How a Modern Website Redesign Boosted Leads 50% [Case Study]

As a provider of hypnotherapy training for mental health professionals, the Wellness Institute competes in a field saturated with “kooky,” low-quality websites. Wellness’ leadership team hoped a well-branded, high-quality website would stand out, establishing the institute’s credibility among an audience of experienced therapists with advanced degrees.

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May 18, 2016 10:52:23 AM
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Help! HubSpot Isn’t Tracking My WordPress Blog!

So you’ve just signed up for HubSpot and have a blog or website that’s hosted on WordPress, you want to make sure the two platforms are “talking” to each other. You want to be sure that HubSpot is accurately tracking your visitors so that you have access to all of HubSpot’s analytics, even when your site is hosted externally. Thankfully you don’t have to be a web guru to set this up.

If you’ve tried to set up tracking by installing a plugin, but you still can’t see page visits on any of your WordPress site pages within the HubSpot page performance tool, it’s likely due to one of two problems. Lucky for you, they’re easy to troubleshoot!

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Dec 24, 2015 8:00:00 AM
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The First 2 Questions to Ask Yourself Before Redesigning Your Company Website

“I do not like my business’s website, because…

  • It looks outdated with lousy images
  • It is not mobile optimized
  • It does not work
  • It is built on a content management system that no one knows how to use
  • The marketing department cannot make updates to the content.”

Does the above sound like you? Have you started to talk with web design shops about a new website for your business? Are you beginning to figure out how much you should budget for this project?

Here is my advice: PAUSE AND LET’S FOCUS ON THE REAL QUESTIONS THAT SHOULD BE ASKED BEFORE YOU UNDERTAKE ANY MAJOR WEBSITE PROJECT.

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Dec 10, 2015 9:47:57 AM
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3 percent is a good conversion rate for a new B2B website.

Every day I talk to entrepreneurs who are launching new B2B websites, hoping to build a pipeline of new business through content and inbound marketing. These business owners often rely on “conversion rate” as a measurement of their sites’ marketing performance.

A site’s conversion rate is the number of people that filled out a form on that site divided by the total number of website visitors, expressed as a percentage (leads/visits). This is an important metric for gauging your buyer’s interest in your website content.

But if your B2B website is brand new, how can you know what kind of conversion rate it will have? Knowing what to expect when you have no previous conversion rate data on your site is important for setting expectations with the rest of your team.

I recently helped Patrick Truhlar, Managing Member at Steady Returns LLC, with this very problem. He wanted to know what to expect in terms of conversion rate for his new site, which is launching in March. After a couple weeks of digging into his current site’s history of performance, I set some expectations for starting up content marketing with fewer than 200 visits per month coming to his website, which is his current site’s trend.

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Jan 21, 2015 8:30:00 AM
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Inbound Design Series: 4 Examples of Fantastic Enterprise Website Design


This is the first entry in my Inbound Design Series where we take a look at web design best practices for the inbound marketing world. I'll be covering design best practices, giving inbound design tips, and showing some examples of real websites.

The Value of Good Design

Design is valuable, an investment, and will pay dividends over the life of your business.

First and foremost, your website may be one of the first things that a potential customer sees related to your brand. If they come to a website that looks like it was built in 1995 using Adobe Dreamweaver, this will reflect poorly on the brand. Worse, a bad design may be enough to send someone running back to Google and into the arms of a competitor that has a website that is easy on the eyes.

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Apr 22, 2014 2:47:00 PM
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Does Your Marketing Have a High Emotional IQ?

Emotions have a powerful influence on decision-making and behavior.  When you leverage the power emotion, you can create more engaging content and connect with your audience in a real way.  Content marketing is becoming increasingly competitive, and brands are using everything in their arsenals to outdo their competitors.  Although content must have a strong emotional impact in order to go viral, some types of emotions yield better results than others.  However, both positive as well as negative emotions can amplify the reach of your content.  If your branding and marketing are not emotionally savvy, it is high time that you raise their emotional IQs. 

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Jan 16, 2014 9:00:00 PM
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The Rising Influence of Social Media

Social media is not a flash in the pan.  It is a big deal and has become so integral to modern life.  Many prospects may not even take a company seriously, if it does notSocial-Media-Marketing-Horse-Race have a presence on Facebook and Twitter.  Organizations that ignore social media marketing do so at their own peril.  Most major corporations have a presence on some, if not all, of the major social networks—FacebookTwitterLinkedIn and Google+.  Doing social media marketing right requires genuine engagement, smart content curation and the sharing of your own original, highly shareable content.  Excellent content creation is critical.  Without it, social media success does not have real value.  Attracting a larger captive audience on social media is great.  However, what good does it bring, if you are not achieving increased website traffic, lead generation and ultimately more new business as a result of your social media efforts?

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Feb 15, 2013 12:34:00 PM
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Why Your Company Needs to Blog

With all the hullabaloo surrounding social media, business blogging is not getting the attention it rightfully deserves.  There are so many benefits of maintaining an effective company blog, and companies who do not risk business-blogging-inbound-marketingmissing out on opportunities for increased lead generation, more new business and amplified brand recognition—to name only a few.  According to HubSpot,  companies that maintain blogs attract 55% more website visitors, get 97% more inbound links and have 434% more indexed web pages than companies without blogs.  The more often a company blogs, the more traffic and leads it will be able to produce.  Businesses that produce at least 20 blog posts per month generate over five times more traffic than those that produce less than four per month.  Additionally, companies that blog at least 20 times per month generate four times more leads than those without a blog.  Clearly, high-quality business blogging has real value.  Learn how to take your content marketing to the next level.

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Jan 31, 2013 10:38:00 AM
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Two Epic InfoGraphics On Social Media and Content Marketing

I admit it, I never really got the infographic craze. All the scrolling. The information density. I could see it in a 6 foot poster on my wall but studying the image on my 20” monitor just didn’t inspire me. So an infographic really needs to scream value in order to get my attention or get me to share it. That said, there are two recent infographics about trends that do have my attention. Here they are, and here are my thoughts on each.trending now infographics

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Nov 27, 2012 8:59:00 AM
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Help, My Inbound Marketing Produces Too Many Leads!

It’s an inbound marketing agency’s dream come true. The client calls to say, “Stop, please, we have too many leads!”. Except when the call comes at 10PM while you're watching your favorite hoops team fighting for its life in double overtime and when the “leads” are actually a form spam bot that has found, and is assaulting one of your client’s lead forms. Your dream come true has become the inbound marketer’s version of spamageddon. lead form spam bot

What can you do about automated fill-in bots attacking your forms? Getting hundreds or thousands of garbage leads that clog up your marketing analytics and have to be purged from the database isn’t a good demonstration of the value of inbound marketing. There are some steps you can take to protect yourself in the form bot wars. Which defense is right for your business, school or non-profit?

CAPTCHA!

We’ve all run across this one. Those annoying, impossible to read strings of random characters that you have to parse and type into a text box correctly in order to submit a form. CAPTCHA, or as I like to call these forms, Gotcha!

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Mar 1, 2012 6:35:00 AM
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