We see it time and time again: Websites that look great and function like a dream, but serve absolutely no purpose. Sounds harsh, but the internet is littered with these business-killing nightmares.
And were not just talking about the classic brochure-style sites that only offer a list of services and a phone number. No, many of these websites were professionally designed using the latest web technologies, yet were somehow built without a single goal in mind. No clear vision,
no fresh content, no calls to action, no way to share. In other words, no reason to stick around. As web developers and digital marketers, this makes our hearts heavy. Web professionals should always have their clients best interests in mind, and to us that means creating a marketing-focused, goal-oriented, responsive website thats beloved by both Google and your potential customers. Every time. A strategic website of this kind takes longer to plan for, but its worth it. A marketing-focused website will…
Reach the Right People
Your business needs a website to survive and thrive, but if its not reaching your target audience then it might as well not even exist. When a website is built with marketing in mind, the developers and marketers work together to research and fully understand your top users demographics, behaviour, and other pertinent details (buyer personas are a key part of this!). This info is worked into the website to ensure youre able to target your ideal demographics and meet their needs and wants in a more effective and efficient manner. Your website will not only reach the people who matter most, but truly connect with them.
The interwebs can be a sketchy place. From shoddy websites and expired SSL certificates to broken links and out-of-date content, trustworthy websites arent always easy to find. Thats why its up to you, business owner extraordinaire, to allay your customers fears and give them an online experience they can trust. And the first step to achieving that? Realizing your website isnt all about you. As youve just read, your website is about your target market, and giving them exactly what theyre looking for. When your website is built with this information in mind, itll be a professional, credible, and authoritative environment where customers are comfortable doing business.
Accomplish Your Goals
Think about your goals. Do you want to
Drive online sales?
Provide information to in-store purchasers?
Provide information on your brand?
Drive requests for products or services?
Drive traffic to key pages?
Why yes, yes you do. But its not going to happen on its own! In order to achieve these goals, your website has to be built with them in mind and have a clear strategy for carrying them out.
Save You Money
Many businesses think of their website as a separate expense from marketing. But in reality, its a major part of your marketing campaign whether youre aware of it or not. Your website is your welcome mat, your virtual sales team, your central point of contact and your social huball rolled into a tidy little package. Its the mothership of your marketing efforts and its hard at work 24/7/365. Because its so efficient, a well planned website offers a significantly higher return on your investment than more traditional forms of marketing. According to a HubSpot report, inbound marketing costs 62% less per lead than traditional marketing AND generates about 3 times as many leads. Sorry, direct mail.
Evolve as Your Business Evolves
Businesses arent static, and neither are the tools used to market them. A marketing-savvy website has the power to grow with you: its easy to update/add products and services, it integrates with the latest social networks, it adapts to the latest handheld device du jour, and it offers simple traffic/conversion tracking to make sure youre meeting your ever-changing goals. Thinking of giving your current website a marketing makeover? Or just starting out? We can help.