M.Santosh Anand, II yr MBA, DMS

1. Goal: More Visitors and Leads2. Avoid Pitfalls: Inventory your assets and

then protect them. 3. Spend resources on remarkable content

that attracts and converts: not design4. Create an ongoing content building strategy5. Enable conversion strategy6. Include a blog, RSS, landing page, SEO. 7. Metrics: Visitors and Leads

THEY ARE…..

• Website redesign need to improve business needs • Concentrate on the goal• Spend less time and money on the design• Spend more time and money on the marketing results

GOAL: MORE VISITORS AND LEADS

• Many website redesigns do have a negative impact on the website

• Websites have assets that need to be build-up like keyword searching, contents, inbound links and conversion tools.

• Assets need to be protected during the re-design.

AVIOD PITFALLS: INVENTORY YOUR ASSETS AND PROTECT THEM

"I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with? ...Your car isn't unique, and your house might not be either."  -- Seth Godin

•Focus on the design, not too expensive and unique. •People focus on content rather than design

SPEND RESOURCES ON REMARKABLE CONTENT THAT ATTRACTS AND CONVERTS: NOT DESIGN

• No of visitors and business growth directly proportional to the content.

• Build a strategy to build more content at regular intervals.

• Hint – Blogging makes easy content creation

CREATE AN ONGOING CONTENT BUILDING STRATEGY

• Improve effectiveness of conversion tools

• Build more landing pages

ENABLE CONVERSION EXPERIMENTS

• Blog is a great way to start converse with the customers and prospectus

• RSS helps contents push to other websites and people

• Landing pages help generate value out of the traffic

• SEO helps generate traffic

INCLUDE BLOG, RSS, LANDING PAGE, SEO

• Compare the results of visitors and leads with the new and old design.

• If not satisfactory, switch back to the old design.

• Note: A business website is a business tool and should deliver business results

METRICS: VISITORS AND LEADS

“Trying to increase sales simply by driving more traffic to a website with a poor customer conversion rate is like trying to keep a leaky bucket full by adding more water instead of plugging the holes.”

--Bryan Eisenberg,