web ideas and insights

Inbound Marketing

Building A Successful Inbound Marketing Website that Converts

By Julie Goguen

How do you take your website from functional to forward-thinking? Is your website built out of necessity, or with a growth driven design in mind? If you’re trying to convert your leads into customers, you need to optimize your website so that it’s appealing, relevant, and engaging to your audience. How do you accomplish this? Here are our top three tips for you, so that your business can create a successful inbound marketing website that converts.

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Have a great foundation for your launch pad website.

Why would people visit your site if they tend to leave, often unsatisfied, shortly afterwards? From the visitor’s perspective, that would be a waste of time. So it’s up to you to make sure that you invest YOUR time wisely, and launch a website that guests want to explore more.

So you definitely want to start with an attractive design. According to this blog, we judge a website in mere milliseconds - 50, to be exact. That means that in 50 milliseconds, 0.05 seconds, your viewers will be able to judge whether or not they like your website, and if they plan to stay or leave. You want a clean, professional, easy-to-use website that can captivate your visitors, and hold it’s own against your competitors (because they’re probably trying to accomplish this, too!).

Perhaps the most important thing to do on your website is make the important stuff easy to find. How do you expect a visitor to your site to contact you if they can’t find your contact information? Is there a clear line of direction to your blog or your products? Your visitors don’t want to have to navigate through a complicated maze in order to get this relevant information - they would much sooner click off and find the answer elsewhere. So make sure that these resources are clear and easy to find. Many websites have this information either along the bottom of their website, or in a tab across the top, or often both. Ease of access needs to be at the forefront of your approach to web design.

Keep your software up to date so that everyone can easily access your website. I know one of my pet peeves is when I’m trying to conduct research and I happen across some database that’s so dated, it looks like it’s from the Netscape Navigator days. So you want to avoid that. Keep your website up to date, up to speed, and backed up by quality security. The last thing you want is your website being compromised thanks to hackers or viruses - and they’re becoming more advanced every day.


CTAs - Get visitors interested in your product.

Remember that you are trying to guide your visitors in a certain direction that will help grow your business. You’re essentially directing them to your product or service by way of what we call “calls to action”, or CTAs. The name “call to action” is coined because you are doing just that - you are calling on your visitors to act by interacting with your business.

CTAs can take many forms, including but not limited to:

  • Forms to fill out (with contact information)
  • Free trials
  • Email subscriptions

Where they are placed is of equal importance. CTAs function best:

  • In the sidebar
  • As a footer
  • In a pop-up

Play around with what works best for your product or service - the options are endless. This can take the form of a newsletter for them to subscribe to, a free website assessment, free trials, email subscriptions - anything that gets the visitor engaged with your product or service.


Search Engine Optimization (SEO) - Google is your friend!!

People use search engines because they are looking for answers. That means that it’s your job to predict the questions your visitors want answered and provide them with relevant content. If you want to increase your website traffic, you need to make yourself visible in search engines so that people can find your content in the first place.

When you are developing your content, the top tip that you will find on just about any forum or blog post is this: develop content for humans, not search engines. What drives your SEO in Google algorithms in engagement, and people are engaged by creative, thoughtful, thorough content.

Include lots of keywords and keyword variations, as well. A general, short-tail keyword for this post might be “inbound marketing” or “successful website conversion”. Short-tail keywords are great because they can attract a broad range of visitors, and sometimes they might not know exactly how specific they want to get. I know that happens to me a lot when I know I need to solve a problem, but am unaware of what options are available to me in order to do so.

Long-tail keywords give you an opportunity to get more specific. For us, a long-tail keyword might be “inbound marketing website development in South Carolina”. This type of keyword search is going to significantly narrow your results so that visitors find you specifically.

A great way to incorporate your keywords is to generate topic clusters. You can organize your blogs by developing a topic of interest (like inbound marketing) and having more specific information under that umbrella in different blog posts (conversion, email marketing, SEO, content strategy, social media marketing, etc.). It’s a clean, organized way to develop your content; it makes it easy for your visitors to find all the information they asked for, and more; and you can incorporate your keywords organically and boost your SEO.

And, as always, be responsive. Pay attention to what is and isn’t working on your website - what content engages users the most, what format to deliver your content in, where users are clicking on your website, and more. There are plenty of tools online to help you accomplish this, like Hotjar and Google Analytics, which we discuss in more depth here (link to other article). You can also create a survey or a poll for your leads and customers, to give them the opportunity to explicitly tell you what is and isn’t working.

Following these steps is a surefire way to convert your visitors into leads, and your leads into customers. By designing your website with the user experience in mind, the possibilities for your website’s success are endless.


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