A Strategy for Successful Leadership of the Website Team
Does your website team try to dazzle you with reams of reports and statistics weekly, so much so that you cannot tell if the website is actually improving in performance? Should you care? If you look at SQLs by source, there is a good chance that the website is the best source of SQLs. So, yes, you should care. If you demand they structure their reports every week as I describe below, the result will be a focused team and an ever-improving website.
First, establish and educate on the actual goals of the website. Let’s exclude eCommerce websites because they represent an entirely different set of goals, actions and reports. The goals of your website might include the following:
- Generate high quality net new leads for the business
- Provide ongoing education for leads and customers already in the funnel
- Reinforce brand attributes and brand loyalty
- Increase brand awareness and advance all thought leadership initiatives
Pretty simple right? So, do you measure your website based on these goals? Yeah, that’s not that simple. The website must do several things to meet these goals.
- Attract new visitors and have a plan for how to gain returning visitors
- Get more of the visitors to read more than one page (move bouncers to browsers)
- Get more of the visitors to engage with the downloadable content (move browsers to downloaders)
- Get more of the visitors to fill in a form (move downloaders to converters)
Here are the 5 reporting slides I suggest you ask to see either weekly or monthly that will summarize your website performance as it relates to the goals you set for it.
1. Organic Attract
Measure and report on the trend for weekly visitors and especially new visitors. Give the team a target goal each quarter for new visitors per month. To tune up the website to hit this goal they will have to:
- Clean up the website errors that cause poor ranking with the search engines
- Identify which keywords should be targeted, and improve the visibility of keywords which are bringing the best browsers, downloaders and converters
- Add content which addresses the topics and answers the questions being queried on the search engines, and optimize those blog pages and other web content
- Add AMP capability for all pages – i.e. make it more mobile friendly (Google indexes mobile first now)
- Move to SSL for all pages and sub-domains
- Gain authority with quality backlinks to good performing content from websites with high authority
- Reduce page load times to less than 3 seconds by compressing images, reducing scripts, etc.
- Identify which channels are driving the best potential new MQLs and SQLs, and focus more resources there
Your weekly one slide “Attract” report should highlight the visitor trend week over week, the hottest entrance pages for attracting new visitors and specify which actions from the list above are planned for this week. The report should also highlight how many of the returning visitors are from existing customers.
2. Bounce to Browse
So you have a great blog that brings in 50% of the traffic, but do they just read that one page and then bounce (exit the website) or are you drawing them deeper into your website? Your team should report weekly on the average duration and page views trend for visitors and what they are doing to improve the numbers.
- Add CTAs (calls to action) to all the top performing entrance pages immediately
- Consider adding tools like Uberflip or PathFactory
- Leverage tools like Crazy Egg to see where visitors are clicking and scrolling and how they are interacting
The one slide report should specify what actions they are taking this week to increase visit duration and the number of pages viewed.
3. Browsers to Downloaders
One of your goals is to provide education to people in the funnel, so you cannot expect to put all content behind gates (forms). A large percentage of your website content will need to be ungated (freemium vs. premium content). Each week your team should report on what percentage of visitors downloaded content and which content was best at driving engagement. What actions are they taking to improve the numbers?
- Where is the content placed? Is it in CTAs on all the appropriate pages?
- Which content is hot, and can you link to it from more places?
How good is the website at capturing new leads and getting existing leads and customers to engage with premium content? Each week the one slide report should highlight all the form fills by asset or form type, highlight how many were new leads and share form completion rates by form/asset. The actions pursued each week include:
- Fine tune form questions and leverage progressive profiling
- Place links to premium content in more hot locations on the website
- Add more premium content to the website
- Retire older premium content or move to freemium status
The team should have a weekly goal for number of new leads they want to hit.
5. Paid search and paid media summary
Paid campaigns do attraction and conversion all in one, so it is appropriate we report on it separately from the items above. But one slide is all a CMO needs, not reams of Facebook, LinkedIn, Google and other paid media reports. The one slide should include what campaigns you are running by offer and channel, new leads produced, how much you are spending and the ultimate cost per new lead. It would also be good to report on lead quality (cost per MQL and SQL). The actions for the team weekly include:
- What new tests or campaigns they are going to try
- What campaigns have run their course or need modification
- What budget shifts will happen to improve portfolio results
Do you have a similar website performance five slide or less weekly report? If so, please share.
Next time, learn how the inbound group fits in with the demand generation team in a revenue marketing organization.
Kevin Joyce is CMO and VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.
Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at email@example.com. Download TPG’s new white paper: "TPG ONE: A New Approach to the Customer Journey."