How to use website social proof: strategies and examples that work
Nov 27, 2024
Redesigning your website requires careful planning and consideration, it's crucial to have a clear understanding of the process before starting the project. We've outlined a comprehensive 12-step process that guides you through every stage of redesigning a website using HubSpot CMS (part of HubSpot Content Hub), ensuring a smooth project and optimal end result.
When planning your HubSpot CMS website, the first thing to decide is the subscription level you require. HubSpot has four tiers of HubSpot CMS that offer different levels of functionality, the tier you need will ultimately come down to your technical requirements. Let's break down what you can expect from each tier.
HubSpot CMS Free is as it says on the tin, completely free. This entry-level tier is aimed at start-ups and individuals dipping their toes in digital marketing and wanting to create their own websites to grow their businesses. Although it's free, it still offers some desirable features, such as:
HubSpot CMS Starter is a good option for smaller businesses and startups on a budget that need a little more flexibility from their website.
It offers more freedom to tailor the look of your website to suit your brand, featuring pre-made templates to get you started. As well as all of the CMS Free features, you get access to:
HubSpot CMS Pro is often the go-to choice for businesses, and for good reason. It offers all the functionality most businesses need from a website.
Most small-medium enterprises (SMEs) find the price point just right for the level of functionality on offer. Key features include:
HubSpot’s premium-level CMS, Enterprise, offers you everything you could ever want from a CMS. It boasts all the functionality of CMS Pro, plus some additional features that would usually require expensive, bespoke solutions to create. This includes:
When redesigning a website, there are three main approaches you can take to build your site on HubSpot. Each approach is different and the best one for you will depend on your requirements.
HubSpot's website migration service provides a quick, low-cost route to the HubSpot CMS. Depending on your website's complexity, the migration can take as little as 2-6 weeks.
Migration is ideal for retaining your current site's navigation and user experience while benefiting from HubSpot CMS. Since the infrastructure is ready, you won't have additional maintenance or management concerns.
Keep in mind that HubSpot's migration service uses a standardised approach for all websites. This means the migration won't be optimised for your specific requirements, so you may end up with a sub-optimal website from an editing and performance standpoint. If you want to migrate your current site but are looking for a more tailored build, consider using a partner for your HubSpot website migration.
For cost-effective entry to HubSpot CMS, consider starting with a marketplace theme. HubSpot offers a variety of themes created by different partners and developers, providing options to suit your preferences.
Take caution when using marketplace themes. Customising these themes can be complex and time-consuming. You might also find it challenging to adapt them to your exact design preferences and limit your ability to tailor the user experience to your ideal B2B buyers – a crucial aspect of B2B demand generation.
Custom website builds offer complete control over your site, allowing you to tailor the user experience and optimise performance. However, if you lack an in-house team, you'll need to partner with a HubSpot website developer. Their expertise in website strategy, copy, design, user experience, and development will help to enhance your user experience and convert more visitors into leads.
Keep in mind that custom builds are the priciest and most time-consuming option for HubSpot CMS. Costs vary and projects typically take 2-12 months to complete.
There are some things you can do straight away as soon as you have access to HubSpot CMS to make your life easier further down the process.
Understanding how leads from your website seamlessly flow into your CRM system is crucial for streamlining your follow-up process. By proactively mapping out your CRM structure and processes in advance, you can ensure a smooth transition and efficient handling of leads generated through your HubSpot CMS website.
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HubSpot workflow showing handoff from web leads
By connecting your domain to HubSpot up-front and setting it as 'ready for publishing', you can build your pages as if they were on your current domain even if the DNS record is not directed to HubSpot at that moment. This proactive approach minimises downtime and ensures that your website is accessible to visitors as soon as you are ready to go live.
HubSpot automatically provisions a standard SAN SSL certificate through Google Trust Services when you connect a domain to your account. You can add this to your DNS records with no impact, it usually takes a few minutes but can take up to four hours. Doing this up front means that when your website goes live it will be secure with an SSL certificate.
Where to find your SSL certificate records
The right website strategy provides the foundation for an effective website that serves your buyers' needs and generates demand.
By creating a website strategy, you ensure that each step you take aligns with your overall website goals. It helps you create a website that enables buyers to discover you, find the content that's relevant to them, and convert when they're ready.
Your website strategy should cover:
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A strong and consistent brand presence on your website is vital for creating a connection with your audience.
When it comes to branding for a website redesign, it's important to ask yourself these questions:
When thinking about a brand, first think beyond your website. Your brand embodies the essence of your entire company. So it's crucial that your brand mirrors your business' identity and resonates with customers, telling a compelling story. A strong brand should integrate your core values and unique selling points, creating an impactful impression.
Wavenet decided to do a full rebrand, including a new logo to better reflect the qualities that define their solutions.
If you want to have a consistent application of your brand across all channels in all environments, comprehensive brand guidelines are essential. At the basic level, this should include:
Wavenet's comprehensive brand guidelines document.
Having a unified brand is one thing, but ensuring it's digitally accessible is another. It's important to check if your colours, when used in contrast, have at least an AA rating against Web Content Accessibility Guidelines (WCAG). Consider creating a website colour accessibility matrix so you know which colours comply.
Wavenet's web accessibility matrix.
Having a variety of elements at your disposal is crucial for redesigning a visually engaging website that captures the essence of your brand. So, take the time to curate a collection of assets that are versatile, visually appealing, and reflective of your brand's values – this will help you craft a website that not only looks great but also authentically represents your brand image.
Wavenet's website with multiple brand assets used throughout.
Content is at the heart of your website. It's how you convey your message, deliver value, and share information about the solutions you offer. Writing effective web content for online audiences is crucial. You can't simply copy and paste text from your sales brochure onto your website. Your website's copy should:
Content for one of our website pages
Creating a wireframe is like designing the architectural layout of your website. It's an essential part of a redesign because it defines the structure, organisation of content, and user experience.
A well-thought-out wireframe is the foundation of a logical, intuitive, and user-friendly website. It helps visitors navigate your site easily, find information effortlessly, and understand the flow of content. Without a clear wireframe, your website's design will lack cohesion.
Mobile wireframe example from Looka.com
Website design is all about visually showcasing the information you want your visitors to consume in the most effective and engaging way possible.
It should mirror your brand, weaving elements of it throughout and enhancing the user experience. A captivating and user-friendly design is key to keeping visitors engaged and on your site.
Some considerations to make when redesigning your website on HubSpot include:
Acre Security's website design laid out in Figma
Development brings your website's design to life. HubSpot CMS developers translate your design and functionality concepts into a fully functional website, ensuring it operates seamlessly and efficiently.
When building a website in HubSpot, this phase typically consists of developing the website theme, templates and modules, interactive elements, and HubDB-driven content.
Some considerations to make when developing your website on HubSpot include:
Screenshot inside HubSpot design tools
Once you have the templates and modules built within HubSpot, you can begin to create and populate all of your pages.
Consider using HubSpot's staging tool, content staging, for building out your website. The ability to fine-tune and perfect your content within a controlled staging environment ensures a smooth and efficient transition to the live site, minimising any potential disruptions or delays. If your website is already on HubSpot, this will be an incredibly useful tool.
Screenshot of HubSpot's content staging tool
Testing is a crucial step in the website redesign process, ensuring that all elements function as intended and provide a seamless user experience. Before launching your new HubSpot website, thorough testing must be conducted to identify any potential issues or bugs.
Key areas to focus on during testing include:
Lambdatest's live testing tool
Now all your hard work comes together. It's the moment when your new website goes live and becomes accessible to the world. Here are the key steps involved in the launch process:
Remember, the launch is just the beginning – ongoing evolution is essential to keep your website running smoothly and meeting your business goals.
Updating DNS records
The most common route into HubSpot CMS is to create a bespoke website, and this means getting help from a HubSpot website design agency. When selecting a partner to work with, here are a few things to look at that will help you validate their credentials:
