One key to a thriving business is an engaging website that inspires customer conversions. A well-designed B2B-friendly site is particularly beneficial to drive growth in manufacturing. However, creating a good website isn’t just a one-and-done deal. Over time, sites can go stale and require a redesign to keep engagement levels high. 

The challenge when redesigning is ensuring you don’t lose your rankings. Even if you currently have strong SEO with high search engine rankings, a redesign can throw those numbers off if you aren’t careful. Plus, your customers are familiar with your site, so you also want to be mindful of retaining a quality experience for loyal users.  

To avoid plummeting SEO rankings, use this blog as a guide. You’ll learn everything you need to preserve your search engine rankings during a redesign and keep your users happy. 

In today's fast-paced digital world, your website is often the first point of contact between your business and potential customers. But is your website making the right impression? More importantly, is it time for a redesign?

According to HubSpot research, the average lifespan of a website is about 1.5 to 2.5 years. This relatively short lifespan isn't just about keeping up with design trends. Websites can quickly become stale and ineffective due to changing user expectations, evolving technology, and shifts in your business strategy.

How do you know if your website needs a fresh look? Here are five clear signs that it's time for a website redesign.

Building an efficient and successful website is more involved than it may seem. While it’s not difficult to set in motion, the process does require time, patience, and intentional planning to ensure the website aligns with your company’s goals.

It used to be that a brand’s website served more as a digital business card, providing basic information that clients, customers, and leads needed to get in touch. However, in today’s competitive landscape, websites are so much more than that. 

The modern website serves as a tool to usher consumers through the sales funnel, establish brands as an authority, and foster lasting relationships to develop customer loyalty. In other words, the most successful websites are engaging and create a memorable experience for the user. 

In today’s digital era, your website is a crucial part of your brand’s identity. It should leave a lasting impression that keeps your audience coming back for more. Here are the 10 key elements you need to include in your website to achieve this.

HubSpot’s Inbound conference is one of the industry’s biggest annual events. Its main kickoff presentation sets the tone for the conference by looking back at recent trends and sharing advice about how to use those insights to thrive in the future.

According to the Digital Marketing Institute, personalized campaigns that are based on buyer personas drive 18 times more revenue than broadcast emails. 

But how do they differ from ideal customer profiles (ICPs)? It’s a good idea to have a clear understanding of the differences between the two and what each can do for your business.

Let’s examine what you should know about each from a high level and why using both of them can be beneficial to your organization.

According to studies conducted by the Information Technology Services Marketing Association (ITSMA), 85 percent of marketers who track and measure ROI see higher returns with ABM than with any other kind of marketing approach. And companies reported to the Account-Based Marketing Leadership Alliance that they saw a 171 percent increase in their average contract value. 

Clearly it can yield a very positive return. So why is this strategy proving effective and gaining in popularity recently?

First things first. What exactly is an ideal customer profile (ICP), also sometimes called an ideal buyer profile?

If you’re in the manufacturing business, I don’t have to tell you that the COVID-19 pandemic has affected your industry at every level.

I recently attended my fifth Inbound conference in Boston. It had about 30,000 attendees this year. And some exciting lessons, insights, and innovations happening in the world of inbound marketing, sales, and service were shared. 

The Content Marketing Institute recently released their 2019 Trends Report for the manufacturing industry, providing manufacturers with a wealth of information that they can use to improve their content marketing strategies.