How to Build a Site That Complements Your Inbound Efforts
The first job of any inbound marketing campaign is to attract visitors to your website. It’s essential, then, that the website your visitors arrive at is designed with inbound best practices in mind.
Whether it’s a new build or a redesign, take the time from the beginning to stock your website with content that complements the content that draws your visitors to it.
Your website should also work as a standalone lead generation engine for people who find it organically through their own searches.
Follow these guidelines to create a website that fits into your inbound marketing campaigns and entices visitors into the sales pipeline.
1) Know (and use) your keywords
Keyword research is part common sense, part intuition. Rely on your industry knowledge to easily identify the basic keywords your prospects are using when searching online. Then dig deeper to put together keywords and phrases that are specific to your location, product or service. Create a goal to rank at the top of search engine results pages for these more unique, long-tail keywords.
Mature industries are crowded with websites loaded with the same generic keywords, and your website copy will probably hit on these naturally. But also embed your website with the longer, more specific keywords that speak to the unique aspects of your products and services.
This will produce high rankings on the search engine result pages of the people who are your most qualified leads.
2) Build landing pages that complement your calls-to-action
The hooks of an inbound marketing campaign are calls-to-action that lead prospects from your blog posts deeper into your website.
Each of your calls-to-action should be connected to a landing page specifically created for it. The landing page should give your visitor clear and specific instructions on what to do next such as, filling out a form or downloading a free offer.
This reassures your site visitors that they have arrived at the right place based on the call-to-action they clicked through. Simply directing them to your homepage is a missed opportunity for seamless lead generation.
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Landing pages should be straightforward and need not impart your business’ entire story and mission.
They are there to promote a more in-depth relationship and entice your visitor into sharing contact information for future follow-up.
3) Simplicity in design
Having a content-rich website is a great goal, but beware of overwhelming your visitors, especially on your homepage. Keep your homepage uncluttered and let your navigation menu and calls-to-action take visitors deeper into your content.
The internal pages of your site are where more descriptive content belongs.
4) Transcribe your audio and video content
If you offer audio and video on your website, don’t miss out on the search engine optimization value of the transcripts.
Creating a page to house the text version of audio and video content will make content visible to search engines. This likely can keep a lower profile on your site, but it will nonetheless be working for you.
Inbound marketing website design allows visitors to access the content that is most relevant to them, and shows them how to take the next steps with your company. It’s a design theme that will pay off in increased leads for your business.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company and digital marketing agency specializing in inbound marketing strategy and building beautiful and mobile responsive websites for customers throughout the United States.