b2b website design - growth driven design - jonathan elder
Post on 16-Apr-2017
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B2B Website Design For Conversion Rate
Op6misa6on
Jonathan Elder Elder Digital Marke6ng
Square 2 Marke+ng’s Focus: Conversion
The Inbound Marke6ng Sales Funnel
KNOW, LIKE
& TRUST
Your Website Strategy needs:
• Detailed Persona’s & User Research • To posi+on you as “Remarkable” • Emo+onal Messages • Informa+on Structure & User Flows • Page by Page Contextual Conversion Strategy • SEO / Keyword Strategy
Emo+onal Engagement -‐ Entrepreneurs?
ArtOneZero’s First HubSpot Inbound Site:
Four Steps to BeWer Inbound Marke+ng vs
HubSpot’s Website Redesign Project
1. Narrow Your Focus 2. Understand The Pains of Your Target Market 3. Develop Your Company’s Unique Solu+ons 4. Create A “No Risk” Offer To Get Them Involved
Engagement & Offers focused on a Persona:
Take an Inventory and Assess Each Page:
1. Does it pass the 5 second test? 2. Does it connect with the user emo+onally? 3. Does it tell a clear story that answers ques+ons, pains and
informa+onal wants? 4. Is the copy scanable and readable? 5. Does it guide the user to the call to ac+on? 6. Does it guide the user to the next page in the user flow? 7. Is the design credible and relatable with the target
persona? 8. Will the user iden+fy with the images used? 9. Does it use standard UI elements and interface?
Contextually focus inside page CTAs:
Summary of Design Principles
• Strategy Before Tac+cs • You Need Deep User Insights & Research • Prospect Focus It’s Not About You It’s About Your User • Create an Emo+onal Message • Highlight What Makes You Remarkable • Don’t Make Your User Think! • Contextually Create CTA’s per Page • Evaluate Your Pages On Strategy Not Design • Evolu+on not Revolu+on – Growth Driven Design
Read the Books!
Thank You!
Jonathan Elder 07736 237737
jelder@elderdigitalmarke6ng.com
www.elderdigitalmarke6ng.com
Please Connect with Me! @ELDERMarke6ng
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