize updates to ensure the biggest impact for your business

Establishing YourGoals

Ask yourself what your top priorities are in 2017:

▪ Do you need to build your brand?

▪ Are you trying to generate more leads?

▪ Do you need to work on converting your leads into sales?

▪ Do you want to increase customer loyalty?

Creating Your WishlistBuild a wishlist based on the goals you’ve established:

▪ Create a complete list of possible improvement ideas

▪ Combine items that work together to reach a specific goal

▪ Organize items based on each main goal:

▫ Build Brand - Generate Leads - Convert Leads to Sales - Increase Loyalty

Organizing YourWishlist

Build Brand

▪ Blogging

▪ Case studies

▪ Events

▪ Infographics

▪ SEO

▪ Social media marketing

▪ Website design

Generate Leads

▪ A/B testing

▪ Calls to action

▪ Contests

▪ Ebooks (gated)

▪ Email newsletter

▪ Landing pages

▪ Paid search

▪ Remarketing

▪ Product trials

Convert Leads to Sales

▪ Automated emails

▪ Conversion optimization

▪ Product demos

▪ Promotions, deals & specials

▪ Remarketing

▪ Smart content

Increase Loyalty

▪ Automated emails

▪ Newsletter

▪ Remarketing

▪ Rewards or referral program

▪ Training / educational resources

Categorizing YourWishlistOnce you establish which improvements meet your goals, you need to prioritize your wish list using the 80/20 rule - What 20% of the items on your wishlist will make 80% of the impact?

Idea Idea Idea

Idea Idea Idea

Idea Idea Idea

Idea Idea Idea

Idea Idea Idea

Idea Idea Idea}80/20

Evaluate These

Qualify &Prioritize

After a wishlist improvement passes the 80/20 rule ask these questions:

▪ Purpose: how does it benefit the company’s business objectives?

▪ Audience: how does it solve a problem for your persona? What data do you have to support its impact on your audience?

▪ Timing: how much effort will it take to complete?

▪ Resources: what is needed for implementation?

Now you should have a strong list of website improvements that are:

▪ Organized by goal

▪ Pass the 80/20 test

▪ Realistic based on resources

Your Final Improvement List 2017

3.Growth Driven DevelopmentProven process to continuously implement trends & improve your website

Growth Driven Development is based on the idea that your website, like your business, should always be improving.

TraditionalWeb Design

▪ Website “improvements” are based on gut feelings, not data

▫ Decisions are made subjectively

▫ No guarantee that newer is better

▪ Lengthy time commitment (4-6 months)

▪ Large up front expense

▪ Unpredictable – late, over budget, out of scope

Problems With TraditionalWeb Design

Growth Driven Development

The Old Way The New Way

DiscoveryUnderstand your current

position, problems and goals.

Growth Driven Development

StrategyDevelop a plan to get you

from where you are to where you want to be.

ExecutionPut your plan into action one iteration at a time.

MeasurementA website is never complete.

Track, evaluate and continuously improve.

ContinuousImprovement▪ Launch new iterations of your website every 2-4 weeks instead of

every 2-4 years

▪ Make informed decisions based on strategic goals for each iteration

▪ Make testable changes to your improvements to evaluate as you refine the updates

▪ Use visitor behavior to evaluate / prioritize changes and inform marketing and sales teams

WebinarRecap

▪ 2017 Website TrendsContent quality, personalization & data-driven decisions

▪ Planning Your ImprovementsPrioritize tasks based on goals and projected impact

▪ Growth Driven DevelopmentCommit to continuously improving your website in 2017

Questions?Ask your questions with the hashtag #WebPrep2017 or email them to im@webascender.com.