Online Marketing Starts with Your Website
A website is a business necessity today.
Your website is your “home base” for your online marketing efforts. It is your digital signage and it is where you connect the other pieces of your digital marketing strategy such as email marketing, search engine optimization and social media.
The goal is to create an asset that converts new visitors with strong calls to action to get them to connect through social media or email, to call, or redeem deals and offers. You also want to give existing customers a reason to come back by adding new content to your website or updates through social media or email.
These are all ways to keep your business in front of prospects and customers so when they are ready to buy…they choose you.
Yet, surprisingly many small businesses don’t even have a website.
Consider these statistics…
- 55% of small businesses don’t have a website (Source: Google/Ipsos survey)
- 56% of consumers don’t trust a business that doesn’t have a website (Source: Google/Weebly survey)
- 97% of consumers search for products and services online (Source: The Score Association)
Without a website, you’re invisible, which means missed opportunities.
And with local search and mobile search rapidly increasing it is more important than ever to have an online presence.
- 59% of consumers use Google every month to find a reputable, local business (Source: Search Engine Watch)
- 50% of all mobile searches are conducted in hopes of finding local results (Source: Search Engine Watch)
- 61% of local searches result in a purchase (Source: Search Engine Watch)
There are more than 207 million smartphone users in the US in 2016. That’s a lot of mobile and local searching going on. Don’t miss out on this opportunity by not having a website, and by the way it must be mobile responsive (more on that in a minute).
A well-designed website will…
Grab attention. You have 2-3 seconds to convince a visitor that they are in the right place for what they are searching for.
Be easy to navigate. People use the web to do something. Help them find what they are looking for. Make it easy. Every website is designed differently, so visitors (especially first time visitors) have to figure out how to find what they need. If they can’t do that quickly and easily, they are leaving your website without taking any action.
Keep them moving. Always give your visitor a way forward. Every page of your website has to lead somewhere else. If the page ends and you don’t tell your visitor what to do or where to go next, they are leaving.
Use strong calls-to-action. Throughout your website, tell people what you want them to do. Whether it’s contact you, sign up for your newsletter, share your post, follow you on social media, or buy your product…you have to tell them.
Be mobile responsive. As mentioned earlier, more than 50% of web searches are performed on mobile devices. If your website isn’t mobile responsive it won’t be viewed properly on mobile devices. This will frustrate visitors and they will leave your website.
Worse yet, if your website isn’t capable of being viewed properly on mobile devices Google is going to penalize you for it by not including your website in search results.
The big takeaway here is that if your website is not mobile responsive, your site won’t show up when someone searches with their mobile device. It’s as if your site doesn’t exist.
Aren’t sure if your site is mobile-friendly? Visit Google’s Test Tool.
If the website you entered passes Google’s test, you will see a green banner indicating the website is mobile-friendly.