New website design techniques are putting emphasis on the social aspect of Inbound

Inbound Marketing is everything from “content marketing” to “Content for Dummies”–and currently, designers across the board are dabbling in Inbound design (that is, working with startups or small businesses to create websites that are optimized for search engine optimization or optimized for mobile users).

To give entrepreneurs and designers tips for small businesses to get started, Paul Capelli, managing partner at Chicago-based Blue Atlantic Ventures, a pioneer in Inbound Marketing and a paid contributor to Forbes, recently visited Forbes.com to discuss what each professional should consider in order to succeed with Inbound design.

1. Think it’s a full time job

Don’t hire your first designer just because you have a web idea you think they could help with. “Build a team” that knows the subject, explains Capelli. You don’t want just an afterthought in the mix, but instead, “hire the right designer who knows how to produce professional results.” Be sure to add experienced content manager, a copywriter, business development person, community manager and an accountant (or the equivalent)—it’s worth being smart and double-barreled with resources to help build a strong, sustainable brand.

2. Find a team you trust

Developing a team for your design work is essential for success, notes Capelli. Whether it’s a full-time team or freelancers, hiring talent you trust upfront can be important for team-bonding and “the right chemistry is essential,” notes Capelli. “People have to be on the same page—everyone needs to focus on the same goals.”

3. Set clear goals

“Generally, I believe Inbound Design is not just about SEO and branding, but really about being a great customer,” notes Capelli. “Everyone should think this way. Inbound is very different than e-commerce and has nothing to do with high-end web design.” When choosing someone to work with, look at qualifications to determine if they will be successful, and then look at their style of work. “I don’t want to create any divided groups,” says Capelli.

4. Get a handle on what your customer is looking for

“Think about where your customer is,” says Capelli. One tip he would give to any small business looking to implement Inbound Design: “Don’t think it’s all about making your site pretty. Think about how your site can help a customer with their business.” Continue learning about your customers, and work with your designer to understand what that is, and where that might take you.

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