A common theme I see a lot is the idea that a website is nothing more than a business card. Just another online page with your company name, a bit of info, and address thrown into the online world. Even if you don't have much more information on your site, it's still your strongest marketing tool with hundreds of uses. Let's talk about why your site is more than a business card.
“Web design is not just about creating pretty layouts. It’s about understanding the marketing challenge behind your business.”
- Mohamed Saad
When you're about to perform any type of interaction with a business, where do you go to learn more about them? Probably their website. Unfortunately, a lot of businesses still don't understand the value that websites provide. In a world where just about everyone is online interacting, you need to be there too. Otherwise, you'll get drowned out by competitors and other alternatives.
Let's go over a couple things that any company can benefit from by optimizing their website.
Providing information your audience needs
No matter what industry you're in or what your business is, you have an audience with a specific set of goals and challenges. You've probably at least thought about who your personas are, what they do, their demographics, etc. Included in all of that is how they find information. Odds are they search for solutions online. This is where your website comes into play.
How exactly are you addressing their concerns? Well, you could try addressing industry topics through a blog, showing product demos, creating videos. There really are so many ways your business can interact with your audience. So having just a site with no purpose might not be enough anymore.
Using your website to grow your company
Offline marketing tactics will only take your company so far. For most businesses, the goal is to take on new clients and projects, make more and more sales, educate more people; ultimately, to grow as a company.
There are a couple ways to get there. First, it depends on the function of your website. An e-commerce site would probably want to focus on a great buyer journey and nurturing it's customers. If your site provides more of a marketing purpose, you could focus on your SEO. Keeping up with your blog, doing keyword research, and social posting could help expand your reach and bring more quality traffic.
Your website has tons of capabilities that can bring you traffic from several different sources. So whichever area of your business you're trying to grow, you can use your site to do it.
Using your website to gain a competitive edge
There are roughly 28.8 million small business in the US. This is amazing, but it means you have to take on a lot of competition. Especially when your competitors are building great sites and extending their reach all over the country.
So how does having a website make your site more competitive? Well, simply having a website probably won't. Websites are your strongest marketing tools. So to be competitive, you have to invest in it.
Comparing your site to a competitors. You both offer the same product/service at similar prices. What would make a buyer choose you? You'll want to create a clear, thoughtful message with an outstanding call to action. Your buyer journey should be well thought out and be a great experience for the user.
You should think of a visitor landing on your site like someone walking into your store. You want them to easily their way around and know exactly what next steps need to be done to convert.
At this point, websites are longer stagnant pages online that have no purpose. Regardless of your business or industry, there are always creative ways of benefiting your company through your site. The phrase "Our company doesn't need a website" is no longer relevant because every company needs a website, and as your strongest marketing tool, it's much more than just a business card.
If you're curious how to improve your site, take a look at our 7 levels of priority infographic. Click the button below.