Your website is your presentation card. In fact, it’s even more important than that, because unlike the latter, people can find it organically. They don’t need to meet you at a networking event or have a friend of a friend recommend you. They just enter a question into a search engine, and there you are!
But getting found doesn’t happen by luck or accident. You have to spend plenty of time strategizing about search engine optimization (SEO). You also need to dedicate time for continuing education, so that you’re always on top of new trends and whenever Google changes its algorithm.
It can be exhausting. It’s most definitely time consuming. But it’s also rewarding — and when done properly — an excellent way to boost your ROI.
A lot of components come into play in order to keep your website optimized. User experience is the foundation. And on top of that, you have to build well-crafted, informative, useful, and relevant content. You also want to delight prospects and customers as they engage with you. And ultimately, you want to keep track of everything to ensure your efforts are moving you towards your quarterly goals.
So let’s take a closer look at why integrating HubSpot with your website helps you achieve all of these elements.
Content Management System (CMS)
HubSpot’s content management system is so user friendly, you can craft and edit your content, create CTA buttons, and use modules, without needing to know anything about coding. You can use drag-and-drop functionalities and tailor your pages to fit your brand style. It also comes with built-in SEO recommendations, landing page templates, email marketing templates, marketing automation tools, and social media management.
Customer Relationship Management (CRM)
Having an effective customer relationship management system is crucial. Specifically speaking of HubSpot’s CRM, every time a website visitor fills out a landing page form, their information will be stored in their file in your CRM. You’ll have their names, contact information, and whatever else was relevant to the form; and you can then use this data to nurture your leads and provide a more personalized experience.
When you store your contact database in HubSpot’s CRM, they are automatically categorized into one of eight lifecycle stages: subscribers, leads, marketing qualified leads (MQLs), sales qualified leads (SQLs), opportunities, customers, evangelists, and other. This makes it a lot easier for your business to provide them with information that’s specifically relevant to where they are on their buyer’s journey. The more helpful you are, the higher the likelihood of them continuing to move along the sales funnel.
Speaking of buyer’s journey, it’s clear that not everyone who visits your website is ready to buy. And while you definitely want to build up those relationships until they are, it behooves your sales team to prioritize those who are ready to reach for their wallets. You have to strike while the iron’s hot or risk losing them to a competitor. HubSpot’s lead scoring tool enables you to accurately gauge a lead’s interest so that they can reach out at the most ideal times.
Customer service is the backbone of any business. Treat your prospects and customers well, and they’ll not only keep coming back, but also refer people in their network. HubSpot’s Service Hub works well with its CRM, since every single contact’s information is stored in a single centralized location, enabling you to approach each communication within context. It also comes with tools such as live chat and chatbots to make it easier for people to reach you and get fast answers for simpler or frequently asked questions. In addition, certain tasks can be automatically routed to the appropriate service rep — helping you minimize wait times and having to transfer people from department to department.
Tracking website visitors is the only way to accurately gauge how all elements of your website are working. Are you getting enough organic traffic? What are all the sources of traffic? Which pages are they visiting the most? Which ones have the highest bounce rates? How far down the page do people scroll to? Are there calls to action that get good conversion rates? Are there any that are largely ignored? Set up customized dashboards to monitor the metrics you care about the most to see whether anything needs to be modified or A/B tested.
Keep in mind that these tools exist within different hubs (marketing, sales, and service); and that there are even more features depending on whether you have a starter, professional, or enterprise account.
Alright. Now that you know of all the ways HubSpot will make your life infinitely easier, let’s go over how to integrate it to your site.
- Log into your HubSpot account, and click on the Settings icon on the top right hand corner of the screen.
- There will be a menu on the left side of the screen. Click on Tracking & Analytics.
- Click on Tracking Code. When the code appears on screen, copy it into your clipboard.
- Now, go to the back end of your website and paste this code before the </body> tag in the HTML code for every single one of your webpages.
- If you’re not sure how to access the HTML code in your CMS, you’ll have to reach out to your provider, since this varies from system to system.
As you can see, this is a relatively simple process, yet you'll immediately start reaping the benefits — something that will make you, your teams, and your customers a lot happier.
Once you get used to HubSpot, you’ll wonder how you ever lived without it. However, since the platform offers so many features for each individual hub, you may not be aware of specific tools that can help you optimize your website. But not to worry! We can help you figure it out! Get a free HubSpot audit (seriously. It’s free!) We’ll also send you actionable steps so that you can get the most out of your account — and watch your business grow accordingly.