Details each step needed to redesign your business website maximum web traffic and conversions.

1. Created by Joey Barker

2. “Hmmm…
then why’s he here?”

6. 1. Leads Generated 5. Domain Authority
◦ 3,000 – 4,000 (approx.) ◦ 41 (mozRANK)
2. Unique Visitors 6. Total Sales
◦ 2,233 / mo. ◦ $8MM (Hoovers)
3. Bounce Rate 7. SEO rankings
◦ 61.59 % ◦ #1 Keyword or Phrase?
4. Time on Site  Employee Benefits Software
◦ Share = 5.08 %
◦ 00:04:07

7. Be found. Be clear. Be memorable.
1. Increase the Number of Visitors to the Site
 Let’s face it, this is the reason for Redesign, isn’t it?
 Use inbound marketing to increase channel presence and
overall web traffic
2. Lead Gen & New Business
 Establish industry need with useful, non-obtrusive content
 Provide 90% of knowledge for free in content
 Sell with the 10% offering needed to achieve results
 Convert views into opt-in Sales leads

8. Be found. Be clear. Be memorable.
3. Increase search rankings & results
 Optimize site and individual page titles/descriptions
 Use inbound marketing to increase channel presence and overall
web traffic
 Focus on 1-2 keywords for each page topic/page
 Home Page = 3-5 maximum

9. More Traffic = More Leads = More Business
60000 1.20% 8000
1.00%
0.80% 6000 Now
40000 Now Now
0.60% 4000
0.40%
20000 Q4 Q4 Q4
0.20% 2000
2012 2012 2012
0.00%
0 0
Conversion Rates Sales Leads
Unique Visitors
35%  33%  80% 

10. Increase new business by up to 28.8 %
Traffic Conversion Rate New Leads
• NOW: 37k • NOW: 0.9 % • NOW: 4000
• 2013: 50k • 2013: 1.2 % • 2013: 7200
• Up 35 % • Up 33 % • Up 80 %

11. Increase number of new clients by 28.8%
(average 2% lead-to-client conversion in one Fiscal year)
New
Business
up 28.8%
Conversion rate
up 33%
Web & Search Traffic
up 80%

12. Inventory of Assets
Action items to improve
User Search insights

13. Needs Assessment
301 redirect needed Auto-discoverable RSS Sign-up CTAs
Blog integration Unique page descriptions Landing page linking
Social sharing Meta viewport tag Unique content titles

14. Keep your best digital content.
1. SEO 7. Newsletters
2. Images (alt tags) 8. Event Calendar
3. Blog content 9. Product page
4. Videos  Meta tags
 Images (alt tags)
5. Webinars
 Individual page tags
6. Email alerts
10. Affiliate links

18. Competitor 1 Competitor 4
Competitor 2 Competitor 5
Competitor 3 Competitor 6

19. Competitor 1
High site engagement Blog integration No mobile optimization
Leadership messaging Zero Automation Weak social integration
Social sharing Poor SEO tagging Landing pages w/ forms

20. Competitor 2
No blog or Community Poor SEO efforts Very engaged users
Mobile Optimized No Brand persona No marketing automation
Weak social presence Landing pages w/ forms Zero analytics usage

21. Competitor 3
Get automation usage No known blog usage Landing pages w/ forms
Weak mobile integration VERY good linking Decent user engagement
No social sharing Good Twitter usage Good unique visits #

22. Competitor 4
Good product branding Poor linking strategy Landing pages w/ forms
Blog integration; no RSS Mobile needs help Poor visitor repetition
Great SEO tagging Poor conversion tactics Automation usage

23. TASC
Great product branding Worst index tagging Good unique/no repeats
No social sharing Very weak social No analytics usage
Weak navigation Poor conversions Good blogging presence

24. Competitor 5
Tailors content to user Best linking authority Decent user engagement
Thought leader message Best online PR usage Messaging too broad
Poor individual pg tags Very weak conversions No social sharing

25. Competitor 6
No blog Decent linking Landing pages w/ forms
Not Mobile optimized Good social integration Good lead generation
Not indexing invl pages Best user engagement Poor conversion

26. Identify Value Proposition
Design Site around Personas
Optimize for Search
Identify Calls-to-Action
Ongoing Content Strategy

27.  Experience
◦ Over 25 years in the employee benefits industry enables us to analyze today's market
and predict tomorrow's. Rather than waste time on pitfalls of the past, we respond to
trends of today…and design solutions for tomorrow.
 Relationships
◦ Relationships require understanding, and understanding begins with each individual.
Our staff is a group of individuals with various backgrounds, interests, and beliefs.
 Flexibility
◦ We know that one size definitely does not fit all when it comes to benefit
solutions, so we offer our users a wide range of system functions and capacities.
◦ All of our products are built to work in sync with each other no matter which
solutions a client requires.

28. “(COMPANY) partners with
(B2B Clients) to deliver
world-class (solution) today…
…for the (offering) of tomorrow.”

29. “COMPANY is a (n) X consultancy.
We help clients deliver the most
powerful, easy-to-use OFFERING today
- while pursuing the SOLUTION of
tomorrow.”

30.  Persona 1: Website
◦ Build the first based demographics and holistic user buying
behavior across the industry
 Persona 2: Communications
◦ Current value
◦ Predicted value
◦ Lifecycle stage
◦ By product
 (email & LPO)
 Search programs

36.  Document most search-valued pages
 Create a 301 Redirect Strategy
◦ This may be the most important step of retaining traffic and
rankings
 Pick one or two keywords for EACH page
 Optimize header tags – AVOID company name as
the first word of any of them

37.  eBooks & whitepapers
 New products & product purchases
 Email newsletter subscriptions
 Social Share buttons
 Free trial
 Consultation / demo

38.  Blog  Landing Pages & Calls-
◦ Sub-Nav into product to-Action
categories
 Add RSS subscription
 Social Media  Shareability
◦ Twitter, Linkedin, YouTube, Sli
deShare, Tumblr  Analytics & CMS
automation
◦ Use information-focused
networks to drive draffic
◦ Facebook as a hub to direct
traffic across channels

39. Questions?