When Alexandra Catucci was hired as marketing director of DBS Remodel, in Poughkeepsie, N.Y., one of her first tasks was to help the company develop its website. Soon after, she received a recommendation for HubSpot, an inbound marketing software that would allow her to easily update the site, as well as track and respond to leads.

Alan Hendy, vice president of Neal’s Design Remodel, in Cincinnati, also began using HubSpot based on a peer’s recommendation. He uses it to take clients from curious to committed. “People move at different paces,” Hendy says. The software allows him to nurture the relationship until the prospect is ready to buy.

Catucci uses HubSpot’s dashboard to track results. She says DBS’s website surfaces higher in search engine results than before the company began using the softwarepage views have also increased.

The software helped her create new landing pages that direct site visitors to specific topics. When visitors fill out a contact sheet to sign up for a seminar or request a brochure, the customizable software directs that contact information to a specific person at DBS. For example, appointment requests are sent to the office manager, and project questions are sent to the operations manager.

Hendy also directs the responses to the company’s “calls for action.” “They are nurtured through the funnel before they become a lead,” he explains. The software allows him to create a campaign that is sent to a specific group based on the Web pages they visited.

However, content is important whether it’s created in-house or not. Videos, blogs, and educational information are all essential aspects of improving your company’s search engine results. HubSpot just helps streamline the process.

Nina Patel is a senior editor at REMODELING.