Your website is your company's most important marketing tool.
Think of your website as your company's central information hub. It is the perfect place to drive traffic from all other marketing initiatives, allowing you to provide additional information and details to your target audience. More importantly, your website is an online sales representative for your company.
If you build it, they will come.
Unfortunately, the Internet doesn't work like Field of Dreams. Your website is only useful if people are able to find it.
Think of it this way: when you create a new print ad for your business, you don't just hang it up in your office and then wonder why no one is responding to it. No, you place the ad in a newspaper or magazine, you air it on television and radio, and you put it on Facebook and Twitter. You share it with the world so that everyone will know that you have something to offer. These are logical steps that you take to make sure that people will see your ad. The Web is the same way.
There are very simple, very logical, and very specific things that you can do to increase your website's and, ultimately, your company's visibility.
All hail “The Google.”
A recent study by BIA/Kelsey indicates that 97 percent of consumers research local products and services online before making the decision to purchase or hire. Only 3% of consumers are willing to gamble.
People may find your site via social media (Facebook, Twitter, Linkedin, Pinterest, etc.) or as direct traffic (keying in a specific URL). Direct traffic is awesome because that probably means that you've achieved excellent top-of-mind awareness or that your traditional advertising methods are working (print, radio, TV) ... BUT even combined, they still don't come close to the potential eyeballs, and potential dollar bills that you can generate by optimizing your website for search engines.
Give the people what they want.
Now you’ve got a website, you’ve worked hard on your SEO (search engine optimization), maybe you’ve done a little bit of pay-per-click advertising, and you’ve obtained traffic to your site. Now what?
- Is your website converting? (Are you making sales?)
- How long are people staying on your site?
- What’s your bounce rate?
- Where are the points of friction?
It’s time to fine-tune and make sure that every part of your website is functioning at it’s highest capacity. Just like a brick-and-mortar store or office, customer service is incredibly important on the Web. Your visitors need to find what they are looking for quickly and easily. A beautiful design, killer content, and a user-friendly experience are the perfect recipe for success.