What to Know About the Website Design Process

What to Know About the Website Design Process

Website Development

Designing a new website is an exciting—and anxious—time! It can open your business up to a whole new set of prospects and leads and modernize your marketing and sales strategy. But if you’ve never done it before, or it’s been a good long while since your site was last updated, the web design process can seem opaque and confusing. 

Here’s what to know about the website design process to ensure it goes smoothly:

Share All the Information You Can at Your Initial Sessions

The web design process begins with a discovery phase or a brainstorming session, where you share information about your business. This covers the gamut, from what you do and how you do it to your products to your logo to your design preferences to your ideal customers. 

Everything and anything you can share with your website design team will be valuable. 

Why? 

Because your site not only needs to be beautiful and functional, it needs to convey important information to website visitors, convert those visitors into leads, and do it in your brand’s voice. In order to do this, the team designing your website will need to know your audience—who is going to be visiting your website—so your site can communicate with them effectively.

Give Your Designer Somewhere to Start 

Sharing all you can with your website designer or design team doesn’t only apply to information—it also applies to documents, images, and other useful resources and assets.

Any existing marketing materials like brochures, photos, logos, flyers, and customer-facing informational documents can be extremely helpful to your designer in:

(a) understanding what your company does

(b) understanding your brand voice

(c ) including those assets (like logos) on your site

Share All Logo Files

When it comes to sharing assets, particularly logos, make sure you share everything. This helps ensure a smooth web design process.

The .jpg of your logo that you use in your email signature isn’t going to be enough: your website designer will need access to the originals in any and every format you have them in order to format them correctly to display on your website and provide visitors with a consistent brand experience. We’re talking .psd, .png, .tif, .jpg, all of them.

If you don’t have these assets, and you’ve just been using a 20 KB .jpg image in all of your brand communications, talk to your website designer about your options. They may be able to create a web-ready version of your logo, or direct you to someone who can.

Hand Over the Reins

For a website design process to be successful, you have to relinquish some control to the designer. If you want total control over the design of your website, you’d have to design it yourself. And with your existing responsibilities, you just don’t have time to do it. Plus, even though you’re an expert in your field, you’re probably not also a web design or graphic design expert. 

This is true of your employees as well. Even if your technical writer is amazing and you think she could write your website content and you have an IT guy who knows a bunch of coding languages, it’s still best to hire pros. 

Website designers have the expertise and the time that your employees with other specialties and duties simply don’t have. Your IT guy needs to be troubleshooting computer issues, not tied up hard-coding your site. 

Plus, hiring professionals to design your site ensures that your site is up-to-date with the latest web design best practices, future-proofed for upcoming changes, and that a disgruntled employee with admin access to your site doesn’t cause unprecedented damage to your brand and reputation on their way out the door.

Let the Designer Do Their Job

This goes along with the last point. You have to trust the designer to do the job you hired them to do, and you have to let them do it. This means that while you’re allowed to share your vision for the appearance and function of the site, you can’t dictate every last thing down to the placement of every button.

Web designers are skilled and credentialed professionals with years of experience designing websites, and they know the best practices for how your site navigation show work and where buttons should be placed. 

If they say you shouldn’t only have one page for all of your services, but to break them out into multiple pages, there’s a good reason for that. If you choose to go against your website designer’s recommendations, the designer might give you what you ask for, but you’ll be hamstringing your site in terms of user experience and SEO performance. 

The Web Design Process Doesn’t Happen Overnight

Website design is not as easy as just plugging your information into an already created shell and just changing the colors. It takes time to lay out the sitemap, write the page content, create visual assets and design elements, research keywords, gather information about your company and offerings and put all of that together to create a website. 

Plus, there are many factors that will influence how long your site design takes. How quickly do you get back to the designer with information? How quickly do you approve concepts or content? How many pages will your site need to be? What special features or design elements does your site require? Adding on to any of these factors will add to the length of the design process.

Some designers will tell you that they can create a custom website for you super quickly and super cheaply—this is usually too good to be true. In these cases, you’ll likely get what you paid for: a “custom” design that looks mysteriously like a bunch of other sites you’ve seen on the web, stretched out and pixelated graphics, broken links, and typos. While a good solution today might be better than a perfect solution tomorrow, a bad solution is never the right option, even if it could have been implemented yesterday.

Interested in building your own company’s website? We’d love to help. As an inbound marketing and growth agency, we develop websites that are both beautiful and functional. Get in touch to see what we can build for you.

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5 Common Website Design Misconceptions

5 Common Website Design Misconceptions

Website Development

There are a lot of bad ideas out there about how websites are designed and the entirety of the web design process: about the difficulty, about the cost, and about what goes into the process.

There are a lot of factors to blame here, like our ideas about the internet being “free” along with DIY website tools trying to get user and media representations of people setting up websites in seconds. (Which just doesn’t happen, sorry.) Website design is infinitely more nuanced than that.

So to clear that up, here are 5 common website design misconceptions and the reality behind them.

Misconception #1: Web Design is Easy

No. Just no. 

Web design is a complex process, requiring a lot of knowledge and experience. Web designers need to know various programming languages like JavaScript and C++; various CMS like WordPress, Drupal, and Joomla; understand marketing best practices, like where to place calls-to-action (CTAs); understand internet user behavior, what they’ll respond to, what they click on; and have a strong understanding of visual design. 

Does that seem like a lot? It is. And it’s not something that just anyone can do well on the first try. Most web designers have all kinds of professional training, and the best ones have years of experience designing websites that not only look great but also work to pull in qualified leads. 

In addition, there is a lot of research that does into the design of a website in order to accurately reflect your company’s brand and voice and to do so in a way that appeals to your ideal customers.

Misconception #2: Web Design Shouldn’t Cost So Much

Web design shouldn’t cost so much. We hear it a lot. 

By that logic, nothing should cost as much as it does, and gas should still be a $0.36 per gallon like it was in 1970. Sounds nice, but it’s just not realistic. Good web design isn’t cheap, but the price isn’t unfair.

With web design, which is a difficult and complex process requiring advanced knowledge of programming languages, various CMS, and visual design, you get what you pay for. If you want beautiful and functional design, you have to be willing to pay the going rate.

If you skimp on design, you’re going to end up with a site that isn’t user-friendly, mobile-responsive, or attractive, and it’s not going to do much for you. Visitors won’t convert to leads on a poorly designed site, and what little money you put into the design won’t even be worth it.

A well-designed site, on the other hand, will delight visitors, provide them with a comfortable and seamless experience, and lead them to convert. Your website isn’t just a billboard for your company, and it needs to be doing more to drive sales, through conversions. A cheaply designed site won’t do that.When you put money into a good design, you’ll see the ROI of your decision in website conversions. Click To Tweet

It’s important to remember that web design is about more than making your website pages look pretty. It’s also about defining and embodying your brand in the online space. This means ensuring consistency with your existing brand standards, designing logos and images, and making other aesthetic decisions to represent your brand accurately and in a way that appeals to your existing and ideal customers.

Misconception #3: Designing a Website Shouldn’t Take This Long

This is one of the most  common website design misconceptions, and it goes hand-in-hand with “web design is easy” and “web design shouldn’t cost so much.” Web design isn’t easy, and a good design is going to take time, especially when you consider all that goes into it: designing the page structure, the images and design elements, the color scheme, the written content, and the functionality. 

 If a website really was just a digital version of a billboard, then yes, it would make sense that it could be designed in a day. But a website is infinitely more complex than that, which, of course, is a benefit. A website can do more, and it’s worth more as an asset. You need to be willing to invest the necessary time in the process to get the best result.

Misconception #4: Anyone Can Build a Website

We blame this one on the free-for-all days of the early internet and hosting platforms that promise they can help you build a professional-looking website yourself, with no expertise. 

There are a million DIY website tools out there being used by all sorts of people for various reasons. And while as someone who isn’t a web designer, you can probably make do with a free site on WordPress.com or Wix for your personal blog, that just isn’t going to cut it for a mid-size to large business.

Why do you need to hire a professional web design firm for your business site? First, the size and complexity of your site. A free website tool is great for a website with one or two pages, but your company’s site is going to have way more than that, in complex hierarchies. You’re going to want a professional’s help to ensure that pages are organized correctly and are easily, intuitively found by website visitors.

Additionally, DIY website tools will lack the functionality you need for a professional site. Features like plugins for collecting email addresses or visitor retargeting, an ecommerce platform, landing pages, or a custom theme to fit your brand guidelines aren’t available with a standard web design tool.

If you need anything more that standard blog posts or pages with text and images—which you undoubtedly will—you’re going to want a pro to build your site on a sophisticated CMS (content management system).

In regards to using a sophisticated CMS, the software necessary to build a robust, functional, and attractive website is not itself easy to learn or user-friendly, and at times, it can be confusing or difficult. Web designers have years of experience with various CMS and can navigate and manipulate them with ease. 

As a novice, it’s a website design misconception that you could build a high-quality, high-performing website by yourself. You’d need a lot of training, and trial and error, to get to the necessary level of competence. Certain programming languages may also be required to achieve your desired website appearance and function, with web developers will be well-versed in, but which is incomprehensible to those without web design experience.

Misconception #5: Web Design Should be Done In-House

We get it, you don’t want to pay someone else to do something you could do yourself. The thing is, website design isn’t something you should (or could) do yourself.

Yes, you have an IT department and they’re all geniuses with computers. That doesn’t mean they should be designing your website. Why?

IT and web design are vastly different specialties with less overlap than the non-techies think. Your IT team may not have experience designing websites at all, especially professional ones for businesses with many and varied needs.

Additionally, foisting a website design project onto your IT team is going to get in the way of them doing their primary and necessary function—keeping your company running.

Unless you’re at an extremely large, global enterprise, it just doesn’t make sense to hire a web designer or web design team for the one or two websites you need. If you have fifteen different branches with their own sites and are constantly growing, maybe you do need a team—but that’s not likely to be your situation. For medium to large organizations, the budget and the necessity of hiring a web design team isn’t there. 

We hope this blog helped clear up a few common misconceptions about website design! With these in mind, are you ready to build your new website? Let’s chat.

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Website Design Checklist: Does Your Site Have What it Takes?

Website Design Checklist: Does Your Site Have What it Takes?

Designing a new website can be a time- and money-intensive process, so naturally, when you do decide to redesign your site, you want to make sure that you’re getting your money’s worth and creating a beautiful and functional site that helps drive business growth.  If you’re designing a new website, here is a comprehensive website design checklist to help you see if your site has what it takes to attract visitors, convert leads, and foster growth.

✔️ Calls to Action (CTAs)

No website is going to convert visitors into leads without calls to action (CTAs). If you want your website visitors to do something, like enter their contact information into a form or to give you a call or to request a quote, you need to ask them to do that, and you need to make it an easy process.

CTAs are generally clickable buttons with text prompting a specific action, and they should appear in intuitive places on your site, like the top right corner, across your banner image on the homepage, or after useful blog content. 

✔️ Landing Pages

A landing page is a page a website visitor lands on when they visit your site from a specific place or link. Landing pages are useful for directing visitors to content or actions that are relevant to them and that you want them to see, based on their behaviors and interests. 

If you don’t have landing pages, your PPC ads are not going to get great results. If you just direct people who click on your ad to your homepage, they aren’t going to know what to do next, and they’re probably not going to do what you want them to do, which is likely to give you their contact information or get in touch with your company. A landing page limits visitors’ options and presents them with exactly the content and calls to action that are relevant to them and are therefore more likely to convert.

✔️ Great Images

So much of what we respond to is image-based (insert cliche about how 1 picture = 1000 words), that a site needs great images to compete. Gone are the days of irrelevant stock photos of people in business suits and pixelated images from a digital camera that someone in HR took at the company picnic. High quality, professional images of your facilities, products, processes, or people are going to be attractive to website visitors. 

This is especially true if you’re in a B2C industry where they way your products or the results of your services look matter. For example, custom home builders need to have images of the gorgeous homes they build, because that’s what their website visitors want to see. These kinds of images are also perfect for social sharing across a variety of platforms, from Facebook to Instagram to Pinterest.

✔️ Mobile-Responsiveness

It’s 2019. Your site needs to be mobile-responsive. Click To Tweet More than 60 percent of all searches happen on mobile devices, and more than 77 percent of adults in the world own a smartphone. If your site isn’t mobile-friendly, you’re missing out on a ton of traffic.

Mobile-responsive design isn’t difficult to accomplish, either. Selecting a template for your design that is mobile-responsive will ensure that your content is readable on the tiniest of phone screens and the biggest tablet and that nothing is cut off or hidden to the far right where no one will scroll.

✔️ Fast Load Times

If your site takes too long to load, your design isn’t effective. According to HubSpot, most mobile users expect a website to load in less than four seconds. Not only that, but a one-second delay in page loading means a reduction in page views by 11 percent and a seven percent reduction in conversions. That’s a big deal.

To keep load times fast, make sure that you incorporate best practices, like enabling browser caching, optimizing your images and CSS, and controlling when external Javascript files load.

✔️ Blog

A good website without a blog is like a new car with no gas—it’s not going anywhere, and you’re not going to get to show it off. Click To Tweet Why? Because content is one of the main ways to drive organic traffic from search engines to your website.

In order to do that, search engines need to crawl your content and find keywords in your content. Search engines rank sites with more unique instances of a keyword and more regularly updated content higher, meaning those sites are more likely to be seen by searchers in the search results for that term and are more likely to get clicked on. 

Besides that, a blog is an important way of marketing to your clients and establishing brand awareness and authority. Your blog content shouldn’t just be company updates (though you can include some company updates if you want!). It should address the specific problems, challenges, and stages in the buyer’s journey that your ideal clients are experiencing. 

If you can provide content that answers their questions about your industry, product, or service, you’re more likely to show up in their searches, and when they do read your content, they’re more likely to find it useful and even convert.

✔️ SEO-Friendly

Your website should also be SEO-friendly. SEO (search engine optimization) is another critical factor in getting ranked by search engines and appearing in organic search results for your desired search terms. A good website is going to be SEO-friendly by incorporating keyword-targeted content, relevant, keyword-optimized image alt tags, and on-page SEO including site tiles, social media sharing buttons, title tags, etc.

✔️ Reliable CMS (Content Management System)

A custom web design that was hard-coded by a web designer or someone in IT is a bad idea for a lot of reasons. It’s difficult to maintain custom code, it requires a lot of skill and time to produce, and if the developer leaves the company on bad terms, your site could go with them. 

That’s why every website should operate on a reliable CMS (content management system), such as WordPress or Joomla. (We use WordPress.) A CMS allows for multi-user access, a user-friendly interface for making changes and updates, design templates that are optimized for mobile, and a content publishing platform that is easy to use. 

Did your site come up a little short after reading that checklist? We’d love to help. As an inbound marketing and growth agency, beautiful, functional websites are what we do every day. Let’s chat. 

 


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Growth-Driven Website Design: What You Need to Know

Growth-Driven Website Design: What You Need to Know

Everyone in business knows this cliche: if you’re not growing, you’re dying. And though we might hate to admit it, sometimes, cliches have some truth to them. In today’s competitive market, if you’re trying to grow your business, not let it die, you need to use all possible tools and strategies to your advantage. One of these tools is growth-driven website design. 

Yes, even your website design needs to be oriented toward growth if you want to grow your business and have an advantage over your competitors. Click To Tweet And while you might know what your competitive advantages in your industry are on the business side, translating that to a web design that grows your business can seem confusing, daunting, and like a bunch of jargon. But it’s not. It’s a real way to grow your business and one that you need to pay attention to.

What is Growth-Driven Website Design?

The goal of growth-driven website design to help your company grow. It achieves this through beautiful, functional design that is user-friendly and mobile-responsive, as well as through strategies for increasing calls, conversions, and leads. 

 

Growth-driven website design incorporates various strategies for enabling visitors to get the information that they need, get in contact with your business, and convert to leads. It does this with simple design and logical placement of information and buttons, as well as easy ways to get in touch, like a call button or a live chat. 

 

It also focuses on a smarter approach to launching a site than the long lead times of traditional web design. Growth-driven design gets your site launched quickly, so you can start seeing results sooner. Plus, growth-driven design is heavily data-based, using data to drive decision making and optimize results.

How is Growth-Driven Website Design Different?

When most websites are designed, the designers aren’t necessarily thinking about business growth. Instead, they’re thinking about user experience, mobile responsiveness, aesthetics, function, and layout. All of those are crucial aspects to a successful website and improving user-friendliness and the appearance of your site can help you convert more leads. But growth of the business isn’t a design goal in traditional web design. If growth happens, it happens incidentally.

A growth-driven website design is different from a traditional website design because it is focused on enabling growth. Click To Tweet A traditionally designed website says “this is who we are and this is what we do” about your company; a growth-driven website design says all that, plus “this is what we want you to do”—which is to call, chat, or convert.

 

Another way that’s different from a traditional website design: you know whether it’s working. Growth-driven design uses data to determine growth and to track progress toward growth goals. These metrics can help you to determine the ROI of your web design, as well as optimize your design for the most conversions, leads, and growth.

Why Should You Care?

Very few business owners are going to say that they don’t want to grow their businesses, and those who do aren’t concerned with website design. But for the majority of businesses out there, growth is a constant and ever-elusive goal.  

 

You want leads, right? You want new customers and to make more sales? Well, if your website isn’t helping you get those leads, you’re relying solely on your sales and marketing team… which you can’t expand until you have a bigger budget… which you need to make more money to have… See where this is going?

 

You already have a website. (If you don’t, just, wow.) Orienting your website toward business growth is going to drive leads, conversions, and calls, which is going to lead to more sales, more profits, and business growth. Why wouldn’t you use all the tools at your disposal?

How Do You Get a Growth-Driven Website Design?

Don’t just ask your IT guy to build you a growth-driven website. He’s not going to know what that means, and there are a lot of other reasons why you shouldn’t ask someone in-house to hard-code a unique website for you. 

 

A run-of-the-mill website design company isn’t going to cut it, either. Why? Because they aren’t going to know the best practices for driving business growth, even if they are skilled at designing beautiful and functional websites.

 

If you want growth-driven web design, you’re going to need to partner with a full-service growth agency. A growth agency helps grow a business, in all aspects, from sales enablement to inbound and outbound marketing to CRM support to website design. Growth agencies have the tools and experience to know exactly how to help companies grow, and how to leverage web design toward that goal. 

How Do You Find a Growth Agency?

First, look for a full-service marketing agency that calls itself a growth agency. If an agency isn’t promoting itself as a growth agency, it’s probably because that’s not their focus. Here are some other qualities to look for in a growth agency who can give you a high-quality, growth-driven website design:

  • They have a proven strategy—proven how? Through testimonials, references, and case studies of how they’ve helped their clients grow their businesses.
  • They care about metrics—metrics are how you know what’s working… and what’s not. A growth agency should care about metrics, understand how to read them, and be able to provide you with real, specific, relevant goals based on data.
  • They know your industry—a growth agency should have an understanding of what growth looks like in your industry. The B2B space isn’t the same as the B2C space, and the needs of an industrial manufacturer are going to be different than those of a residential developer.   
  • They’re a HubSpot PartnerHubSpot is a leader in the digital marketing and CRM software space, and they’re pioneering growth-driven website design. A growth agency that partners with HubSpot is going to have access to industry best practices and innovative technologies that support growth-driven design.

Never heard of web design that can drive business growth? Let us show you what it looks like, and why you need it. 

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What Makes A Good Website? [Hint: It’s Not Design]

What Makes A Good Website? [Hint: It’s Not Design]

Before we get started, I promise we’re not throwing shade. We love designers, and we know that a beautiful website goes a long way to establishing authority and building trust in any business. That said, what makes a good website is not design.

What makes a good website is functionality.

When it comes to digital marketing (which is what you’re doing if you’re building a website) your website is a tool. It matters that it looks good, but what’s more important is that it functions as a tool — driving new traffic and leads to your company, and helping your sales and marketing teams close new deals.

So, if your website is a digital market tool, then what makes a good website? Here are a few of the key components that add up to a quality website that will work for you, even when you’re off the clock:

Quality CMS

If you learn only one thing from this blog, please let it be this: DO NOT have a developer custom-build you a website from the ground up.

Yes, they can do it. And yes, it might be a wonderful website.

It will never compete with the searchability and support that a more traditional CMS (Content Management System) can offer.

unmaintainable-codeA developer might be able to design you a fantastic custom website. The problem is that if it’s custom-built, and doesn’t make use of a convenient, sustainable CMS, when that developer leaves for a new job, retires, or wins the lottery, it will be very difficult to change or update your website. With a custom-built site, only the developer will know how the site works, is built, and how changes can be made, which means your site is now effectively dead in the water.

Beyond that, CMSs offer some very attractive benefits, like SEO ranking power, immediate translation, security, and more.

Let’s back up for one second — what is a CMS?

A CMS or content management system is an application that allows you to publish and manage content on the web.

You’ve heard of WordPress? What about Joomla or Drupal?

All are very famous CMS platforms. We use WordPress, for a lot of key reasons.

You don’t have to choose WordPress, but you should use a reputable CMS to build and manage your website. Why?

A CMS supports a variety of website templates, it should include intuitive publishing and content management options, it allows you to easily format your website content however you please, and it’s customizable. Essentially, it’s the first building block of a quality website. It’s the foundation that your excellent website will be built on, which is why you need to choose a quality one to start with.

We cannot stress enough the importance of using a quality CMS to support your website. Click To Tweet

A CMS helps you keep your website secure, and it makes it sustainable. Choosing a reputable CMS is investing in the future of your website. The CMS will always be there, and it will always be simple to update, change, and alter as your business grows and changes too.

Mobile Responsive and Quick Load Time

Your website has to keep up. If users have to wait for your site to load, or if they can’t view it on their phones while they’re in line at the sandwich shop, you don’t have a good website.

Start by choosing a website theme that’s mobile responsive. Mobile traffic makes up more than half of all the internet traffic around the world. Believe us when we say it’s important.

If your website automatically resizes to fit any screen, seamlessly, you never lose a potential client for something as silly as, “I couldn’t read your site.”

this-is-your-customer-on-slow-load-time

In the same vein, your website has to load quickly. More than 50% of web browsers will abandon a site if it takes longer than 3 seconds to load the landing page. That means, no matter how beautiful your website is, if your consumer can’t see it in 3 seconds or less, they’ll never see it.

It’s easier than you’d think to improve load time. One simple solution is to just minimize image sizes on your site. We use a plugin called Smush to optimize and compress all of the images on our site, ensuring that our site both looks good and loads quickly too.

Blogging Capability

We’ve gotten through most of the technical aspects of what makes a good website. For all intents and purposes, the thing is built. But now you have to get people to come to your website. Blogging is the first, easiest way to do that.

Any good website should have blogging capability. When you can publish blogs to your website, you can create a steady stream of content to draw new traffic in. A blog is important for a number of reasons:

  • Regular posts help you rank for strategic keywords
  • You can share your content on social media platforms, engaging more potential leads
  • Blog posts help you teach and delight new leads with quality, relevant content that draws them through the buyer’s funnel.

The more regularly you blog, and the more regularly you share those blogs, the more traffic your site will see. Click To Tweet The more traffic your site has, the greater its opportunity to live up to its potential as a digital marketing tool for your company.

When your site is seeing regular, qualified traffic, you can convert that traffic with great content offers and landing pages, collecting contact information and helping your sales and marketing teams close new deals. That all starts with your website’s blogging capability.

SEO-Friendly

So, we’re making a good website that functions as a tool to convert leads and close deals, right? Right.

Well, SEO, or search engine optimization, is a key factor for any good website’s functionality.

Search engine optimization is the process of, well, optimizing, your website to attract the right attention from search engines like Google. When Google knows your site exists, then it will share you with potential leads who have a relevant interest in what you’re selling.

A website that is SEO-friendly has:

  • Content that’s written for target keywords. (You should do some keyword research to figure out what those keywords are first)
  • On-page SEO, like site titles, title tags, social media sharing buttons, and more.
  • Relevant, keyword-optimized alt tags.

This is a very paired-down explanation of SEO, so if you want to know more about how to actually optimize your site, head here.

The point, for the purpose of this blog, is that SEO is another way to make sure your site is getting plenty of the right traffic. The more optimized your site, the more likely you are to see high-converting traffic that cares about what you have to say.

A Digital Marketing Platform

In the end, a good website is one that functions as your company’s digital marketing platform. It should be the hub for any digital marketing effort you make:

  • Digital ads should lead back to a landing page on your website
  • Social media posts encourage followers to check out your blog
  • SEO efforts bring new, qualified traffic into your website
  • Your blog converts new visitors into leads
  • Content offers convert those leads into sales opportunities

And that’s why we say that what makes a good website isn’t design, it’s functionality. While a great website will also feature quality design, what your website looks like shouldn't be your top priority. Click To TweetInstead, focus on how your website can help your company close more deals, and grow overall. If it can do that, then you know you’ve made a good website.

And if you’re looking for a little help building a website that delivers leads? Get in touch with the Evenbound team! We live and breathe website design for inbound marketing, and we’d be happy to offer up a few pointers to help you improve your site for better performance.

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Why Your Landing Pages Aren’t Converting

Why Your Landing Pages Aren’t Converting

You finally have an up-to-date website, ongoing PPC campaigns, and an accurate Google business listing. Your inbound marketing strategy is tight. The leads should be rolling in, right? But for some reason, your landing pages aren’t getting the results you hoped for. Why aren’t your landing pages converting?

You’re Not Using Any

You need landing pages if you want visitors to your site to become leads. Very few people are going to find your site then go to your contact page, find your phone number, and give you a call.

A landing page directs visitors to your form and the content that is relevant to them, rather than just the homepage of your site, where they may or may not navigate away. Need more convincing? Here’s why your B2B manufacturing website needs landing pages.

You Allow Visitors to Navigate Away Before Converting

Effective landing pages have limited navigation options—they are either nonexistent or hidden. This is to keep people on the landing page so that they complete and submit the form, providing you with their information. If your landing page has your website’s complete navigation bar accessible, some visitors will click away to other pages of your site and never convert by giving you their contact information.  

Your Form Doesn’t Capture the Right Information

If your form doesn’t ask for the right information, you might not get as many conversions as you could. If your questions are too invasive and ask for highly personal information, visitors might not be comfortable completing and submitting the form. If you’re not requiring the most basic contact information in the form, like name and email address, you might not even be able to get in touch with your converted leads at all.

For your purposes, capturing the right information is important to turning the leads you do convert into qualified leads. If you only ask for visitors’ names and email addresses, you won’t be able to segment them effectively, and therefore provide them with content that is highly relevant to them and their stage in the buyer’s journey.

Consider also asking for their company name and their role or position. In order to help you determine the effectiveness of your various ad campaigns and calls to action, you might even consider asking how they heard about your company/product/service.

Your Content Offer Isn’t Worth Converting For

Ever tried to sign up for a free trial of something and then immediately been turned off when the site asked for your credit card information? Same.meme-when-you-sign-up-for-free-trial-and-it-asks-for-a-credit-card

If visitors to your landing page don’t think that your content offer is worth converting for, they won’t give you their personal information. Make sure that your content is relevant to the visitors you want to convert.

You should also make sure that the content is unique and valuable enough to get visitors to convert. It needs to be something that visitors want to take with them and reference later—otherwise, they’ll look for it elsewhere, where they don’t have to give up their contact info.  

If you’re serious about implementing effective content offers and landing pages, get in touch with Evenbound. We’re a growth agency with proven results in lead generation and marketing ROI.

Want more info? Check out our Smartass Guide to Inbound Marketing for slightly hilarious tips on what not to do to grow your inbound marketing strategy.

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