We love the HubSpot CMS Hub. It‘s perfect for developers and marketers, it’s friendly to use and it’s backed by all of HubSpot’s other powerful tools.
But, really, only one thing matters about the CMS Hub: it will help you to sell more.
That’s what a good website and a good CMS should do. Your website is your main shop window and a good shop window’s job is to sell what you put into it.
Now, odds are that you currently use Wordpress as your CMS. In 2019 63% of websites with a known CMS were based on the platform. To us, that means that there’s opportunity for you here… opportunity to gain a competitive advantage on all of those businesses using Wordpress.
Here’s how you can start to convert more sales by making the move to the HubSpot CMS.
1. Build a personalised user experience for your website visitors
The HubSpot CMS is backed by HubSpot’s full CRM (that CRM is, by the way, completely free).
What this means is that, all of a sudden, your website can see and act on all of the data you hold on your clients and prospects.
In recent CMS history this sort of functionality has been reserved for Enterprise level CMS that needed armies of developers to craft personalised experiences.
The HubSpot CMS means that it is as easy as drag and drop.
The applications and impact of this on converting more sales for your company are huge. If you have a client who has purchased Product A, then when they next visit your website you can automatically show them complimentary product B, front and centre. You don’t need to be the deepest geek of deep geek marketers to know that that’s really going to impact your conversion rates.
Different segments of customers can see a different website, whilst new prospects see a different website entirely.
Meanwhile the personalisation that we’re all used to having in email tools is now also available on your website. The possibilities for creating high engagement experiences that consistently convert really are endless.
2. Capture more leads using interactive forms, calculators and quizzes
There’s still a use case for a simple form to capture leads but, in 2020, content marketing and our prospect’s knowledge of it has moved on a little.
The experiences you offer your visitors, in order to convert them into sales, need to be more compelling than ever. Interactive content, such as dynamic forms, calculators and quizzes are very popular with users, but generally difficult and time-consuming for marketers to create.
With the HubSpot CMS it's easy. Your web apps - such as quizzes and calculators - are all hosted from within HubSpot. Once they’re built they can automatically take on the features of your website template, so everything looks on brand.
And, if you want to use your compelling lead generating mechanism on another page then it’s just a simple case of drag and drop once again.
3. Use the SEO tools built into Hubspot CMS
In Wordpress you perhaps use Yoast SEO, an SEO plugin that allows you to optimise your content.
But, what happens if you use a second plugin to add a graphical editor to your Wordpress? Or a third plug-in to add an element such as video to your page? Yoast can’t always see those features, giving you an incorrect picture of your SEO setup or, worse, blocking you from optimising your content entirely.
That’s not the case in a CMS where all of the tools you need to achieve SEO success are built in.
And that goes beyond tools for optimisation. SEO goes beyond just making changes; there’s real strategy to a successful SEO approach and your CMS should consider this. HubSpot’s SEO functions include elements such as keyword research and considering internal link arrangements that will benefit your overall SEO approach.
4. It's easier for marketers to work with
In our post on the future of CMS we wrote that, if given a blank slate today, no marketer would design the go-to solution in the CMS space as a weird mix of plugins managing plugins, overseen by a top-level design that did not include drag-and-drop functionality. Managing your menu items would be front and centre, not hidden away. Analytics would be built in, not reliant on a separate solution entirely.
The HubSpot CMS took a step back from what’s become normal and started again.
What do marketers need to get the most out of a website? How can developers be empowered to give marketers a running head start at getting more sales?
The results are an easy-to-use system of templates made by developers and experiences crafted by marketers.
It’s drag and drop, it makes sense and we think it’s how CMS should always have been.
5. Less wasted time on security, downtime and admin
How much time at the moment do you waste not really ‘doing’ marketing? All of the below activities apply to this definition;
- Speaking with your hosting company…
- About security issues
- About costs
- About the speed of your website
- About something that’s broken
- Moving hosting company
- Updating plugins
- Handling team or client concerns about something on your website that’s broken or should be functioning differently.
This is all sunk time, caused by your CMS.
None of the above activities actually help your website to convert more sales. They are all ‘hygiene’ factors in having a website up and running in the first place.
The less time you spend on your website hygiene factors, the more time you can spend actually ‘doing’ marketing that closes more sales.
Your HubSpot CMS website is hosted on HubSpot’s powerful servers and backed by a worldwide CDN, 99.99% uptime SLA, security as standard and more.
Forget doing any of the above activities ever again: get used to having more time to market.
6. Improve conversion rates with built in A/B testing
Ultimately, at some point, you’ll want to look at the conversion rate of your website.
Once you’ve got a benchmark, you’ll then want to try and improve your website’s conversion rate, so that you get more sales. This is called Conversion Rate Optimisation, or CRO.
CRO involves the almost constant use of A/B testing; putting one page live, making a change and running the two similar pages side-by-side to discover which one gives you the highest conversion rate. Once you’ve settled on the best-performing version you can make another tweak, run another A/B test and so on, each time converting more and more sales.
Running A/B testing can be difficult. There are solutions available to help but, once again, it’s another external plug-in to contend with and keep updated.
HubSpot CMS’ native A/B testing functionality allows you to test an endless number of simple changes quickly and easily. You’ll get graphical reports and choosing a ‘winner’ and applying that page as the live page is just as easy.
It means that the CMS doesn’t only have you covered from the point of view of allowing you to carry out activities that convert more sales. It actively has features like A/B testing that directly impact your ability to create more conversions.
Now, that’s a CMS that’s really operating as a great shop window.