The mantra of inbound marketing is, “It is not about you, it is about them.” This is often something that many business owners have a hard time wrapping their minds around. Nevertheless, your company’s website is not there for you, it is for your visitors, prospects, and customers. It is all about satisfying their wants and needs, addressing their concerns and pain points, and feeding their demand for valuable and unique content.
Your visitors want your website to provide valuable insights, helpful advice, and practical ways to solve their problems.
That said, your website must still function as a way of converting visitors to prospects, prospects to leads, and leads into sales. While inbound marketing works to capture an audience’s attention, it must also provide an intuitive user experience and a clear path through your marketing funnel. While inbound marketing grows brand awareness, builds trust, and develops the customer relationship, your business website is the foundation of that marketing effort.
Here are several must have characteristics your website must have to ensure it is not harming your inbound marketing…..
1. Predictable Pathways
Many companies presume that high-quality content is enough for capturing leads. However, you must help visitors to make the next logical step after reading your blog or watching your video. It is not unusual for a company to see an increase in web traffic, thanks to great content, but not have that translate into more leads. There needs to be a mapped strategy to help visitors get from Point-A to Point-B.
2. Responsive Web Design
The typical internet user has the expectation that they will be able to use your website 24 hours a day, 7 days a week, using any device they choose. Your website must have a responsive design that provides a consistent user experience regardless if the visitors is using a desktop, smartphone, tablet, or smart television.
3. Social Media Optimisation
Not only do you want to make it easy for your visitors to share their favorite blog posts, products, and other content pages, you want to make it easy for them to engage and interact with you. Social media optimisation means fully integrating your website with your social media profiles.
4. Conversion Opportunities
The best content in the world will not generate leads if you don’t provide visitors with conversion opportunities. Every inbound marketing website requires prominent calls-to-actions, multiple landing pages, and content forms throughout. Never rely on a single “contact us” page as your only conversation opportunity.
If you would like to get more out of your website or ramp up your inbound marketing, let’s talk.