Your website should be more than a digital business card. Your website needs to work as your hardest-working marketing tool-attracting the right people, generating qualified leads, and supporting your sales team.
If your site isn’t helping you grow your business, it’s time to rethink the role it plays. At Uncle Jake Media, we guide our clients through website redesigns that transform outdated sites into growth-driven digital platforms. Let’s explore what it takes to design your website as an effective, modern marketing tool.
Your Website’s Job Is to Generate Leads
Just like you show up for work every day, your website should be doing its job, too.
That means your website is:
- Capturing attention from the right visitors
- Educating visitors with helpful content
- Converting visitors into leads that you can nurture into customers
Your website is your 24/7 salesperson, and if it’s not bringing in quality leads, it’s time to find out why.
Where does your site stand? Request a free website audit or download our Inbound Marketing Website Checklist to get started.
Design Your Website for Inbound Marketing: Attract, Convert, Close, Delight
The most effective websites are built around the inbound marketing methodology: Attract, Convert, Close, Delight.
A website designed with this system not only attracts ideal customers but also converts them into leads, supports your sales process, and turns customers into promoters.
Let’s break it down.
1. Attract: Drive the Right Traffic
An effective marketing website doesn’t just get traffic. It gets the right traffic. That starts by identifying your ideal customers (also known as buyer personas) and creating content that addresses their questions.
Key tactics:
- SEO and Answer Engine Optimization (AEO): Use long-tail, intent-driven keywords that both Google and AI-powered tools (like ChatGPT or Google's AI generative search results) can understand and surface.
- Helpful blog content: Answer common questions your audience is already searching for. Check out our blog for examples.
- Strategic content marketing: Create pages and resources focused on high-value topics and services your ideal customers need and that you can use to capture your leads’ information.
UJM tip: Focus on content that directly answers questions using FAQs and bullet points; this boosts visibility in both traditional and AI search results. Check out more tips on how to write an SEO optimized blog post.
2. Convert: Turn Visitors into Leads
Once the right people are on your site, you need to capture their information. This is where conversion optimization (CRO) becomes critical.
Must-haves for website lead conversion:
- Clear CTAs: Use buttons that guide visitors to take the next step (e.g., “Schedule a Free Meeting,” “Download the Checklist”).
- Easy-to-use forms: Keep it simple. Ask only for the contact information that you need to qualify them as a potential ideal prospect. (i.e., email address, job title, company name)
- Gated content offers: Utilize downloads (such as checklists or guides) to provide value in exchange for email addresses. Take a look at some of our resources for examples.
- Strategic page layout: Make CTAs and forms visible early, especially on service and landing pages. Place them higher on the page so the user doesn't have to scroll too far to see your content offers.
Bonus: HubSpot Integration
Want to level up? Connect your forms to a CRM like HubSpot, where you can:
- Store and segment leads automatically
- Trigger automated follow-up emails that nurture your new leads.
- Track lead activity across your site to help determine what content is working and what is not.
As a HubSpot Certified Solutions Partner, we help businesses like yours connect marketing and sales efforts through smart automation and data.
3. Close: Support Your Sales Team
A great website doesn't just stop at collecting emails. It should help your team close deals faster.
How Can Your Website Support Your Sales Team?
- CRM integration: See where leads came from and which(?) pages they viewed. A CRM with sales tools, like HubSpot, can help your sales team prioritize specific leads based on their activity or qualifications.
- Case studies, testimonials, and FAQs: Having this type of content on your website helps buyers feel confident in their decision, and your sales team can use it to seal the deal during the sales process.
- Chat tools or meeting schedulers: Let visitors instantly book time with your team (HubSpot has this built in!).
Want to see this in action? Schedule a free 15-minute meeting with Brady, and we’ll walk you through a live example website project.
4. Delight: Turn Customers into Advocates
Inbound marketing doesn’t stop after the sale. Your website should provide value long after a deal is closed.
Ways to delight your customers using your website:
- Resource centers or knowledge bases
- Customer support contact forms or ticketing
- Client-only content (like training or templates)
This builds trust, strengthens retention, and encourages referrals, especially when integrated with email marketing automation through HubSpot.
5. Website Design and Structure Matter
Good design isn’t just about looking good; it’s about guiding the visitor and providing value.
Design principles we use at UJM:
- Clear visual hierarchy: Help users scan and find what they need.
- Mobile-first responsiveness: Google and users both expect this.
- Fast load speeds: Core Web Vitals directly impact search rankings.
- SEO-focused formatting: Proper use of headings (H1, H2), metadata, and structured content.
- Value-based and answer-based content: building website content around answering the questions that your buyer personas already have.
Ready to Redesign? Make Your Website a Growth Engine
If your current site feels more like a brochure than a business tool, you’re not alone. Most of our clients come to us ready for a change, but unsure where to start.
Get your Free Website Audit or Schedule a Meeting with Brady, and let’s design your inbound marketing-ready website.
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