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5 Features Of An Inbound Website

An inbound website is a website that not only provides information but also actively seeks out potential customers.

The goal of an inbound website is to get visitors to convert into paying customers by providing them with the content they need and want.

In this article, I will review 5 features that any business can enjoy from an inbound website.

Content

First, an inbound website needs to have lots of quality content.

This content needs to be relevant, valuable, and informative.

A visitor will not want to convert into a customer if they don’t feel that the website is giving them anything of value for their time.

Content should also be updated regularly to keep it fresh and relevant.

This is not only for your readers but is also for search engine crawlers.

SEO

The website must be built with Search Engine Optimization (SEO) in mind.

SEO is about making a website work for the visitor and search engine crawlers.

Some way this is accomplished by having keywords in your title tags, link-building, meta information, image optimization, headings (H-tags), and body content.

Search engines are constantly updating their algorithms, so your techniques will need to adapt accordingly.

There is an entire industry built on SEO techniques, so be sure to stay up to date and adjust when necessary.

Conversion

An inbound website is all about conversion.

If the content is what attracts a reader, the CTA is what converts the reader to a potential customer.

The goal of any inbound website is to get a visitor to convert into a customer, so the content needs to have clear and call-to-action buttons that are easy for visitors to find.

You need to have a well-defined conversion process that can get the visitor from start to finish with ease.

The idea is for the customer to feel as if they’ve already made their purchase before they even know what product or service you offer.

Landing Pages

Your inbound website should have landing pages.

Landing pages are the page that your visitor lands on when clicking a link from social media, email marketing, or another website.

A landing page should have clear and concise information so as not to overwhelm visitors with too many options.

It is also a good way to help measure your conversion.

By having different CTAs and different landing pages, you will be able to track how many visitors land on each page.

The goal is to analyze and determine why one landing page is having better success over the other, and then adapt and improve.

Analytics

Finally, you need to have a way to measure what you are doing.

If your website starts with a substantial amount of quality content, it will give you a baseline of what works and what doesn’t.

Analytics will let you know which posts are getting the most traffic and which ones are converting.

You can also use analytics to measure your conversion process.

By monitoring visitor progress, you will be able to identify any potential bottlenecks that need improvement or clarification.

 

This post may contain affiliate links. Click here for my disclaimer.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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