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INBOUND15
No-Fail Website Redesigns:How to Successfully Redesign Your Inbound Website for Massive Lead Conversions
Gabe WahhabDirector of Interactive Services, Square 2 Marketing
@square2 | square2marketing.com@gabewahhab | gabewahhab.com
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Key Strategy or Tool
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Hi, I am Gabe! Nice to Meet You@gabewahhab - Director of Interactive Services - @square2
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No Fail Website Redesigns
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1. Why you should NEVER build a website without a comprehensive strategy
2. What goes into a comprehensive website strategy
3. Your website content sucks and what to do about it
4. How to assess your designs and web pages
5. Your website takes 5 years to build not 5 weeks
6. Why the Website Redesign process is broken
7. Why if you follow these strategies you can not fail
What we are going to cover today
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Are you guys ready?
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1. Strategy Before Tactics
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Strategy Before TacticsNo Exceptions
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2. The Pieces Of The Strategy
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1. Detailed Personas & User Research
2. Being Remarkable
3. Emotional Messages
4. Information Structure & User Flows
5. Page by Page Contextual Conversion Strategy
6. SEO / Keyword Strategy
Comprehensive Website Strategy
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Knowing Your User - Personas
C-Level Clint [CMO / CEO]
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C-Level Clint
BACKGROUND
Clint is a CEO/CMO of a 50-1000 person enterprise corporation
Clint worked his way up in his company and now helps run the entire organization
He fired his last [traditional] agency because they were not producing measurable results
Clint has a family and enjoys golf, hunting and cars.
DEMOGRAPHICS
Male
45-60 years old
Income $180,000+
Suburban Lifestyle
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C-Level Clint
BLAH BLAH BLAH
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1. Pains Persona is Experiencing
2. Our Solutions to Those Pains
3. What is Triggering Need
4. What Information Is Persona Looking for at Each Buying Cycle Stage
5. What Influences Their Purchasing Decision
6. More
What Needs To Be In Every Persona
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1. Interview Company
2. Survey Clients
3. Interview Clients
4. Random Poll on Website
5. Data Mining
How To Gather Persona Data
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2 Your Need Deep User Insights & Research
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What makes you remarkable?
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3 Highlight What Makes You Remarkable
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What makes you remarkable?
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What makes you remarkable?
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4 Create anEmotional Message
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What makes you remarkable?
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What makes you remarkable?
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5 Dont Make Your User Think!
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What makes you remarkable?
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Sorry Your User Doesnt Care About You.
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Sorry Your User Doesnt Care About You.
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Sorry Your User Doesnt Care About You.
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Sorry Your User Doesnt Care About You.
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What makes you remarkable?
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What makes you remarkable?
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6 Starving Kids Need Food First Not Xboxes
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7 Contextually Create CTAs per Page
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What makes you remarkable?
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1. Detailed Personas & User Research
2. Being Remarkable
3. Emotional Messages
4. Information Structure & User Flows
5. Page by Page Contextual Conversion Strategy
6. SEO / Keyword Strategy
Comprehensive Website Strategy
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3. Your Content Sucks
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Sorry Your User Doesnt Care About You.
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Sorry Your User Doesnt Care About You.
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I
Here by promise
That from this day forward
Content on Websites I am involved with
Will be user focused and will answer the users questions, pains and informational wants.
If I break this promise I will sit in a corner and think about what I did wrong for an hour!
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8 Its Not About YouIts About Your User
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4. Assessing Your Pages
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1. Does it pass the 5 second test?
2. Does it connect with the user emotionally?
3. Does it tell a clear story that answers questions, pains and informational wants?
4. Is the copy scanable and readable?
5. Does it guide the user to the call to action?
6. Does it guide the user to the next page in the user flow?
7. Is the design credible and relatable with the target persona?
8. Will the user identify with the images used?
9. Does it use standard UI elements and interface?
Web Page Analysis Questions
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9 Evaluate Your Pages On Strategy Not Design
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5. 5 Years Not5 Weeks
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10 Evolution NotRevolution
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6. Why is the Process Broken
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Let Me Explain!
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1. Rigid Scope Set With Little Knowledge
2. Little to No Strategy Done
3. Content is Usually Done By Necessity vs King and Not User Focused
4. Design is Assessed Based on Aesthetics
5. Redesign is Revolution
6. Redesign and Done
Typical Web Redesign Process
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7. Why You Cant Fail
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Website Redesign Kithttp://www.square2marketing.com/no-fail-redesigns
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Questions?
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HUBSPOT PROJECTS
Projects are step-by-step guides to hitting your goals using multiple HubSpot tools.
academy.hubspot.com/customer-projects
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THANK YOU
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