Ep 42: What An Industrial Website Quote Pays For

Pages that need to be built for SEO and AEO, like those are the pages that are gonna show up in those off-site locations.

Those are the ones that the AI is going to be using, and that generates direct traffic for you.

Buyers are coming in to validate on your website.

They're coming in to confirm what they learned from the AI, and that means your UX is really important because if it's hard for them to find that information on your site, that's frustrating, and that sows doubt and can really create friction in your process.

Then if it's wired properly, we've got CRM enrichment for those visitors to help your marketing and sales team get a fuller picture about who are the people who are coming here and what are they looking at and what's working well, what do we need more of, what isn't serving us and needs to be changed.

And then we can also set up those automations, these automated handoffs that are based on behavioral triggers that can build so much more efficiency into a marketing and sales team's program, that I think the value there is hard to grasp it as a whole until it's up and running.

running.Thinking beyond just the typical navigational architecture, in this strategic phase that we do, and that any company should do, is really thinking through how do we truly structure that navigation experience knowing that people aren't coming through your homepage every time? They might be finding you a different way, or those LLMs might be pointing them to a tertiary page of your site.

So if they do land there, as you mentioned, it needs to have the proper page structure.

But if they do leverage that navigational experience, avoiding friction, does it align with those different, uh, points of where they're at in that buyer journey, depending on who they are in that buying committee, making sure you have the right places.

So doing the right thinking, the right strategic framing on the front end is gonna result in a better overall user experience, better website.

So we were talking a little bit about a website as a distribution center, right? It sorts, it routes, it records demand.

It's kind of that receiving end as much it, as it is sort of an outgoing thing for your marketing and sales operation.

That connection, right, to the CRM is something that people don't often think to ask about in advance until it doesn't work.

So what does the website really have to do with my CRM?

A lot of it starts with your form strategy and what are you gathering on the site that then maps to how it's captured in the CRM and, and then how your sales team uses that information.

But without a platform like a HubSpot, um, you're capturing these form fills, these leads, and there's this disconnect of how those get funneled to your sales team.

It doesn't naturally flow into their environment, which is that CRM.

These are quality SQL, sales qualified leads, that wanna talk to your sales team, and they're living in their inbox versus funneling-

Right

... into a CRM where they're living and structuring their day.

And then even once you do get that connection, uh, does it have the information they need to prioritize, put the, the proper things in motion to know where they start first as far as outreach and in their preparation for that outreach? So having a platform that connects seamlessly between your web environment to your CRM, that's why we love HubSpot.

We build all our sites on the HubSpot, uh, CMS as part of Content Hub that naturally-

Mm-hmm

... flows into the HubSpot CRM.

And then data enrichment, right?