6 secrets of effective websites

A Detailed eBook sharing the 6 Secret tips for effective, successful websites. From search engine optimization to social media, you will learn the tools to create and manage your business’s content and to attract new leads.

Search

A Detailed eBook sharing the 6 Secret tips for effective, successful websites From search engine optimization to social media, you will learn the tools to create and manage your business’s content and to attract new leads

of Effective Websites

Table of Contents

Why Inbound Marketing?

Secret 1: Home Page Design

Secret 2: SEO

Secret 3: Blogging

Secret 4: Social Media

Secret 5: Landing Pages

Secret 6: Lead Nurturing

Take-Away

Contact Us!

Citations

2 9 14 24 32 41 48 56 57 58

Why Inbound Marketing?

Over 75% of adults in the United States use the

Internet1 Experts estimate that 8 new people come

online each second2 At least 10 billion Google

searches are performed each month3 and one third

of the population spends at least 3 hours online

each day4 Highly effective websites know the internet

has changed the way people make purchasing

de-cisions Maintaining an active brand presence online

is essential Inbound Marketing lets companies get

found by the people that matter

FACT

THE INTERNET HAS FUNDAMENTALLY CHANGED THE WAY PEOPLE FIND,

DISCOVER & SHARE

Source: 120 Marketing Stats, Page 5

research products ONLINE.

Did You Know?

Source: 120 Marketing Stats, Pg 26

It’s a fact that consumers worldwide are rapidly

adopting major search engines as the top way to

begin making purchase decisions The internet is

beating out newspapers and magazines and quickly

becoming the top way that people perform research

Can your customers find your company online?

Inbound Marketing shifts your focus from finding

prospects to being found by people who want to

be your customers

Best of all? Inbound marketing works, and it’s cheap

It’s a fact that outbound marketing just doesn’t work

like it used to The average consumer is bombarded

with between 3,500 and 5,000 marketing messages

each day5 People have become experts at tuning

out traditional modes of advertising

Source: 120 Marketing Stats, page 10

Blogs, social media and email marketing will take

your marketing budget a lot further than traditional

interruption advertising campaigns The average

inbound lead now costs significantly less than an

outbound lead6

Inbound marketing costs 61% LESS

per lead than traditional outbound marketing.

OUTBOUND

Average cost per lead = $346 INBOUND

Average cost per lead = $135

What Are You Waiting For?

Blogs, social media and most importantly search

engine optimization will increase your reach and

provide you with the most value for your marketing

budget Inbound marketing isn’t a fleeting fad or a one

hit wonder You’re simply adjusting your approach

to meet the changing needs of modern consumers

The world is changing, and inbound marketing has

become the smartest way to get your company’s

message out

Inbound Marketing Works

Source: 120 Marketing Stats, Page 22

THE BOTTOM LINE

Go inbound or go home.

In this eBook, you’ll learn the 6 secrets of effective

websites who know how to be found by the leads

that matter From social media to SEO, you’ll learn

the tricks to building relationships with customers

that count Just having a website isn’t enough,

so listen closely and commit to taking your company

to the next level

Jump into action with a commitment to building an

online presence so you no longer have to worry

about finding business Let your future business

leads find you!

10HOMEPAGE DESIGN

SECRET #1: Homepage Design

Your website homepage will be the first time the majority of

visitors to your company website meet your company Getting

the design right is crucial for giving a professional first

impression Pack as much information as possible into this

homepage Hubspot’s 12 crucial components of effective

home page design will yield the best possible results.

12 Critical Elements

Every Homepage Must Have

Click here for more information

Getting Started with Building an Impressive Homepage

1: Write on-page content that will pack a big

punch The goal is to incorporate as much information

into the descriptions of your company as possible

Within paragraphs, website visitors should know

what your company does, why it matters and how it

can help them

2: Make it visual Display your company logo in a

prominent location and include visual representations

of your business, especially if your product or service

is a little complex

On the Go To Meeting virtual business meeting website, visitors are offered a

clear image that depicts a way that Go To Meeting can be used.

3: Offer a variety of ways to connect In addition

to links to the company blog, calls to action and

more information about your products and services,

allow your customers to take the connections off

the website with visible links to your social media

profiles

4: Don’t be modest Your homepage is a perfect

place to boldly display most impressive customer

testimonials and awards your company has received

List the logos of any business associations to

which you belong The Bottom Line is your company

homepage is a first-impression for many of your

customers, so make sure you put your most

pro-fessional face forward

SEARCH ENGINE

OPTIMIZATION

SECRET #2: SEO

If search engines can’t find your website,

your prospects can’t either While the

major-ity of modern consumers are using the web

to find the best deals and products, the

overwhelming majority of your customers

aren’t going to look too hard Highly

effec-tive websites know that Search Engine

Optimization (SEO) is the very best step

towards developing a visible online presence

If your company doesn’t take the time to

achieve and maintain a high ranking in

major search engines, you could be losing

loads of business to your competitors

SEARCH

ENGINE

OPTIMIZATION

Did You Know?

We already mentioned that consumers worldwide

perform a staggering 10 BILLION GOOGLE SEARCHES

each month Beyond that, 44% of consumers

begin their pur chase by performing research on

a major sea rch engine ?

That’s around 4.4 billion searches each month from

people who just might need your company’s product

Smart websites know that in order to get traffic

from qualified leads, they need to be visible and

in the TOP PAGE of search results

75% of usersnever scroll pastthe first page ofsearch results

That’s right, 75% of search engine users never scroll

past the first page of search results 8 60% of organic

traffic goes to the top 3 rankings for search results 9 If

your website comes in 4th or on the 2nd page of searches,

you might as well not be online at all The solution isn’t

to resort to “pay per click” online advertising 70% of all

web traffic is organic 10 , meaning it comes from people who

are using search engines to find their own answers and

solutions The average consumer looks increasingly like

someone who is smart, savvy and makes purchase decisions

by performing their own research The trick to placing

your website where it can be found by people who matter

is adopting SEO.

Source: 120 marketing stats, page 33

FACT

GOOGLE IS THE NEW YELLOW PAGES

It’s a fact that Google is the new yellow pages, and

top search ranking is more effective than paid

ad-vertising In order to achieve and maintain a high

ranking in major search engines, you need to

adopt keyword analysis Keep an eye on

industry-relevant keywords and produce quality website

content that incorporates these keywords The

most effective websites take advantage of page

descriptions, alt text, meta tags and meta descriptions

to use top keywords Think of keywords as the best

way to introduce your website to search engines

The more information and relevant keywords you

provide to search engines, the more likely they are

to introduce you to qualified leads

Figure out your starting point by summarizing your

company in a single search term, whether you are

a Dentist in Denver or an Esthetician in Edmonton

Plug this phrase into a major search engine, and

see what happens If you aren’t listed on the top

page of search results, you are losing at least

75% of your prospects to competitors

Getting Started with On-Page SEO:

SEO best practices require using keywords everywhere you can

while still maintaining smart, valuable content with a great flow

Learn to maximize your keyword density by identifying the prime

real estate for keywords on each web page.

1: URL Your page URL should accurately describe

the content and include the primary keyword

Check out this example from Inbound Marketing

Agent’s top-performing blog content, You Can’t Eat

a Facebook Like:

The primary keyword, “Facebook Like” is a clear

member of the URL, adding an extra punch of SEO

2: Page Title If SEO was an introduction, page

titles would be the name Pick a title and give your

content a little extra SEO mileage by including an

H1 tag, defined as an in-text introduction to your

content Through the use of an H1 tag, we’ve been

able to include the primary keyword twice

3: Alt text includes keywords Alt Text is SEO for

your on-page images Write a short sentence that

briefly describes the content with the primary keyword:

4: Keyword Density Track your keyword density in

the on-page text, aiming for a target of about

2.5-3.5% Producing content within the range of this

target density will maximize the visibility to search

engines without sacrificing quality Use secondary

longtail keywords, defined as key phrases that are

at least 3 words in length, in addition to the primary

keyword for more targeted SEO

We post content through the Hubspot module, which allows

us to simply and easily tag images with a short, pithy description centered around the primary keyword

5: Meta description Use your secondary keyword

and a third keyword Write a sentence or two that

accurately describe the content without exactly

replicating the title This is a perfect place for including

longtail keywords

This is a sneak peek into the meta keywords and

meta description aspect of the Hubspot module

You can see that we’ve clearly differentiated the

meta description by including a longtail keyword, in

this case “value of Facebook like.”

FACT

THE MORE KEYWORD-RICH CONTENT YOU GENERATE, THE MORE SEARCH ENGINES WILL FIND (AND LOVE) YOU.

The bottom line is that your search ranking

counts big, so optimizing isn’t optional.

25BLOGGING

SECRET #3: BLOGGING

Smart inbound marketers know that SEO isn’t a

one-time effort to pack as many keywords as

possible onto their websites Maintaining a

high-quality company blog offers an opportunity to

release keyword-rich content that matters on a

regular basis When it comes to being noticed and

earning high search rankings, blogging really works

Business to Consumer companies who blog

gener-ate 88% more leads each month than those who don’t11

Source: 120 marketing stats, page 37

Just having a company blog isn’t enough How do

you make sure your content gets along well with

search engines and impacts your bottom line?

Don’t forget your FACE!

FREQUENT – Your website is ranked by the frequency

and bulk of content Post at least 3 times a week for best

results Blogging frequently offers the benefit of

releas-ing new content to match changes in consumer needs

and industry-wide trends.

AUTHORITATIVE – one of the top benefits of the small

business blog is the ability to establish expertise in your

field Strive for blog entries that are between 600-1000

words in length and offer real value and insight to your

readers

CITED - if you didn’t personally snap the image, crunch

the numbers or state the idea, credit the source with an

in-text link Citing sources is good business and you may

even receive some link-love back!

ENGAGING - Comments, shares, +1s and tweets count

big in search engine results Make sure your content isn’t

just quality, it inspires followers to share the information

within their own networks or add opinions in the

com-ments Asking interesting questions is a top way to spark

engagement on your business blog.

Develop a content calendar for your business blog

based around a variety of topics and keywords

that matter to your future customers, and stick

to the plan Tutorials, frequently-asked customer

questions and Top 10 lists are all a great starting

place for content of value

Calen dar

Use your company blog to network with other

savvy marketers in your industry who’ve adopted

inbound marketing practices Trade guest posts

and share links in hopes of earning inbound links

Inbound links count big when it comes to major

search engine ranking While Google’s algorithm

is a well-kept secret, it’s estimated that inbound

links could matter as much as 70% more than your

on-page SEO strategy12 Your blog content should

matter to customers and be smart enough to spark

discussion off site

Are you among the 2/3 of marketers who say their

company blog is “critical” or “important” to their

business13? Make sure your blog pays off by

delivering content of real value to your readers

Write great content by shifting your focus towards

your customers and keeping it there

Getting Started with Blogging:

1: Keyword Analysis Pick great topics that will give

your blog plenty of SEO mileage Choose specific

keywords that are easy to rank for Keeping an eye

on trending topics will allow you to deliver content

that matters to your readers

2: Content Calendar Develop one that will guide

you through getting started with blogging Hubspot

recommends planning out content at least a month

in advance; citing the fact that most print magazines

know what they’ll be covering in a year Work on

including a variety of topics that are inspired by

high-potential keywords in many different styles

Tutorials, frequently-asked questions and top10

lists are all an excellent starting place for content

3: Deliver content Commit to do so on a regular

basis Write 600-1000 word long posts packed full

of interesting, valuable information that matters to

your readers Try and give yourself a little insurance

for a consistent blog presence by scheduling posts

in advance and always having several posts in reserve

4: Reach and Traffic Expand yours by actively

promoting the content on social media networks

Build relationships with other industry bloggers

to exchange guest posts and invaluable inbound

links

Source: 120 marketing stats, page 41

33SOCIAL MEDIA

SECRET #4: SOCIAL MEDIA

Even though the Internet is now dominating purchase

decisions, relationships still matter Building real

relationships with your customers is still essential,

but the conversations are now taking place on

major social media networks if you’re wondering

whether social media is just for teens, the answer

is definitely not

93% of US adult Internet users are on Facebook14

Facebook boasts over 845 million members, 57% of

which visit the site daily15 Twitter has at least 175

million users16 and there are 170 million people on

Google+17 Most impressively,

1 out of every 7 minutes spent

online is on Facebook18

If you’re wondering what the average Facebook

user looks like, there isn’t an easy answer because

social media penetration is high and shows no

signs of stopping