In today’s digital world, the ongoing development and management of your company’s website should be one of the top daily priorities of your Marketing team. It’s an ongoing labour of love and the amount of effort you put into your site will ultimately determine it’s success in the long-term.
Your website is the online public face of your brand, a platform for all your products/services to be advertised and sold, and a space to allow your brand to communicate it’s personality and unique point of brilliance. Not only this, your website is also the platform for all of your online customer acquisition activities, and is actually a tool with which you can extrapolate an exceptional amount of data about your customers to inform spend on future marketing activities via tools like Google Analytics.
It’s absolutely vital you make the management and optimisation of your website a fundamental piece of your marketing strategy.
Obviously there’s so much more to great website management than we could cover in one post, but below are 5 Top Tips you can implement right now compiled by CuCo’s very own Marketing Team…
Make sure your on-site SEO efforts are consistent
Search engines like Google have an absolutely enormous influence over the way today’s consumers discover and interact with brands online. Your business will never be able to convert website visitors into buyers and loyalists if they don’t discover your website in the first place! Whilst guest-posting and backlink building are both important factors of SEO – on-site SEO such as keyword optimised blog content is a great place to start! You should therefore schedule regular SEO audits of your website into your monthly marketing plan.
Optimise your landing pages to qualify leads
Your company website provides you with the opportunity to customise every stage of your customer’s online journey with your brand. Always remember to split test your landing pages to ensure that you are managing your advertising budget effectively.
Use the customer information acquired from your website
Data collected from social media is extremely rich. It includes everything from a users interactions and use of your site, to their location and demographic data, to the precise journey that led them to make a purchase. However, no matter how impressive your following is on social media, it’s not until a user actually visits your website that, that data becomes yours. Whilst appropriate implementation of Google Analytics is crucial, including steps such as event codes and conversion tracking, there is a massive scope for collating customer data. You should start by identifying what information would be valuable to your business and take action from there.
Test your site to keep it professional
In order to keep your brand looking professional, you should consistently strive for high quality content writing without spelling or grammatical errors. Along with this, you should also regularly review any bad links to your site, and identify how your users arrive at 404 pages. Furthermore, it is important that your website works on all devices, not only will keeping your site technically up to spec make it more professional, but it will also avoid any loss of business, and penalisation from Google within your search rankings.
Identify and maximise sources of traffic
Do you know where your traffic is coming from? Are you gaining clicks from customer social media posts, user reviews, or perhaps from forum threads? If this traffic is converting into sales, examine whether these interactions can be duplicated and scaled. Perhaps, for example, if influential social media or forum users would appreciate being kept up to date with your latest product launches, then help them out by doing just that!
To summarise, building your website is only the very first step in marketing your business online. A successful website MUST be managed over the long-term to ensure it’s performance is maximised, it’s visibility improved, and that you ultimately convert leads into purchasers.