Owning a website and having it perform at the top level has never been more crucial now than ever before. Visibility is key at a time where majority of consumers are online. It's not 'who you know' that will bring in the business, but 'who knows about you and your brand' that will sustain it. Even if your company or agency has planned in advance so that you can operate through emergency situations, there will be times when unforeseen events will occur and blindside even the most prepared individuals. Pandemics, natural disasters or armed conflicts between countries are just a few examples of events that can alter the state of the economy and change the way we interact with each other.
So how will your business survive in instances like these? How will you update and communicate with your clients? How will you be able gain new prospects to sustain your business? In instances like these a website is going to be your best asset.
Find out why fully optimized webpages are important for business continuity and how you can have your website work for you at a time you need it most.
1. Your online calling card
A business website is the face of your brand online, it’s also your client’s first contact with your business. It’s more useful now because potential leads and clients are spending more time online than ever before. People won’t just go out and shop, on the contrary, if they need a product or service, they will most likely go online and look for it on Google.
Make sure that your website elicits a positive response and feeling from your visitor. The design should not only be beautiful but responsive and optimized for both mobile and desktop as well. If you’re not too keen on building sites you can always outsource web design to professionals which is advisable since this is a service you won’t be using daily.
Second, you have to make sure that in whatever page your visitor lands on, they can smoothly navigate through and easily locate the information they need.
Third, plan the user’s journey so that once they land on your website, you know what they’re looking for and how you can provide them with what they need.
Whether it’s installing a chatbot, providing a CTA or placing a visible widget, you have to be able to predict your visitor’s actions. Be mindful of the page that they will be landing on. Ask questions like “What do they do next?”, “Is the page interactive or engaging?”, “Is it easy for them to find the information they need?”.
It’s not enough that your website looks good, it also has to make sense to the visitor.
2. Your website builds up your credibility
Trust is key to any business. With the growing following of social media, it’s easy to think that it’s all you need. If a business wants to be discovered, then they go and open a social media account. There’s Facebook, Instagram, Twitter, and more are popping up every day. Though social media can be useful for branding, it doesn’t make your business more credible than if you owned a solid website. Why? Because anyone can lurk in social media, some can just make fake accounts any time because it’s free, scammers are everywhere and most people can’t really tell until they fall victim to the deception.
Meanwhile, a website requires acquiring a domain name and building content that supports your products or services. This is a space online that is dedicated only to your brand and that’s not something a social media account can replace.
How to build your website’s credibility:
- Enhance User Interface (UI). UI goes beyond making your website look good, it deals with the responsiveness of your website too. A great UI will maximize conversion rate through your website.
- Enhance User Experience (UX). Your website should be easy to use and easy to navigate. Ask these questions for starters, “Is it easy for visitors to find the pages they’re looking for?” or “Did they get the information they need from the site without any hiccup?”
- Post Testimonials and Reviews. These are receipts that your business has the capacity to deliver what you claim. Online reviews are valued to the point that 82 percent of consumers turn to it for validation, this is just for local business. Of course, this goes without saying that positive online reviews gain customers’ trust faster. This, in turn, converts traffic into leads, boosting both rankings and revenues.
- Provide High-Quality Content. Sharing your knowledge online can not only be helpful to people but can also turn you into a thought leader on a specific topic. This will also make your brand’s personality shine. Create content in various forms like blogs, white paper, case studies, videos, webinars, and more. This is the time where you can be creative and build deeper relationship with your customers.
- Make sure that your website is ranking on search engine results pages (SERPs). Nothing says ‘authoritative’ like users seeing your website ranking on the first page of the SERPs. It tells people that you’ve earned Google’s badge of credibility. Increasing your website ranking is a combination of knowing what your target audience needs and knowing how to position it in a way that search engines can rank it.
3. Your website is a low-cost marketing strategy
There’s no question that a website helps a business by saving costs on marketing and customer acquisition. If done right, it will do wonders for your ROI as well. Although most people think that once a website is up the work stops there, people will start clicking and traffic will come pouring in. That’s not the case.
There are about 4 billion searches a day from Google alone. Your industry makes a percentage of that search and your goal is for people to land on your website when they look for your services. In a way, that’s how it should be. But with competition getting fiercer and the fight for online traffic getting heavier, you have to find a way to remain on top of search results.
How to maintain your website’s online presence?
Your website has to rank high on the search results pages in order to reap the most benefit. Research showed that 75 percent of users never click past the first page of search results. This is great if your website is ranked on the first page, otherwise, you have to try harder. This is where search engine optimization or SEO comes in.
What SEO does is amplify the visibility of your website’s ranking by tweaking and improving factors such as page speed, meta-data, title tags, keywords, content for on-page and off-page, and more. If you’re not too savvy with search engine optimization, there are professionals offering SEO services you can turn to for advice or help. It’s important to seize this opportunity as it’s indeed helpful now, but will most likely be more rewarding when the economy bounces back.
4. Your business is looking to grow: Increase in ROI
If amidst the economic downturn, you still see that there’s still an opportunity where your business can flourish, then an optimized website can really help you grow. A website’s goal is to attract leads, convert them to paying customers, and eventually increase your revenue. Since everyone nowadays is at home, the majority of the market is online, and now is the time to capitalize on it.
How to increase ROI
For your website to successfully deliver an increase in ROI, you need to have an effective landing page with a killer Call-to-action.
A landing page’s purpose is to increase online conversion rates by engaging users and compelling them to take the necessary action, whether it’s to sign up or to buy a product. Create campaigns, promotions, or have discounts and publish them on your landing page.
Employing an email marketing campaign to promote your website can be a powerful approach. Start creating a lead nurturing campaign targeting a specific segment of your audience and vary your content from newsletters, to videos to ebooks. The important thing is to have a powerful CTR that will make them click over to your website for conversion.
5. Easily accessible: Promote & Sell any time and anywhere
Research shows that out of 7.8 billion total world population, 4.54 billion are active internet users. With 66% of the world population (and counting) having access to mobile phones, the number of internet users continues to grow every day.
This means that people can view your website anywhere and at any time. They can access the information they need and browse or purchase at any moment they choose to.
With your website accessible through both desktop and mobile, you have to make sure that it is optimized to be viewed and used on both.
Provide photos or videos of your products and services with detailed information about them. Show how your offers are better than your competitors. If you can, provide links to blogs, reviews, and other helpful content.
6. Long term strategy with long term results
The internet levels the playing field for marketers of all sizes. There’s no need for an A-list celebrity to drive traffic to a webpage, all you really need to get noticed are a catchy tagline and an optimized content. So a website is the ideal marketing avenue in times when the budget is a bit tight but you want to go for impact.
There’s no better way to gain customers and cut costs than organic traffic. These are customers or leads coming to your website from organic search results with no paid ads involved. Meaning, people found your website because it matched a query they entered on a search engine.
Most prefer organic traffic than paid search because it’s more sustainable and it’s more geared towards long term results, while paid advertisements are effective and useful, but in order to continue appearing on top, the payment should be continuous too.
Here’s are some factors that you need to optimize on your website:
- Optimize page speed. The faster the speed loads, the better the user experience is. Pages that have slow loading time results in people exiting the website, causing the site to have a higher bounce rate. This is bad for the website in two ways. First, a website lost a potential lead because it loaded a second later than the visitor was willing to wait. Second, search engines like Google will see the action as a sign that the website is irrelevant, therefore will lower its rank in search results.
- Content that matches targeted keywords. Keywords are essential in building a website. Whether it’s short-tail or long-tail keywords, choosing them strategically will gain you better traction and not only bring more traffic to your website but bring more value to your clients well. There are a number of keyword research tools online that can help you determine which keywords you should rank for or you can use tools like Spyfu to learn which keywords your competitors are already using.
- Improving meta descriptions, title tags, and alt tags. These are more technical aspects of SEO that you need to optimize in order for your website to gain an advantage in search engine results pages.
- Create high quality and educational content. Engaging more visitors will encourage them to visit more pages and in turn increase their overall time on-page. Not only will the user gain information about a specific subject or about your brand, but search engines will see your website as relevant because people are spending more time on it.
- Powerful call-to-action. Come up with a very persuasive CTA and make it seen. Make the design tasteful and stand out, make sure that it matches the content and the feel of your website.
7. A website gives an opportunity to dive into a new market
Since the internet works on a global scale, you never know who can land on your website. Whether you’re operating a small business or an established one, this presents an opportunity to discover a new target market.
Be mindful that people will judge how you’re going to perform or how they will be treated just by looking and browsing through your website. If you want to attract more visitors and have a broader reach, make sure that your website is modern and engaging so that people will feel welcomed. You’ll also give a vibe that new people are welcome to visit and explore.
If you have this opportunity in mind, you can create different landing pages for the niches that you want to target. Different types of people need different types of content. This is why designing pages that cater to them will be a more effective strategy in engaging your leads and turning them into paying customers.
Another way to get an idea of possible target-market opportunities is by incorporating opt-ins for your visitors and creatively placing them on a page where you see a chance that a new audience might set foot.
8. Ease of tracking and acquiring results and data
Another factor that makes a website a powerful tool for business continuity is the ease of tracking and monitoring data and results. Data is invaluable in business, and the report that your website delivers is vital to your business’ success. It has the ability to let you know the preference, behavior, and habits of your target audience or visitors. The key here is to define your goals early. To get you started, delve into either the Principles of 4DX or the SMART Goal Methodology.
The important thing is to not be random and to have a clear vision of what you want your website to do for your business. Then set the key performance indicators or metrics that will let you know if you’ve reached your goals or not.
Example of setting a goal, objectives and KPIs:
The numbers you get from data coming from your website can benefit your business in numerous ways.
- Gives you a deeper understanding into customer behavior
- Lets you know what pages work well
- Lets you know what pages are not performing well
- Gives you information about what the current trends are
- Gives you information about what your target market is interested in
- Gives you information about the demographics your website is attracting
These are just a few insights on what you can gather from reviewing the report. Delve deeper and you can pinpoint new opportunities that will greatly benefit your business.
The currency of visibility
A great website with high impression rate and high search rankings has the capacity to elevate your business to greater heights – especially now that more people are spending time online. However, a website is only as good as the product or service inside it so make sure that you have a solid understanding of what you are offering. This way, you can effectively present it to your audience through your website. If you’re certain that what you offer brings value to your target market, then a well-optimized and highly visible website will be the gateway for quality traffic to turn to quality leads and eventually convert to paying customers.
Feel free to schedule a meeting with us, we'd be happy to talk to you and assist you in all your digital marketing ventures.