Inbound and
Digital Marketing Insights

The best landing pages are considered the best because they achieve one thing: converting visitors into leads. If they can manage that well, they need do nothing else. The flipside, of course, is that a landing page that’s not getting conversions is just digital dead weight.

In developing a company website, the key to success is identifying essential functionalities acquiring them as quickly and efficiently as possible. Usability, performance, and other technical factors are fundamental, but for business purposes, your site should also have workflow automation, social media integration, and similar functions.

Every so often we have clients requesting an update to their website based on some website grader or another. Now, this isn’t a problem in itself—such tools make it easier to improve websites. It does become a problem when you pursue a perfect score on these sites as an end in itself.

What I’d like to assert is that site evaluation tools, even and perhaps especially when combined, cannot recommend a perfect website. We could spend days, even weeks, implementing their recommendations—and racking up higher costs than you’d need to build a website from scratch—but it wouldn't guarantee traffic, conversions, or satisfied users. Instead, you should focus on users' experience of the website.

If you’re overwhelmed by the prospect of having a website built—let alone building it yourself—then don’t worry: this article’s for you. I’m not going to talk about anything too technical, which would only have you furrowing your brows. Rather, I’ll try to explain, as a web developer, some of the basic considerations for anyone looking to outsource web development or build one in-house.

There are several categories of web development technology, and for any project, web developers could recommend a few from each of these. Without solid foundations, it’d be easy for someone new to it to get lost.

In our last post, we laid out three basic rules for creating an effective mobile landing page: keeping it short, emphasizing a CTA, and using typography to your advantage.