A website is the backbone of a business’s digital strategy. Businesses and organizations of all shapes and sizes should have a digital presence in order to reach their target market. The world we live in has changed drastically in the last 10 – 15 years and now requires a website for any and every business.
Surprisingly, Statistic Brain Research Institute reports that of the 53% of small businesses without a website, 41% said the business currently does not need one. Most businesses operate a social media page at minimum but this is not enough. Functioning without a website in the current digital age is simply absurd. A website is a vital component in your digital strategy.
A website, on it’s own, will not yield any great results.
Once you properly establish a digital presence, you can then convert it into a digital marketing beast. Aside from existing, your website must additionally perform. Through attraction and education about product/service offerings, you will be able to convince your visitors to become patrons.
A website is nothing if no one ever visits. Being “findable” is all about making sure your digital marketing is lead properly. Search Engine Optimization (SEO) is necessary in this area. Focus on specific keywords, Title and Meta Tags, 301 Redirects and XML Sitemaps will ensure the major search engines know what’s going on. Beware, there will be some heavy and consistent lifting involved but the payoff is well worth it.
Design for users
Once your business begins generating solid traffic by being “findable”, the next step is to get those visitors to stay on the site. Bounce rate is dependent upon the industry and can vary. On average, most websites range between 40% – 60% bounce rate. Meaning most of the visitors coming to the site are exiting without visiting any other pages, often to never return. From image selection to navigation look and feel to site accessibility, the goal here is an improved user experience and lower bounce rates.
Content, content, content
Content is easily one of the most critical portions of any website. An increase in digital marketing has brought content to the forefront for marketing professionals. Search engines and individuals alike are on the hunt for content. Content that drives traffic to your website and converts visitors into actual leads.
Creating awesome content that adds value, is engaging and represents the message of your business will help you thrive, digitally.
Driving traffic and engaging visitors with quality content across all digital channels is great. But now the goal is to get visitors to convert from prospective customers into actual leads. The worst thing that could happen is having a visitor leave your site without providing any information. When this happens, the opportunity to nurture them until they are ready to purchase is often lost. Increasing website conversions should include focus on engaging-functional visual layouts, effective Calls-to-Action (CTAs), landing pages and possibly even newsletters for optimal engagement.
The digital age is upon us and will pass us by if we continue to disregard its importance. Digital usage is at an all-time high and continues to increase. You have to get where your target market is. Your business website should generate traffic, leads and sales(or whatever your main business goal/objective is). More importantly, it should constantly be in a state of growth. Adapt and adjust will always be the name of the game.
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