In todays market, your website is your storefront, your sales person. You want your website to deliver a measurable ROI. Many companies miss the boat when redesigning their website because they start with, "Hey my website does not look as fancy as my competitors." What they should be focused on is conceptualizing and producing a website that has a purpose.
An inbound marketing website will be designed to attract your best customers and support your marketing goals.
There are 10 components to a successful inbound marketing website:
- Professional Design
- Search Engine Optimization
- Conversion Rate Optimization
- Customer Proof
- Social Proof
- User Experience
We will cover 1-2 in this blog post and 3, 7, 8-10 in subsequent posts. Link to previous blog posts that covered the topics of Messaging, Professional Design, and Search Engine Optimization (SEO).
"79% of users who don’t like what they find on a mobile site will go look for the information they need on another site."
Your website visitors have adjusted their viewing behavior and you need to adjust your website to stay relevant. Even your local customer will go to your competitor if they can easily access information from their site. It's all about the convienience of device use.
Adjust the content
Mobile screens are restrictive so you need to cut your long content in half and get to the point. Break your information down into small sections.
Ensure easy sharing
Get your social sharing buttons floating along your screen. When visitors see your content share numbers it gives them the social proof that your content is valuable; much like a recommendation.
Make content info clickable
Your phone number needs to be clickable. Your potential customer litterally has their phone in their hand; make easy for them to call right then and there.
The same goes for elements like your email address or location. If you’re a retail store or a restaurant and your objective is to drive people to your physical location, a clickable link to a Google Map is essential.
If you have ever filled out a form on a mobile device you will agree it is tedious. Make your form fields the bare minimum and you will ensure greater success from your mobile forms.
Personalization within an inbound marketing website refers to the ability to personalize your pages using smart content, forms, and CTAs to ensure relevance among different segments of visitors.
"42% of personalized calls-to-action targeted to the user perform better than calls-to-action that are generic." (Source: HubSpot)
Through personalization and smart content, businesses are able to provide prospects and customers with a unique experience based off variables such as life cycle stage or buyer persona. OUTLET Creative Group provides website design services that enable personalization and smart content.
What You Need To Look For:
DIFFERENT VIEWS FOR DIFFERENT PERSONAS
Depending on your product or service, it’s likely that you work with a few different types of customers or buyer personas.
Your website’s content should be designed to speak to these people specifically, however, even with a narrowed focus, it can still be difficult to convey value to persona A without alienating persona B or vice versa.
Personalization eliminates the need to appeal to everyone by providing you with an opportunity to tailor content to those that matter. Here’s a great example of persona personalization on Khan Academy’s homepage:
DIFFERENT EXPERIENCES FOR DIFFERENT LIFECYCLE STAGES
As your visitor evolves from a stranger to a lead to a customer, your website content should evolve with them in order to remain relevant. In other words, it should take into account their lifecycle stage and buyer’s journey.
As you gather information about someone over time, you can apply it to your site’s content as a way to personalize their experience and keep them engaged.
Once they convert to a lead by filling out a form, the message can change to include their name or company name.
This is a great example of the fact that personalization doesn’t have to remain confined to email. Websites that employ personalization transcend limitations and serve as a valuable tool for marketers to provide the right message, to the right person, at the right time.
These are just two parts of a complete inbound marketing website. Keep in touch for our next blog post covering:
- Professional Design
Source: This post was adapted from the ebook "Master The Essentials of an Inbound Marketing Website", by Impact