Inbound Marketing + Sales Blog

September 11, 2013

How to Create a Sales-Ready Website on the HubSpot COS

Written by: Samantha Winchell  |  Share:

HubSpot has just launched their Content Optimization System (COS) which allows for even more customization and personalization than the typical content management systems you may find for your inbound marketing campaign. Just like any new product launch, there is not a ton of available content out there to guide you. Fortunately, we at New Breed, have had the opportunity to test out HubSpot’s COS for the past few months and have come to learn how to effectively manage the HubSpot COS. Keep reading for our tips on creating a sales-ready website on the new HubSpot COS!

Tip One: Clearly Define Personas

Chances are you’ve already defined your personas if you’re familiar with HubSpot’s software. However, it’s super important that you revisit your personas and make sure that they’re 100% solid before moving forward. This could potentially save you from some heartache in the future.

Check out our post, “7 Things You Need to Know about Your B2B Buyer Personas,” for some inspiration.

Tip Two: Create a Template that Works for You

Depending on your skill-level, you can decide to customize a default template or you can purchase pre-built templates from HubSpot. Either way, you’ll want to map out the navigation process and make sure that it makes sense for your personas.

A few things to remember:

  • People read from left to right, top to bottom
  • The weight and size of elements dictate where the eye goes first
  • If it is difficult to navigate through your site, viewers will look elsewhere

Tip Three: Alter the Style of Your Template

This is the step that will really make your site unique. Create styles that are cohesive with your brand. Consider using different colors, images, and fonts to make your site unique. Of course, if you’re not comfortable customizing styles yourself, HubSpot also offers an option to hire a designer or you can reach out to partners like New Breed for some help.

Tip Four: Create High-Quality Funnel-Driven Content

As you’re creating content, be especially conscientious of the sales and marketing funnel, (attracting customers, converting more leads and driving revenue). You will want to create content that covers each section of the funnel, as well as content that can cover multiple sections. The fundamental design of the COS is that it is customizable to each visitor on your site.

Viewers who are new to your site will see items meant for top-of-the-funnel sales, while viewers who have downloaded a bunch of content from your site will see bottom-of-the-funnel content. The HubSpot COS is designed to automatically recognize which stage of the funnel a viewer is at. Therefore, you’ll want to create content that reflects the needs of your personas at every stage of the funnel in order to catch them all.

Using HubSpot’s smart content tools, you will be able to easily determine what each unique visitor is seeing. Ultimately, this customization will lead viewers to keep coming back, and keep receiving more and more targeted content for their needs. For example, the HubSpot COS offers a very easy-to-use call-to-action (CTA) tool that will enable page creators to drive viewers further into the funnel as they download more content.

As you learn more about the content optimization system, you will quickly see how useful and proactive the tools are. We have noticed a dramatic increase in traffic, leads and conversions since we have switched over to the content optimization system.

Tip Five: Utilize All Content Opportunities

Take into account, content doesn’t always have to be words written on a website page; HubSpot offers easy access to customized site pages, landing pages, blogs, keywords, e-mails, calls-to-action and social media. In using all of these highly effective methods, you will better suit your inbound marketing campaign for success.

By following these tips, you’ll gain insight on creating your site on the HubSpot COS. Remember, HubSpot offers hundreds of really beneficial tools and options, so you’ll have the opportunity to make a unique, sales-ready site. Also, New Breed offers packages to help build your site on the HubSpot COS, so feel free to contact us with any questions!

Free HubSpot COS Readiness Assessment

Topics: Demand Generation

About The Author

Samantha Winchell is a former New Breeder.

Ready to transform your current marketing + sales teams?  Request a free assessment and get started today. Free Consultation