ENGINEERS SMART MARKETING A Guide to B2B Website Redesign updates 2019... · 2020-07-03 · your...

TREWMARKETING.COM

SMART MARKETINGENGINEERS™for

SMART MARKETINGENGINEERS™for

A Guide to B2B Website Redesign

YOUR WEBSITE IS

THE HUB OF ALL

YOUR MARKETING

ACTIVITIES

EMAIL,

SOCIAL

MEDIA

AND NEWS

SEO

ENGINE

CONTENT

LIBRARY

SALES

TOOL

LEAD

GENERATOR

SME

TRADE

SHOW

FOLLOW-UP

RECRUITING

TOOL

ONLINE

BRAND

EXPERIENCE

2TREW MARKETING | SMART MARKETING FOR ENGINEERS | WEBSITE REDESIGN

3 Introduction

8 Phase I: Define Your Strategy

11 Phase II: Develop Your Sitemap

15 Phase III: Select Template or Develop Custom Design

25 Phase IV: Create Content to Attract and Convert Visitors

31 Phase V: Ongoing Data-Driven Design

The chapters in this ebook will guide you through TREW’s proven process of web redesigns. Starting with defining your site strategy, read this ebook in sequence to understand the steps involved when redesigning or building a new website.

Contents

http://http://info.trewmarketing.com/website-audit-services

TREWMARKETING.COM

Introduction


CHECKLIST: Preparing For a Website Redesign

• Update corporate and/or service and product level messaging

• Create or update personas

• Purchase a marketing automation tool in order to track visitors on your site and convert them to known leads using gated content and offers

• Build out a content calendar including various content across the funnel such as weekly blogs, case studies, white papers and videos

• Perform keyword research to understand what terms your audience is using to find you and then optimize your content for those terms

• Brand Style Guide with logo usage guidelines, fonts and color palate

If you have not yet performed the above actions, stop reading and download the SMFE: Build Your Foundation eBook and then come back here.

YOUR WEBSITE IS THE

HUB OF ALL YOUR

MARKETING ACTIVITIES

EMAIL, SOCIAL MEDIA

AND NEWS

SEOENGINE

CONTENTLIBRARY

SALESTOOL

LEADGENERATOR

SME

TRADE SHOW FOLLOW-UP

RECRUITING TOOL

ONLINE BRAND

EXPERIENCE

Introduction

IntroductionYour website serves many roles in your organization, from your company storefront, to a customer support resource, to a recruiting center, to name a few. From a marketing standpoint, it is the hub of all your activities and the main vehicle for generating leads and creating your online branding experience. It has the unique ability to serve as both an outbound and inbound marketing tool, as a way to communicate your brand image to your audiences, and as a response mechanism for prospects interested in learning more about your company, products and services. You can think of your website as a valuable, 24-hour-a-day employee in your marketing organization. It’s always on, always ready to communicate your brand value, and always focused on generating leads.

Often companies will redesign their website and not implement any major design or architecture updates for several years. Throughout that time, everything is changing including web technology, personas and your company messaging, leaving your website outdated the minute it is launched.

At some point, talks of a redesign will surface. Before making a single decision on the website design or architecture of your site, get your foundation in place.


https://www.trewmarketing.com/smart-marketing-for-engineers


Introduction

A prospect received a referral to us from a well-known Boston technical

institute. The prospect then searched for us on Google and spent over 5

minutes on the site. While he most certainly would have contacted us

from the reference alone, his ability to evaluate our capabilities online

prior to making a call was part of his buyer’s journey. When he called our

project manager, he didn’t ask one question to “qualify” us. He basically just passed along the scope of work

for the project and said he wanted to get a proposal.”

- Keith Flaherty, CEO, Hallam-ICS

Engineers’ Content Preferences Survey by Engineering.com and TREW Marketing, Sept 2015

0% 20% 40% 60% 80% 100%

RSS feeds that I hae set up

Other social media (e.g., Twitter, Facebook)

Media aggregators (e.g., Google News)

I found it on a LinkedIn group or LinkedIn

Visiting industry publications

Emailed to me by a vendor or publication

Searching within specific vendor sites

Email subscription that I have set up

A keyword search on Google 21%

40%

45%

57%

58%

65%

68%

71%

78% 22%

29%

32%

35%

42%

43%

55%

60%

79%

Not Often More Often

When TREW Marketing and Engineering.com surveyed engineers to see how they stay informed, respondents said search engines and vendor websites are their top preferred sources of information, nearly twice as much as the next choice. These are all online sources that are connected to your website. These results show investing in your website is THE single most important marketing investment you can make.

In thinking about high-quality work-related content you’ve viewed online in the last six months (such as white papers, web or blog pages, videos, etc), how did you find them?



Introduction

• Informative graphics

• Clear company positioning

• Well-structured code and sitemap for search engine optimization

• Compelling, succinct, up-to-date and optimized content

In addition, the site must serve many distinct visitor groups, including:

• Existing customers

• Prospective buyers

• Partners

• Prospective employees

Creating a website that incorporates all of these elements, for all of these audiences, can take months to complete and requires many steps and skills.

However, many engineering and scientific companies have websites that do not effectively engage their target audience. Typically, this is because:

• The site is outdated visually and navigationally and doesn’t offer updated information

• The content is low-quality or is not optimized for the online visitor experience

• The content was written from an internal perspective and doesn’t fit the audience’s needs

• The site fails to attract visitors through search or convert visitors into leads

• The company’s brand and value are outdated and not well-represented

• The site doesn’t allow visitors to interact with company online

Building a truly effective website requires many elements:

• A clean design

• Intuitive navigation



Introduction


TREWMARKETING.COM

Phase I: Define Your Strategy

Core messaging in

global navigation

Differentiators – How

the company provides

reliable connectivity

What the company

offers

Customer logos to

build credibility

Resources to show

they are the wireless

know-how experts



A big mistake many companies make when redesigning their website is to jump headfirst into the design phase before ensuring their web strategy is well-defined. This can lead to a site that doesn’t fit your needs or your customers’ needs, and one that fails to help you achieve your marketing goals. Following a deliberate, proven process, beginning with strategy definition, is the key to a website redesign that fully engages your visitors and helps push your prospects down the funnel to increase leads and sales.

To do this:

1. Identify goals for the business, marketing and the website

2. Prioritize your site’s target audiences

Identify goals for the business, marketing and the website

You should develop your business goals and marketing plan before jumping into campaigns and tactics. By knowing where you are trying to take your business, you can create a web strategy that aligns business and marketing goals while meeting your audiences’ needs. This step is critical before you start thinking about aesthetics, page layout or website functionality.

To define your web strategy, first determine the top goals for your site by building from your existing business and marketing goals. All other activities involved in website redesign will fall into place more easily if your goals are clear, straightforward, and agreed upon by key stakeholders in the organization.

Here are some examples of goals you may have for your website:

• Quickly and effectively communicate who your company is, what it offers, and how it’s different from competitors

• Deliver the information visitors want and need

• Capture quality leads and serve as your prospect nurturing engine

• Build thought leadership and credibility for your company with content

• Demonstrate your company’s expertise and offerings

Prioritize your site’s target audiences

The next step is to prioritize your site’s visitors and determine what types of information they are looking for you to provide. First and foremost, you need to build your website in a way that is useful to your customer personas. Note who they are and what they care about, and use terms from your keyword research to inform what tasks or information will bring them to your site. Personas and keywords are key tools to guide you through the process of organizing your web content, site sections and content offerings. In addition to personas, you may have additional visitor groups, such as the media, technology or funding partners, government agencies, and others. Prioritize these groups, and make sure your website is built with the highest-priority groups in mind.





TREW works with our clients to prioritize personas and identify the content they need in order to build out user paths and the site architecture. This is typically done through a collaborative discussion shown below.

Audience Brief Description Relevant Site Content

Regional Manager Roger

• Regional Manager of a mid-sized Logistics Services company

• Appreciates technology and having had experience “on the ground” understands the challenges of those who work under him (Drivers, Warehouse etc)

• Interested in: Improving daily tasks of his employees and service to customers

• Looking for: Features/Benefits, Efficiency improvements, support

Deputy Director Doris

• Municipal Waste Management overseeing 60 trucks/crews and landfill operations. Involved with efficiency and cost savings initiatives. She has a passion for her people and mastering their craft

• Interested in: Efficiency and Cost Savings programs

• Looking for: Features/Benefits, Price, Benefits, Support

Technology Analyst Andy

• Works for a luxury hotel chain and is responsible for defining and executing customer experience across all properties and technology strategy to support this.

• He has full authority and autonomy to evaluate technology.

• Interested in: Technology trends

• Looking for: Features, specifications, benefits, innovation, best of breed

General Manager Mishti

• Oversees hotel with restaurants and conference facilities with ~200 employees.

• Passionate about guest experience Comp plan is based on performance and revenue goals.

• Must conform to corporate standards but has decision-making authority along with purchasing manager.

• Interested in: Hospitality Industry & technology news

• Looking for: Features/Benefits, cost, ease of use


TREWMARKETING.COM

Phase II: Develop Your Sitemap



Once you’ve prioritized your visitor groups, you need to develop a site map. Generally called information architecture, this map helps define the relationship between different content and pages as well as the paths to reach specific pages. Your site map starts with the home page and branches out to each site section offered in your global navigation. Below each of those branches, add the lower-level pages you plan to include in each site section. The best way to start is with your main navigation for your top-level pages. TREW works with clients to visually show what the existing navigation looks like, then uses what we now know about the audience paired with web best practices to product a new site hierarchy.

BEFOREThis client had 3 different site architectures all following different formats. This caused a lot of confusion to visitors as they did not know what action they were supposed to take, what the company did or where they were on the site.

AFTERThe new site hierarchy provided clearer direction on what this company did and the actions that were available to the visitor. By carefully thinking through your navigation, you take control of the path the user takes rather than it becoming a “choose your ending” story for the visitor.

About Resources News/Events Blog Careers Contact Locations

About Us

How WeWork

LeadershipTeam

Partners

CommunityInvolvement

CurrentPostings

AversanCulture

Students andNew Grads

CareerEvents

RecruitmentFAQ

Aerospace & Defence

Solutions

Services

Experience

BusinessSolutions

Solutions

ByTechnology

Experience

What We Do Industries Our Work Resources About

Blog Contact

ProductDevelopment

System Integration

TestAutomation

Independent Verification

and Validation

IT System Implementation

ProfessionalServices

Aerospace

MedicalDevices

Health

Rail

About Us

Approach

Partners

Team

Careers

Case Studies

White Papers

Videos

TechnicalDocuments


About Us

How WeWork

LeadershipTeam

Partners


CurrentPostings

AversanCulture


CareerEvents

RecruitmentFAQ

Aerospace & Defence

Solutions

Services

Experience

BusinessSolutions

Solutions

ByTechnology

Experience


Blog Contact

ProductDevelopment

System Integration

TestAutomation


and Validation



Aerospace

MedicalDevices

Health

Rail

About Us

Approach

Partners

Team

Careers

Case Studies

White Papers

Videos

TechnicalDocuments


About Us

How WeWork

LeadershipTeam

Partners


CurrentPostings

AversanCulture


CareerEvents

RecruitmentFAQ

Aerospace & Defence

Solutions

Services

Experience

BusinessSolutions

Solutions

ByTechnology

Experience


Blog Contact

ProductDevelopment

System Integration

TestAutomation


and Validation



Aerospace

MedicalDevices

Health

Rail

About Us

Approach

Partners

Team

Careers

Case Studies

White Papers

Videos

TechnicalDocuments


About Us

How WeWork

LeadershipTeam

Partners


CurrentPostings

AversanCulture


CareerEvents

RecruitmentFAQ

Aerospace & Defence

Solutions

Services

Experience

BusinessSolutions

Solutions

ByTechnology

Experience


Blog Contact

ProductDevelopment

System Integration

TestAutomation


and Validation



Aerospace

MedicalDevices

Health

Rail

About Us

Approach

Partners

Team

Careers

Case Studies

White Papers

Videos

TechnicalDocuments

Phase II: Develop Your Site Map

Tip for building out your site map Hold whiteboard session with key decision makers across departments




When designing your site map, remember these five tips:

1. Be customer-centric: Make the user experience simple and effortless; use site structure and labels that make sense to your customer for easy navigation to topics and pages.

2. Design for the 80 percent: Develop a site architecture that addresses the majority of your target audience rather than getting distracted by corner-case scenarios.

3. Consider your goals and your page ranking: The way you organize the information on your site should correlate with your web marketing goals, including how best to improve your search engine results rankings by ensuring you are using the right keywords in your site map.

4. List Your Requirements by site section: Have your key stakeholders brainstorm each site section and list out what information they would expect to find there. Example: Product Page

5. Outline your proposed site map: Create a visual outline like the one above to show how all pages on your site will be grouped and how they relate to one another. If you are redesigning an existing site, outline your original structure and eliminate, add, and shuffle pages to ensure you have a clean structure.



Navigation

With your key messages prominent on the home page, be sure to also create clear navigational paths that help your target audience find relevant information quickly. Label your services and products in a way that makes sense to your personas. Be cognizant of how many clicks your web visitors must make to reach the core pieces of information and content, including your key product information or service offerings. Consider your most valuable lead-generating content and make sure it’s not buried too deep, but rather is offered in relevant places along the visitor’s path to aid their buyer’s journey through your site.

Making these decisions helps inform your site global navigation, the menu that is constant throughout the site and serves as a quick roadmap for visitors. The global navigation is critical to a site’s usability and success in driving visitors down key paths, and the way you build its structure and links can have a real impact on site results.

Also consider adding a utility navigation. Utility navigation consists of secondary actions and tools, such as contact, subscribe, and blog. These activities strongly affect website visitor satisfaction, user experience, and engagement. Put utilities where people expect and need them – typically above the global navigation and in the footer.


The Silex website features clean, straightforward navigation to ensure users can quickly and easily locate the information they seek.


TREWMARKETING.COM

Phase III: Select Template or

Develop Custom Design


Phase III: Select Template or Develop Custom Design

Now that your website strategy, site map with prioritized content, and wireframes are complete, you are ready for design. Considering web design best practices, and knowing you only have a few seconds to pique visitors’ interest, you need a clean design that visually reinforces your brand position and makes it very easy to quickly find relevant information.

Your website is your brand online, and to this end, it should incorporate the visual and textual elements of your brand style guide, including colors, fonts, and other design elements. You may use a number

of creative ways to incorporate your brand in the site design, whether it’s a header color, a color on the global navigation bar, or even a background color, to truly stand out. As you design the interior pages of your site, the look and feel should be consistent across each page. For example, if you feature blog posts on each page, the posts should always be in the same place with the same design elements throughout the site.


Template vs. Custom Website: Which One Fits My Needs?

HubSpot Template Custom or Non-HubSpot

Budget $10-20k $30k +

Timeline 6-12 Weeks 16+ Weeks

Advanced Functionality n/a

Ability to include: -Ecommerce -Multiple languages -Database filtering

Integration with Apps

Built-in Including: - Survey Monkey - GoToWebinar - Wistia

Requires additional development, time, and $$

Mobile Responsiveness Built into templatesRequires additional design, development time and $$




Above is an example of a home page with an effective hero graphic, compelling message and infinity scroll to showcase key content and offerings and engage visitors to choose a path based on their buyer’s journey.

Homepage should include:

• Header with logo, navigation bar, utility navigation and Contact Us button

• Large hero image

• 5-10 word value proposition

• 3-5 products/services area overviews with icons or images

• Lead-generating content offer

• 3-5 latest blog posts with links to full blog

• Footer with 30-word corporate message, site map with links, social media links, address and phone number

Home Pages

The home page must convey your unique value to prospects in just a few seconds and compel them to learn more about your products or services. Staying disciplined and only communicating a few things on your home page is one of the toughest parts of web design. Refer back to the home page description diagram you completed earlier to categorize high, medium and low content. Consider how you can focus the design of your home page around your highest-priority content or messages.

A common and effective way to do this is with large, visual hero graphics with dynamic content offerings that are highly visual but also offer a peek into your business, such as an impactful quote from a key customer, a bragging point about your work in a specific industry, or simply a new product promotion. Compared to large areas of static text, a hero graphic – a large, colorful banner area stretching across the top half of your home page – can add depth and dimension and compel visitors to learn more about your company while instantaneously providing them with a “feeling” about your brand.

Use hero graphics – large, visual display areas – on your home page and top interior pages to communicate your most important messages and stories to Web visitors.




Product/Service pages should include:


• Small hero image

• 30-word product/service overview with 5 descriptive bullets

• Product/service images/video

• Side bar with three content offers (i.e. read related blogs; download white paper; read case study




About pages should include:

• About Us

• Corporate Information

• Careers

• How We Work

• Partners

Technical Library or Resources pages should include:


• Featured content offer

• 4 Categories with related content sorted by product or service:

• White papers

• Case studies

• Videos

• Technical/support documents




styles applied to the same strategy and wireframes. You may like certain elements from each, and while you must choose just one of these concepts as your basis for the next round of design, you can often borrow elements from all of the concepts for use in your final design. Always begin design with the home page and, once the home page is in a good place visually, create mockups for the interior page templates based on your wireframes.

It’s always a best practice to approve in phases and not to make changes after approval has been given. We also limit to two review cycles per project phase to avoid an endless back and forth that will push the timeline by months.

Selecting your Content Management System

If design starts to go awry, consider first revisiting the defined strategy before getting into colors or font styles. At TREW, before we ever show any design mockups to a client, we always review the agreed-upon strategy and approved wireframes. This ensures everyone is grounded in the same strategy that led us to the design ideas we’re getting ready to see, and results in a more cohesive design approach. If your graphic designer does not follow this process, make sure you do.

Request at least two different design concepts for your sites overall look and feel, and ideally, if your budget allows, three. This gives you the opportunity to see different approaches, colors and



Case Study

Template Website Redesign Case Study: Wineman Technology

Matt Eurich, president of Wineman Technolgy describes the project, saying “TREW Marketing was the right partner for this project, given their technical industry knowledge and strategic approach. The site looks great and has all the features we wanted. We are absolutely pleased with the results.”

Based on TREW Marketing’s continued work as Wineman’s B2B inbound marketing partner since 2009, the goals for this project were clear:

• Modernize the look and feel of their website to include responsiveness to mobile devices

• Improve the navigation to better reflect their offerings

• Provide fresh technical content to prospects and customers

• Improve search engine optimization (SEO)

• Capture leads

By Lee Chapman | VP Account Services

Dynamometers, servo-hydraulic and hardware-in-the-loop test systems are no mystery to Wineman Technology, whose engineers are experts in test system design and development. When it came time to build a website back in 2009, however, they knew that outside help was required and called upon TREW Marketing.

Over the last eight years, TREW has been Wineman Tech’s marketing partner helping them implement and grow their B2B inbound marketing program resulting in 50% revenue growth -- 13% from inbound marketing in 2016, 70% of their traffic now coming from inbound leads thanks to their all-in focus on creating a regular content cadence targeted to their buyer personas, and 100% in leads growth during this timeframe.

So in 2017, it was once again time for a major website redesign that showcased their deep technical content and expertise in the automotive, aerospace, and industrial industries and leveraged the HubSpot COS platform for it’s built in tools that ensure their content is optimized for search, easy to promote via email and social media, includes responsive design for an ideal user experience across mobile devices, captures and nurtures leads, and integraetes with their blog and CRM.



Case Study

TREW Marketing provided a broad range of services for this project, including:

• Smart web marketing strategy tied into the overarching marketing plan

• Intuitive site hierarchy with multiple navigation paths, including industries, and products

• Compelling content along the buying funnel on all landing pages

• Clean, modern design that conforms to the Wineman Technology brand

• HubSpot Content Operating System which includes seamless intergration of their website, blog, CRM, and marketing automation to make driving and measuring conversions from visits to leads easy to track, measure and report across their organization in one system

• Interactive aerospace and automotive graphics to visually convey the solutions the Wineman offers across these key industries



Case Study

Custom Website Redesign Case Study: Silex Technology

foundation for future growth. An updated, global Website was central to those efforts. They once again engaged TREW to lead this project.

To accomplish their goals, the new Silex Technology Website needed to combine content from two existing Websites, support multiple languages, and dynamically display custom content by region. Other requirements included mobile responsiveness, custom filtering capabilities, and ease of maintenance by multiple users in multiple countries.

With more than 40 products to showcase on their website and a rich library of technical resources, Silex choose to migrate from their custom-built CMS to a Hubspot site because of the flexibility and functionality the HubSpot CMS provides. This platform sets them up for future growth as they add new products to their portfolio and additional language options on their site.

When it comes to connectivity solutions, Silex Technology offers unrivaled reliability and support to device manufacturers. They provide hardware, software, embedded wireless modules and turnkey connectivity products for a wide variety of applications, from medical device design to factory automation.

A global leader in Wi-Fi for more than four decades, Silex has offices around the world and has established unique partnerships with leading suppliers including Qualcomm Atheros, NXP

Semiconductor and others.

Five years ago, Silex Technology America chose TREW Marketing to help them implement inbound marketing and more effectively market their technology, know-how, and company capabilities to engineers.

In that time, TREW has helped Silex’s online lead generation grow by more than 6x. In addition to filling up Silex’s sales and marketing funnels through inbound marketing, TREW helped Silex establish and grow it’s brand and digital footprint with a website redesign back in 2014, has

lead partner co-marketing campaigns, and has served as an ongoing advisor and strategic partner for their marketing efforts.

In 2017, Silex Technology America was tasked with the goal of unifying their brand identity across North America and Europe and setting the



Case Study

Silex’s goals for their newly designed website, included:

• Implement modern design that supports current web best practices and provides a foundation for growth

• Extend global presence and unify global brand and message

• Minimize efforts to maintain site across multiple regions

• TREW Marketing provided a broad range of services for this project, including:

• Smart marketing strategy tied into the overarching marketing plan

• Website support for multiple languages

• Content localization based on user’s location

• Clean, modern design that conforms to the Silex brand and improves navigation and readability

• Seamless integration of two existing websites, blog, and technical resource library

• Custom filtering capability

One of the biggest challenges to this website redesign was the need to serve up dynamic content based on both language and region. To achieve this, TREW used HubSpot’s smart content functionality for IP detection to display content based on region, as well as implementing a language toggle switch so users can manually select their language.

TREW also focused on giving the website an updated design that showcases Silex’s technology while ensuring the established Silex brand remains. With a primary focus on readability and navigation, TREW implemented more visual content into the website that portrays Silex’s brand and breaks up text for a more visually appealing and user-friendly web design. They also made top technical resources front and center and implemented a technical resource filtering functionality to make it easier for visitors to find valuable content while increasing engagement and conversion.


TREWMARKETING.COM

Phase IV: Create Content to Attract and Convert Web Visitors

20142015

20162017

Outbound LeadsInbound Leads


Phase IV: Create Content to Attract and Convert Visitors

Content is the currency of marketing in today’s world and at the heart of your website. It’s how new people find you through searches, it educates prospects and compels them to complete lead forms, and ultimately builds trust between your business and your prospects and customers.

But content creation can be time-consuming, especially if you aim to create unique, value-driven, premium content that can drive leads and establish your company as an expert in your field. However, the up-front investment in content creation can provide long-term benefits when that content lives online and can be easily found by your target audience.

Unlike many other marketing activities – such as a trade show booth torn down at the end of a show or search advertising whose benefits end the second the activity is turned off – content lives on indefinitely. You have an up-front cost to create content, but this content can generate new interest and leads for years to come – with little to no additional effort or money from you. Generating compelling content that reaches your technical audience is a pillar of TREW’s marketing methodology and a key strategy for how we achieved 50% revenue and 150% lead growth in one year.

The process of earning a consistent flow of traffic starts with a thorough keyword analysis. No matter how interesting and informative your web content is, if your target audience can’t find it when they perform an online search, you’ll miss out on valuable leads. A common challenge many companies fall prey to is the use of internal verbiage to label their web content on their site. Terms that make sense internally don’t always translate to your customers, and using internal verbiage is not only confusing to the outside world, but also means low page rankings on Google and other search engines.

Keyword analysis is the process of selecting the best performing keyword phrases to help relevant visitors find your site. You’ve already identified and characterized your target audience in your website strategy; you can now conduct research on what keyword phrases they are using in search engines to locate a site like yours.

Phase IV: Create Content to Attract and Convert Web Visitors

Learn more about how to:

• Create personas on page 15 of our Build Your Foundation ebook

• Develop brand positioning and messaging on page 5 of our Build Your Foundation ebook

• Build a content plan along the buying funnel on page 31 of our Lead Generation ebook

Content lives on indefinitely. You have an up-front cost to create

content, but this content can generate new interest and leads for

years to come – with little to no additional effort or money

from you.


http://info.trewmarketing.com/in-depth-case-study-trew-marketing-unveils-the-secrets-of-its-own-marketing-strategy





Content Checklist for Website Redesign

• Brand positioning and messaging with 30-word value proposition

• Defined buyer personas

• SEO Strategy

• 10-20 strategic keywords that align with your corporate and product/service brands

• 60 character meta descriptions for each page of your website

• Content along the funnel, at minimum:

• 3 blog posts, 400-600 words in length with 2 images and one CTA

• 1 white paper, 1,800-2,000 words in length with images, charts, graphs

• 1 case study, 1,200 – 1,600 words in length with images, charts, graphs

• Brand identity elements

• Logo and iconography

• Color palette with web colors defined

• Tone of voice

• High-quality images appropriately sized for each page

• Schedule in-house photo shoot or purchase from a stock photography website

• Content plan, recommended cadence to generate leads, boost SEO, and grow new contacts:



Chapter 1: Introduction

Key Content Best Practices

Caption

Caption

Caption




2. Analyze Keywords

Once you have some of these basic questions answered, you can turn to Google’s AdWords Keyword Tool or HubSpot’s Keyword Grader. These tools will help you analyze the approximate amount of monthly searches for each keyword and will suggest other keywords from related searches.

3. Select Keywords

A common mistake companies make when choosing keywords is focusing on those with the highest volume of searches performed in Google. Broad, high-volume words are nearly impossible to rank on page 1 in search. Instead, be more specific with “long-tail keywords” and aim for lower search volume, approximately between 100 and 1,000 monthly searches. This is not only because you have a better chance of success in page ranking for those terms, but also because many web users don’t search on the most popular terms at all. In fact, 20% of Google searches performed each day consist of terms that have never been searched before.

The Keyword Analysis Process

1. Discover Keywords

Identify as many keywords as possible related to your products/services and your target audience. Generate a list of potential keywords by answering the following questions:

• What is your product or service?

• What does it do?

• What problem does it solve?

• How is it different?

• Whom does it serve?

• What industry or platform is it for?

You can also ask your sales force to share the words they hear customers use to describe your offerings, or focus on the pain points customers are trying to solve with your products. Also, see which terms competitors are using and include these in your list.


http://www.websitesthatwin.com/blog/20-of-daily-google-searches-never-done-before





optimization (SEO) and social media. Using keywords in the photo alt tags on your blog and web pages helps ensure that your site shows up on image search result pages and can increase your click-through rate for social media backlinks.

• Cross-link on your domain: Linking to other pages on your site internally, such as in the site-wide footer, helps search engines identify what your content is about and creates a better user experience for visitors.

• Blog: Blogging is critical for driving new and repeat traffic to your website. New blog content allows you to target new keywords, increases your site’s page count, and can position you as a field expert.

• Add categories and tags to blog posts: Tagging and categorizing your blog posts by keyword topics helps users find relevant content and helps search engines categorize your blog posts accurately.

Important tips for incorporating keywords into your website:

• Be authentic: Your content should be first and foremost authentic, not sprinkled with forced words or repetitiveness.

• Optimize page titles and tags: Weave keywords in the page titles and metadata so search engines and searchers alike understand what your site is about.

• Focus: Narrow in on one keyword for each interior web page.

• Provide clear direction: Give content writers a list of which keywords you’re targeting.

• Be topical: Create web pages, such as solutions, industries, or product applications that can be used to target search optimization traffic.

• Remember graphics and photos: Visual content is powerful for search engine

Caption to incorporate content removed


http://www.trewmarketing.com/spotlight/best-practices/4-quick-ways-to-capture-the-power-of-pictures/

TREWMARKETING.COM

Phase V: Ongoing Data-Driven Design



Data Driven Design

Your initial investment in developing a high-quality website may be substantial, but the ROI comes from your ability to make your site work for you over the long term. If your website is the valuable, 24-hour-a-day employee in your marketing organization, you can’t just let it perform on autopilot.

Once your website is live, implement Growth-Driven Design to Keep Your website fresh and high-performing by doing the following monthly:

Planning

• Identify needed content (text and visual) along the funnel combined with workflows to pull new contacts into the top of the funnel and convert them to SQLs at the bottom of the funnel

Developing

• Create a wishlist of on-going monthly enhancements to continually improve the user experience and meet goals

Learning

• Through monthly analytics report including user heatmaps to analyze behavior and conversion paths

Transferring

• Implement new content, workflows, and email campaigns to your target personas


PLAN

IMPLEMENT

ANALYZE

DEVELOP

A screenshot of the metrics shown in the Marketing Dashboard of HubSpot.




Measuring Results

The following are key web metrics you should measure monthly, along with definitions, sources, and B2B technology company benchmarks:

Metric Definition/Calculation Benchmark

Page views Number of pages viewed during a visit 3

Conversion rate Number of forms submitted/number of page views 20%

Bounce ratePercentage of site visitors who leave on the same page they enter without interacting

< 60%

Time on site Average amount of time visitors spend on your site >00:02:00

Domain authorityNumerical value based off an algorithm that predicts how well a website will rank on search engine result pages

>30

Social

Email

Direct

Referrals

Organic

65%

15%

10%

5%5%

Ideal traffic breakdown by source



Conclusion

Learn More About Redesigning Your Website

Web Kit

Web Design Webinar


https://www.trewmarketing.com/website-redesign-and-optimization-kit

https://www.trewmarketing.com/webinar-7-steps-to-creating-a-winning-website

© 2017 TREW Marketing. All rights reserved. Product and company names are trademarks or trade names of their respective companies.

Smart Marketing for Engineers™

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http://trewmarketing.com

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Date post:	10-Aug-2020
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