How important is a website for a business? The advancement of social media, mobile apps, and ad campaigns has made it increasingly easier for business owners to use innovative means to generate sales online. Regardless of such technological advancements, having a professional business website is the one of the tried-and-true marketing foundations that your company needs to have in place.
Think of your website as your prime digital real estate. It is one of the few digital assets that you can actually own. Social media platforms are free platforms owned by corporations and stakeholders. These companies can just their policies and even delete your profile account in a whim with little to no recourse for you. A company who relies too heavily on social media to do their advertising, education, and outreach is a company at risk. Your content plan should incorporate strategies for directing your audience from social media over to your website.
“The job of your website is to impress, educate, and capture leads.
Having a properly designed and brand positioned website builds credibility. A recent report has stated that companies who don’t have websites, lose 30% of consumer business. One function of your website is to establish trust in the eyes of your potential customers.
Credibility Tools Your Website Can Leverage:
- Optimized, captivating, and descriptive copywriting
- Testimonials and case studies
- Display any news, magazine, or major publication features and awards.
- Educational content and training both on your company’s website and blog
- Professional photography
- Video (helps to increase conversions by 80% or more)
- Include contact information such as location, email address, and phone number
Another huge role of your website is that it helps your business become searchable. When potential customers are researching vendor solutions for their issue, it’s fair to say that you want your business to be found. Applying content marketing to your website will help to improve your site’s over all search-ability. This is important for companies of all types, but it is especially important for local businesses. If you are a local business you’ll want to make sure that people within your proximity can find you. Google assumes that a user doing a search on their mobile phone is most likely on the go, the search engine favors local businesses when people do mobile searches.
It has been found that 4 out of 5 consumers use search engines for local information. What’s even more interesting is that 88% of searches for local business on a mobile device either call or visit the business within 24 hours.
Utilizing video on your website is also powerful tool in increasing your internet search-ability. Video drives a 157% increase in organic traffic from SERPs (search engine result pages). It has been said that websites can improve their chances for showing up on page 1 of the SERP by including targeted video.
Keep in mind that with mobile device quickly becoming the default method of communication and research, the majority of your site’s visitors will be mobile users. Your website design needs to be mobile responsive, meaning that the desktop size design easily scales down to accommodate the smaller dimensions of a mobile screen in order to accommodate your mobile visitors and encourages them to remain on your site for longer periods of time.
Lastly, your website is a huge factor in the effectiveness of your audience growth. An optimized lead generation strategy will include targeted content marketing on your website. Your website should be content rich with articles and videos which educate about the USP and benefits of your brand. Within this educational content you will have CTAs (call to actions), those CTAs should direct the visitor to your “freebie” offer in exchange for their email/contact information. This CTA ultimately captures and navigates leads through your sales engine. Lead generation is the heartbeat of any effective digital marketing campaign. If you’d like more details about simple lead generation strategies, I’ve outlined the process in this article. Let’s not forget that your website can act as your central e-commerce and payment portal which will help you to further automate your sales process.
Although I’ve shared with you a few ways that your website is key to increasing your sales and audience growth, I’ve only skimmed the surface. The benefits of having a professional website paired with a strategic content marketing plan are endless. If you’ve been taking your web presence for granted and thinking of it as a one dimensional platform, I encourage you to rethink your digital strategy. It’s time to fully leverage your website within a multi-tiered content marketing approach.