The battle of how we maintain the image and popularity of our business has shifted dramatically to the online world. Social media, PPC advertising, video marketing all play a role. However, the website of the business itself can be one of your greatest weapons. You simply need to make sure it’s being used the right way. Here, we’ll look at what more a site can do for your business with the use of only a few simple techniques.
Building a stronger brand
The first and most obvious use of the site is to give your business a home. But it should be more than a site that gives simple information on what services you provide. It can be used to strengthen the brand tremendously. A great brand isn’t just about the visual imagery used on the site, however. Nowadays, many successful companies are also using their sites to host blog content. This content can go into further detail about the services provided, but it can also be used to showcase your expertise by providing informative articles that answer the questions and solve the problems of the reader, so long as those answers are related to your industry.
Raising your platform
Every business needs to fight for visibility. Especially online, where you and your competitors are aiming for the same space. Great marketing content can help, but you want to make it easier for web denizens to ‘stumble’ upon your site. To that end, you might want to look at SEO, or search engine optimization, to make the site easier to find through searches. For one, you can make use of the right keywords under the surface of the site to make them appear when searches for those keywords are entered. But you can’t just spam with every keyword you think could be attached to the business. You need to choose carefully, making your site more trustworthy to search engines. Another way to do that is by organizing the placement of links to your site in other web pages that have real relevance to the business. Trustworthiness is a crucial ingredient of web visibility.
Directly converting customers
The design of the site itself can also do a lot more than impress customers with branding and expertise. The right elements can tug on their impulses, making the decision to convert to customers a lot easier. Calls-to-action, for instance, are used on many a site to give them the immediate access that could be the key to winning their business. But you don’t have to guess at which elements work the best. You can look at the website analytics to see for a fact which pages and which parts of those pages get the most attention. Use those sections of the site to place your most tempting offers and calls-to-action and see your visitor-to-customer conversions rise.
A site is a lot more than just your business’s digital home. It can be one of the strongest examples of your branding in full force. It can be used to offer the business new levels of visibility it hasn’t yet enjoyed. It can even be a powerful tool in creating brand new customers. Make sure your site is being used to its full potential.