Understanding what makes a great website can be challenging, whether you’re looking to increase traffic or convert more leads online. With so many elements involved, it’s often tough to know where to start when building a company site that relays your brand message.
Having a website is just one part of the equation. Using your site as an inbound marketing hub makes all the difference between a website that’s just okay and one that stands out. An inbound website is strategically built to attract traffic, with content that educates visitors and conversion opportunities to convert that traffic into new leads.
Easier said than done, right? Let’s just take it one step at a time.
Step 1: Attract the Right Kind of Visitor
One of the biggest misconceptions surrounding company websites is that it merely exists as a digital postcard. Left alone, a website will do next-to-nothing to attract new traffic. Which is why ranking on search engines is so crucial.
To increase your website’s exposure, begin a link-building strategy. The more websites that link to your site, the higher the rank you’ll be awarded. Start small by updating your website information on local listings like Yelp, Facebook, and Google My Business to give your SEO a boost.
Although often ignored, one of the most effective ways to build links on your site is through blogging. With a regularly updated blog, links are naturally built between your homepage and blog page.
Step 2: Educate Your Prospects
While we’re on the subject, a business blog is also your chance to educate visitors.
Think of content as your website’s welcome banner. Blog content is your secret weapon for making a great first impression, but perhaps more significantly, your blog is a simple way to provide the answers and solutions your visitors are searching for.
According to a study by Kapost, content marketing (including a consistent blog strategy) gets three times more leads than paid search advertising.
Step 3: Convert Leads Easily
While conversion is often the most satisfying aspect of a business site, it’s also one of the most difficult. But it doesn’t have to be.
Think about website conversion as you would think about the end of a sales pitch. What can you do to make a deal? In the case of your website, conversions often occur when you exchange something (such as an eBook download or free demo) for a visitor’s contact details.
To improve your site conversion path, implement Calls-To-Action (CTA). Make sure your CTAs are simple, visually exciting, and easy to understand. A CTA is any part of a page where the user can initiate an action, such as a download. If a website visitor is interested in your content offer, they’ll likely share their information with you, so you’ll want to have a brief contact form to capture everything in one place.
Websites have come a long way in the last three decades, and yours should be no different. With inbound methodology, your website can become your company’s greatest asset.