In inbound marketing, the journey a person takes from being an unknown site visitor to becoming a customer is often characterized as a funnel. This funnel is broken down into three stages with awareness coming first, consideration second, and the buying or decision stage last.
When you’re building a business website, these stages can work as a guide for the web design process, especially if you’ve decided to design a custom website specifically optimized for inbound marketing.
Using custom web design for the awareness stage of inbound marketing is an excellent opportunity to capture prospective customers’ imaginations. It's a way to get your brand assimilated into their minds early on so they’re more familiar with you once they reach the consideration stage of their buyer’s journey.
If you think this can get done with a generic, pre-fab design, think again. The only way to maintain control and bring unique content to your customers is to go the custom route. What's important, though, is to plan out your design so it aligns with your inbound marketing campaign.
In this case, it means getting your ideas ready before the design phase begins. The inbound methodology means attracting customers, so you'll need to brainstorm for optimized content that will get found in the search engines. Plus, creating compelling content for awareness is a key to differentiating you from your competitors.
Remember: The awareness stage is all about education.
Creating a Story Behind Your Brand
Wrapping a story around the design of your site is one effective way to integrate inbound marketing with web design. Storytelling is a vital part of the awareness stage because it brings in elements like pain points and the different ways to solve those problems.
It’s possible to consolidate these elements when it comes to introducing your brand to a first-time visitor. Whether it's through an introductory video on your main page or in an infographic you post on your blog, find ways to integrate everything into a compact space that is displayed consistently throughout your site.
Being concise is a plus in a time when the public wants information fast. Creating great content and designing it to be easily sharable on social media gets you off to a good start, and it helps to give your marketing strategy a jump start.
Creating Logos and Slogans
When you create a logo or slogan, you're essentially using more storytelling in smaller form. You want to create a logo that's easy to assimilate on your website, as well as slogans people remember upon first sight.
The way to do this is to incorporate subtle elements you know your buyers want and gravitate toward. By creating buyer personas, a representation of your ideal customers, you'll have a better idea as to how to incorporate attractive psychological design elements.
Colors in your logo matter greatly and influence specific emotions. So do slogans, as long as they're done the right way. Those who create slogans say you need to keep them extremely short and simple. Sometimes all it takes is four words strategically placed on your website to send a powerful statement resonating in the minds of your prospects.
On the technical side, your custom website needs to incorporate proper SEO so that once the site goes live, it's easily found in search engines. Developing long-tail keywords and head terms gives you a powerful mix to gain you better placement on Google.
What's essential here is to research these keywords and terms to see which ones rank best with competitors. As a result, you'll come up with more conversational words your customer base is more apt to use when doing an online search.
Developing Trust in Your Industry
Consumers are far more scrutinizing today when it comes to finding the best quality. By creating trust in your brand upon first visit, your awareness campaign becomes compelling. You and your design team can help this along by adding statistics on your site defining pain points and the solutions. This way, when people find your site, they will know they’re in the right place and will use you as a resource for information.
At the end of the day, how you choose to deliver the content and your design is a part of the strategy. What’s most important is to keep things simple, educational, and about your prospects’ paint points—not just about you or your business.