After rolling up your web development project you are puzzled with the question of how to make your website a marketing tool for your business, and how you can generate your returns on the investment you’ve made. We had the same problem when we first started out as a tech company, but we scaled through after applying some digital marketing tricks to running our business.
Here are 12 effective ways to use your website as a marketing tool to convert your visitors into new customers and build a loyal following.
1. Perform Keyword Research
Keyword research is the process of understanding the language your target customers use when searching for your products, services, and content. It also involves analyzing, comparing, and prioritizing the best keyword opportunities for your website.
Keyword research is the only way to figure out what people are typing into search engines. Many website owners make that mistake, and it’s likely a big part of the reason why 90.63% of pages get no traffic from Google, according to arhefs.
Perform keyword research based on your marketing goals and your digital marketing strategy. Know where you stand among your competitors and have a direction in mind for driving traffic.
For the best return on investment, choose strong long-tail keywords, specific and niche terms that your customers will use in their queries. You’ll also want to look for keywords with low competition and a high monthly search volume.
2. Build Links Across Your Website Content.
The more back-links a page or post has within it, the better it will rank on Google. Link to other credible sources within your content. Establish working relationships or affiliate partnerships with other influencers in your space to get more high-quality back-links.
You can run a website audit to find any technical SEO issues. However, if you choose a theme that is SEO friendly, you’ll mitigate these issues to a virtually non-existent level.
3. Create quality content
It’s all about content! Having high-quality content that includes the right terms, the right length, and the right elements based on the topic you want to rank for is even more important.
Is your content the right reading level for your audience? Is it the right type (sales focused or educational)? Does it include videos? These are all factors you should consider when creating or refreshing content for SEO viability.
4. Engage Your Visitors With Visuals
In order for your website to be a really effective marketing tool, you need to use plenty of visual content to catch and hold your audience’s attention. Engage them with photos, videos, and infographics.
Words may sometimes get visitors to your site, but won’t make them stay if you only use textual content. Another great way to capture the eye and add visual cohesiveness to your content is to use banners. You could use a consistent banner image for all pages, posts, or different images based on the content’s topic.
CloudRiff cites the following interesting stats on how visual decision making impacts marketing:
5. Use Clear Navigation
It may not seem obvious, but navigation is crucial to any good marketing plan because it impacts the user’s experience on such a significant level. If it takes too long for your visitor’s immediate needs to be met because your site layout is confusing or unclear, your bounce rates will soar.
Organize your main menu, make it visible, and as simple as possible so that your visitors can easily find what they need. Additionally, be sure to utilize breadcrumbs, which help people navigate back to where they began if needed.
6. Update Your Website Content
To start, make sure the basic information on your site is up to dates, such as your contact information, events, company news, and pricing. Outdated info hurts both you and your visitors, so make sure you stay on top of it any time a change occurs.
Make special promotions, or sign up for a webinar, course, or other events, you’ll want to promote, prominent on your site. Display pop-ups or embedded CTA’s to those whom you have segmented, who may have visited key pages, or have taken some action to show their interest in what you have to offer. This is referred to as on-site retargeting and it is an important marketing tool you can utilize.
Ask yourself, what else have you learnt about a topic since you wrote your original post, what new products or services can you connect back to the topic, what key terms may you be missing?
Look at what your top competitors are doing, analyze, and improve.
- Are they using a lot of videos in their content?
- How long is their content?
- What questions are they addressing?
- What important questions are they not addressing?
- You need to take all of this into account to be sure your content stays relevant and valuable.
7. Offer Value To Your Visitors
As an online marketing tactic, offer your visitors real value for free and this can translate to higher conversion rates.
While this may sound counterproductive, by giving away a free white paper, an e-book, a consultation, a case study, video series, etc., people will appreciate the value of what you are giving, and will be more likely to revisit your site or even buy from you in the future.
Personalize your offers to optimize conversion when you target your marketing campaigns specifically to a customer. Through analytics, you may know that someone has shown an interest in what you offer. With that knowledge, you can offer them a free guide to help them meet their needs when they enter their email.
Create a targeted marketing campaign.
8. Blog and Post on Your Site Consistently
Most websites do have a blog, but often it is an area that is severely under-utilized. A blog that you update regularly with fresh content goes a long way towards building trust, showing authority, and helping your site rank better.
Reputable sources within your industry might likely want to link back to your website, we call these back-links. Having lots of quality back-links signals to Google when your site is crawled, that you are an authority on whatever it is you do, translating to better ranking or traffic.
Each blog post should offer information and education that your potential customers actually want. Show them how you can solve their problems and make it easy for them to reach you.
9. Make Calls-to-Action Prominent
Make it easy for your customers to do whatever you want them to do, with a call-to-action. Make sure it’s as easy as a click or two. To make your call to action prominent on the page, make it eminent, and use a different colored button that stands out.
Always utilize action-oriented words like “Register Now” or “Start Here” so users know exactly what to do. With on-site retargeting, you can set up conditional CTA’s on your website that changes depending on where the person is in your sales funnel.
10. Be Consistent with your Branding
As your primary marketing tool, your website is the face of your organization. Put your logo in your site’s header so it is visible on every web page, not just your homepage. This helps build familiarity with your brand.
Most successful websites also have a unifying color scheme they use in their inbound marketing. Extend this look and feel to your social sites and emails and add other advertising and collateral materials to your site to further reinforce your brand.
11. Integrate Your Social Media & Email Marketing Strategy
Any time you do email or social media marketing, link back to your site. If you are a small business trying to make a name for yourself, then this is even more crucial.
Include social media buttons on your website to allow your visitors find your Facebook, Twitter, Instagram, LinkedIn Page, and any other social media platforms you use. Social share buttons allow you to get your own followers and likes directly from your website.
Do you have a weekly newsletter? Instead of bogging down your emails with too much content, give a summary or sneak peek of your latest blog posts, then link back to the site where they can read the rest. The same can be done with social posts. Don’t forget to track using URL parameters.
Having an integrated content marketing strategy is also important because you can utilize tags you’ve applied in your Customer Relationship Management as a way of personalizing what you show your website visitors.
12. Make it Mobile-Friendly.
Make sure your website is mobile-friendly and responsive. Your web developer should adhere to web development best practices to ensure a great user experience.
It’s important that every page contains great content that is SEO-friendly and a clear call to action. Utilize thoughtful link-building, and ensure that your website is developed and designed for professional use. Choose a workable website theme and reliable hosting service. With all of these elements accounted for, you’ll have a high-performing, cost-effective online presence.
Website marketing should be the center of all your marketing efforts. Your website is where visitors come to learn about you, where transactions occur, and where they become invested in your brand long-term.
Do you need a website revamp, or a new website to start with?