How to Make Your Website Your Most Valuable Asset
Written by Jock Purtle
18 May 2018
In today’s digital world, your online presence is in many ways already one of the most important aspects of your business. Research indicates that 70 percent of buyers will search online for a company before making a purchase decision, so it’s easy to see why you need to be paying attention to how your brand looks like online.
However, too few businesses make full use of what a website can offer. Many view the possibilities afforded by a website too narrowly, and therefore don’t take full advantage of it. But the truth is, a well-run website should be promoting growth and success.
To help you make the transition from having a website that supports your business to having a website that drives you forward, consider implementing some of the following aspects into your digital strategy.
One of the best ways to make full use of your website is to turn it into a lead generating machine. If you do it right, you should be able to use your website to expand your scope and attract new customers from all different angles.
By creating an efficient email listing, you are opening up the door for email marketing, a technique that can be very effective.
The next stop is blogging. By running a blog and producing lots of engaging content, you are giving Google more opportunities to index your pages, making it easier for you to show up on their search results. If you optimize some content for high-value keywords, design your site accordingly and develop a quality link building strategy, you can get your pages to rank well on Google, creating a steady stream of traffic (potential customers) to your website, where you can convert them into customers.
Another strategy is to make use of Google AdWords and other Pay-Per-Click (strategies), as these are other ways of driving people to your site. However, this can get expensive if you don’t know what you are doing, so it might be worth it to look at hiring an AdWords management agency. Social media is also huge, although this can operate independently from your website. Well-crafted social media marketing will convert right then and there, but you can also use it to drive traffic to your site.
Optimize for Conversion
As you can see, your website is your portal to a whole host of digital marketing strategies that can bring you a constant stream of potential customers. However, this isn’t the end of the road. Once you get people to your site, you need to convert them into customers.
Make sure you understand where people are in the sales funnel when they get to you. Are they looking for information? Or are they looking to buy something? Being able to align the content you deliver with what people are searching for will help you be on the same page with your readers, hence make them more likely to make a purchase, either now or in the future.
Experiment with different types of content to see what works. Generally, conversion rates range from just 2-3 percent, but the best websites convert at a rate of around 10 percent. Not every industry can replicate these numbers, but imagine being able to boost your sales numbers by simply revamping the content. Would be pretty awesome, right?
A/B testing is a good way to determine which types of content work best and is a good way to figure out how you should proceed.
Make it an Engine for Your Branding
Branding has become one of the most important aspects of marketing, and also for your business in general. In today’s highly competitive and ever-changing marketplace, it’s so hard to stay where you are, let alone grow. Customers are constantly being offered bigger and better things, and they are easily lured away.
Your website can prevent this. By using it as a resource for building your brand, you can deliver a customer experience that goes beyond just the products or services you offer. You become an essential resource to your customer, and because of this, they choose to remain loyal to you even in the face of tempting offers from other companies. This type of loyalty is really the dream, and it comes with having a strong brand. It’s also one of the reasons strong brands end up making more money.
Your website is one of the ways in which you can build your brand and foster this loyalty. Probably one of the best ways is with a blog or YouTube channel, or both. By producing content that is relevant to your target audience and isn’t overly promotional or sales-related, you are expanding your relevance with customers. Focus on building your email list by offering incentives for people to sign up. Then, create some killer content that you know they want.
This is easier said than done, and it will take some time, but the rewards are unmatched. Don’t let your website be a mere virtual storefront; turn it into a powerful engine that builds brand awareness with each member of your target audience.
Use it for Genuine Engagement
Building off the idea of using your website for branding, it’s also a place where you can work to improve audience engagement. It’s important to have engaged customers because this is another thing that prevents them from running away to a competitor when they are offered a good deal or an attractive promotion.
Plus, by being in touch with your audience, you can respond better to their changing wishes and desires. Perhaps you release a blog post that doesn’t sit well. An engaged audience will tell you this so that you can respond. And the same works in reverse. Positive feedback will let you know that you when you’re on the right track.
You have to work to make this a feature of your website, though. Be sure there are multiple ways for people to reach out to you. Have a contact page and respond to messages in a timely manner, but also use social media and other forms of communication, such as a chat box, to make sure people know you are listening.
Once you get people connecting, however, dedicate time to maintaining these relationships. If you slip up even a little, you may find yourself undoing much of what you’ve worked so hard to achieve.
Make it Run on its Own
It’s of course it is not possible to make a website run completely autonomously. Until artificial intelligence becomes more advanced and accessible, you will still need to get your hands dirty to make the site run.
But you can do things to make it run efficiently and smoothly without having to dedicate too much time. Consider bringing in a team of freelancers or contractors to work on content creation part-time. Clearly identify processes and make sure everyone knows where you are headed, and do your best to define strategy so that you can delegate to trusted individuals to execute.
Don’t get bogged down in the day-to-day, as this will take you away from other functions that may need more attention. Your website becomes most valuable when it’s doing all the things we’ve mentioned, but also when it runs as a hands-off operation.
As you can see, your website has all the chances to bring you to the place your business is thriving to be. Well-thought-out marketing strategies combined with useful delegation and a focus on branding and engagement will help bring people to your company and will also play a big role in convincing them to stay loyal to you even when faced with attractive offers from the competition. Take some time to revamp your website so that it’s your most valuable asset and enjoy the rewards this smart decision will bring.
Thinking about creating your company website? You’re just a click away! Read more about Ucraft's turnkey site design suite and eCommerce solutions.
About the author: Jock is an internet entrepreneur who specializes in the buying/selling and appraisal of online businesses. Nearly every venture he has gotten into has been entirely online, and as a result, he has seen how powerful websites can be. Jock is originally from Australia, but he now lives full-time in the U.S. You can find some of his work featured in Forbes, CNBC, Entrepreneur and Business Insider.