How to Do an Inclusive Website and Social Media Audit to Improve Conversions Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. This piece is in collaboration with Breaking the Blueprint, a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. I’ve been an inclusive marketing strategist and consultant for the last seven years. I’m also a consumer with several identities that are part of underrepresented and underserved communities. And I can’t tell you the number of times I’ve been on brand websites and social channels exploring whether or not I should buy something, only to decide "this brand isn’t for me" based upon something I saw or didn’t see. Once, I was sitting with my credit card in hand while clicking through to a brand’s Instagram account from a sponsored post, only to quickly put my card away because I didn’t see anyone in the imagery that looked like me. Unfortunately, experiences like that aren’t unique to me. Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities. Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions. The Starting Point for An Inclusive Marketing Audit Get clear about the customers you want to...