It's Time to Think Outside the Box – Why Websites Need to Be Personalized

Posted by Murray Sye

on Tue, Feb 4, 2014 @ 10:19 AM

Static websites are a thing of the past. Failure to update your website and keep it fresh could be costing you new leads, customers, and more sales. Now more than every, it's time to think outside of the box and explore new ways to engage your customers and give them the personalized user experience they want, and more importantly, are coming to expect in 2014.



Status quo – oh no!

If you have been browsing online today, you have probably noticed that there is a fair share of cookie cutter websites popping up. Most are using out of the box web designs and WordPress templates. While these websites are undoubtedly easy to manage, they also blend in with the millions of other sites that use the same designs, color schemes, and page structures. While there is nothing wrong with this approach, it is less than ideal from a marketing perspective, especially if your goal is to differentiate your website from competitors.

Out with the old, in with the new

We are also seeing a trend of older, more established websites being passed up in search rankings. This situation is an important reminder that web design and Internet marketing is not static. It is also a sign that your website may be out of touch with what your users are expecting when they visit your website. Yes, there is something to be said for well-established branding elements, but every website needs an overhaul from time to time. Websites are not a set it once and forget it strategy and you cannot coast on one design forever.

Is your website out of touch? It's time to get personal

As outlined in one of our previous articles, Your Website Is Not "One-Size-Fits-All" – It's Time to Get Personal, users are commanding a more personalized experience. They want the ability to customize their engagement and interaction with your website in order to get content that is of interest to them, and without having to work to hard to find it.

However, personalization is a key element that is often missing from out of the box web designs and static websites. If you want to stay ahead of the curve and create a valuable user experience, it's time to take a more personalized approach using contextual marketing.

Contextual marketing strategies allow you to created a more dynamic and personalized experience for each person who visits your website. What does this mean? It means that you can use analytics and other data to alter your content and messaging to meet the criteria of a specific user profile. You can personalize the content to match up with a specific user action or even based on where they are in the sales cycle.

Why websites need to personalized

Websites need to be personalized because users want a more personal experience when they visit your website, download your app and engage with your brand on social media. More importantly, personalization allows you to more accurately target your marketing strategies. This creates multiple benefits:

  • Segmentation of marketing messages and users' experiences

  • Making user experience easier

  • Deeper and more contextual connections with website visitors

  • The ability to better meet the needs of users, increasing your level of customer service

  • The creation of a truly unique user experience, something that your competitors cannot match

  • Increased conversions and sales

  • Attraction of traffic and increased search rankings

How can I personalize my website? HubSpot integration

One of the most effective ways to begin personalizing your website is by using HubSpot's Content Optimization System. The effectiveness of this tool is perfectly displayed in the screenshot below:


The ability to create a more personalized experience is the key to successful marketing today and into the future. Users want personalization, and if you follow suit, you will be rewarded with increased traffic, deeper levels of engagement, and a boost in sales and conversions.

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Context Marketing
Flickr Photo Credit: by IAmNotUnique

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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