A website is essential for online marketing, its where you send all valuable traffic, track conversions, create funnels and use content marketing to attract new customers. It offers the best return on investment than any other form of advertising at a low cost and increases credibility and brand awareness.
We live in a world in which there exists a global community called the internet. The internet gives anyone a platform to produce or consume information, and sell and buy products. Its an attention gold mine, and businesses spend a lot of money to buy that attention. If your business does not have a website, you are missing out on the most effective ways of marketing and branding.
Every business online is to some extent in the attention business. Companies like Facebook and Google are attention providers. They sell attention through ads or for free through organic reach. And businesses pay google or Facebook through PPC or engage in social media marketing, SEO and content marketing.
People spend time on online connecting with friends, keeping up with current affairs, searching for products, education materials and entertainment. And it is very important that your position your business for discovery, both on social media and search engines
A website will be a great complement to your social media marketing if you already have one. It will bind all your online branding together.
Let's talk about business profiles on social media.
Business profile social platforms, like your Facebook page, has limitations. Facebook is lending you their users, their audience, you have no full control on the users or your content delivery and rules can change anytime and has been changing every year. They lend you're their user so you can pay them for ads or let you reach users through organic means by user's interest. Recently organic reach keeps disappearing more and more.
Social media profiles are good for capturing user's attention or directing them to a sales channel. Essentially you would capture emails through forms, or send them to a website where they can find out more about your business and contact through contact forms. Other than using it for social media audience retention, a website is necessary if you are to be discovered on Google and other search engine websites.
Digital marketing comes a long way, and you can not run a digital marketing campaign without a website. It hurt your business in the long term. Instead, you need a versatile platform for long term goals, customer retention and brand building.
Let's look at some of the reasons why you need a website.
Brand control and Awareness
You need to control your brand perception online. By creating content that reflects your values and sends the right message to your customers. You can also add positive reviews from previous costumers on your home page or any other landing page on your site. This will be sending good signals to search engines and will improve your SEO. Very important for brand awareness.
One of the ways to improve brand awareness and brand recognition is through inbound marketing. Inbound marketing is a marketing technic that draws customers in, through value proposition via social media content, SEO, content marketing and branding, unlike unsolicited ads and popups.
Inbound marketing produces high ROI and one of the best ways to acquire returning customers. Examples of inbound marketing are SEO, Whitepaper, eBook, blogs, case studies, infographics etc…
This can only work effectively through the website. It's on your website that creates a blog, shares infographics, eBooks and so on.
It's safe to say that you can not build your brand online without a website.
Accountability, Trust And Credibility
Over 80% of people will research a business or service online before making a purchasing decision. Not having a website will, in fact, make you lose money. Cause we all want to get as much information as possible before committing to a purchasing decision. If customers can't find you or find anything related to your business on the internet, they will be drawn to similar businesses other than yours.
Having a website won't make you credible and trustworthy, but having well-articulated information about your business on a well designed and functional website will. And it will help you with your SEO and user experience, and we can't stress enough just how important this is with building trust and credibility with your customers.
Google introduced a site test standard to help them rank sites that actually help people with credible information back in 2018 called E-A-T, which stands for Expertise, Authority, and Trustworthiness. And to rank well you have to nurture, build and bind your site to these standards. Usually by regularly creating content on a well-defined category to show authority in that category, and consequently build trust.
Other things that build trust online is through well-defined information, such as contact information, previous work or customers and regularly blog post.
Yes, your customers expect you to have a website. It displays professionalism.
People in this digital age expect every business to have a website, as said earlier, your loose out on acquiring customers if you don't have a website.
Potential customers want to know about your business and your product, about what exactly are your offering, is there anything different about your product or why should they buy from and not others? or these are question that customers expect to be answered on your website. Way before then even call or email you.
By the time they reach out to you for information, chances are that they would have already made a decision to buy from you.
Gives your full control for your content curation
You get to have full control with content production, easily schedule your content, control your message, make, learning through analytics what your customers want and easily adapt to meet your customer's needs.
Blogging, as said earlier, is very important for build your brand, having a website will allow you to produce long-form content that will attract valuable audience than just passing views from anyone, if customers are willing to spend time and read your content on your blog and find value in your content, it's easy to say that they will reach out to your for more information or when they are ready to buy. A website will also help you build a valuable audience if combined with email marketing. You can send newsletters to your audience, bringing them back to your website or send them promotions or signups for webinars or any free give away.
A also website gives you a way to list your services in detail and allows you to add images to demonstrate or showcase your products.
Attracts New Customers, Increases Productivity and Saves Time
It's easy to attract new customers on Google and other search engines. Using SEO and product or service page descriptions that will appear every time someone searches for a product. You can give them enough information as to why they should choose your product or how will it solve their problem just by using best SEO practices even before they come to your site.
You can include all the information that describes your product and services on your website without having to explain every time a new customer contacts you. By the time a customer contacts you, they will have enough information to help them make a decision,. This will help save time, as you can include a lot of customers frequently asked questions and information, and automate some of your business processes. You can also include marketing tools such as CRM and email marketing tools to manage sales and customer acquisition.
How to Get Started With A website
There are a lot of tools for you to build your own website. Some of them are free like WordPress, others are paid like Wix. You can also hire a web design company to build a custom website for yours.
Your website should be SEO friendly and integrated with marketing and analytical tools. these tools help marketing automation and data analysis. A specialist can help you with technical requirements for a good website, such as speed, functionalities and Technical SEO. It is important to hire a specialist, especially if you are starting from scratch. For example, you might have an internal system that you use for your business. Specialists can help you integrate them into your website or give recommendations on best practices.
If your website is well architectured and designed from the begging, then it will need less effort in managing it later on. You will still have to make changes to your content from time to time as a good practice
And don't forget the keywords in your industry. Keywords are important for search engines, its how they understand the information contained on your website. Identify your keywords and add them during the SEO optimization of your site.