Believe it or not, the one thing hurting your chances for inbound lead generation could be your website design. That’s why you should treat it like a resume: showcase your offerings, establish your authority, and give your readers a reason to engage with you. While you may have a basic site design fairly well established, there are a few areas that are commonly overlooked or neglected that could be keeping yours from standing above your brand’s competition. Read on to see if any of these apply.
Are you solving a problem?
When readers come to your website, what’s the first piece of information they see? Is it a company logo, a slogan, or possibly a stock image? That’s all well and good, but it’s still missing something important – a reason for your readers to stick around and keep scrolling. That means either touching on a pain point that reader is likely to be experiencing, or offering up a solution to manage it.
Is your blog featured?
A blog is a great way to keep your audience up to date on changes in your market and establish yourself as a subject matter expert. It also demonstrates that you’re present and still in business. Consider featuring your most recent posts on your homepage to reinforce your products and services. Make sure they each conclude with a call to action so that your reader understands the next step in the buying process, whether that’s prompting them to sign up for more information, click to receive a free download, or schedule time to talk about new business.
What about your static content?
Blogs may change, but certain material needs to stay consistent on your website to tell readers who you are and to improve your SEO. Ideally, that material will touch on those pain points and solutions already introduced. Each of these items can include a link to a separate landing page if necessary, and should prompt readers to navigate to them to learn more.
Here’s an example from our own website for Inbound Marketing:
Boost your brand’s visibility and drive more traffic to your website through targeted email campaigns, blogs, and social media posts. It’s all about relevant content that caters to your target audience through education and relationship building.
Learn how it works>>
The problems: brand visibility, driving more website traffic.
The solutions: email campaigns, blogs, and social media.
The prompt: “Learn how it works.”
Do you have testimonials and video?
Whether it’s sales promos and how-to guides on YouTube, or short form clips on TikTok, marketers have embraced video content as a powerful means to connect with their audiences. These can enhance the quality of your website, tell stories, and draw people in who are more compelled by visual demonstrations of how your products are services look in action. Consider promoting user generated content and testimonials if they’re available, as they’re both free endorsements of your business which can have a substantial amount of clout with your audience.
Can people find you?
If local business is important to you, people need to know where you are! Make sure to include a physical address and map at the bottom of your homepage, along with up-to-date contact information for phone and email at minimum. And, if competition in your area is fierce, Influencive recommends utilizing other SEO marketing tools like Google My Business to improve your search rankings.
Is it time to audit your website?
If you’re not sure how you should update the material on your own website, that’s okay. We’d be happy to help, and our audits are complimentary. All you need to do is click the link below to schedule a free marketing consultation.