When you first launch a website, you’re not likely to get too much traffic to it, and that’s okay. Your website can serve as a powerful hub for your online presence; a central location to direct your customers to for more information, among other things.
Customers increasingly turn to the internet to discover, research, and engage with brands. A well-crafted website is your virtual storefront, open 24/7, making it accessible to potential customers worldwide.
Let’s look at 9 ways to make your website central to your marketing strategy.
1. Think of your website is a Hub for All Your Marketing Activities
Sometimes my clients view their website as their entire marketing strategy. Instead, I try to challenge my web design clients to think of their website as the hub that ties all their online marketing efforts together.
Yes, your website will attract new clients via search engines and other sites linking to you, although that can sometimes take time to really take off.
More than that, though, your website is where you can consolidate your content, showcase your products or services, and present a cohesive brand image. On your website, you can demonstrate your expertise and your unique point of view in your niche.
Your social media, email marketing, content marketing, and paid advertising efforts should all lead potential customers back to your website.
2. Your Website offers an opportunity for Control Over Your Brand and Messaging in your Marketing Strategy
We cannot control what others say about us, and we cannot always control what goes on social media. However, your website gives you full control over your brand image and messaging. You’re in the driver’s seat.
Unlike social media platforms or third-party sites, where rules can change, your website is yours to design, curate, and update as you see fit. You can tell your brand story, highlight your value proposition, and engage visitors on your terms.
Consider it the home turf advantage.
3. Use your website to improve Credibility and Trust
Your website says a lot about you and your business. A professional website enhances your business’s credibility and trustworthiness. A well-designed, user-friendly website reflects positively on your brand.
Your website provides a platform where customers can learn about your business, read reviews, and contact you directly, building trust in your offerings.
4. Your Website provides an opportunity for Data Collection and Analysis
When using analytics tools and webmaster tools from search engines like Google, you can learn a great deal about those who visit your website and what they are looking for. I’m just old enough to remember how complicated, expensive, and time consuming market research used to be. With your website you potentially have access to your data that can help you with your marketing and product development efforts.
Your website is a treasure trove of data that can inform your marketing strategy. With tools like Google Analytics, you can track user behavior, conversion rates, and the performance of your content and campaigns. This data empowers you to make data-driven marketing decisions.
5. A well-built, optimized Website can add Search Engine Visibility to your Marketing Strategy
Optimizing your website for search engines (SEO) is key to improving your online visibility. A website that ranks well in search results in your niche can attract organic traffic, reducing your reliance on paid advertising. SEO is an ongoing effort that, when done right, can yield long-term benefits.
As I mentioned earlier, SEO should be thought of as more of a long game, depending on your niche and how competitive it is. The results are rarely instant, but with a well-optimized website that serves your website visitors, your Search Engine visibility will continue to grow for years to come.
6. Your Website should be A Sales and Lead Generation Tool
I think of my website as a salesperson who works for me 24/7, 365 days a year. On my site, I’m always generating leads, making connections, educating potential clients in my pipeline, and serving my community.
Your website is a potential sales and lead generation machine. I say potential, because not every website is optimized for this. Simply having a website doesn’t get you leads; You need a website built around this goal.
With a well-built and optimized website, you can integrate lead capture forms, conduct e-commerce, and offer digital products or services. By aligning your website with your sales funnel and goals, you can guide visitors toward becoming clients and customers.
7. Your Website Potentially has Global Reach
You should never think of the entire world as your target audience – that’s too broad! However, there really are no limits to the reach for your website if you focus in on your niche. The internet knows no boundaries.
Your website allows you to potentially reach a global audience, expanding your market beyond your local area.
8. Unlike print marketing, a website offers adaptability and scalability
When you work in print media and print marketing, you design something that is not going to change for a while. With a website, you can easily adapt, update, tweak, and improve on your message and marketing as needed. You can test out small changes.
Your website can evolve as your business grows. It’s a flexible platform that can accommodate new products, services, and marketing strategies. Whether you’re a small startup or an established enterprise, your website can, and should, adapt and grow to meet your needs.
9. Having a website is a Market Expectation
Customers expect businesses to have an online presence. If your competitors have well-developed websites and you don’t, you risk falling behind. Many use the internet to research a company, products, or services before they pick up a phone to call.
With this in mind, use your website as a way to answer any questions they might have before they reach out, to help them see whether you’re the right solution to their problem.
Your website is not just a component of your marketing strategy; it should be central to it. It’s the digital anchor for your brand, a hub that connects various marketing channels and enabling you to reach and engage with your target audience effectively. Investing in a well-designed, user-friendly website is an important step toward building a successful online presence and marketing strategy.