Swiss Army Sites: Getting Your Web Page To Do More
Too many business owners have a view of their website that is all-too simplified. They treat it as nothing more than a place to plant their flag online. Someone told them they needed an online presence and they thought a web page was enough. But a website can be one of the most powerful marketing tools in the whole business. Here are a few ways you should be using getting your web page to do more.
Establishing your brand
A website is a space that is devoted entirely to your business and its brand. For that reason, it can be one of the best methods of putting that brand image on full display. It’s best to hold off on getting your site live until you have a core defined brand. Think of your goals, of your target audience, and the value you are proposing to them. Make them the core components of your brand and develop a fitting catalog of imagery. The simpler and more intuitive you can make the brand in the site, the stronger and more recognizable an image you can create. Few things are better for communicating to your audience.
Raising the platform
The website is a great marketing tool, but you need to think about how it does its marketing. It’s not paid advertising or social media. It’s not about outreach, but about getting the right people to gravitate towards it. One of the best ways of doing that is by using search engine optimization to make it more likely to make it appear in front of the right people. The advice from an SEO agency could make it a lot easier to give your site and your business some much-needed visibility. Trying to do it all yourself could result in bad practices like keyword overloading that will only hurt your efforts.
Expanding your expertise
If you want more visitors, think of other ways of bringing them in, too. For instance, think about questions and problems that potential visitors might have that you can answer. Creating a space to host content marketing material on your site means that people who are looking for those answers are more likely to find out about your business while they do so.
Converting the masses
What about when they get to the website? That’s when the site design should be doing all it can to ensure they make the conversion from visitor to customer. Calls-to-action, the right links, and alluring design can make that all more likely. But to know what gets results, you should look into conversion rate optimization, which helps you highlight the most successful aspects of the site so you can emulate them on a broader level.
Make it your front line
Then when they’re customers, you can also make the site the ultimate tool for retaining customers. You can do this by implementing a more effective approach to offering customer support online. FAQs, support forums, on-site chat tools. The options you use depend on how much time you can readily provide support as well as the kind of customer knowledge base you’re dealing with. However, if you’re not providing any support at all on the site, you’re making it harder to retain your customers.
The website can not only help you attract brand new customers, but it can help you retain them by providing the kind of content and design that not only helps them but informs you. Make sure you’re using it to its full potential.