Forget social media, loyalty campaigns and billboards - it's time to get back to basics, as it's actually your website that's the most important marketing tool.
Although web design and digital marketing may seem like two entirely separate arenas on face value, the reality is that more often than not, one cannot thrive without the other. Think of your website as THE MOTHERSHIP, and other marketing tools such as direct email campaigns, paid advertising and even social media all point to the mothership . Ultimately, your website is what supports all of your other advertising efforts - so it’s crucial that brands give it the attention that it deserves.
88% of consumers do online research before making a purchase.
Is Your Website Really A Digital Marketing Asset?
Hear us out. In theory, every single one of your marketing efforts should ideally lead back to your website, yes? After all, what else can more clearly communicate to both new and existing customers who you are, what you do, and who you are ready to serve than your website? If you’re still not convinced, look at the data.
88% of consumers do online research before making a purchase
75% of users make judgements on a brand’s credibility based on web design alone
86% of visitors want to see a company’s products or services on their website
39% of users will stop engaging with a website if images take too long to load
38% of users will stop engaging if the content or layout isn’t user friendly or attractive
While it’s not to say that other marketing tools don’t provide value, it’s evident that the look, feel and functionality of your website is what can ultimately make or break a consumer’s decision to buy.
If you’re unsure whether your website is performing at it’s best as your key marketing tool, then the good news is that there are a few relatively straightforward factors to ask yourself as a mini checklist.
Is It Responsive? In the modern digital age, users expect the same level of responsiveness from a mobile version of your website when compared to the traditional desktop version. Websites that take too long to load have a heavy impact on losing potential customers.
Is It SEO Friendly? Search engine optimization is how Google indexes your website, and your products, and ultimately how it sifts through suitable sites to present results to internet users. Keywords, optimisation and backlinks need to be considered in order to rank online.
Is It Social? Consumers are social creatures and they want to spread the word about your services, blogs, promotions and events, so ensure that you have active share buttons on your site to encourage them to do so. If not, and you’ll risk missing out on potential conversions.
Is It Attractive? Once you’ve successfully obtained a new user to your website, the challenge is keeping them there. After all, this is your one chance to impress, instill trust, and sell them on your services - so pay attention to the UX (user experience) design of your website.
Is It Engaging? A blog can be a primary traffic driver to your website if you’re populating it with relevant, informative, useful content for your users. However, the catch is that you need to be consistent with this practice to keep users engaged.
Sourcing Help With Turning Your Website Into A Boss Marketing Tool
Your website is the virtual face of your brand, and your opportunity to make a memorable impact with both new and existing audiences. While you may be a guru within your industry or field, it’s unlikely that you have the time, energy, resources or experience to combat web and UX design yourself - and that’s okay. Thankfully, “levelling up” online has never been easier.