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Marketing (Not Corporate Communications) Should Own Website Strategy

The Overall Thinking Behind Websites Changed, And Your Company’s Thinking Needs To Change, Too

Ten years ago, your website was an electronic brochure. Everything in your brochure was on your website. We all loved that because anyone could get information about your business 24 hours a day, seven days a week.

But since this was all sterile and company controlled information, a lot of companies turned their websites over to their corporate communications teams, the same people who did press releases, investor relations, annual reports and the company brochure. Their mission was to deliver the approved company story as consistently and clearly as possible.

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Why You MUST Invest In Thinking Before Building A New Inbound Marketing Website

Strategy Before Building Is Key To Getting Leads From Your New Website

The website: It’s almost always the first place clients go to when thinking about their marketing. “I need a new one. I don’t like ours. It’s three years old.” Those are all comments we hear from clients.

But with a little investigative questioning, it’s easy to uncover the real issue: Their website is not producing any or enough quality leads. It goes without saying that your website has only one purpose in life — produce leads for your company. 

If you’re following and agree that you want your website to generate leads, then it’s critical the new site be search friendly. In other words, it must be able to be found by all the major search engines for the keywords, phrases and questions relevant to your business, products and services. To make sure this is in place, youre going to want a technical audit of your current site, a thorough review of what your competitors are doing (from a search perspective) and a review of your current conversion funnel.

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Inbound Marketing Changed Our Thinking From Websites To Web Pages

Google and the other search engines don’t rank websites. They rank web pages.

This isn’t a new concept for a progressive inbound marketing agency like Square 2 Marketing, but it might be a new thought for CEOs, business owners and VPs of marketing.

Stop thinking about your website as a single unit. Start looking at it page by page if you want to increase the amount of new visitors stopping by.

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How Inbound Marketing Shows Mobile Conversion Goals To Be Dead Wrong

Inbound marketing takes a prospect-centric approach – so much so that the first step is getting in a position to be found when someone searches for terms related to your business, products or services.

"Getting found" means something different than it did even a few years ago. Today, it might be from a mobile device. While the data is all over the place, experts think that as many as 30% of searches are done via mobile. Here’s a Search Engine Land article with comScore research on mobile search versus desktop search.

This means that we need to think differently about our visitors. Those using a desktop need one kind of experience, and those using a mobile device need an entirely different one. This difference must influence your mobile website design strategy.

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One Inbound Marketing Secret That’s Turning Everything Upside Down

If you’re a student of inbound marketing, you realize that the website you’re currently working with is probably not doing many of the tasks that are necessary for an inbound marketing website to deliver.

For instance, it might not have an active blog, so website visitors are down. Or it might not have any educational content, CTAs or landing pages to turn those visitors into leads. It might have watered-down messaging. It might not position you as different from your competitors. And it might be missing the proper on-site and off-site search engine optimization features.

Nonetheless, you've probably worked on a new website project every couple of years – which was likely a painful effort that took longer than you expected and cost more than you anticipated. You probably didn’t have a great experience working with the website design firm.

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Inbound Marketing: Make Your Website Responsive Or Kiss Off 20% Of Prospects

Your inbound marketing effort is starting to pay off. You’ve pushed up your site visitors to 1,000 people per month, but your site – while accessible via devices – is not designed to be responsive.

Did you know that you are telling 200 people, who all proactively stopped by, to take a hike?

A recent review of our client base shows that, today, 20% of website visitors are looking at websites via their smartphones or tablets. This means that if your site isn’t responsive, these people are going to have a frustrating and less-than-remarkable experience with your website design.

The result is that they’re likely to bounce off and find another, similar site that's responsive. 

Every prospect is precious, so let's make sure that this scenario never happens to your business. Here’s how we’re going to prevent it.

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Inbound Marketing: The Website Must-Haves To Drive Results

Everyone knows that you need a website, but does everyone know the difference between an inbound marketing website and one that supports traditional marketing programs?

We’ve reported in the past that, according to Google, 9 out of 10 people say they visit a business’ website before calling or contacting it in any way. If this is true (and we believe it is), your website has some very heavy lifting to do in order to turn these visitors into leads and customers for your business.

Here are some of the elements to consider when evaluating your current website.

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4 Pillars Of The Best Website Design For Your Marketing Strategy

Creating 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.

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