It’s a given that any business looking to compete in today’s marketplace needs a website. But websites have evolved beyond simply being an online brochure for your business.
Your website is the most flexible marketing tool in your toolbox. It gives prospective customers the information they need to make their buying decisions.
Most consumers research the products and services they need as well as the businesses that provide them. You need a website with the versatility, functionality, and design to inform, engage, and convert your prospects.
Your Website Supports All Your Other Marketing Strategies
Websites are commonly seen as a hub for businesses that have to manage social media, content, email, and other marketing strategies. But your website is more than a hub. It’s an extension of these tools and enhances their results.
Your email marketing campaigns drive recipients to your website. Social media posts, online ads, and other marketing messages will likely do the same.
So you need to consider the different traffic sources coming to your site’s pages in order to optimize its performance and move users into your sales process.
Your website should give visitors a clear idea of what you do, who you serve, and how you serve them. But it also needs to establish a consistent message that’s more likely to convert prospects into paying customers.
Better Outreach Through Social Media and Email Marketing
Almost every business now has a social media presence. Platforms like Facebook, Twitter, and others make it easy to connect and engage with your target audience.
But social media can’t stand alone as a marketing tool. Users need somewhere to go once they’ve connected with your business. That’s where a well-designed website comes in.
It’s difficult to give users everything they need to buy in your social media posts. Also, social media is meant to be a conversational tool rather than something you use to pitch your prospects.
Buy guiding social media users to your website, you build momentum as they move into your sales funnel. This applies to your email marketing campaigns as well.
Social media and email marketing start conversations and build relationships. Your website needs to support those conversations and transition users into a selling environment as they learn more about your products and services.
How Your Website Improves Your Content and Paid Marketing
Businesses have plenty of options when it comes to publishing content. But you want the bulk of your content to live on your website. Not only does this build credibility into your site’s design, but it also supports its rankings in the search engines.
Pay-per-click (PPC) and other paid marketing have to lead users to take the next step in making a purchase. Your website is the perfect place for users who have clicked on your ads and qualified themselves as potential customers.
You can create dedicated landing pages on your website to build on the messages in your paid ads. Rather than send users to your home page, where they may struggle to figure out what to do next, landing pages are focused on a single message and call to action.
A landing page can answer questions and address objections in the minds of prospective customers. This increases the likelihood that they’ll buy your product or service while enhancing their experience with your brand.
Designing a website that has the flexibility to meet all your marketing needs should be your primary goal. A website lets you reach more online users and share information about your business and offers.
Understanding the need to accommodate your content marketing, PPC advertising, email marketing, and social media will give you a powerful website that achieves your business goals.
