A Website Redesign Requires
Ongoing Improvements.
The key to improving the performance of your website, over time, is to constantly improve the effectiveness of your conversion paths. A conversion path is the sum of steps a person takes to respond to an offer on your site while becoming a lead for your business. In a website redesign, it’s important to look at your current conversion path and see where it needs improvement. The offer might be an eBook and the visitor might enter the conversion path from a blog post or email, as you may after leaving this site. Making ongoing improvements to each element in the path means higher landing page conversion rates and an ever-increasing number of leads. 
Above is what a typical online path looks like. Every path is centered upon some form of a call-to-action. Path elements will vary depending on:
- The original point of contact—search, email, PPC ads, referrals, etc.
- The sales stage (top of the funnel, middle of the funnel, bottom of the funnel) the offer targets.
To improve the performance of these elements over time, you need to have a strategy and method for on-going testing and refinement. Website analytics will provide the data you need to judge effectiveness. But you’ll also need a system for keywording, creating and editing your emails, call-to-action graphics, landing pages and forms. Inbound marketing platforms such as HubSpot are the best choice for this, because they allow you to quickly and easily make changes without re-coding the pages. Also systems such as Hubspot integrate analytics along the whole conversion path, giving you a holistic view of a large spectrum of data.
Off-Page Strategies
If you’ve optimized your conversion paths—blog posts, call-to-action, landing pages, forms—and your offers still aren’t reaching their full potential, you can try other strategies for generating more traffic.
- Include offers in your email newsletters.
- Add links to key blog posts in your email signature.
- Create a Pay-Per-Click campaign that links right to your landing page.
- Use them as a part of lead nurturing after a trade show or event.
- Getting Outside Help from a Marketing Agency.
Getting Outside Help
Sometimes what you need is a fresh set of eyes to give you feedback on your site and help you discover new opportunities for improvement. Web-based user-testing services are a way to get impartial feedback from a broad range of people. These sites charge a small fee to put your site designs in front of 10-1000 people in their testing pool. The feedback you get is honest, actionable and usually arrives within hours. These services can be a great addition to the regular web design team. Here are four of the best that we’ve come across:
Your webpages should evolve and improve over time. This is especially important for your landing pages since they help convert your faceless website visitors into opportunities whom you have collected vital information about. If it sounds like a lot of work, you’re right. If the web developer who built your site can’t provide the support services you need, look for an Inbound Marketing Agency who can. At Hero, we specialize in marketing for small businesses. This means we’re adept to interpreting data and finding the holes in it. Give us a call if you can’t figure out your lacking ROI. We’d love to help you be the best at what you do. After all, that’s what Heroes do.
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