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How to Use Your Website to Outperform Other Forms of Advertising
You got yourself an elegant new website. You have added all the content you could think of, and now you wait. Weeks go by and there is nothing to show for all the effort and money spent. What went wrong? Is a website a bad investment?
Most beginners mistake their website for an ad in the classifieds section. The reality is, your website is a very powerful tool that, when used properly, can drive a lot of prospects to your sales department. Here is how…
Make Your Website about the Problems You Solve
No matter what your business is, people buy from you because they have a problem that needs solving, or a need to fulfil. People don’t buy from you because they like your product; they buy from you for the benefits it will bring them.
Your website should follow this logic. Don’t brag about your product or service and its features. People really don’t care that much. Focus on the benefits and experiences your product or service will deliver. Make your content believable, interesting and backed by genuine testimonials from happy customers.
The content of your website should draw a picture of how your customer’s life will be better upon paying for your service. You have to maintain a balance between informing and inspiring, with a greater emphasis on the latter.
Use Your Website as Your Platform, Not an Afterthought
Make sure your website address is clearly visible on your business cards, invoices, letterheads and social media profiles. What’s the point of having a website if nobody knows about it? If you are ashamed of your website, let us help you with a redesign; otherwise, use it everywhere you can, because your website is your best salesman, happy to work for you 24 hours a day with no breaks.
It baffles me how much time business owners spend posting on social media (Facebook, LinkedIn etc.), while completely neglecting their main platform. Do yourself a favour: the next time you find something interesting for your customers, write about it on your website and share it on your social profile. This way, you can promote your own business, drive traffic to your website, improve your search engine performance and enforce your brand, all the while being a good socialite.
Keep Your Content Fresh and Evergreen
There is a reason why most business websites have some sort of frequently updated publishing section. Whether it is a blog, news or FAQs, what matters is that every new post or article is a traffic-generating machine.
If your website is a static, neglected pile of outdated information, you are wasting huge potential. Creating fresh, evergreen content on a regular basis can draw a steady stream of targeted traffic to your website.
If every post you publish brings (on average) ten visitors to your website per month, then ten articles will bring a hundred. That’s 1,200 prospects a year for a single investment that will take up barely two hours. The more valuable, and time-proof your articles are, the more traffic they will generate in the long run.
Compare that to your Facebook posts, which will be forgotten by the next morning, and give you no value.
Keep Your Website Compatible and Stable
There is no such thing as a free website. You are just postponing the charge and damaging your image in the meantime. The web landscape changes constantly, affecting your online presence and visibility. If you don’t adapt, you will fall behind and eventually be forgotten.
Search engines and your visitors care about whether your website and content is available and compatible with modern standards and devices. If your website doesn’t look good on mobile devices, you lose roughly 50% of your traffic.
If your website is slow, you will lose your position on Google to the faster websites. To keep up with all the changes, somebody has to do all the work of maintaining your website and have it running smoothly.
If you are trying to save money on your online presence, it will show and will affect your reputation. No matter what you think, people judge your business based on pretty much everything. Every reason you give them to check your competitors will cost you more than you will be able to save.
Given that you can write it off as a business expense, there is no reason to skimp on the most important part of your marketing tool. We provide an all-in-one solution that is proven and affordable. Every business is different and every website requires an individual approach.