How To Redesign Your Website

Partner Day Event 2015

Narrative 1

Hi.

Jeffrey Vocell Principal Product Marketing Manager

@jvocell

We’re going to talk about

1. When to think about a website redesign

2. Planning your website redesign

3. Executing the redesign

4. Tips to keep your redesign on schedule, and on budget

5. Review & launch

6. A new, modern way to approach website redesign

@jvocell #WebRedesign

How to Redesign Your WebsiteWhen to think about a redesign

@jvocell

Website redesign is an art and a science

The age of your website is one, but not the only indicator.

You may see an obvious sign, like a critical metric beginning to free-fall.

More than likely, it will be a combination of gut instinct and technology advancement.

Marketers tend to redesign every 18-24 months

At the end of the day, redesign to drive core business metrics

How to Redesign Your WebsitePlanning

@jvocell

Start with a baseline

8 Baseline Metrics

1. Number of unique visitors

2. Bounce rate

3. Time on site

4. Number of new leads / form submissions

5. Sales generated

6. Number of pages indexed

7. Number of pages receiving traffic

8. Number of inbound linking domains

@jvocell #WebRedesign

Gain an understanding of the monthly volume of each of the 8 metrics over the past 6-12 months

Add YOUR most critical business metric which is tied to your website to that list of 8

Most Important:

Questions to ask8

What do I like, and dislike, about my website?

1.

Likes Dislikes

• Product Imagery • CTAs • Brand Colors

• Menu too large on mobile, overtakes viewing area

• Conversion path not well-defined • Site is loading slowly

Is there anything missing from my website?

2.

• User testing

• Win/Loss Analysis

• Competitive website comparison

• Search keywords

Some ways you can find out:

Is my site meeting, or not meeting, our marketing goals?

3.

What is the first impression I want to convey?

4.

• Deeply understand the personas you are marketing and selling to

•User testing / Heatmapping

• Bounce rate

•A/B Testing

First Impressions:

What is my budget for this redesign?

5.

What is my timeline for this site redesign?

6.

• Come up with a proposed launch date, then work backwards todetermine a plan.

• Most redesigns take 3-4 months, and could take longer if it’s complex

Timeline:

Can we do this redesign in-house, or should we hire an agency?

7.

• Do you have a developer, and designer on staff?

• If so, based on your timeline, what does their workload look like?

• Is your budget inline with redesign costs?

In-house, or Agency:

Are we going to switch CMSes during this redesign?

8.

• What platforms should I evaluate?

• Does the platform have good reviews and reputation?

• Will I easily be able to make site changes as needed?

• Does the platform have good deliverability (site speed, uptime)?

• Is the platform SEO friendly?

Platform Questions to Consider:

How to Redesign Your WebsiteExecution

@jvocell

Review Wireframes

Review Mockups

How to Redesign Your WebsiteTips for On-Budget, and On-Time Redesigns

@jvocell

Most website redesigns go out of budget due to considerations that were not made up front.

Most website redesigns go out of budget due to considerations that were not made up front.

Most website redesigns go out of budget due to considerations that were not made up front.

Most website redesigns go out of budget due to considerations that were not made up front.

Most website redesigns go out of budget due to considerations that were not made up front.

Be aware of just “one more change”

How to Redesign Your WebsiteReview & Launch

@jvocell

There’s A LOT to review before launching your new site

But let’s talk about the top 12

Check spelling and grammar across the entire site

1.

Test site speed on different browsers, and devices

2.

• WebsiteGrader.com

• WebPageTest.org

• Ask other employees who have different devices to visit the site

How?

Test the website on different devices, and browsers

3.

• Browsershots.org

• Ask other employees who have different devices to visit the site

How?

Test all forms, CTAs, and links on the website

4.

404 redirect pages are setup

5.

Ensure any social buttons work properly

6.

Check all page titles, meta descriptions, and keywords

7.

Check all photography for attribution or rights

8.

• Your own employees, office, product!

• freestockphotos.com

• unsplash.com

• pexels.com

Good photo sources:

Check all pages & templates for brand colors

9.

Resubmit XML sitemap to search engines

10.

301 redirects are in-place for any URLs changing

11.

Finalize marketing launch plan

12.

• Announce via Email, Social Media, PR, Blog, and other channelsAnnounce the Launch:

How to Redesign Your WebsiteIntroducing Growth-Driven Design

@jvocell

Growth-Driven Design is an iterative framework for building a website that drives your business.

Resources

How To Redesign: hubspot.com/how-to/website-redesign

Redesign Workbook: hubspot.com/redesigning-your-website

Looking for an agency to help out?

How To Redesign: hubspot.com/how-to/website-redesign

Redesign Workbook: hubspot.com/redesigning-your-website

Try out the HubSpot Website Platform

bit.ly/web-trial

Questions?

@jvocell