Most small business websites are only visited by people who they know already, behaving in practice like an online brochure. These websites are ineffective at “attracting” new prospects that are already searching/shopping in your niche market on the web and ineffective at helping you “convert” the prospects who are browsing your site into customers.

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Below is a list of some of HubSpot’s features and how they help you attract more prospects and convert a higher percentage of them to customers.

Quickly and Easily Edit Your Website

A major problem with most small business websites is that it cannot be changed easily which causes a myriad of issues. First, because it is difficult to edit, most small businesses end up putting up very generic messaging that does not grab potential customers who are visiting your site with very specific requirements. Second, new visitors to your site do not get the latest information on your company (news, new team members, etc.) and products. Third, like many businesses, as you change your strategy or react to market shifts, your website often lags behind what is coming out of your mouths at meetings and presentations.

HubSpot allows business users (meaning: technology background not required) to edit your website page content in a very similar way to the way you edit a Microsoft Word document. As you add new team members, react to competitive threats, or nuance your strategy, you can update the content on your web pages with little effort. In addition, HubSpot allows business users to easily add new website (landing) pages, so that as you get prospects "finding" you through Google or through links from other sites/blogs, you can craft very specific messages for them.

Creating new content helps you improve your relevance to Google allowing you to "attract" more prospects shopping in your niche. Creating specific content relevant to specific audiences or specific content that speaks to current market dynamics improves your likelihood of converting website visitors into customers.

Generate Traffic by Adding A Business Blog

HubSpot allows you to add a business blog integrated right into your website. Many prospects today "expect" their vendors to have a blog, so they can look beyond the standard marketing messages and see how you think.

A blog helps you attract customers because other bloggers in your specific niche will link to your articles and prospects shopping in that niche will find you through those links. Getting these links through other blogs improves your relevance to Google which ends up driving additional prospects to your website. A blog is also helpful because new prospects can subscribe to it (via RSS), which means that prospects often will consume your articles on a regular basis rather than just visit your site once and never return. Blogs also turn your website from a one way brochure into a two way conversation where potential prospects and partners can "engage" you through comments and discussions.

Improve Search Engine Relevance

Most small businesses can find their company in Google if they type their company name in, but if they type their market description in, they are either not found or buried several pages down. HubSpot's software is built with the search engines in mind, so that you automatically are ensured that you are using best practices on your site. This improves the likelihood of your being "found" on search engines.

Collect Intelligence on Prospects

HubSpot tracks great information on every visitor to your website, including how many times he visited, where he came from the first time he visited (i.e. Google keyword, a specific blog link, advertisement, etc.), whether he subscribed to your blog, which articles he commented on, which web pages he visited more than once, etc. When a prospect, "self-selects" by filling out a form on your website, his contact details along with all of the "intelligence" on him is populated into a tracker and you are emailed to follow-up with him.

This is useful because when you have the first conversation with this prospect, you already know what he's interested in, so your likelihood of converting him is much higher. In addition, you will be able to observe trends on what marketing programs, search terms, blog links, etc. are driving the most qualified prospects into your funnel.

Analyze Your Sales Funnel Trends

HubSpot gives you the ability to look at your entire funnel (prospects to conversions) and overlay your marketing activities on top of that. This gives you the ability to figure out what marketing activities drive traffic that ultimately converts into qualified prospects that buy your products.

Analyze Search Terms

HubSpot gives you the ability to see how much traffic is coming to your site from specific keywords per major search engine. HubSpot also gives you the ability to track your rankings on search terms over time. This information is helpful to you as you create content for your site/blog that can improve your search engine rankings. Also, the information is useful as you start to build specific landing pages for particularly productive keywords to improve your likelihood of converting those potential customers.

Analyze Traffic Referrals

HubSpot gives you the ability to see what websites and blogs are linking to your site and what traffic/prospects those links are driving. This information is most helpful as you start to build specific landing pages for particularly productive links to improve your likelihood of converting those potential customers.

Get Advice

HubSpot provides its customers with great advice through our Small Business Hub internet marketing blog and through our Website Grader application which gives users their ranking relative to other small businesses and provides advice on how to improve their ability to attract and convert customers.