5 top characteristics of a great inbound website

In today’s online world, your company’s website should be a major lead generation and marketing tool. And the way to do that? Ensure your website is an actively managed inbound marketing website.

This means your website should educate potential clients, establish your reputation as an industry leader, and identify customer problems, connecting them to the possible solutions provided by your business. As marketing experts, we understand that a great inbound marketing website has certain key characteristics that will help achieve these goals.

The top characteristics of a great inbound website

1. A purpose-driven strategy

Content marketing is king but a great inbound website doesn’t just deliver relevant content to visitors – it uses that content in a strategic way to generate leads, connect with ideal customers, and drive sales. It is important to know where your website fits in your digital marketing strategy – what is its purpose? How does it fit into your ideal customer’s buyer journey? Or with your social media presence? For example, if your website has a blog, itneeds a dedicated purpose – educating your visitors makes more sense than using the blog to boast about your company’s achievements. Even better if the blog contains calls-to-action that get your visitors to download relevant content or share their contact details with your team.

2. Marketing automation tools

In order to effectively manage any potential leads and track visitors to your website, your website needs to be linked to a marketing automation platform that passes lead data to your CRM and helps you keep in touch with potential buyers. Form fills allow for this kind of data gathering while your CRM will allow you to manage database information, email distribution lists, and inbound marketing campaigns.

3. A regular business blog

Above, we mentioned the importance of a blog. This is a great way to organically attract visitors to your website. Putting out new content on a regular basis will allow search engines to index these targeted articles ranking them in search engine results. Make your blog posts customer-focused and industry-relevant, and, when someone searches, your blog posts will appear, guiding them to your website.

4. Digital conversion opportunities

The point of having a suitable visitor come to your website is to convert them from a potential lead into a loyal customer. This goes beyond standard call-to-actions or a simple ‘contact us’ page. The design, placement, and copy used on targeted landing pages, forms, and call-to-action buttons need to speak clearly to your ideal customer, offering them relevant information or a chance to connect with your business.

5. Responsive design

People interact with websites on a number of devices, including phones and tablets. A great inbound website needs to reflect well on these different devices to encourage visitors to stay and browse, and engage with your business. Websites that are not responsive tend to have higher bounce rates and lower conversion rates. Click here to read all about the importance of responsive design for a consistent visitor experience.


A great inbound marketing website is an essential marketing tool. Need help making it the best it can be? Speak to us – as expert consultants in digital marketing, we can help you design or revamp your website, establish your business’ online presence, and deliver effective inbound marketing campaigns. Contact us to find out how our outsourced marketing services can do all this for your business, and more.

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