The importance of a great website in 2020

Now more than ever it is vital for even a small business to have a strong online presence and digital marketing strategy in place. 

If you haven’t already you need to be considering the huge marketplace of prospective buyers currently online and what you need to be doing to not only get in front of them, but also to nurture them through your sales funnel and convert them into loyal customers.  

This all starts with building a strong online presence for your brand and the best place to start is ensuring that you have a great website. Think of your website as the mothership of your digital marketing strategy. 

Just like any great marketing campaign, the design and functionality of your website all starts with a well thought out strategy so don’t be afraid of investing some time and money into the design and development; this is a tool that will continue to serve your brand for years to come.

It’s no secret that people are searching online before they make a purchase and if they come across your website while searching, this may be the first impression they have of your business. A website that looks professional and is easy to navigate immediately creates credibility for your brand. 

Great content and messaging, means visitors to your site can understand what you have to offer and answers all their questions. Users need to be able to easily make a purchase of your product or service if you have an online store or alternatively, make an appointment or submit an enquiry depending on your business. If you don’t provide them with enough information or the process is too confusing, you risk the user leaving the website to seek alternatives. 

“88% of online visitors/ consumers are less likely to return to a site after a bad experience.” – (Source: The Gomez report, Why Web Performance Matters)

Your digital marketing strategy gives your brand the opportunity to not only reach a huge audience but also the ability to target and retarget these campaigns to people that will most likely engage with a brand like yours. You can do this cost-effectively while having access to an abundance or data that allows you to track and optimise these efforts so you get the best bang for your buck. 

Just having a great website doesn’t mean new customers will come in droves right away. A strong digital marketing strategy is what will help boost your online presence making it easier for your brand to not only be found but to stand out among those pesky competitors. Actively posting valuable and engaging content on your social media accounts, developing a content marketing plan and creating email marketing campaigns are just some of the ways you can attract prospective customers and drive them to your website. 

So now it’s time to look at your current website or think about what your new website will need. Here are some key elements to consider when putting your website under the microscope:

  • User Experience

Look at your website from the user’s perspective. How will they find you and when they do find you, how will your website guide them through your sales process and convert them into a customer? It is also important to not only view your website on a desktop but also ensure that it works the way it should on mobile devices.

  • Represent Your Brand

Is your website representing your brand the way it should? It is important that the colours, fonts and even your logos are putting out the right message to prospective buyers visiting your website. 

  • Metrics and integrations 

Is your website serving you to its full potential? Tools like Facebook pixels and Google Analytics allows you to track and review data that help to make improvements to your digital marketing strategy. 

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