5 Ways You're Overthinking Your Inbound Marketing Website

08/14/2014 3 min read Written by Samantha Winski

At the end of the day, your website should do a couple things. Attract quality traffic. Convert traffic into leads. Reflect and promote your brand.  Here are 5 things you are overthinking on your inbound marketing website because, in the grand scheme of things, they matter little.

1. Speaking to everyone about everything

Sometimes we catch our clients and ourselves in this hurry to address everything on our website.

  • Every persona

  • Every possible buying factor

  • Every industry

  • Every product or service offering

What you’re doing is creating a cluttered mess. Agree on a message that appeals to most and if in doubt, set up an A/B test to see which converts better. You can do this, we believe in you!

2. Internal reviews

Trying to involve your entire team with every blog post? Every image choice? “Too many cooks in the kitchen” is a real problem for many teams. Earn the trust of your team and establish an internal review workflow that doesn’t hold up your great content. A few tips:

  • If you are getting consistent feedback that a blog topic is off-strategy, ask for a blog strategy.

  • If you are getting consistent feedback on design or image selections, ask for a branding guide.

  • Agree on the key product messages and the value proposition that should come through with your content.

  • Revisit goals, personas and objectives as your business objectives change.

3. Your Navigation

Don’t fall into the trap of overthinking how to structure your website. Here are our top tips for putting together a user-centric navigation:

  • Run it by someone who doesn’t know your company jargon. Ask them to find a couple key pieces of content, are they successful? Where did they get stuck?

  • Look at your competitors, would you know where to go on their website?

  • If in doubt, the simpler approach is always the better approach.

4. Design Perfection

A great design can help you convert traffic and bring your message across with a great user experience. Find a trustworthy designer who can design templates that will help you do just that. Focus on edits that move you closer to your goals.

If in doubt, run a user test to get feedback from actual website users or set up a simple A/B test.

5. Dozens of Key Performance Indicators

Here at LyntonWeb, we love data. The fact that we can prove something works or see consistent improvement, it’s addicting. However, we still see the importance for a hierarchy in reporting. Focus on the important performance indicators. Work with your agency or internal team to identify the metrics that matter – so you can get back to moving the needle.

There are plenty of things to under-think – but we’ll leave that for another post. Need a partner to help you through a complex website redesign or to tighten up your editorial process? Reach out to us now to speak with one of our inbound marketing experts.

By: Samantha Winski

Samantha Winski is a Senior Onboarding Consultant with Lynton, helping companies move or optimize their HubSpot instances. She writes for Lynton remotely from Pittsburgh about process management and optimization using HubSpot.

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