You've invested in the HubSpot marketing suite, or you're considering it. Now, you're wondering: Is the HubSpot Website Platform add-on right for me?
After years of working in HubSpot's website platform, and as HubSpot certified designers, we can vouch for its capabilities.
Here are seven major benefits you'll get when you host your website on HubSpot.
Easy design editor
The beauty of the HubSpot web platform? The software was built with marketers in mind.
That means marketing gurus don't need to worry about:
- Learning HTML or CSS or jQuery or Java or any of those other foreign — ahem, coding — languages
- Setting up mobile responsive designs (all HubSpot templates are responsive by design)
- Calling up a designer/developer to make minor changes to the layout
HubSpot's drag-and-drop design tool means you can add extra modules, buttons, columns, or whatever you need with the click of a button. No code required... unless you're into that kind of thing.
Imagine having direct access to your website... the ability to update it frequently, change with trends or data, and keep it performing at its best.
Keep in mind that you can tweak the back-end code to customize your site even more — or even partner with a HubSpot web specialist to create a custom template entirely.
But with HubSpot, it's not necessary. You can create a great, beautiful website with minimal hurdles.
Template or custom
As mentioned above, you can customize a HubSpot website as much as your heart desires — or you can get started with an out-of-the-box website template.
The software comes with a few basic templates, and you have the option to buy others created by smart HubSpot-certified designers and developers.
Not into coding, and don’t want to hire a developer?
Simply install a HubSpot template. With more than 700 pre-made templates in the HubSpot Marketplace, you're bound to find at least a few that fit your needs.
The HubSpot Marketplace has custom-built templates for:
- Website pages
- Landing pages, also known as lead capture forms
- Template packs, so you can buy all matching assets in one
This means you can get a whole package of custom materials to match your new website redesign branding, and for a range of prices — many of them are free, or include free starter packs.
Once you pick a Marketplace template, just plug in your content and go. It's a great starting point and saves you lots of legwork.
One-of-a-kind website? That works, too
HubSpot also works wonderfully if you want something brand new to fit your unique business needs.
Unlike some platforms that stick you to a rigid series of templates, Hubspot's COS allows you to custom-build a website.
With hundreds of certified HubSpot partner agencies, you'll have no trouble finding a great partner who is certified in the HubSpot COS.
You can even sort the directory by industry to find agencies that have already built beautiful HubSpot websites in your niche... or by location, if proximity is important to you.
Mobile responsive, instantly
We mentioned this above, but it bears repeating:
According to Salesforce, 68% of companies have integrated mobile marketing into their overall marketing strategy.
What does that mean for your marketing?
To keep up with competitors, customers, and Google, you must create a mobile-friendly website experience for 2017 and beyond.
A mobile-friendly website is imperative, because:
- Buyers are completing more of their journey through the marketing funnel online, and if you miss out being present on mobile, you could miss the crucial decision moment
- Google is increasingly penalizing websites who don't comply with mobile-friendly websites — that means you won't get found in searches.
- Your competitiors are probably moving to mobile — will you keep up?
For many marketers, it's not the why of mobile optimization that holds many businesses back; it's the how.
On some web development platforms, you have to add additional code or special plug-ins to make sure your webpages are mobile-friendly — it can be a pain, to say the least.
Not with HubSpot. The software makes sure your pages are 100% mobile optimized, out of the box.
This screenshot from HubSpot shows the COS at work, previewing mobile-responsive versions of your website pages. You have the ability to view a preview from different orientations and devices.
The COS automatically creates mobile-friendly versions of your website layouts, landing pages, and more. Just make sure you choose a "responsive" template in the Marketplace.
Check that one off your list!
Marketing and content integrations
HubSpot is fabulous not only as a standalone website COS... it's specifically built to integrate your website with your marketing efforts.
Imagine a website that operates as a complete digital funnel for your content marketing strategy. With HubSpot's website platform integration, this isn't just a dream... it's the norm.
We say it all the time: A modern website in 2017 will fail without content strategy.
That means your website path and navigation should closely follow the path you want visitors to engage in with your content.
You should also set up paths that encourage conversions on your content. And with HubSpot's website tools, that's easy.
The HubSpot platform is built with content tools that drive conversions:
- Easy-to-use blog editor, with blog optimization suggestions for SEO and readability
- A file manager that holds all of your premium content offers, like eBooks, guides, and more
- Easy website page content editors, with smart insights that tell you more about your readers
The HubSpot blog editor includes all kinds of tools and insights for optimizing your post: Meta details, a "to-do" list to catch your SEO up to speed, keyword targeting, and more.
You might already be blogging, but not on the HubSpot content management system. That’s totally OK. HubSpot allows you to integrate other blogging platforms (like WordPress) with your HubSpot account.
(And don't worry, it's easy to import all of your existing WordPress blog posts into HubSpot!)
Or, if you're not blogging yet, a HubSpot website redesign is a great reason to start growing leads with content.
Custom web experiences
The world's sweetest sound is that of your own name.
Your site visitors might want to hear their names on your site, but the sight is still a delight! With HubSpot, you can greet every visitor by name — and go farther by customizing your content for them.
There are two main ways to create a custom web experience with HubSpot: personalization tokens, and smart content.
Your audience is diverse, so why should your content cast a wide net?
Personalization tokens are an easy way to engage website visitors with customization.
With HubSpot, you can personalize your content by inserting "tokens," like:
- Contact name, and other contact details like recent conversion, first page seen, city, etc.
- Company name, and other company details like annual revenue, Twitter handle, phone number, etc.
- Office location, so you can geographically target different visitors
- Account manager, so a visitor sees information on their specific contact, which you designate in the HubSpot contacts record
This image from HubSpot shows just how easy it is to insert personalization tokens into your website pages, landing pages, emails and more.
Imagine a customized experience for all of your visitors — one that keeps them attentive and encourages a conversion.
With HubSpot's personalization tokens, you can easily keep visitors engaged. And since the personalization tokens work in your website as well as emails, you can have a cohesive experience with all of your marketing touches.
By using personalization tokens on your site pages, you can address visitors by name, call out their company, or reference personal details.
Now imagine creating a custom experience for everyone visiting your website.
If somebody is further down the purchase funnel, they see a bottom-of-funnel offer like a demo... but if they're a first-time visitor, they see a link to a helpful blog post.
The possibilities for custom conversion opportunities are endless with HubSpot smart content.
With HubSpot smart content, you can load up different content based on many characteristics — like lifecycle stage, geographic location, device being used, etc.
If you have forms set up on your website, you can gather information to further segment your content.
For example, does your visitor have proficiency with a software? If they do, you could offer next-step tips for mastery... and if they don't, you could load up content about the basics.
Suddenly, your website becomes a living sales platform that's relevant to every visitor. It's an experience that changes each time they visit to become more meaningful.
While these user-focused technologies are becoming more popular on other platforms, they're not often as comprehensive and integrated as on the HubSpot web platform + marketing suite.
Conversion optimizations, easy
Some websites are just about looking pretty, sending a simple message, and having working links and buttons.
A HubSpot website is built to drive conversions. Yes, websites built on the HubSpot COS do look great and work well, but they're more than just a pretty face.
HubSpot sites are all about generating leads.
The HubSpot website builder is chocked full of tools to drive conversions, like:
- Landing pages with easily customizable text, images, forms... plus in-editor optimization tips.
- Calls-to-action, that you can simply insert into pages and blogs.
- Forms take only minutes to create, with plenty of options to feed up "smart" new questions as old ones are answered.
In HubSpot's landing page tool, you can create and edit website lead capture pages that are optimized for conversions.
You can even A/B test numerous conversion elements, like calls-to-action, to find the version that resonates with your audience.
Thanks to built-in tools like these, your website will be more than a way for prospects to get to know you — it'll be a way for you to get to know prospects, too.
Analytics are the only way to ensure your website is performing up-to-speed.
HubSpot's website platform serves up meaningful analytics just like its marketing suite does.
With the HubSpot web dashboard, you can get analytics on:
- Page performance for individual website pages
- Web traffic, conversions, and customers
- Landing page performance
- Call-to-action click-through and conversion rate
- A/B testing winners and losers
- Inbound links, ranked keywords, and other SEO metrics
And thanks to a tight integration with the marketing platform, you'll have a clear idea of how your website drives leads into your marketing funnel.
Talk about easily proving ROI from a website redesign!