Having a website is essential to a business’s marketing strategy. Almost every business whether business-to-consumer (B2C) or business-to-business (B2B), and even non-profits, need an online presence to reach the global marketplace. Surprisingly, many small businesses lack a website that will convert to leads. Regardless if you have a social media presence, operating without a website can hurt your chances at sustainable online success.
Gone are the days where all it took was a URL, flash graphics, and an expensive advertising campaign to boost traffic. The reasoning behind this shift is largely due to a change in consumer behavior. Today’s customer desires to devour information when they want and how they want to, without the involvement of a sales person. Also, prospects don’t want to be advertised to, but instead educated on how your product or service benefits their life.
BlackEnterprise.com contributor S. Lynn Cooper outlines effective ways to help your website work for you—and your customers:
Create a user-friendly website
Your website’s appearance and ease of navigation are a direct reflection of your brand. That’s why it’s critical you ensure that your website is welcoming and easy to read and use. Before going live, gather a group of trusted individuals to conduct usability testing, or hire a firm. Carefully review the feedback that you receive and incorporate those pointers into your site.
Incite excitement and response
In order to keep consumers active on your site, you must be able to effectively converse with them using language that is relevant and comfortable. Turn on your imagination and liven it up with powerful keywords and headlines.
Optimize your website
In order for search engines to find your brand, you will need to include your most powerful keywords (in various pages) throughout your website—your copy and headings, combined with photos and graphics. Use distinctive page titles and meta tags, and concentrate on your most important keywords. Make sure it’s easy for search engines and your website’s visitors to navigate through your site and any external links such as your social media channels.
Build an email list
Make sure your mailing list sign-up form is featured prominently, and on every page of your website, if possible. Let your visitors know by signing up for your mailing list that they will receive exclusive offers, discounts, freebies and announcements. People like to feel like they have an inside track with a brand.
Convert your traffic
Traffic conversion is a committed process for building relationships and affinity with your target market. When done properly, it provides the opportunity for your brand to achieve its ultimate objective of acquiring and retaining customers. In order to optimize your website, so your prospects will be compelled to learn more about your products and/or services, and feel secure purchasing from you, make your site eye-catching and ensure it contains strong brand messaging.
S. Lynn Cooper is a Washington, DC-based digital strategist and communications expert. Cooper is the founder and director of Socially Ahead, a strategic communications agency that specializes in the creation of social and digital strategies and campaign management. Follow her on Twitter at @sociallyahead .