After reviewing my company’s website, it’s got me thinking about the importance of communicating a business’s brand online, and why we shouldn't neglect this.
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In the age of social media, too many companies are neglecting their website because ‘social media is easier, quicker and instant’ so why bother? However, there is still space for websites – but no longer the static, boring ones.
It’s not enough to just have a website; it needs to reflect your brand visually, and have content your potential customers and partners want to consume. We all search for information online before making a purchase or a decision, so your site is more than likely the first impression your brand makes on someone.
Related: 7 Tips for feeding your website’s need for speed
We all know why social media is important, but here are my reasons why you shouldn’t ignore your company website.
As it's your site, you (or your marketing team) dictate the design to optimise your user's experience in a way that supports your business objectives. No other brands are jostling for attention on the digital property you own; it's your space to share your brand and create the experience you want visitors to have.
By having a website, you have a chance to create compelling and useful content that speaks to the person visiting your site. And in doing so, you have a better chance of that person taking action. And, because the number of pages your website can have is virtually unlimited, you have a multitude of opportunities to add additional content and calls-to-action relevant to your business.
Search Engine Optimisation (SEO)
When well coded and managed, a website delivers natural and sustaining search results to drive traffic to the pages containing the information your target market wants and needs. SEO is a specialist area, but I do know investing in organic SEO is more important now than ever before. Your business needs to have an SEO strategy in place if you are interested in online marketing success.
Related: Is your website acting as customer-repellent? Avoid these 5 don’ts.
While many social media platforms provide data on follower demographics and how often they engage with you, website analytics can go much deeper. It can provide entrepreneurs with the insight they need to determine how their digital marketing performs, where it's lacking and where it's excelling.
As we embark on planning our new website, I have learnt that as entrepreneurs we need to lead digital marketing with our website, followed by leveraging social media, email marketing and other channels to drive traffic to our website and generate warm leads to convert into loyal customers.