From the May 2021 Sales Hub + CRM HubSpot User Group

1. Sales Hub + CRM
HubSpot User Group
Optimizing Your Website for B2B Sales
John Elmer, Bayard Bradford
May 26, 2021

3. 5 Steps to a Sales-Ready Website
1 Optimize your website for Google Search
2 High impact headlines and simplified design
3 Convert visitors to leads with conversion paths
4 Integrate CRM to get marketing and sales in sync
5 Install visitor analytics for pipeline growth

4. Optimizing Your Website for Google Search
Bayard Bradford’s Priority List
A. High Quality Content
B. High Quality Backlinks
C. Website Structure
D. Core Web Vitals
https://backlinko.com/google-ranking-factors
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5. The Key to High Quality Content: Search Intent Analysis
Helpful:
Content that actually helps buyers
In-depth:
Fully answers user questions
Original:
Different and better than
competitors
https://ahrefs.com/blog/search-intent/

6. High Quality Backlinks
“One good link from a relevant
website can be more impactful
than millions of low-quality links.”
-Search Engine Journal.com
Example:
Well-known blogs where your
industry goes for news
https://www.searchenginejournal.com/googles-john-mueller-
total-number-of-backlinks-doesnt-matter/

7. Website Structure: Two Files that Guide Google
Sitemap
HubSpot automatically adds your live
HubSpot-hosted website pages and blog
posts to your sitemap.
Landing pages are not added automatically
by HubSpot CMS and must be manually
added to your sitemap.
Robots.txt
Helps Google index the most
important pages on your site
https://www.marketing91.com/what-is-website-architecture/

8. Website Structure: SEO Recommendations Inside HubSpot

9. Core Web Vitals: web.dev/measure/

10. High Impact Headlines and Simplified Design
Value proposition
Clean design
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11. Convert visitors to leads with conversion paths
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12. Integrate CRM with your website to get marketing and sales in sync
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1. Personalization:
Smart content driven by HubSpot CRM
Display web content based on visitor characteristics.
2. Sales process acceleration:
Automated contact creation, assignment, scoring
and workflow enrollment

13. HubSpot Prospects: Visitor identification for pipeline growth
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14. 5 Steps to a Sales-Ready Website
1 Optimize your website for Google Search
2 High impact headlines and simplified design
3 Convert visitors to leads with conversion paths
4 Integrate CRM to get marketing and sales in sync
5 Install visitor analytics for pipeline growth

15. Using HubSpot’s Website Grader
https://website.grader.com/

16. More questions ?
https://www.bayardbradford.com/sales-ready-b2b-website/