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The Inbound Methodology

Attract

Phase 1: Attract

You don’t want just anyone coming to your site. You want people who are most likely to become leads, and, ultimately, happy customers. How do you get them? You attract more of the right customers with relevant content at the right time around your buyer persona's pain points.

Blogging | Content Strategy | Social Media

Convert

Phase 2: Convert

Once you’ve attracted website visitors, the next step is to convert those visitors into leads. You do this by opening up a conversation in whatever way works best for them – with messages, forms, or meetings. Once you’re in touch, you answer questions and provide relevant content that is interesting and valuable to each of your personas – and continues the conversation.

Forms | Meetings | Messages |CRM

Close

Phase 3: Close

You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively do this? The sales tools available at this stage to makes sure you’re closing the right leads at the right time, faster and easier.

Pipeline Management | Lead Nurturing | Email | Predictive Lead Scoring

Delight

Phase 4: Delight

The inbound way is all about providing a remarkable experience for your customers. Plus, they have much higher expectations of your business and how they’re treated than ever before. So, it’s even more important to engage with, delight, and make your customers successful. If you do, they will buy more, stay with you longer, refer their friends, and be happy to tell the world they love you.

Smart Content | Conversations

Planning

The first stage of inbound marketing is to create a strategy with smart goals, understanding user behavior, solve problems, and connect with customers.

Buyer Personas
Buyer Personas

Define who you're trying to reach and what engages them based on research, data, and analysis related to  their demographics, behavior patterns, motivations, and more. Knowing your audience will make sure you're providing valuable content.

Website Audit
Website Audit

Research how current users arrive at your website, interact with it, and why they are dropping off or bouncing. This assessment will help you learn what opportunities there are to improve your (UX) user experience.

Goal Formation
Goal Formation

The goals you set are what will keep your company aligned as a tean. All your inbound efforts should be tied to reaching your website's core purpose - what your site is and what it is not. 

80/20 Wish List
80/20 Wish List

Brainstorm a wishlist of everything you can think of to improve and increase the impact of the new site. You'll conduct a nice-to-have vs. must-have analysis. The first sprint cycle will start with 20% of the action items that will inspire 80% impact.

Building

The second stage of inbound marketing is to quickly launch a website that looks and performs better than what you have today, but not the final product. It serves as the foundation to collect real-user data for future optimization.

Page Plans
Page Plans

Each key page and pillar page are outlined with lead flows; taking special care to address user needs, SEO objections, and any required regulation and/or copyright information.

Rapid Prototypes
Rapid Prototypes

Focus on building out your page flows into a design-ready prototype (wireframe). With solid content in place prior to design, design will run more smoothly and quickly. 

Page Migrations
Page Migrations

While your sprints are focused on the 3-5 pages that can drive the greatest impact, you'll want to put a 'fresh coat of paint' on the rest of the site while you migrate it to the new website.

Design Sprint
Design Sprint

A first look at the new design can completed within a week, followed by feedback, coding, inserting CTAs, meta data, testing, and launching with a heatmap and screen recording in place.  

Improving

The third stage of inbound marketing is collecting user data and identifying the high-impact actions and making iterations of data-driven optimizations in order to grow your business. Rinse-and-repeat.

Focus Metric
Focus Metric

Every plan starts with a focus metric that you want to improve. The highest impact ideas to achieve the focus metric goal are prioritized into a time-boxed build sprint.

Get Sh*t Done
Get Sh*t Done

It is now time to GSD and build the action items you brainstormed and prioritized  in the planning step. You will work in sprint with cross-functional pod or team.

Review Data
Review Data

A key part to optimization is reviewing experiments and learning what works (and what doesn't work) will help inform the ideas generated in the focused metric step of your next sprint cycle.

Share Learnings
Share Learnings

It's time to share your data with other parts of the company; marketing, sales, service, etc. Cross-department collaboration helps team better understand how to make adjustments for peak performance.

Invest In The Growth Of Your Business

Growth-Stack Design is an investment that produces reliable month-over-month growth. Your website becomes stronger as you continue to measure, iterate and act.

 Growth Stack Design

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