We have a lot of "tools" to digitally market: email, social media, video, infographics, white papers, and so on. All these "tools" need a "box" to call home. That's your website. Have you ever gone searching for a tool and couldn’t find it? Annoying, right? Well, a website serves as the hub for your digital tools. This foundation must be built to handle its job or it's ineffective for the money you're spending. What should a website be doing for you?
Most organic traffic comes from search engines, so ranking well in the results is important. How do you make that happen? With a supercharged and strategically created website!
Most of what a search engine spider does is figure out what your content is about. This means first, have amazing content, and second, have the right keywords sprinkled throughout your website.
The technical part of your website plays a supporting role in earning traffic. Broken links and down pages don’t earn bonus points with spiders or visitors. Look at your programming and make sure it's always working and providing the best user experience.
Okay, someone has landed on your website. Now what? Don't expect a visitor to read and click through.
Find creative ways to engage the visitors. A website visit is a first date. Entice them, tease them. Make them want to click on your links or subscribe to your newsletter. They've got to be moving their mouse across the page.
Take your website and do things like:
People visit your website for various reasons. Some are merely in the research stage while others are getting more serious about you. Your website navigation is crucial to user experience. If it takes too long for them to find the answers to their question, watch. Your bounce rate will go up as they go somewhere else.
So have the most vital information easy to find but also funnel visitors in such a way that you're moving them along your pipeline. Keep serving them special content that matches where they are in the sales process.
Got into business because you really believe in what you have to offer. Great! Your website is your place to showcase this expertise.
Don’t be afraid to show your praises. Testimonials are one way of getting this done. Publishing regular blog updates that offer information and education within your special niche is another.
No matter what, every page on your website should be pitching what you do and why you are the best. It doesn't have to be blatantly salesy, but the messaging and design should work together to promote your status as the best in the business.
Like we said, your website is home for all of your digital marketing tools. The Hub. It's got to integrate with social media, email and anything else you might be trying.
Add social media buttons for people to share your amazing product and service. Find places where people can sign up for your email blast or your latest webinar. It's all working together.
If your website isn't doing these five things, it's time for an overhaul. It's got to work for you to be worth the time and effort invested. And if you want to make your website truly different, it needs ATYPICAL.