When it comes to marketing, your website is the most important weapon in your strategic arsenal. It’s the Swiss army knife of advertising, providing you with a multitude of tools and opportunities for advancement, but it might be letting you down if you aren’t exploiting its full potential.
Your site shouldn’t only serve as a directory of your services, products and contact information. The stereotypical idea of a website has evolved, and its purpose has come to mean so much more than the traditional concept. In the flat world of business, you must treat your site as one of your biggest resources when it comes to turning clicks into customers, and customers into money. Your site must possess its own personality, for many clients it’s the first impression they’ll have of your organization, so the right presentation is key.
First, consider the specifics of your website design.
The look of your site is paramount in exhibiting your business culture to visitors, a tactic which can be hugely influential in drawing in your target client base. If you’re seeking to attract casual-minded millennial customers, your website must be designed in a manner that appeals to this computer-fluent demographic. In contrast, traditional business types may find a heavy-formatted site too complicated to navigate, and might appreciate a clean and simple design. With this in mind, it’s imperative that the look of your website is closely aligned with the specifics of your marketing strategy and tailored to your target audience, as it could mean the difference between losing a potential customer or gaining a client for life.
After putting together the most aesthetically-pleasing website known to man, the next step is to make sure it’s actually seen! So we must move to maximize the probability that a customer will find their way onto your site, and this can be done in a number of ways.
One of the most critical aspects of online marketing when it comes to drawing traffic to your site is whether or not it is optimized for mobile use. Today, we use our smartphones and tablets to access more content than ever before, so chances are your clients are using these devices to get to your site. Your site must be responsive, interactive and accessible from mobile devices so clients can maneuver it without becoming frustrated. Consult a web deseigner with expertise in this field to maximize the mobile user experience, and ultimately maximize your conversion and profit potential.
Another optimization technique to consider is Search Engine Optimization, or SEO. This is the process of improving your websites chances of ranking at the top of search engine results. Most of us don’t bother to search past the first page of a search, and even less have the time to sift through hundreds of pages of results. Therefore, the higher your site ranks, the more likely it is a customer will click on it, and then as we’ve already discussed the importance of a killer web design, upon clicking they should be so enamored with your site overall that a sale is imminent!
After your design and optimization has been finalized, you must then consider your website content. The right content will increase the amount of time a client spreads browsing your site, therefore improving their understanding of your methods and services, which can in turn increase the chances they’ll choose to do business with you. Setting up a blog is a great way to stay in touch with existing customers while forging connections with new ones.
Engineering your website with the consumer in mind is the most effective way to boost traffic, and will lead to increased sales, a stronger link between you and your customers and a more concrete online presence that can transform the landscape of your business.
Northeast Sales Partners is a small business development and marketing strategy consultancy located in Northeastern Pennsylvania. If you are interested in learning more about how to grow your business, or maybe you’re thinking of starting a business and you’d like some advice on how to do so, visit www.northeastsalespartners.com