You’re probably here because it’s that time again – time to redesign your website. You’ve most likely had a redesign a few years ago, and another a few years before that, and each time, after the grand unveiling and the dust has settled, you’ve realised that - as pretty as it looks - it hasn’t been delivering leads. So here you are again, hoping that your budget is large enough for this gargantuan task, and that hopefully this time, your website will be successful, and all this worry and stress will pay off.
Well, I hate to be the bearer of bad news, but there’s a good chance that it won’t.
This is because all too often, a website redesign is heavily focused on aesthetics and not substance. In simpler times, a website was like a brochure full of information about you and your product, and at the end you had a simple contact us form. Those days are gone, and that isn’t enough anymore. Your website needs to be your digital salesman that never sleeps; is always ready to answer questions, provide content and most importantly convert website traffic into qualified leads. Your website can’t be static - it needs to be dynamic - constantly up to date with relevant content and offers for your potential customers.
You need an inbound website.
To some marketers, an inbound website is a fairly new concept, so we offer a downloadable 10 step checklist to help get to grips with how you can create a website optimised for inbound marketing.
But first, I’d like to break down how an inbound website redesign can increase your leads, save you money and improve your business’ ROI.
You’ll create a marketing funnel that drives conversions all day, every day
Most people are coming to your site because they have a problem or challenge they are looking to address but depending on where they are in their buyer’s journey, they will have slightly different goals in mind when visiting your site. So, it is important that you map out these buyer’s journeys and create content that meets these goals and proves to them that you are the industry leader within this field. The earlier you can engage with prospects in their journey, the better enabled you will be to nurture them to a point where they can be converted into customers.
A central focus of an inbound website is the content – offer highly valuable content pieces such as eBooks or whitepapers for free. These offers are typically hosted on a gated landing page which allows you to capture your prospects information in a form. Marketing automation and CRM tools like HubSpot allow you to make your marketing campaigns smarter with pages which can be designed to tailor your content and messages to particular buyer personas, and forms which can be adapted to progressively profile your prospects as they interact with your site.
An inbound website is one in which every aspect has been carefully considered so as to move each visitor further along their buyer’s journey; creating a funnel that generates leads all day every day.
You’ll find the right people at the right time
Today, it is typical for most buyers to be at least half way through their buyer’s journey before they will consider speaking with sales. This means that a premature engagement attempt runs the risk of scaring them off completely.
With an inbound website, carefully tailored to each of your buyer personas and the buyer’s journey they take, you can make sure that you have something relevant and engaging for everyone – even the ones just starting out on their journey. By monitoring which assets your prospects are engaging with, you will be able to establish an effective nurturing process, building the foundations of a strong relationship and paving the way for sales.
By attracting and converting specific and relevant website traffic, an inbound website is able to generate high quality leads which are much more likely to close to satisfied customers.
You’ll be able to continuously improve your performance and design
Would you ignore your marketing strategy for a couple of years and just hope for the best? Absolutely not, and this mindset should be applied to your website. Rather than redesigning every few years, inbound website redesign allows you to make small monthly changes that will have huge benefits in the long run. Platforms like HubSpot will allow your design team to track website visits, CTA clicks, landing page performance and form submissions, creating a huge visual map of where your website is performing well, and where it is lacking.
This allows for a Growth Driven Design; your designers can focus on finding ways to make your website perform based on what is currently working and what isn’t. A website redesign is no longer a blind attempt at an undefined idea of success; with insights into the behaviour of your website traffic and buyer personas, a cleaner and more effective website can be created.
A designer’s job is to make sure the audience gets from point A to point B, and that the journey there is both easy and beautiful - in an inbound website this is the journey from website visitor to qualified lead.
With Growth Driven Design, your designer will be able to continuously plan, develop, learn and transfer that knowledge into your site, creating one which is highly effective in generating leads whilst also looking beautiful.
You’ll maximise the ROI of your website redesign
When a business believes their website isn’t performing, the redesign typically focuses on aesthetics, giving little if any consideration to functionality, lead generation potential and conversion opportunities.
The largest problem with the yearly website refresh is the cost, and without giving consideration to these factors, the “pay-offs” rarely seem to materialise. Without understanding the key issues that are causing your website’s lack of sales, there is often little to no strategy involved in the redesign, meaning a lot of money will be put into a plan that has no substance.
By creating an inbound strategy around your website redesign, you will be able to better manage the ROI of your site over the long run. A growth driven design approach means that the costs of the relaunch can be managed over a longer period of time. By incorporating a purpose of lead generation into the structure and design of your website, high volumes of quality leads can be generated from the website.
A website redesign does not have to be the colossal task it used to be. With an inbound website redesign, you can create a site which balances both aesthetics and sustenance. Through platforms like HubSpot, you can transform your website into a lead generation machine that has the purpose of converting website traffic into qualified leads while also looking beautiful.
Would you like to learn more about creating your own inbound website?
Use our 10 step checklist to make sure your website includes the essentials for lead generation.