During most web design/redesign projects, the goal is to increase engagement.
Unfortunately, designers sometimes turn to direct response marketing tactics to test different fonts, wording, adding a video, inserting imagery that conveys urgency to users, etc.
But that’s putting the cart ahead of the horse.
You need to have something for the visitor to convert to. If you don’t put your offer out there, all the font and video and ad words doesn’t do a thing!
Inbound Marketing depends on your website, not your LinkedIn profile, not your Facebook page. YOUR WEBSITE!
Transforming your business plan to operate under an Inbound marketing plan and using a high quality CRM like Infusionsoft can have a huge impact on your engagement and conversion rates by creating an intuitive user experience that will reflect your professionalism, while delivering what people want and need in a visually striking manner.
Now there’s no question that increasing engagement is a benefit of Inbound Marketing, but it’s not the ultimate goal of the methodology… you simply have to look beyond that to understand how you can convert those visitors to customers.
It’s our goal as digital marketers to generate conversions (leads) via the company website, but it’s even better when those leads, in turn, share your website with others because of how helpful it is. Just because people can find your website, doesn’t mean they’ll love it and want to share it. It’s like having a great product, but a terrible package. As a marketer and designer, you have to combine design and Inbound Marketing to form the catalyst for your brand to attract conversions and shares.
So how is this done?
Here are the 10 Steps to Designing a Website for Inbound Success:
- Who is visiting our website?
- How did they get here?
- What is the purpose of this page?
- Why are they visiting?
- What stage of the funnel does this represent?
- Where do we want them to go from here?
- How can we best serve this visitor?
- What’s the best kind of content for the visitor?
- What is the visitor going to do?
- How can we get this visitor to share this page?
Simply put, these are the important questions you need to be asking with your web designer. If they don’t know, and you don’t know (or don’t tell them!), they are building you a site that isn’t going to be useful – or profitable!
Do yourself a favor – look through your present site with the fresh eyes of a visitor and see if these questions – and their answers – are clear.
If not, let MiSyte.com fix what the other guy should have.
Be great, nothing else pays-