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Mike Lieberman, CEO and Chief Revenue ScientistTue, May 20, 2014 6 min read

4 Pillars Of The Best Website Design For Your Marketing Strategy

The Best Website Design For Your Marketing StrategyCreating the best inbound marketing website design for your business isn’t a simple task. In fact, if you don’t get things right before you begin, it may mean trouble for your traffic, your lead generation and your overall marketing approach.

Remember that a website isn’t just about beauty and aesthetics – it is the keystone of your marketing strategy in generating results for your bottom line. So, you might be asking yourself, what are the most important pillars of the best website designs? Here they are:

Pillar I: You Need A Website Design Strategy

There are plenty of blogs about tactics for your website design – and here are a few of them – but before you start implementing SEO best practices, social media optimization or responsive design, you need a strategy that guides how you unroll each of those tactics.

Prior to drafting with designers and dealing with developers, strategize what goals you want your website to achieve in terms of leads, customers and revenue. Then plan how you’ll deliver the necessary experience to prospects that helps you achieve those goals. Craft your strategy around delivering that experience before you begin thinking about tactics.

Pillar II: You Need To Create Persona-Targeted Content

As part of your marketing and website design strategy, you need to create content that’s targeted to your buyer persona – a fictional avatar that represents your ideal buyer(s). Persona-targeted content is magnetic to your ideal buyer and repels those that don’t fit the mold for your business, whether they are prospects in the wrong income bracket or site visitors from the wrong country.

More important, persona-targeted content means the leads your website generates are more robust and qualified than leads generated elsewhere. Plus, content helps further educate your prospects so you have less to teach them when they’re ready to buy.

Before you create a new website for your company, ask yourself three questions:

  • Who do you want coming to your website?
  • Who do you not want coming to your website?
  • What content should you create to draw those ideal visitors to your site?

Pillar III: You Need Multimedia Storytelling

Storytelling is one of the most effective techniques to connect with your customers – including new customer acquisition. In order for prospects to trust and purchase from your business, your website design needs to be telling compelling stories that connect your prospects' pains and problemswith your company’s remarkable solutions.

The power of storytelling across many mediums requires that the best website designs include multimedia content such as photos, videos, interactive quizzes, presentations and audio podcasts. When you draft your company’s next website design, you need to start thinking like a publisher: not just in one channel or medium, but in several.

Pillar IV: You Need To Track Your Marketing Metrics

It’s a reality: what gets measured gets done. If you’re not tracking the ROI of your website design and marketing strategy, then how do you know if your strategy is effective? Only cold, hard data has the ability to prove or disprove the effectiveness of each aspect of your website design when it comes to marketing results.

The best website designs are built from the ground up with marketing metrics and analytics in mind. As you create your own site, remember to integrate it with a marketing automation software such as HubSpot so that you’re not operating your website in the dark without knowing your site visitor count or who’s converting on which piece of content.

Anybody is able to build a website with a sleek design or beautiful imagery, but crafting a website design that generates leads and closes sales is much more difficult. As your company undergoes its next website design project, begin by building around these four pillars of the best website designs and then witness the remarkable results.

Start Today Tip: Resist the temptation to create a website that merely pleases the eye but fails to generate bottom-line results. Instead, sit down and create a marketing strategy that incorporates each of these four pillars into your website design as it relates to your specific business. Once you’ve defined your strategy and marketing approach, then all of your website tactics fall into place.

Looking for more of the key ingredients to an effective website design for your business? Apply for an invitation to Philadelphia’s most exclusive invite-only marketing event: As part of HubSpot’s worldwide Inbound Marketing Week, Square 2 Marketing is hosting Philly’s flagship event at Citizens Bank Park. For more information, visit the event page and apply for an invitation today – spots are filling up fast!


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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.