During a kickoff meeting for a website redesign, we always talk to clients about the goals and objectives of their new site. And almost always the discussion is centered on demand generation. For most brands today, the website is a crucial element to meeting overall business goals—it needs to not only attract new people, but also generate leads and help close new customers. A website has to be your 24/7 salesperson. When planned and designed right, it can be the engine that moves your business forward.
So what do inbound marketing and HubSpot have to do with it? Everything. When thoughtfully executed, inbound marketing and a new website can be take your digital brand to the next level. A kickass new website redesign makes inbound marketing look good, and in return, inbound marketing helps a website become more useful and a lead-generation engine. There are a lot of reasons to redo a website, but when you do it with an inbound marketing program, there are a multitude of benefits:
You understand your personas. One of the foundational elements of inbound marketing is persona development. When you spend the time to really understand your target audience, you can build a website that speaks to their key challenges. This allows you to develop meaningful and relevant content that builds credibility for your brand.
You can align your existing content. Most brands today have some sort of content—whether it be things online like a blog or offline assets like brochures, case studies, etc. The problem is that there is rarely alignment between all of this content, which leads to missed opportunities. Having a wealth of quality content for search engines to crawl and for your sales team to reference allows you to support prospects throughout the buyer’s journey.
You can plan your ongoing content strategy. One of the keys to a successful website is new, fresh content. When your website is working hard for you to attract new visitors, you want to make sure that you’re continuing to create and promote relevant content into the future. And you do that by creating an editorial calendar, a distribution plan and lead-nurturing workflows.
You can create conversion paths. As I mentioned above, one of the most common themes we hear during website conversations is that it needs to generate leads. Inbound marketing is such a crucial part of that during a website redesign. While most websites have a Contact Us call to action, there is so much more opportunity to convert visitors well before they’re ready to talk to your sales team. Common calls to action on websites include: e-books, white papers, checklists, demos, free trials, coupons, etc. Every page on your site can offer the opportunity for a conversion, so when planning your redesign, make sure you are thinking about which call to action makes sense on each page.
So if you’re considering both but are unsure how to scope them out, I strongly recommend executing them together to avoid missed opportunities or redoing things later on. It may seem like more work, but it pays off—sites that are built to support overall business objectives see a much better and quicker ROI than those that don’t.