Producing a company website is essential to your marketing efforts, as it will be the central hub for your business online. It’s how customers will find you and how you’ll sell your products or services. If your website hasn’t been used as a key element in your marketing strategy then you’ve been doing it wrong. Here are 8 tips on how you can fix that!
1. Search Engine Optimization
Search engine optimization describes the process a website owner will take to improve their website’s ranking in Google’s search engine results page (SERP). A higher page ranking give your business a considerable competitive advantage – as case studies have shown that results on the first page of Google receive almost 95% of clicks!
There is no one simple trick to improve your SEO. We’ve discussed in our previous SEO dedicated article (Examining the Stages of Effective SEO Promotion) that it is a multi-faceted and most importantly – long term – process. Here are some examples of the marketing tactics you can implement to improve your SEO:
- Conduct analysis of website, niche and competitors
- Research your keywords
- On-page SEO optimization
- Setting up internal site linking
- Produce high quality images and content
2. Invest in web design
It’s important to think of your website as a marketing tool. A poorly designed website or an awkward user interface will increase bounce rate and stop potential customers from returning, this is why marketers place such a big emphasis on a positive user experience. If you don’t have the expertise in creating a professional website then it would be a good idea to hire a specialist website builder so they can do your business justice.
Publish your website when you’re sure it’s well designed, attention grabbing and responsive to different mediums (we’ll look at this in detail later). Only then can you be sure to retain existing customers and gain new ones.
3. Boost page speed
From article: ‘Examining the Negative Impact of Slow Loading Time’
Three seconds is all it takes for a customer to leave your page. On the face of it, three seconds may seem like a trivial statistic – how could such a small amount of time be of such great consequence?
A study by Forrester Consulting on behalf of Akami finds that 47% of customers expect a webpage to load in two seconds or less. Furthermore, 40% of customers will simply abandon the site if loading time reaches the dreaded three second mark. The results suggest that loading speed has a direct impact on revenue.
Slow loading times can trigger a domino effect of unhappy customers due to damaging word of mouth. You’ll be losing out on potential customers as studies show that 44% of online customers will tell their friends about a bad online experience. Prioritise the improvement of your site speed to increase sales.
4. Optimize your website for mobile users
According to market research from Statista, over half (52.2%) of website traffic was served to mobile phones in 2018.
Responsive Web Design (RWD) is a modern day necessity and became popular when businesses realised they were losing their potential target customers to their competitors due to poor mobile compatibility. It’s true – how often have you left a website that doesn’t render correctly on your phone? We want the smoothest browsing experience possible.
RWD uses a fluid grid – which means the dimensions are flexible and can flow seamlessly across any device width. The result will be a naturally optimized webpage, across a range of both large and small screens.
A RWD is easy to maintain, update and fix bugs. Editing your website once will apply the update across ALL device types. This easy procedure will save time, money and labour costs.
5. Maintain a blog
A blog has many uses, but from a strictly digital marketing perspective, it can be used to implement keywords for your SEO strategy. On a more personal level though a blog can create a deeper connection with your users by sharing information with like-minded people in your target market. If your content is good it will eventually get shared and read by more people.
6. Social sharing button
Social sharing buttons that link to popular social media networks should be well placed and clearly visible. This can boost both your website traffic and page ranking. Studies have shown that users will not share your content if it’s difficult or an inconvenience to do so.
7. Post testimonials
Whether your business is B2B or B2C, It’s important to publish ALL of your reviews and testimonials. Hiding negative reviews and choosing to only showcase the positive regarding your product or service is an immediate red flag for customers. Christopher Mims writing for the MIT Technology Review suggest that even negative reviews boost sales. Amazon’s review system should be the benchmark for other online retailers making use of their online store.
8. E-Mail list building
Industry leaders agree that an email subscriber list can be one of the most profitable and cost effective marketing channels. Corey Dilley, marketing manager at Unbounce, says their email list is their, ‘biggest asset for driving new acquisitions’. He goes on to say their subscriber list, ‘consistently generates 80-90% of landing page traffic when they launch a new campaign, piece of content or product feature’.
Your email list can also be used an effective customer service tool. Every once in a while you can send out forms to your subscribers to find out what you can improve on or get feedback on things you’re currently doing well.
Your website is important. Maximize its potential by streamlining your marketing activity by implementing one or all of these tactics. First, outline the elements of your website that you think need work and begin the rectifying process immediately. Employ these proven marketing strategies and take the first steps towards effective website promotion.