Let’s say you just moved into a new office for your business but did not tell anyone about it. There is also no signage outside the building to let outsiders know who you are. Would you expect to get new customers off the street? Probably not. Yet, this is what most businesses are doing with their website. They build it and just expect people to show up without any amount of advertising.
1. Your website should generate leads.
I have seen it time and time again: a company pays a considerable amount of money for a new website which then generates little (or no) leads. It could be a bad design or lack of functionality that is running people off, but it is most likely a lack of online marketing.
It really doesn’t matter how good your website is if you are not putting in the effort to drive traffic to your site. Even if you have SEO (Search Engine Optimization) perfectly executed, Google will not take notice unless there are folks actually visiting your site.
2. Your website should build trust for your brand.
When asking people why they do not trust a website, 94% of them will cite bad design as the reason. On top of this, 48% of people will decide the credibility of a business based solely on their website’s design. This means that almost half of your potential customers will first visit you on the web before deciding to take the next step.
I don’t know about you, but I fall into the 48%. If I am looking for a new product or service, I will say ‘no’ to a company based solely on my first impression of their website. The psychology comes down to this: if you are not willing to put forth the effort and resources to ensure your website best serves potential customers, it shows that you will not serve them well if they become an actual customer.
3. Your website should build positive brand awareness.
When you are away from home, looking for somewhere to eat, where to you tend to go? If you are like most people, you go to a restaurant chain that you are familiar with from home. Their excellent branding strategy has caused you to connect their name with trust and familiarity. And, we all tend to gravitate towards the things that are familiar.
Brand awareness can work wonders for your business, and your website is a big part of making this happen. A customer (or potential customer) should feel a sense of congruency as they see your business across various mediums. If they discover your company through a brochure, when they visit your website it should have a consistent look and feel. This will begin to establish a familiarity with those who have just discovered you. The more consistent you are, the better your branding will serve you as a growth tool.
Get the Most Out of Your Website with Online Marketing
If you want your business to grow as a result of your website, you must first lead people to your website. Most tend to simply ‘hope’ website visitors will show up, but this is rarely the case. Just like anything in life, positive results requires a good amount of diligent work.
When you don’t have the time to dedicate to social media, email and other online marketing tools, we have your back. Be sure to check out our online marketing services and pricing. Then, when you are ready to start making the most of your website, be sure to contact us so a plan can be established that will work best for your business.