It’s no secret that brands are delivering more content online and consumers are using websites more frequently to interact with businesses, as face-to-face interactions are still limited due to the pandemic.
As foreclosure restrictions are relaxed, customers will expect the same accessibility and convenience that businesses have given them over the past year. Being able to provide this level of service means dealing with increased traffic and, essentially, scaling.
With that in mind, TechRadar Pro met with Angela DeFranco, VP of Product at HubSpot, to discuss the importance of website building and why top performing websites are integrated into a larger tools platform.
What are the challenges associated with web hosting for businesses as customer expectations rise?
The unprecedented circumstances that have arisen over the past year have made it more important than ever for businesses to establish not only an online presence, but an online experience. Customers expect the same high level of accessibility from business websites no matter what industry you are in. Consumers don’t give any wiggle room to smaller or business-oriented brands.
The challenge most businesses now face is to improve their web experience in line with changing customer expectations. It relies on their creativity and their ability to understand what the end user needs. These days, customer experience has to go beyond just presenting the website, and this can often be a big challenge for businesses that aren’t using growth platforms or technology to help them deal with this. . There will be brands that have hit the limit of what their current setup can handle and feel like they hit a roadblock. We’re here to help them see how they work and see what new path they can take with their website.
What can businesses do to stay on top?
First, businesses need to start treating their websites like a product. Make it something that you invest in and constantly improve. A website should be as dynamic as your customers, and the customer space is constantly changing. Part of this mindset shift is understanding which teams should drive which parts of the online experience. For example, does your marketing team have to go through the technical team to publish new content? This kind of process is inefficient for both teams. Instead, you can give your marketing team automated content publishing tools, allowing your technical team to focus on what they do best.
Second, start using tools that allow you to track your customers to your site. It’s important for businesses to see how their websites are being used by customers and to collect that information in the form of actionable feedback. Your website is a valuable tool in understanding how customers interact with your brand, don’t let this idea slip away.
Finally, using gleaned customer activity, businesses should start interacting with customers to see how the website can be improved. This can be done by linking content management systems (CMS) to customer relationship management (CRM) – which is much simpler through the use of third-party platforms with a range of tools. Web hosting. If you are attracting customers to your website, engaging with your content and services, be sure to add this information in your customer profiles to serve them better.
What are some of the benefits of HubSpot’s website hosting tools?
At HubSpot, we’re passionate about helping our customers grow. One of the most important things a business can do to support its growth is to make sure that its website is seamlessly integrated with its business platform. We’re seeing it today across companies that are more actively adopting a CRM-driven CMS, as customers are driving iterations for their website based on customer data.
We have seen how beneficial this is through our work with WWF on their Earth Hour 2020 website. The tech team appreciated the ability to create custom tools in our CMS, while the marketing team was able to provide daily content changes and, most importantly, tracking user engagement on the website alongside other channels like email and social media, all through one tool.
At HubSpot, we keep our customers’ end users at the forefront of the decision-making process. Most of the traditional CMS platforms in use today are more focused on infrastructure and administration without giving too much attention to the end user customer experience. With our end-to-end system, our customers’ customers get the best possible experience.
How can it be used to help deal with increasing post-pandemic web traffic?
We saw more website traffic than ever after the pandemic in 2021. One advantage of companies that trust a third-party platform like HubSpot with their web presence is that they can be confident that the platform- form will take good care of the security and infrastructure. This is a SaaS based CMS so you don’t have to keep up with the many moving parts like maintenance, security, plugins, and servers. These platforms provide peace of mind when it comes to website hosting and offer scalability that underpins the continued growth of websites. For example, we worked with ClassPass to centralize marketing efforts on a single platform and to give their marketing team more website ownership. They’ve seen a 52% increase in lead conversion rate, and the team knows HubSpot can scale with them as they grow through 2021.
How important is filling a webpage with an effective CMS for hassle-free growth?
Websites started out as a one-way flow of information from a business to the world and then later as a method of getting information about an organization’s customers through things like build forms. of prospects. Today, websites are a comprehensive system of information not only about giving and receiving information, but also about using that information to facilitate growth. This information begins with this presentation layer of the website, goes through an automation layer or a place to modify the information, where it is ultimately stored at the data layer. The best digital experiences then leverage these layers of data and automation again before sending the information back through the presentation layer. Integrated CMS platforms allow technical teams to understand and apply all the information to improve the end user in real time, thus improving their overall experience.
Choosing the right technology stack to overlay on CMS and CRM and dealing with that level of automation is crucial. He must be able to leverage customer data and bring it to the fore without having to worry about the user losing too much information. They should be able to do the heavy lifting for you with your website experience, as you can continue to focus and grow your service delivery.
What trends have you witnessed as lockdown restrictions slowly begin to ease around the world?
First, seamless digital shopping experiences are here to stay. The expectations of online businesses are not diminishing and there is no return to the once-used one-way information format websites. Customers today are looking for consistent and dynamic web experiences.
As a result of this new spike in website dependence, we will first start to see more small businesses emerging and growing online. The lockdown saw a wave of people exploring new and different ways of making money, from side activities to career changes, which in turn led to more business start-ups. This means that there will be more entrepreneurs, and therefore more competition. For this reason, it’s more important than ever that your end-to-end digital shopping experience stands out and serves the customer. Self-contained websites with one-dimensional information flow will be like a fish out of water in the new world of dynamic web experiences.
What is HubSpot’s growth strategy for the year 2021?
Our goal as a business is to help millions of organizations grow better and be the number one CRM for business growth. I think it’s time for businesses to stop seeing CMS as a completely separate system from CRM due to the strong relationship between customer experience and websites today. We will continue to explore this connection.
We also hope that we can support emerging small businesses as they realize the importance of the technology stack they use. The emphasis on this importance is essential for the hassle-free growth of their business, and we believe our offering can help them start their journey with our Starter level and grow with them to our Enterprise offering.