The excitement of seeing your new HubSpot website live can be quite a thrill and many clients want to jump right into design so they can start envisioning what their site will look like. But you need a website that attracts the right kind of leads and guides those leads down your funnel. Your copy is your most valuable conversion tool. This guide is a tool to help you think about the content needs for your site and provides tips on creating great copy for your HubSpot website.
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It’s a struggle - how do you know how much content to write if you don’t know what the design looks like? Or, how do you design without the context around the content going on the page? This is a common challenge in the field of web design and development. Not considering content first typically follows one of the following paths:
Inbound Design Partners works with many clients and agencies that focus on inbound marketing, that at its core, is based on leading a client through the buyer’s journey with powerful content. We believe content is the core element of converting a potential client into a loyal customer. With this belief, we work with the content-first approach in designing and developing a website.
A content-first design strategy offers many benefits from creating a website plan and architecture focused on converting more website leads to creating a better website design vision that appeals to your target audience.
Clients choose to visit your site for one reason - to find answers to their problems.
This is true whether your website visitor is in the awareness, consideration or even the decision stage. Website copy is the most important element in providing a great user experience. Design enhances that experience, but the purpose of design is to emphasize the most important content and direct a user down their specific journey.
Your website content, not the design, is the communication between your website and the search engines potential leads use for finding answers. Optimized content is a “beacon” to web crawlers.
Designing a website page without content is like going grocery shopping without a meal plan. Yes, it’s possible, but you may end up spending extra money purchasing a lot of unneeded ingredients and not focusing on your actual needs. Seeing a content plan will allow better design decisions based on the context of the page.
How do you approach a content-first strategy? Think about your conversation with your potential leads.
Create content as though you are speaking directly to them.
Starting with the framework of a buyer persona identifies exactly who you are writing for and speeds up the process of content development.
How to Quickly & Easily Create a Buyer Persona [Free Tool]
How to Create Detailed Buyer Personas for Your Business [Free Persona Template]
20 Questions to Ask When Creating Buyer Personas [Free Template]
Another method for speeding up the content development process and ensure your content is connecting with your audience is understanding the benefits your product or service features provide them. Your content should be directed straight to your potential leads. By charting out each feature to a specific advantage and then to a specific benefit, you can create a more compelling sales message directed straight to your target audience.
Follow this simple 3-step process and your website copy will almost write itself!
By taking the time to fill out your features, advantages, and benefits chart, you’ll be able to identify the strongest benefits to your target audience in your website copy and generate the highest conversions.
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