Inbound Marketing: Who Is Your Website Designed For?

Pancakes target website users resized 600When little kids make breakfast in bed for Mom on Mother’s Day, it’s usually pretty predictable. There are syrup-laden pancakes, sugary cereals, chocolate-covered donuts, and maybe a glass of orange juice. Why? Little kids give Mom what they would want. They figure if they like it, Mom will, too. And we think it’s cute.

Unfortunately, when it comes to business—and specifically business websites—many of us take that same approach. We give potential clients and customers information we like and think that they’ll like it. But it’s not cute when that happens.

Too many websites are built as if they are simply electronic versions of a corporate brochure. These sites may have all the visual appeal of a nice stack of pancakes, but that’s not really what visitors want. The sites are often all about philosophy, or how wonderful the company is, or about how great the product or service is. The problem is, that’s not what visitors to your site are after.

People go to the Web to find useful information that will help them solve a problem. Your website needs to be designed to meet their needs not to promote what you think is important.

The first thing you need to think about is what kind of information is going to help people answer their questions and solve their problems.  The content you put on your website is crucial to establish your credibility with your audience. If visitors see that you know what you’re talking about—and that you are tuned into meeting their needs, they will take a more serious look at what your company has to offer. That means your website needs to make that information available in the form of blogs, special offers, and free downloads that offer genuine help (not thinly veiled sales pitches). And you need to design your site so that there are clear calls to action throughout your site so that people can access that great content.

Of course none of this will matter much if people can’t find your site to begin with. That’s why it’s so critical to optimize your site so that when people look for the kind of helpful information you offer, they find you (rather than your competitors).

And finally, you need to be able to track who is visiting your site, what they’re looking at, and what they’re downloading. That allows you to improve the content on your site—and it gives you an opportunity to engage with visitors by following up with them to see if your information was helpful to them.

As a Hubspot certified partner, we can help you figure out a plan that incorporates all of these elements—and gives you a lot more “bang” for the marketing bucks you spend on your website. We can help you design a website that leaves your “stack of pancakes” site behind and will provide a power meal for you and your customers.

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