EXSUM: All About Starting Your Inbound Website

Interested in learning about Inbound Websites?

Here’s your Executive Summary (EXSUM) in just under 500 words/2 minutes.

When I started pivoting to the marketing side of this business, I was immediately attracted to the Inbound marketing methodology.

Why?

Because there was an emphasis on gaining and maintaining the trust of the customer.

By producing valuable, relevant content targeted to your ideal customer via the Buyer Persona, you can attract the types of customers you are looking for rather than trying to do it through untargeted, intrusive marketing products.

But utilizing the Inbound methodology meant a larger investment in an Inbound Website than a static site would require, and a larger investment in the content that goes on your website.

But in my mind, it is worth the investment.

What is an Inbound Website and why should I use it?

An Inbound Website is one that helps drive traffic and increase sales leads.

It drives traffic through the quantity and quality of the content on your site.

It is content that is valuable for a specific customer, not a generic customer. If you have more than one type of customer, then you should have content specifically targeted to that individual.

“But I have lots of different types of customers, isn’t that a lot of content production?”

Yes, it is, and that’s why the investment is larger for an Inbound Website than a static site.

It also takes longer to see results if you’re just getting started, but that investment is worth it because soon you’ll have a large amount of content that is more valuable to your ideal customer.

It increases sales leads by providing opportunities for you to gain information about the customer and use that information to help them through the sales funnel.

What are the necessary components of an Inbound Website?

Here is what is needed when starting your Inbound Website:

Structure

There are different ways to structure your site, but whatever way you choose it should be simple, personalized, and have a purpose.

As an example, you can structure your site using your Buyer Persona’s and cluster your pages and posts together so that there is a common theme.

Design

Your site needs to have a modern look designed with the customer in mind. It needs to be mobile-ready, responsive, and easy to navigate.

Most WordPress websites have mobile-ready versions, and if you are looking for some design inspiration, try this page from Kuno Creative.

Conversion

Your pages need to have Calls-to-Action. A way for customers to take the next step in their decision-making process.

A CTA can be moving the reader to another section of your website, it can get them to provide an email address from a “learn more” button or subscribe to a newsletter.

Where do I start?

Hubspot is always a great place to get started. You can utilize their courses on website design which has lots of useful information.

You can also start with Flywheel which is what I use for my website hosting. They also have Agency Partners available if you’re needing a little help getting started in your design.

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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