Building a strong foundation for your marketing – Is your website helping or hurting?
Even if you’re just getting started with marketing, you probably already know that the web plays an important role in any modern company’s promotional strategy. Your website is far more than just one of many things you need to do, though—it’s the foundation upon which your entire marketing campaign will be built.
Not sure why?
In order to be found by potential customers, your website needs to work hard for you and so that your marketing strategy is successful. This guide will help you create a website that is easy to use, easy to implement, and based on your goals while also providing a plan for moving forward.
How should my layout look on my website?
Laying out your website involves a few key considerations, and one of the most important will be your analytics.
First, you want to make sure your navigation is clear and easy to use.
Second, you want to ensure that your website is responsive, meaning it looks good on both desktop and mobile devices.
Third, you want to make sure your content is well-written and engaging.
Fourth, you want to include calls-to-action (CTAs) throughout your website so that visitors know what they should do next. You can also add CTAs to emails and other marketing material as well.
Lastly, you’ll want to take advantage of free tools like Google Analytics to track visitor data and see which content resonates best with your audience. These insights will help you determine where to spend more time and resources.
For example, if your site is not doing well because there’s not enough compelling content, then you might need to rethink how often you publish new posts or how much research goes into each post.
If your analytics tell you that people aren’t reading about certain topics, then either create more articles about those topics or remove them from the site altogether.
All of these decisions can be made by analyzing data from analytics, looking at web traffic reports, reviewing customer feedback, and even conducting surveys.
Asking your customers questions helps you better understand their needs and motivations, too. That way, you can figure out what types of products or services they would most likely be interested in buying.
It may sound obvious, but many entrepreneurs still don’t consider this basic step before launching their company’s website. With all the valuable information readily available online, you don’t have any excuses for not knowing what your customers want on your website!
What content should be on my website?
If you’re planning to use your website as part of your marketing strategy, it’s important to make sure that the content on your site is relevant to the pains of your target audience. By aligning your content with their needs, you can build a website that will serve as a foundation for your marketing efforts. Here are a few things to keep in mind when planning your website content:
- Identify the needs of your target audience.
- Write relevant and compelling copy that speaks to those needs, tying in how your service effectively solves those pains.
- Use strong calls-to-action throughout your site.
- Make it easy for visitors to contact you.
- Include testimonials and case studies from happy customers.
- Create other useful resources related to your business (articles, blogs).
- Incorporate videos and graphics to help users easily digest your content.
Should I blog?
If you’re planning to build a website, one of the first things you should think about doing is starting a blog – especially if you are going to be doing SEO.
When someone searches for your service on Google, you want to double down on certain keywords or pain points that users are searching. The blog will help build what we call “Link Juice” to certain pages of relevance or the blog itself will help move the user along the customer journey. If the customer is so intrigued by your services or blog, it’s likely they will convert and become a customer or continue to read your content again and again. That translates into repeat customers, happy customers and maybe even referrals.
Questions you should ask when deciding to write blogs are:
What will you blog about?
How often will you blog?
Will your posts be shared on social media?
What kind of images will you use?
With blogs, consistency is key so that readers know they can count on new posts every week, month or day (depending on the frequency) and check back often for updates.
Things you should be aware of when creating blogs:
Google’s algorithm reviews how often a website gets updated or maintained and a blog helps with that maintenance. Images play an important role – some sites load very slowly because there are too many images clogging up the server space and images also tend to capture readers’ attention more than text alone does so consider including some graphics with each post! If you don’t know what to blog about you can utilize your analytics to see what clients search about to find you or services they are interested in that you provide.
However, you need to realize blogs aren’t the only type of content your audience may consume. Which brings us to our next point…
Should I use video?
In today’s online-centric world, video is an increasingly important part of any marketing strategy.
It’s simple: people love watching videos.
In fact, studies have shown that including video on a website can increase conversion rates by as much as 80%. If you’re not convinced yet, check out these statistics from Oberlo:
- 54% consumers want to see more video content.
- 88% of video marketers are satisfied with the ROI.
- Video marketers get 66% more qualified leads per year.
- 8 out of 10 people have purchased a pieces of software or app after watching a brand video.
Think about how you consume information. What do you look for first?
reviews or testimonials? Video or other information (brochures, demos etc.)?
This is the primary question that should be asked in order to make a decision about assets for your website. In the case of videos, watch time should be taken into consideration for your website design, because we tend to spend more time watching videos than reading articles.
Stay ahead of the curve, get more sales, invest in some video.
Why are landing pages important?
The purpose of landing pages is to showcase your products and services and encourage visitors to take action. As well as tracking your marketing progress, they can help you identify the most effective campaigns. So if you don’t already use landing pages, now is the time to get started! The following tips will help you develop them:
- Develop versions of your page so that you have something for different campaigns. For example, maybe one page talks about all the different kinds of services you offer while another just focuses on one. By doing so, you will be able to analyze a person’s motivations for visiting your website, no matter what they’re looking for. Utilizing one service for one campaign drives a clearer message than a broader campaign.
- Make sure it’s clear what will happen when someone clicks on a button by adding phrases like click here or sign up today. After the user completes the action when they click on a button (whether it’s filling out an email form or watching a video), there should be an obvious next step that gets them closer to making a purchase decision or keeping them on your website to consume more information.
- Track your analytics to see which landing pages are doing better than others, or try A/B testing different call to actions, headers, or graphic assets. By stress testing what you already have, you can develop better results.
This sounds like a lot of work… do I need to hire a copywriter, designer and programmer?
You don’t need to hire a separate copywriter, designer and programmer to create a website. An agency can provide all three services, and often at a lower cost than if you were to hire each professional separately.
A customized website also takes much less time for an agency to complete. And as an added bonus, when you work with an agency, they will help develop your branding strategy from start to finish.
Agency websites are more likely to be updated regularly, which makes them seem more trustworthy to visitors and search engines.
Finally, agencies are experts in search engine optimization (SEO), so they know how to make sure your site is easily found by potential customers who are searching online. They have the expertise to optimize content for SEO and have a good understanding of local SEO.
Overall, it’s important for your website to perform to achieve the best results from your marketing efforts.
If you want to develop a website, marketing strategy, assets such as video or photo, or any other marketing tactics, let’s talk.
With proven strategies that integrate your online and off-line marketing, Stealth Media provides a continuous abundance of better customers, employees, and brand evangelists for your business.