About InboundLabs
“Who knows if it will pan out, but perhaps it is worth a try?”
Oh yes. More than worth a try.
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Who we are
We’re a digital workshop where design means utility and engineering means reliability. We build websites that load fast, are clearly structured, and get people where they need to go without detours. We speak plainly and explain with concrete examples: navigation like a good city map; content that reads like a conversation, not a brochure; technology you barely notice because it just works.
Our team works mostly remote, pragmatic, with a dry sense of humor. We test, measure, discard, improve. Our foundations: sound information architecture, accessible design, clear language, trustworthy data. And if something doesn’t make sense, we say so, politely, but plainly.
Where we come from
InboundLabs grew up in the HubSpot ecosystem: started informally in 2014, founded as a German GmbH in 2016, at times among the top-3 partners worldwide. Intense years. Our unofficial motto came from a HubSpot email: “Who knows if it will pan out, but perhaps it is worth a try?” — and yes, it was worth it. We learned (often from our own mistakes), built a lot, and automated even more. Plenty of stress — and, sometimes, genuine joy.
At the beginning there was gut-feel and pioneer spirit; over time experience and evidence caught up — and with them sobriety: too much complexity, too much sales logic. A concrete turning point in mid-2022: a long-time client said the platform had stopped being fun — too expensive, too complicated. On the partner side it became less about solving real problems and more about cross- and upselling goals. Many conversations later, one conclusion remained: our job isn’t to sell software; our job is to solve problems.
Over 10 years of experience – no white-label solutions, 100% in-house work.
Architecture, design, content, development. We start with usage scenarios, not feature lists. The result: pages you can understand — logical, readable, accessible, fast.
Classic SEO (architecture, content, load times, internal linking, structured data) plus GEO — Generative Engine Optimization. We write so that people get answers and language models draw the right conclusions: clear H2/H3 logic, precise terms, explicit definitions, consistent terminology.
A11y is embedded across design, code, and editorial workflows. We check contrast, focus order, error messaging, reading logic, ARIA roles. Goal: a site that works without a mouse, without perfect eyesight, and without insider knowledge.
AI belongs in workflows, not slogans. We use it where it creates value: content inventory and migration, data-driven content gaps, editorial assistants, quality checks (tone, readability, consistency), semantic search in the content hub. Documented, traceable, scalable.
Good websites are a team sport. We build in editability, operating guides, and training so teams can get better on their own — without a weekly agency meeting.