In my last blog post, I gave some tips on designing print materials. Today I am going to switch to websites. Specifically, I would like to talk about designing an inbound marketing website. In case you don’t know, inbound marketing consists of ebooks, blogs, social media, and other forms of content marketing which turn a visitor to your site into a client and even a promoter. It’s less invasive and more relevant than traditional marketing.
Now that we’ve got that down, I would like to give you some key features for designing an inbound marketing website.
When designing a website for inbound marketing, a main component is its content. It will have much more content than the average site. Naturally, the layout is very important. Though you would want any website to have great design, inbound marketing specifically needs to attract people to you. This is done through blogs and social media. You want them to keep coming back. Therefore, it is important to develop content and design in a way that keeps everyone who comes across your website returning again and again.
A call-to-action (CTA) can be a button, banner, or graphic encouraging someone to click to continue through the conversion process. CTAs focus on who you are and measure your success through offers and language. For an inbound marketing website, it is wise to include them on every page.
3. Landing Pages
Once the CTA is clicked, the user will be prompted to a landing page, which is the result of the CTA. The user will be led to a page to retrieve the CTA’s advertisement by entering information, converting him into a lead and most likely a returning visitor and/or client. Your landing page should attract the user to further his interest.
In return for information, the user is given an offer like an ebook, infographic, video, or template. The offer should provide something of value to users and give them a reason to continue through the conversion process.
We believe in keeping blogs active. Wether you talk about the latest trends or politics, it is vitally important to blog consistently. What does your blog look like? Not only should it consist of strong content, but also strong imagery and graphics to attract the user. Are the titles of your blog posts relevant to your audience/buyer persona?
Inbound marketing allows communication to be two-way and incredibly interactive. An inbound marketing website needs to be attractive and inviting to help the viewers become potential clients. If you build it, they will come.