Less is More | TrAvid Blog

Outbound Marketing is Harder

• old marketing strategy

Inbound Marketing*

• book
• gives leverage
  • reach more people with few resources
  • scale better than outbound marketing
• budget vs brain
• http://hubspot.com/ROI

Reasons to do website redesign

• get found by more prospects
• convert more prospects
• “business websites are for lead generations”

3 Keys to a successful website

• Get found
• Convert
• Analyze
• “Websites should attract prospects.”
• Create great content
• Optimize that content for search
• Promote that content through social media

Content Drives Visitors

• fresh content good for SEO, people

What to publish

• blog
• podcast
• videos
• photos
• presentations
• ebooks
• news releases

Conversion

• Calls to action

Landing pages

• get the conversion
• registration form, tour page, etc
• uses
  • use for per-per-click ads
  • call to action on website homepage
  • links to email newsletters
  • after tradeshow or events

Metrics drive website redesign

• redesign without a measurable improvement is a waste of time
• know your current stats

Tips for Website Redisign

Audit your website, then protect your key assets: don’t touch these

• links
  • inbound links
  • powerful links (coming from established websites)
• keywords
• conversion tools (how to increase conversions)
  • Use Hubspot to find your assets

Redesign should focus on creating content

Blogging

• Create great content by blogging
• Blogging attracts more links
• Blogging attracts more visitors
• Blogging brings social media success

Redsign should focus on making it easy to run conversion experiments

• Track conversion rate on landing pages
• faster experiments = Better results
• What’s the cost of experimentation

Redsign should focus on easy to measure results

• Focus on 3-5 metrics
  • traffic
  • leads
  • sales
    • by channel or source
• Simple is better than complicated
• don’t measure everything