When you think about keys to success in business, one fundamental feature stands out: an ability to effectively communicate the value of your brand to a target audience.
All internet marketing focuses on this pursuit. To reach a target audience, marketers need a central platform to build outreach campaigns around. In other words, they need an optimized website.
Without a stable site anchoring the constellation of your digital identities — social media accounts, email marketing, advertisement, etc. — it will be difficult to retain existing customers, reach new audiences, or generate the kind of website ranking you need to stay relevant.
Here are four particular reasons why your website needs to be the center of your digital universe:
- Search Engine Marketing is All About First Impressions
Making a strong first impression is a fundamental requirement for success. If new visitors are not impressed by the web design or content, they are bound to cast you off as not worth their time. The only way to ensure a strong first impression is to understand what your target audience wants to see and curate your internet marketing strategy to match.
Most importantly, that means populating your site with SEO-focused content about your business, presented in an easy to navigate style for mobile and desktop users alike. For example, if you run a car mechanics garage, your website should have all the information about what kinds of repair work you do, profiles of your team, and a list of prices. The information should be presented in a simple layout — perhaps a homepage with a drop-down menu listing separate pages for each service, for instance.
- Your Website Can Be a Great Sales Tool
As the center of all your search engine marketing endeavors, your website needs to have plenty of meat on it. What does that look like? Well, an excellent example can be found in the world of tech. SaaS companies are known to offer a free 30-day trial of their software as a pop-up right from the homepage. The URL can be used as a landing page from a social media post, a PPC advertisement, or backlinked internally on a blog. It is a great way to collect leads based on the popularity of your site!
In general, your site should contain all the relevant information a first-time customer might want to consult before making a purchase. Include blog articles detailing specifics about an issue and case studies indicating the effectiveness of your product and customer referrals.
- Organic Search is Great for Traffic and Conversion
Website ranking is only possible if you target specific long-tail keywords in your niche. Indeed, publishing content geared towards searcher intent is a necessary part of an overall SEO strategy. If properly executed week over week, you will start to see real spikes in traffic. The more specific the long-tail keyword you target, the closer to direct conversion they are.
- You Own Your Website – you are only renting your social media space.
Think of it this way. If you rely on social media alone for getting your message out to the world, the effectiveness of this strategy can change in a day if the social media site changes their user policies. Your ranking on that site can drop off overnight.
Since you make the user policies for your website that means you will never be banned or displaced by anything, ever.
These are four of the most influential reasons why your site should be the center of your digital universe. Think of your website as a crystallization of all the things your business can offer customers. When it’s running smoothly, your internet marketing strategy will be ticking along just fine. Let the optimization quality slip by a margin, and it will show in a reduction of revenue.
All you need is time (4-6 months) and patience and you can get that new business through digital marketing efforts. If you need results quicker, a website refresh and pay per click (PPC) program may be better suited to your needs. Contact me. We can discuss strategy on the phone or get a coffee.
Rob Dunford is a Marketing Consulting in the Great Toronto Area with over 20 years experience in building and implementing marketing plans for small business.