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Inbound Marketing Age

How B2B companies can create a memorable digital experience for customers

Written by Katie Hughes  |  28, July, 2020  |  0 Comments  Subscribe

What do your customers see, feel and experience when they visit your website? Can they easily navigate to your services? Is the layout easy to follow? Does your website communicate quickly and succinctly how your products or services can solve for their pain?

Your website should be designed in such a way that it offers a flawless digital experience for your customers.

Your website also needs to address the core concerns of your customers head-on. You want visitors to your site to go away feeling lighter than they did before because you’ve shown them there is a solution to their problems.

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HubSpot's CMS Hub: what does it mean for Marketing Managers?

Written by Katie Hughes  |  6, May, 2020  |  0 Comments  Subscribe

The HubSpot CMS just got better. That's not only good news for the 63% of marketers investing in a website upgrade this year, but for all marketing managers struggling with the day-to-day frustrations of managing their site.

HubSpot has launched the new CMS Hub - a content management system that promises to "take the pain out of managing your website so you can get back to focusing on the customer experience."

But what is CMS Hub, exactly? And how can it help you manage your website?

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What are the best free design tools for B2B content writers?

Written by Maddy Bogacki  |  12, September, 2019  |  0 Comments  Subscribe

As a writer with oodles of interesting ideas and creative flair you might be tempted to explore your artistic side every now and then and create custom visual content that will complement your copy. So, if you're in the mood for some light experimentation, what tools are available to you, and how easy are they to pick up and give a go?

Here's a short guide to the best free assets for your visual content toolkit.

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How to fold SEO into your website design

Written by Maddy Bogacki  |  26, August, 2019  |  0 Comments  Subscribe

Are your website designs sensitive enough to modern SEO tactics?

Incorporating SEO best practices into your website from the ground up will help you to increase the quality and volume of website traffic, and deliver a more pleasing user experience for your site visitors.

Follow these tips to build a business website that both bots and people will love.

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What's the secret to making a persuasive CTA in HubSpot?

Written by Maddy Bogacki  |  17, July, 2019  |  0 Comments  Subscribe

'Call-to-action’ (CTA) describes a website element that is designed to promote an offer and guide visitors toward it. Typically, they come in the shape of a button, image or textual hyperlink. CTAs are a powerful marketing tool that help to increase awareness and invite meaningful engagement from potential - or existing - customers. They can be thought of as a directional cue that shows interested parties where to head next.

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3 videos people want to see on your B2B website

Written by Maddy Bogacki  |  24, April, 2019  |  0 Comments  Subscribe

87% of marketing professionals use video as a digital marketing tool. And Cisco has predicted that by 2021, more than 80% of internet traffic will be video.

The demand is there, as is the accessibility and affordability. The big question is, where do you start?

Here's an introduction to the 3 most impactful B2B videos your business can create.

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Image alt-text: the good the bad and the ugly

Written by Maddy Bogacki  |  12, December, 2018  |  0 Comments  Subscribe

Images are a key component for almost every website - it’s hard to find a page online that doesn’t contain at least one. 

For this reason, image optimisation plays a vital role in B2B website housekeeping. The benefits are plentiful. Optimising your images helps them to rank higher on SERPs, makes them more voice search friendly, funnels higher quality traffic to your page and ultimately improves UX.

With that in mind, alt-text is one of the most obvious places to start.

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10 common website mistakes that could be costing you customers

Written by Nicola Risi  |  28, November, 2018  |  0 Comments  Subscribe

Imagine you are a shop owner, selling to the general public. As the centre of your business, the building itself would be somewhere customers feel comfortable, at ease, guided by clear signage and top notch customer service advisors. Shelves would be stacked in an orderly and strategic manner, items would be priced clearly, and staff would be friendly, helpful and available.

What’s more, the store would be clean and warm (or cool, depending on your hemisphere...), with an engaging and attractive interior that is aligned with your brand identity. 

The reason I paint this picture is because your website deserves the same investment. 

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12 tips for a simpler, savvier and smarter UX

Written by Nicola Risi  |  31, October, 2018  |  0 Comments  Subscribe

“It’s not very user-friendly.” 

You've maybe used those words before, or heard them muttered in frustration as a friend, relative or colleague tries to navigate their way around a poorly designed app or a website.

But they are most certainly not words you want to be associated with your own website or app.

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How to optimise images for better B2B website speed

Written by Maddy Bogacki  |  3, July, 2018  |  0 Comments  Subscribe

You might be missing out on an easy opportunity to improve your company’s website performance: image optimisation.

Google recommends image optimisation as one of the top three fixes for slow page load time. Images make a staggering difference and often account for most of the bytes downloaded on a page.

Including at least one image in a post can potentially double share rates, and help readers to retain more information than text alone. Images deliver the core message of your content.

Removing images from your site isn’t viable, but reducing their weight is.

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Does your professional services company need a website redesign?

Written by Katie Hughes  |  27, October, 2017  |  0 Comments  Subscribe

Research shows that 80 per cent of professional services buyers visit a company’s website to evaluate them as a potential provider.

So, if you're a professional services company your website needs to be giving off all the right messages.

Your website is a product of your business, and therefore a reflection of your work. A poorly designed website gives the impression you don’t care for your customers and are ok with mediocrity.

The point is, your website can make or break your business.

Take Apple for example. As one of the largest global technology companies, you’d expect them to have a well-designed and responsive website, right? Otherwise, how could anyone trust their products?

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SEO Trends: What to expect in 2018

Written by Nicola Risi  |  6, October, 2017  |  0 Comments  Subscribe

Google is the master of user experience.

Tirelessly working to update their algorithms, analyse user behaviour, study intent, goals, and gripes to ensure the best experience possible.

And, they do all of this while keeping their staff well-fed and well-kept with ball pits, slides, and free lunches. What gives?!

It’s no accident that Google has cemented its reputation as the internet leader, seeing us through an unforgiving digital revolution.

They don’t get complacent.

We’re highly adaptable creatures, and the way we access and consume content is constantly changing in line with advancements in technology. Equally, the volume of online information is growing, and algorithms have a responsibility to present us with what they deem the top portion of content in a sea of endless web pages.

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3 simple reasons to love mobile first design

Written by Maddy Bogacki  |  4, October, 2017  |  0 Comments  Subscribe

It’s completely natural to want to approach your web design 'desktop first'. When you plot out your best content ideas the instinct is to go big. You're itching to impress with a great looking website that promotes the heart of your business, and for that you want a big canvas.

However, although a striking desktop presence is important, focusing on achieving that - rather than site optimisation for mobile - neglects the behaviour of a significant portion of website visitors.

An astounding amount of traffic is generated by users on mobile devices: 65% of all digital media time is spent on them. Arguably, desktop use is now secondary. The affordability of smartphones and popularity of tablets suggests this percentage is unlikely to decrease.

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How to write excellent microcopy that maximises conversion rates

Written by Nicola Risi  |  13, September, 2017  |  1 Comment  Subscribe

We’ve written about optimisation strategies and SEO before. And sure, they are some of the most effective ways to drive traffic to your website. But what happens after you’ve been found? The goal changes, right?

You need conversions.

Converting your visitors into leads, your leads into customers, and your customers into promoters takes time and investment. And perhaps one of the biggest investments is your microcopy.

We're talking about those small blocks of text in highly trafficked areas of your site, including CTA buttons, instructional copy and messages of reassurance. They tell users what to do (“Write your full name here”), alleviate concerns ("Don’t worry, we’ll only use your email address once”), and move them deeper into your site (“Learn more”).

Get these right, and your chances of converting can increase tenfold. 

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