<\/p>\r\n
Let me ask: What are some of the biggest problems you\u2019re having with your website?<\/p>\r\n
Here are some we hear often:<\/p>\r\n
\u2013 The design gets outdated so quickly, and we don\u2019t have the resources to update it every 1-2 years.
\u2013 I have trouble demonstrating ROI from my website and tracking meaningful analytics.
\u2013 I want to make improvements, but don\u2019t have the skills.
\u2013 My website isn\u2019t really benefiting my marketing\/lead generation strategy.<\/p>\r\n
What if I told you that there\u2019s a new website model that solves all these problems?<\/p>\r\n
We call it an \u201cinbound website,\u201d and it\u2019s a great partner to an inbound marketing strategy.
Your website must now be an online sales platform for your business \u2014 an integral part of marketing to prospects. If your website isn\u2019t selling around the clock, you\u2019re missing out on leads and revenue.<\/p>\r\n
The inbound website is a new way to think about your online presence.<\/p>\r\n
Here\u2019s how it works:<\/p>\r\n
Your inbound strategy and marketing funnel are baked right into your website.
You have a dedicated web team (in-house or hired) that monitors performance and makes changes monthly.
You typically host on a platform that makes growth-driven design easy.<\/p>\r\n
Here\u2019s are the advantages of an inbound website redesign:<\/p>\r\n
1) You\u2019ll drive conversions by creating a 24\/7 marketing funnel.<\/strong> But starting right now, don\u2019t think about your marketing strategy and your website as two different things.<\/p>\r\n They\u2019re entwined. Your website is the hub for your marketing and sales strategy \u2014 a complete lead generation platform, with marketing strategy baked right in.<\/p>\r\n How does that work?<\/p>\r\n Think about how your marketing funnel works with the inbound equation. You have different elements and assets to attract, convert, close, and delight customers.<\/p>\r\n Your inbound marketing strategy should be the driving force for your website \u2014 and should dictate your website\u2019s organization and user pathways.<\/p>\r\n Your inbound website funnel should include:<\/p>\r\n A blog and search-engine-optimized pages to attract site visitors at the top of your funnel. A visit to your website isn\u2019t random. It\u2019s the first step on a pathway towards conversion. Each click should be logical and clearly defined \u2014 One page leads to the next, as you move users further down the journey.<\/p>\r\n 2) You\u2019ll generate leads by showing up earlier in the buying cycle.<\/strong><\/p>\r\n Did you know that buyers complete more than half of the buyer\u2019s journey before talking to sales?<\/p>\r\n This means that your buyers are already researching and deciding on solutions long before a sales call.<\/p>\r\n The most successful companies are present in the first half of this journey \u2014 their websites help educate buyers throughout the sales cycle.<\/p>\r\n Is your website up to the task?<\/p>\r\n With a traditional website, you may publish basic information about your services. Then, you wait for website visitors to visit \u201cContact Us\u201d and place a call.<\/p>\r\n It\u2019s a far stretch from website visitor to final customer, and your website experience doesn\u2019t nurture the gap in between. (Think of a large ravine. Now imagine that you\u2019re expecting people to jump over that ravine to purchase from you. An inbound website model builds the bridge in between.)<\/p>\r\n With an inbound website, you nurture leads gradually, from first touch to final purchase.<\/p>\r\n Your website is paved with content for the buyer\u2019s journey\u2026 AKA, those three stages that buyers take before purchasing a product.<\/p>\r\n Awareness<\/strong> \u2014 Person is aware they have a problem, and they\u2019re looking to identify and understand it. By hosting content throughout the buyer\u2019s journey on your website, you write the narrative of first how and then why your solution is best for person\u2019s problem.<\/p>\r\n That makes you present for that \u201czero moment of truth,\u201d the critical moment when people are researching and deciding on where (and how) to purchase.<\/p>\r\n Without such a content strategy, your business will have a hard time generating leads online and driving sales.<\/p>\r\n 3) You\u2019ll see steady improvement in performance and design.<\/strong><\/p>\r\n Are you redesigning your website every few years to keep with current trends? What happens in between redesigns?<\/p>\r\n Chances are, if your website isn\u2019t improving all the time, it\u2019s missing out on leads and sales.<\/p>\r\n That\u2019s the genius of a growth-driven design \u2014 a fundamental part of the inbound website model.<\/p>\r\n You wouldn\u2019t ignore your marketing for a year, let alone a month\u2026 so you shouldn\u2019t let your website gather dust, either.<\/p>\r\n Instead of yearly redesigns, you invest in monthly changes to your website design and strategy.<\/p>\r\n Here\u2019s how it works in a cycle:<\/p>\r\n Your web team (or an agency) will set or revise SMART goals to pinpoint certain metrics of value to your business. You\u2019re not waiting for the next redesign to roll around to make improvements and fix problem areas\u2026 you\u2019re proactively committing to your website\u2019s success.<\/p>\r\n The result? Your website is constantly showing its best face to buyers.<\/p>\r\n It\u2019s converting at a higher rate and growing. You can head back to the C-suite to brag about your great ROI!<\/p>\r\n 4) You trade one-time cost for long-term value (and prove ROI). <\/strong> But what about the functionality? What about lead generation potential, and conversion opportunities?<\/p>\r\n Many businesses use periodic website redesigns to keep their websites up-to-date \u2014 and they focus mainly on aesthetics.<\/p>\r\n This can get costly for several reasons:<\/p>\r\n You go into a redesign without much strategy, so you inject money without promise of ROI. You can generate more value by investing month-to-month in incremental changes, instead of one big website redesign cost up-front.<\/p>\r\n There\u2019s also immense value in being able to prove ROI: According to the 2016 State of Inbound report, organizations that can calculate ROI are 1.6X as likely to receive higher budgets.<\/p>\r\n With an inbound website model, you\u2019ll always be monitoring data, so you\u2019re aware of how your site\u2019s performing \u2014 and proving that your changes are having an impact.<\/p>\r\n 5) You\u2019ll qualify contacts with smart content and baked-in lifecycle strategy.<\/strong><\/p>\r\n It\u2019s simple: Better educated leads have more trust in your solutions, and make more confident investments.<\/p>\r\n What does your lead nurturing process look like now?<\/p>\r\n For many marketers, it\u2019s either manual and cumbersome, or nonexistent.<\/p>\r\n Are you manually moving people in and out of different lists, emails, and processes \u2014 trying to figure out where the heck they are in the buying process so you can tailor to them?<\/p>\r\n Or, are you not nurturing leads at all, and applying a wide umbrella experience to everyone?<\/p>\r\n Either situation is a mess\u2026 and leaves business leads on the table.<\/p>\r\n When an inbound website is set up correctly, though, it creates a complete lead nurturing process automatically.<\/p>\r\n This makes qualifying leads a snap.<\/p>\r\n With clear pathways for the buyer\u2019s journey baked into your website, you\u2019ll have an idea of where people fall in your sales cycle based on which pages they visit, which offers they\u2019ve downloaded, and which forms they\u2019ve filled out.<\/p>\r\n You\u2019re not piecing together different actions to try and understand intent \u2014 you\u2019ve set up a complete customer lifecycle with your website content.<\/p>\r\n Source: by Kayli Kunkel (www.hubspot.com)<\/p>\r\n","protected":false},"excerpt":{"rendered":" Let me ask: What are some of the biggest problems you\u2019re having with your website? Here are some we hear often: \u2013 The design gets outdated so quickly, and we don\u2019t have the resources to update it every 1-2 years.\u2013 I have trouble demonstrating ROI from my website and tracking meaningful analytics.\u2013 I want to make improvements, but don\u2019t have the skills.\u2013 My website isn\u2019t really benefiting my marketing\/lead generation strategy. What if I told you that there\u2019s a new website model that solves all these problems? We call it an \u201cinbound website,\u201d and it\u2019s a great partner to an inbound marketing strategy.Your website must now be an online sales platform for your business \u2014 an integral part of marketing to prospects. If your website isn\u2019t selling around the clock, you\u2019re missing out on leads and revenue. The inbound website is a new way to think about your online presence. Here\u2019s how it works: Your inbound strategy and marketing funnel are baked right into your website.You have a dedicated web team (in-house or hired) that monitors performance and makes changes monthly.You typically host on a platform that makes growth-driven design easy. Here\u2019s are the advantages of an inbound website redesign: 1) You\u2019ll drive conversions by creating a 24\/7 marketing funnel.Oftentimes marketers think about a website as a piece of a marketing strategy. But starting right now, don\u2019t think about your marketing strategy and your website as two different things. They\u2019re entwined. Your website is the hub for your marketing and sales strategy \u2014 a complete lead generation platform, with marketing strategy baked right in. How does that work? Think about how your marketing funnel works with the inbound equation. You have different elements and assets to attract, convert, close, and delight customers. Your inbound marketing strategy should be the driving force for your website \u2014 and should dictate your website\u2019s organization and user pathways. Your inbound website funnel should include: A blog and search-engine-optimized pages to attract site visitors at the top of your funnel.Corresponding conversion elements, like landing pages and calls-to-action, to help convert visitors into leads.Forms and other tools to gather lead intel, so you can better nurture leads and eventually close them into customers.Personalization and smart content that tailors your website to customers, helping to delightWhen you start on your inbound website redesign, you don\u2019t just think about aesthetics \u2014 you consider functionality, too. Ideally, you\u2019ll redesign your site\u2019s entire structure in accordance with the inbound methodology. A visit to your website isn\u2019t random. It\u2019s the first step on a pathway towards conversion. Each click should be logical and clearly defined \u2014 One page leads to the next, as you move users further down the journey. 2) You\u2019ll generate leads by showing up earlier in the buying cycle. Did you know that buyers complete more than half of the buyer\u2019s journey before talking to sales? This means that your buyers are already researching and deciding on solutions long before a sales call. The most successful companies are present in the first half of this journey \u2014 their websites help educate buyers throughout the sales cycle. Is your website up to the task? With a traditional website, you may publish basic information about your services. Then, you wait for website visitors to visit \u201cContact Us\u201d and place a call. It\u2019s a far stretch from website visitor to final customer, and your website experience doesn\u2019t nurture the gap in between. (Think of a large ravine. Now imagine that you\u2019re expecting people to jump over that ravine to purchase from you. An inbound website model builds the bridge in between.) With an inbound website, you nurture leads gradually, from first touch to final purchase. Your website is paved with content for the buyer\u2019s journey\u2026 AKA, those three stages that buyers take before purchasing a product. Awareness \u2014 Person is aware they have a problem, and they\u2019re looking to identify and understand it.Consideration \u2014 Person becomes aware of potential solutions (including your product or service!) They actively seek to understand these solutions better.Decision \u2014 Person is fully bought in to the solution, and is now deciding where, when, and how to purchase.Do you see how your website content has a chance to address all three stages? By hosting content throughout the buyer\u2019s journey on your website, you write the narrative of first how and then why your solution is best for person\u2019s problem. That makes you present for that \u201czero moment of truth,\u201d the critical moment when people are researching and deciding on where (and how) to purchase. Without such a content strategy, your business will have a hard time generating leads online and driving sales. 3) You\u2019ll see steady improvement in performance and design. Are you redesigning your website every few years to keep with current trends? What happens in between redesigns? Chances are, if your website isn\u2019t improving all the time, it\u2019s missing out on leads and sales. That\u2019s the genius of a growth-driven design \u2014 a fundamental part of the inbound website model. You wouldn\u2019t ignore your marketing for a year, let alone a month\u2026 so you shouldn\u2019t let your website gather dust, either. Instead of yearly redesigns, you invest in monthly changes to your website design and strategy. Here\u2019s how it works in a cycle: Your web team (or an agency) will set or revise SMART goals to pinpoint certain metrics of value to your business.They will analyze data on your website performance. They\u2019ll monitor things like content conversion, button clicks, popups, design organization, landing pages, and the purchase path as a whole. They can use tools like Hotjar, implement user testing, and watch performance in Google Analytics or your CMS.Then, they\u2019ll make frequent improvements reacting to the data \u2014 ideally, on a monthly basis. Then, repeat with step 1!Marketers love this model, because they\u2019re always aware of how a website is performing. (Now I can\u2019t imagine going a day without knowing how my website is doing!) You\u2019re not waiting for the next redesign to […]<\/p>\n","protected":false},"author":1,"featured_media":8253,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"cybocfi_hide_featured_image":"","footnotes":""},"categories":[79],"tags":[],"_links":{"self":[{"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/posts\/7726"}],"collection":[{"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/comments?post=7726"}],"version-history":[{"count":0,"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/posts\/7726\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/media\/8253"}],"wp:attachment":[{"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/media?parent=7726"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/categories?post=7726"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fairsystems.com\/wp-json\/wp\/v2\/tags?post=7726"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Oftentimes marketers think about a website as a piece of a marketing strategy.<\/p>\r\n
Corresponding conversion elements, like landing pages and calls-to-action, to help convert visitors into leads.
Forms and other tools to gather lead intel, so you can better nurture leads and eventually close them into customers.
Personalization and smart content that tailors your website to customers, helping to delight
When you start on your inbound website redesign, you don\u2019t just think about aesthetics \u2014 you consider functionality, too. Ideally, you\u2019ll redesign your site\u2019s entire structure in accordance with the inbound methodology.<\/p>\r\n
Consideration<\/strong> \u2014 Person becomes aware of potential solutions (including your product or service!) They actively seek to understand these solutions better.
Decision<\/strong> \u2014 Person is fully bought in to the solution, and is now deciding where, when, and how to purchase.
Do you see how your website content has a chance to address all three stages?<\/p>\r\n
They will analyze data on your website performance. They\u2019ll monitor things like content conversion, button clicks, popups, design organization, landing pages, and the purchase path as a whole. They can use tools like Hotjar, implement user testing, and watch performance in Google Analytics or your CMS.
Then, they\u2019ll make frequent improvements reacting to the data \u2014 ideally, on a monthly basis. Then, repeat with step 1!
Marketers love this model, because they\u2019re always aware of how a website is performing. (Now I can\u2019t imagine going a day without knowing how my website is doing!)<\/p>\r\n
When you think about a website redesign, you might be planning the appearance of your website.<\/p>\r\n
Redesigns can (and often do) go over budget and take longer than planned.
In between redesigns, your website isn\u2019t growing and improving \u2014 meaning your investment only generates return as long as that strategy is relevant.
With an inbound website, you don\u2019t need to cram all of your strategy for the year into one redesign \u2014 you\u2019re constantly improving.<\/p>\r\n