Digital marketing is comprised of many different tactics – email, social media, SEO, blogging, infographics, videos, etc. But the most effective and powerful marketing tool is the one you’re probably forgetting about: your website.
Your website does what your employees can’t. It markets and speaks for your business 24/7. When a person comes across your website, he or she will use it as a way to determine what your company does, how effectively it does it, and whether your company can address a need in his or her life. If your website doesn’t showcase your company in an effective way, you’re losing potential leads before you can even hit them with your marketing tactics. So how do you make your website a more effective marketing tool? Here are five quick and powerful tips:
- Generate helpful and relevant content – if a user ends up on your website, it means they are interested in your industry or services to some degree. The more helpful information you can give them the better. Use your blog to regularly produce content on topics that are relevant to the user. Over time, you’ll become an authority in your industry and will be top of the list when a user is ready to make a purchase.
- Keep the design fresh – best practices for website design change rapidly, so if you aren’t tweaking your website’s look every couple months, it starts to look stale and outdated. Find creative ways to make subtle changes, such as adding new imagery, installing new plugins for functionality, changing colors, adding new pages, or rewriting content. Make sure as you make these changes, you keep everything simple for the user.
- Make it well-organized – if you have great content on your website but users can’t find it, you have a big problem. No one is going to spend more than a couple seconds looking for what they want. If they can’t find it on your website, they will find it on a competitor’s. Make sure all pages of your website are easily accessible via the navigation. If you have too many pages to include in the navigation, it may be time to consider condensing pages.
- Focus on responsiveness – new devices come out every couple months. Your website needs to be responsive on all of them, because if the user has a bad experience, they won’t be coming back. Check your website on all browsers and devices to make sure nothing is broken or funky looking. This will create a positive user experience regardless of how a user accesses your website.
- Implement SEO – search is huge component of digital marketing. When users type keywords into search engines, you want to be one of the first results they see. To make that happen, every page on your website should target a different keyword, and that keyword should be used in the content, SEO title, meta description, alt tags, and URL. That’s why blogging is such a powerful marketing tool. You can select a keyword you want to rank for and draft content around that word.
By putting these five tips into practice, your website will keep users on your website longer and generate more leads than any other digital marketing tactic. But like any other tactic, you can’t just use these tips once and expect results. They must become a part of your overall strategy to keep your website relevant and up-to-date.
John Politsky is the CEO of WeSpeak Easy, a digital marketing and website design firm in Philadelphia. He has more than two decades of experience in IT, marketing, website design, and as a business owner.