Websites Are Over…Right?

Summary

• Your website is the important central hub of your business.
• Branding is essential to a great website.
• SEO provides visibility for your business.
• Content marketing is a central part of SEO.

Increasingly, I am hearing business owners say they are opting for a social media presence only, skipping the development of websites. They believe that “no one goes to websites anymore,” or that they only need a static website as a “business card.” Neither of those things is true. An active, dynamic website has never been more important.

Central Hub and Credibility

A website acts as the central hub for all information about a business. It provides detailed content about products or services, company background, and contact details. This is often where customers turn for comprehensive information about a business. It’s so much more than a business card. 

Written content, combined with strong photography, builds trust with prospective customers, indicating that you have a solid business and offer genuine services. This central hub conveys and collects essential information that no other marketing channel can match.

Having a professional website enhances trust and credibility with potential customers. It provides a reliable space for customers to learn more about the business and its offerings, which can influence their decision-making process.

Brand Identity 

A well-designed website reinforces brand identity and credibility. It reflects the business’s professionalism and can be tailored to align with branding efforts, creating a cohesive and appealing image. Your brand is what sets your website apart from competitors.

Your brand becomes the first and final impression that prospective customers think of when they need your product or service. There is never a circumstance in business where your brand does not come first. If you have done the work and properly established your positioning, building a persona (brand) around it, then conveying that brand is paramount in every interaction with customers and prospects.  

SEO Benefits

Websites are essential for search engine optimization (SEO). By optimizing content and structure, businesses can improve their visibility on search engines like Google, driving organic traffic and generating leads.

While social media is a component of SEO, nothing replaces a website for establishing online visibility. Search engines remain the primary driving force behind traffic. Whispers have been circulating that AI will replace search engines, devaluing SEO. Where do you think AI gets its information? AI companies do not circumvent search engines; they work in tandem with them.

Lead Generation and Conversion

Websites are effective tools for generating and capturing leads through forms, calls to action, and landing pages. They enable businesses to nurture leads with targeted content and calls to action, turning visitors into customers.
This is the step that I see so many businesses miss. Data is the gold of the internet. I’m not talking about selling your customer data. I’m talking about capturing your customer’s data and embracing the Pareto Principle to maximize your revenue in a mutually beneficial relationship. Websites are uniquely adept at capturing that data.

Analytics and Insights

Websites offer valuable data through analytics tools. Businesses can track user behavior, measure campaign effectiveness, and understand customer preferences, which enables them to make data-driven decisions.
If you want to know what attracts customers to your brand or what repels them from it, analytics is the tool you must deploy. There is a new school of thought that GDPR, the European cookie tracking law, has rendered analytics obsolete. It has not. Analytics, of any kind, are essential to your marketing strategy.

Control and Flexibility

Unlike social media or third-party platforms, a website gives businesses full control over their content, design, and functionality. This flexibility enables customized user experiences and the ability to quickly adapt to changing business needs.
While printed materials still serve as a handy marketing tool, your website can work in tandem to provide information that is frequently updated. Provide a tri-fold with your services and include a QR code for your price list. If external factors conspire to drive prices higher or lower, simply change them on your website.
There are no limits on character count, image size, or video length. Control your message to share your thoughts and ideas effectively.

Integration with Other Channels

Websites can integrate with other marketing tools and channels, such as email marketing, social media, and CRM systems. This integration helps streamline marketing efforts and ensures a cohesive strategy across different platforms.
The hub concept allows channels to be added or subtracted from the matrix as needed. Utilize quick-connect tools like Zapier and IFTTT to integrate channels with the hub for efficient information management seamlessly.

Customer Experience

A website provides a platform for offering a seamless customer experience. Features like easy navigation, responsive design, and interactive elements enhance user satisfaction and engagement.
Valued websites are magnets for continued customer interaction. Everyone has websites that they enjoy visiting regularly and sharing with friends. Creating an inviting and interactive site leads to repeat sales.

Content Marketing

A website serves as the foundation for effective content marketing strategies. It hosts blogs, articles, and case studies of value to the visitor. Video can also help engage and educate audiences while driving traffic and improving SEO.

SEO is the most important aspect of having a website, and content is the most important component of SEO. In an increasingly competitive paid media landscape, content marketing can provide the visibility you need for success. 

I often have clients who tell me they simply are not writers. If you are an expert at what you do, you should be able to write about what you know. Tools like AI and Grammarly can help you with the finished product. There is no reason you can’t produce a blog and simple videos about your business.

While social media and other digital channels are important, a website remains the cornerstone of a digital marketing strategy, providing a stable and versatile platform for engaging with audiences and supporting business objectives.