What are the purpose and goals of your website? Knowing this will help you make decisions about content, optimization strategies, and branding. As a business owner, knowing how to use your website to achieve your goals is key to your survival. Afterall, for many of us, the website is a client’s first glance into our business. It sets the tone and delivers a clear message on what the company is about. For example, a website with a goal of increasing engagement may look starkly different than one with a goal of increasing conversions. Below are a few things that your website could be doing for your business.
Brand Power
Using the website as a marketing tool is typically the first and most common concern. The images and content are the building blocks of the brand. However, you must first determine what the core of your brand is. You need to think about how to stand out compared to your competitors. Research the websites of the other businesses and find out what they’re doing right, as well as which niches they are not targeting. Look at the visuals they use, from the graphic elements they use to any imagery or photography. You want your branding to communicate your core message, but you need to ensure you’re not using the same colors or exact images that your competitors are using.
Visibility
The website is only as effective as how many people can see it. As well as building an excellent website, you must look at how you improve its visibility. One of the best ways to do that at the moment is to take a closer look at search engine optimization. This is the discipline that allows you to improve your standings on Google and be one of the top results of searches relevant to the services you provide. This Forbes article takes a closer look at some of the most common SEO errors many sites make and how you can rectify them to improve your visibility.
Sales and Leads
If your site is the place you do business, then you shouldn’t stop at simply building traffic. You should learn to capitalize on it as well. There are tools that can help you look at the different ways that your site can turn site visitors into customers, as this Clickfunnels review shows. Optimizing the site so that calls-to-action lead visitors to sales and users are encouraged to visit the pages that outline and sell your services can help you make the most of the traffic visiting your site. This might also include cutting out some of the unnecessary content that has little to do with the services you provide. You want to make the path from first visiting the site to closing the sale as short and simple as possible.
Information and insights
When people are visiting your website, they’re providing you with a lot of information. Web Hosts and search engines like Google collect information on their users. This doesn’t include personal information but does include browsing habits. For instance, by learning what time your site is more likely to get visitors, you can find the most effective time of day to use pay-per-click advertisements. Check out this Mouseflow website to see how heat maps can show you the most popular parts of your site.
Community and Content
Your website can help build more than short-term sales goals, it can also help you build the community. Incorporate social media feeds into your site to make it easier for consumers to stay updated on latest deals and sales. Those visitors may also be interested in the expert information and advice you can provide through content marketing. Keeping your site updated with new content, like a blog, also gives users reason to visit it time and time again, which increases their likelihood of making another purchase.
Like your equipment, skills, and employees, the website is a resource that can be under-utilized. Hopefully, the points above help you take a closer look at how exactly you’re using it and what you could be doing to get the most possible benefits from it.
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