Here’s are the advantages of an inbound website redesign: How it can grow leads and conversions, trade cost for value, and improve ROI for your business. Your website is the hub for your marketing and sales strategy — a complete lead generation platform, with marketing strategy baked right in. Your website. Your website. Your website. Corresponding conversion elements, like landing pages and calls-to-action, to help convert visitors into leads. Personalization and smart content that tailors your website to customers, helping to delight When you start on your inbound website redesign, you don’t just think about aesthetics — you consider functionality, too. Without such a content strategy, your business will have a hard time generating leads online and driving sales. Instead of yearly redesigns, you invest in monthly changes to your website design and strategy. With an inbound website, you don’t need to cram all of your strategy for the year into one redesign — you’re constantly improving.
Here are some we hear often:
- The design gets outdated so quickly, and we don’t have the resources to update it every 1-2 years.
- I have trouble demonstrating ROI from my website and tracking meaningful analytics.
- I want to make improvements, but don’t have the skills.
- My website isn’t really benefiting my marketing/lead generation strategy.
What if I told you that there’s a new website model that solves all these problems? (I’m not usually one for hyperbole — but this one, I really mean.)
We call it an “inbound website,” and it’s a great partner to an inbound marketing strategy.
Gone are the days when static brochure websites fit the bill:
You know the type, with basic information and a “contact us” page? Your website must now be an online sales platform for your business — an integral part of marketing to prospects. If your website isn’t selling around the clock, you’re missing out on leads and revenue.
The inbound website is a new way to think about your online presence.
Here’s how it works:
- Your inbound strategy and marketing funnel are baked right into your website.
- You have a dedicated web team (in-house or hired) that monitors performance and makes changes monthly.
- You typically host on a platform that makes growth-driven design easy.
An inbound website is still a relatively new idea for many marketers, so I’d like to break down how the model works.
Here’s are the advantages of an inbound website redesign: How it can grow leads and conversions, trade cost for value, and improve ROI for your business.
1) You’ll drive conversions by creating a 24/7 marketing funnel.
Oftentimes marketers think about a website as a piece of a marketing strategy.
But starting right now, don’t think about your marketing strategy and your website as two different things.
They’re entwined. Your website is the hub for your marketing and sales strategy — a complete lead generation platform, with marketing strategy baked right in.
How does that work?
Think about how your marketing funnel works with the inbound equation. You have different elements and assets to attract, convert, close, and delight customers.
When you attract attention online, where do you drive traffic? Your website.
Where do you primarily host your blog and content offers? Your website.
Where are people converting on your offers? Your website.
How do you host forms to gather more information about people, so you can effectively market to them? Well, you know by now.
Your inbound marketing strategy should be the driving force for your website — and should dictate your website’s organization and user pathways.
More simply, you’ll set up your website to align with the inbound methodology.
Your inbound website funnel should include:
- A blog and search-engine-optimized pages to attract site visitors at the top of your funnel.
- Corresponding conversion elements, like landing pages and calls-to-action, to help convert visitors into leads.
- Forms and other tools to gather lead intel, so you can better nurture leads and eventually close them into customers.
- Personalization and smart content that tailors your website to customers, helping to delight
When you start on your inbound website redesign, you don’t just think about aesthetics — you consider functionality, too. Ideally, you’ll redesign your site’s entire structure in accordance with the inbound methodology.
That is, each page serves a specific purpose, and corresponds to a specific point in the buyer’s journey.
A visit to your website isn’t random. It’s the first step on a pathway towards conversion. Each click should be logical and clearly defined — One page leads to the next, as you move users further down the journey.
What are you left with?
A website that eventually works as a 24/7 marketing funnel, driving conversions while you sleep.
2) You’ll generate leads by showing up earlier in the buying cycle.
Did you know that buyers complete more than half of the buyer’s journey before talking to sales?
This means that your buyers are already researching and deciding on solutions long before a sales call.
The most successful companies are present in the first half of this journey — their websites help educate buyers throughout the sales cycle.
Is your website up to the task?
With a traditional website, you may publish basic information about your services. Then, you wait for website visitors to visit “Contact Us” and place a call.
It’s a far stretch from website visitor to final customer, and your website experience doesn’t nurture the gap in between. (Think of a large ravine. Now imagine that you’re expecting people to jump over that ravine to purchase from you. An inbound website model builds the bridge in between.)
With an inbound website, you nurture leads gradually, from first touch to final purchase.
Your website is paved with content for the buyer’s journey… AKA, those three stages that buyers take before purchasing a product.
- Awareness — Person is aware they have a problem, and they’re looking to identify and understand it.
- Consideration — Person becomes aware of potential solutions (including your product or service!) They actively seek to…
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