Out there in the digital world, your website is your company and your brand’s biggest ambassador. And just like a human ambassador, its role should be to make sure new visitors feel welcome, can find their way around easily, and get something meaningful out of the interaction. With that in mind, we delve into some of the best strategies to get your website performing the way it should – and ultimately helping to grow your business.
Steer clear of content that only promotes and doesn’t inform
People come to your website because they’re looking for a solution to a problem, not because they’re in the mood for a hard sell. Rather, focus on providing content that establishes your authority and builds trust. This is a much more effective way of getting people to part with their money.
Review your website design
Take a click around your site as it exists now, and ask yourself some key questions:
- Is it clear within moments of landing on the homepage exactly what it is your company does?
- What are the primary actions you’d like a visitor to take when they land on your homepage, and is the design making it easy for them to do so?
- Does your website load quickly on both desktop and mobile?
- Is it easy to navigate from any page back to the homepage?
- Do you have social sharing buttons on the content you’d like to promote?
- Are you giving visitors an incentive to leave their email address?
If you answered yes to all the above, the chances are good your visitors are having a positive interaction with your site, which means they’ll likely spend longer on it.
Have a professional SEO audit performed
You’ve poured your heart and soul into your website, so don’t let all of that effort go to waste! Even if your content is really great, it can be hard to outrank your biggest competitors unless you’re going for the right keywords and answering the right questions.
Aside from tracking down and eliminating technical errors that might be hurting your SEO ranking without you even being aware of it, an SEO audit can also highlight which of your pages and strategies are working really well. Established SEO firms with a proven track record, like Ruby Digital, will help you identify your weaknesses and build on your strengths all in one go.
Content marketing – try creating ‘content clusters’
Increasingly, search engines are giving preference to websites that cover a particular topic really well, rather than standalone pages. If you’ve already created a ‘pillar piece’ – a lengthy evergreen piece of content that discusses your niche in detail – then creating content or topic clusters around it is a great idea.
What these smaller pieces of content do is cover a particular aspect of the overarching topic in greater detail – all linking back to your pillar piece and vice versa. This way, when one page does well, the others get some SEO juice too. For your website, it’s the equivalent of the ‘rising tide lifts all boats’ concept.
Have a content and social media plan and schedule in place
Unless you’re outsourcing your content and social media marketing, it’s very easy to let them fall by the wayside or get put on the back burner. Having a regular schedule or calendar of what you plan to post and when can help you avoid this. Aside from its power for inbound marketing, social media also offers the chance to interact with your customers in a less formal way and have a little fun! It’s very important, however, that you focus your efforts on the platforms your audience uses the most.
Offer something different and unique
The best way to get more visitors to your site rather than your competitors? Offer something they don’t. It might take a little extra time and effort, but creating something unique or interesting is sure to get you noticed. Ideas might include:
- Develop an app
- Put together video tutorials or explainers and share on YouTube
- Have a designer create some highly shareable infographics
- Partner with a good cause – social media users love to share stories that let them feel they’ve contributed
Use paid advertising strategically
Paid advertising might seem like a simple shortcut to get more traffic to your site, but that money will have been wasted unless the content those new visitors land on is compelling enough to convert them into paying customers. Ads are a great way to promote your brand, but should always be used in conjunction with solid organic marketing strategies.
Also, consider all your options and do your homework before you select the most appropriate channels for a paid campaign. If you’re in the B2B realm, you might want to weigh the expected ROI for a highly targeted LinkedIn advertising campaign versus a broader general Google Adwords campaign, for example.
Website marketing takes work, but remember that every effort you make builds on what you’ve done before. Your website can easily become your most effective salesperson, but you’ve got to lay the groundwork first.