We’ve come a long way from your website being an online billboard that simply advertises your services. Inbound marketing has enabled brands of all sizes to turn their online presence into a tool that can make a tangible impact on your sales and business growth.
The concept, which focuses on drawing your audience to your website through quality content and then converting them to leads through compelling calls to action and sign up forms, is becoming increasingly popular throughout industries. To take advantage of a philosophy that emphasizes organic interest and lead generation, here are 7 inbound marketing tips you should consider before your next website redesign.
1) Document Your Metrics
To be successful, any redesign should begin with establishing benchmark that a new website needs to hit. Before you change anything on your site, determine your current bounce rate, the average time your visitors spend on your site, and where you rank in search results for keywords that are relevant for your brand.
2) Establish Your Goal
With the above metrics in mind, it’s time to define exactly what your goals of the redesign are. Establishing your goal allows you to build the new website with a specific purpose, increasing your chances of success.
Why are you completing the overhaul? Are you looking to increase traffic or generate more leads? What about improving your bounce rate or search engine optimization? In this part, you should aim to answer most if not all of these questions definitively.
3) Benchmark Your Competitors
No website exists in isolation, which is why you should analyze how successful your competitors are in reaching the above goals. Through a competitive website analysis, you can determine your competition’s SEO success, site structure, and more.
4) Design Your Website Around Personas
Buyer personas are hypothetical customers who are based on your target audience, but more relatable. They incorporate your audience needs as well as specific segments and behaviors into a ‘person’ who you can more easily appeal to. Designing your website around personas allows you to more easily build a site that will actually appeal to your audience.
5) Optimize for Search Engines
Next, it’s time to optimize your website in a way that allows you to be found by your audience on Google, Bing, and other search engines. Build your content around the keywords your audience is most likely to search for, and optimize its code to be responsive for mobile devices as well as quick to load. Finally, be sure that all content can be easily shared to increase the number of inbound links to your website, a crucial SEO ranking factor.
6) Build Your Website Around Calls to Action
On every single page, your audience should have the opportunity to take a natural ‘next step.’ Call to action buttons lead your audience to landing pages, on which sign up forms entice them to receive long-form content or other incentives. Optimizing your website for conversions is crucial to building a successful inbound marketing presence, and calls to action throughout your website can help you get there.
7) Create a Content Strategy
The goal of your inbound marketing website will be to increase organic traffic through regular, quality content, and entice them to convert to leads through your calls to action. That goal can only be possible if you strategically publish new content on a regular basis that is relevant for your audience.
As a result, the final step of your redesign process should be to create your content strategy. Plan and schedule out blog posts that your audience would like to read, as well as long-form content such as whitepapers and ebooks that keep your incentives to sign up fresh.
Through these seven steps, you can create a website that is optimized for inbound marketing. It will begin to attract organic traffic to your online presence, which you can then convert into leads. The result, rather than simple brand awareness, is tangible sales and business growth.