Inbound Website Architecture – Designing a Website Built for Inbound Marketing
Inbound Website Architecture is what makes your website great?isn?t it? ?Well…if you don’t know the answer to this question, you may want to keep reading. ?There?s a dirty little secret your current marketing firm?doesn’t?want to tell you ?
Your site probably?isn’t?built for Inbound Website Architecture. (Take a gasp!)
That might not sound like a big deal, especially if you don?t know about Inbound Marketing, but if you care about your business, it is. ?Today, the companies on the rise are realizing huge ROI (with smaller investments) from Inbound.
But, yes, there is a catch:
You need a website built using inbound website architecture.
In?other words? your website needs to be built in a manner able to house forms, calls-to-actions (CTA’s) and landing pages, all of the tools that make Inbound Marketing hum.
If your website was built only a few years ago, it ?probably wasn’t done so with inbound website architecture in-mind. Now, I know what you?re thinking,
?How did those idiots miss that!?
That frustration is understandable, but don’t beat them up too bad.?Inbound Marketing was only in its infancy at that point. ?Back to your marketing firm, if they haven?t brought this up?they should have… and you should be wondering why they haven’t.
Inbound Marketing is something you must take full advantage of to be competitive in your industry.
Here?s the basic elements of architecture your website needs to handle Inbound Marketing:
- Sliders on Homepage:
What do you need your visitors to see when entering your website? ?They need to see a Call-to-Action or CTA. The best practice for the home page includes a slider above the fold. ?This slider will serve up your CTA?s to all parts of the sales funnel. Keep in mind, some older websites won?t be able to accommodate this formatting change.
- CTA?s in the Side Bar:
Where?s the next best place to leave a CTA? ?The side bar. ?What is great about the side bar is the ability to add multiple CTA?s, which can rotate depending on the visitor/lead position in the sales funnel. Older websites probably don?t have the ability to add anything in the side bar.
- Landing Pages:
Once someone has clicked on a CTA, they should be led to a landing page. By leading them here, you have a better chance of converting the lead. There is less to be distracted by. ?With a dedicated landing page, a more strongly targeted message can be used and all of the pertinent information they need to make a decision is served up to them in one place.
Second to the homepage, the blog is an amazing place to house your CTA?s. But, once again, your CMS may not have the ability to add a blog. Without a blog, you will have less chance of being found on Google, and your user experience will be so much lower you can forget about being found in searches. ?A blog adds value and credibility to your website, giving your visitor contextual content to read and making you a valuable resource!
Conclusion: ?Inbound website architecture is the single most important component to consider when building a new website, but many websites built only a few years ago don?t have the ability to handle Inbound strategy.
Before you leave your web developer an angry voice mail, let us take a look at your website. We can analyze the architecture, and make recommendations based on our complimentary Inbound Marketing Assessment that will have them thinking you know what you’re talking about.