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Inbound Marketing

Building A Successful Inbound Marketing Website that Converts

By Julie Goguen

In today’s competitive marketplace, your website is one of the most important inbound marketing tools you’ll utilize. There’s a good chance you’ve already got a digital presence in place. But are you using your website in the most optimal way for your business?

Your website shouldn’t be a afterthought. Instead, it should be a fluid, ever-evolving component of your marketing efforts. So how do you take your website from functional to forward-thinking? Here are the top three ways you can ensure that your business website converts.

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Start with a solid foundation

We’ve all visited a website, only to quickly hit the “back” button because it just wasn’t what we were looking for. There could have been a few reasons for this. Maybe the site was too slow to load. Maybe the font was difficult to read. Or perhaps you just arrived at the website and had no clue what the site was about.

The first thing you’ll need to consider when you launch (or update) your business website is the foundation of that site. Consider the user experience, and whether your visitors will stay on your site or quickly back out. In other words, use your time wisely – create a website your visitors will want to explore.

Begin with an attractive design, with large, easy to read fonts and a clean interface. Too much clutter on your site will repel readers from your site, while relevant, attractive graphics will entice them to stay. Be sure your site is easily navigable, and that information can be found within just a few clicks.

Once you choose a layout that will appeal to your visitors, ensure that the important information is easy to find. Your visitors should, at the very least, be able to find your contact information and details about the services you provide. Finally, guests should be approached with a call to action that compels them to take advantage of your services. Where you take your website from there is up to you!

 

Create irresistible calls to action

If you’ve never heard of a “call to action,” or a CTA, it is exactly as its name implies. A CTA is a call for your customer to complete an action that will take them deeper into the sales funnel. Calls to action can take many forms, but all are interactions which bring customers closer to buying your service or product.

There’s a good chance you’ve encountered calls to action as you’ve visited websites. They could be:

  • Forms to fill out in exchange for an ebook or similar free offer
  • Free trials of a product or service
  • Email subscriptions – for instance, to a blog
  • A request for your email in exchange for a coupon
  • Free consultations

Each of these calls to action require that you give something in exchange for something else. In most cases, you’ll provide nothing more than your email address.

The key to a successful call to action is giving something away to your visitor that they can’t say no to. For instance, a one month subscription to your software, or a coupon for 25% off your client’s first order are good examples of enticing offers.

Play around with your calls to action, using different wording and offers. You can also experiment with the placement of your CTAs, trying them in the sidebar, the footer of your website or even in a pop up.

The options are virtually endless. Test a few different options and analyze which specific CTAs compel visitors to interact with your brand.

 

Make your site SEO friendly

Every website has one goal in common: to reach the top of search engine results. Making sure your website is search engine friendly is the best way to begin the ascent to the top of the rankings.

When you write the content for your website, it’s important to keep your target visitor in mind. What are they searching for? What questions are they asking? Put yourself in the mind of your target client and strive to make sure your website provides everything they need to know.

Google and other search engines are moving more and more away from “keywords” and are now placing value on websites that have relevant and user friendly content. That said, your goal as you create your website should be to create the site to appeal to humans, not search engines. The rest of the search engine optimization process will come naturally.

There are a few tips you can implement to make your website more SEO friendly.

  • Create content that engages readers and compels them to stay on your website.
  • Write your content in bite sized chunks, easily “digestible” by your visitors.
  • Consider using topic clusters, developing a topic of interest and creating subtopics related to the subject. This is a great way to brainstorm ideas for blog posts.
  • Create content that’s shareable and include sharing buttons for social media.
  • Frequently (once per month or so) analyze your website. Pay attention to what your visitors are doing on your site and make changes to suit your customers’ browsing habits.

Search engine optimization isn’t just about keywords and meta data. It’s about creating a website that users want to visit, and that they’ll want to return to! Your content should be relevant to your business, useful to your visitors and aim to present your company as an authoritative source.


 

Following these inbound marketing 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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