We spend a lot of time on this blog discussing various tactics and methods of attracting and driving quality traffic to your company website. A vast majority of brands, especially SMBs, concentrate their marketing budgets on these tactics, and leave little for designing and maintaining the actual company website. This is an example of backwards thinking; the website is the tool that will ultimately convert that traffic into leads and customers, and if it isn’t doing its job, then all of that traffic is useless – and the money spent on driving it to a less-than-stellar website has been wasted. Brands should prioritize their website, and make it an integral part of their digital marketing strategy. Why is the company website so important, and why should marketers think about it in these terms? We can think of three reasons off the top of our heads:
The Website is Representative of your Brand:
Think of your website as your digital storefront. Visitors come here to learn more about your brand, your products and services, and how to take the next steps (hopefully, convert into a lead or customer). If you have slick ads, robust search engine marketing campaigns, and professional email messaging that all leads to a slapped together or poorly designed website, not only will it fail to convert, but it will negatively impact the overall perception of your brand. If your website is not building brand value, it is detracting from it, which will hurt your bottom line in both the short and long term.
Prospective Customers Interact with Your Website:
Interacting with the company website is the easiest and most effective way that potential customers engage with your brand. When users visit a clean, well designed website with clear, valuable information and an intuitive user interface, their interaction with the brand increases in scope and depth, and the probability that this visitor will do business with your brand increases. To keep them on your site and engaging with your brand, spend some time making sure that your website is attractive, useful, and easy to understand.
Your Website is Your Conversion Machine:
If you’re going to spend the time and resources to create a compelling website, and to drive online traffic to that website, then the site better convert that traffic into leads. In order to make your website into a conversion machine, you have to make sure that all of the elements are coming together; even missing one element can cause people to abandon the site. Site design, user interface, content, and calls to action are all crucial in turning a visitor into a lead – and then a customer.
When it comes to digital marketing, companies tend to put the cart before the horse; spending lots of money generating traffic won’t accomplish much if your website is a mess. If your company website isn’t converting like you need it to, contact us; our design and development teams have years of experience tweaking and overhauling websites to turn them into revenue generators that users visit again and again.