According to Internet Live Stats, there are over 1 billion websites online. While many of these sites are not active, there is no denying that a website is a necessary business tool in 2014. With so many websites online, a brand's site can easily get lost in the shuffle. Making your website stand out and deliver results is ideal, but what exactly does that entail? Let's take a look at some of the basic and not-so-basic tasks your website should be doing for your brand.
- Tell your story – Your website is more than just a brochure for your products and services. Your website should educate visitors about your brand, illustrate how and why your company is an industry leader, highlight your unique selling points and allow the reader to establish a trusted connection with your brand.
- Steer the conversations – Your website should be focused on your business goals and tell visitors what you want them to do. Make it easy for your readers to understand how to purchase from or contact your company. If you're selling on your website, the ecommerce process should be optimized and easy to maneuver. Your content and design should be focused on the end goal.
- Attract visitors – Building an informative, user friendly, conversion focused website is one thing, but it needs to be optimized in order to start pulling in the traffic. SEO and Online Advertising are solid investments that can drive qualified traffic to your website and should be budgeted for accordingly.
- Work on any device – A user friendly, responsive design is vital in today's online world. Your website should perform for today's multiplatform-using consumer. Website bounce rates spike to 100% when a page takes 4 seconds or more to load. As 60 percent of Internet access is mostly mobile, making sure your website is equipped to handle traffic from all devices is key.
- Support a solid Content Marketing strategy – Fresh, unique content is still king, and your website should be designed to support new content on a regular basis. From the site design to the architecture of your information, your website should be able to easily integrate new content. Blogs and flexible navigation are crucial.
- Integrate your other marketing initiatives – A website is one piece of the marketing puzzle. Integrating your offline marketing messages, email campaigns, social media work and advertising calls to action is the best way to grow your brand.
- Look professional – A sleek, modern design that includes all necessary information and works across platforms is important. As more and more brands invest in their websites, a stagnant, outdated, aged website design puts your brand at a disadvantage.
Simply having a website online isn't enough in 2014, that website has to work for your brand. From an Online Marketing point of view, a large, content-rich website that is regularly updated and optimized for both search engines and the website visitor with integrated Social Media and Online Advertising support is considered a success. Does your website fit the bill? For more information, contact E-Power Marketing!