Why Having a Website Isn’t Good EnoughMay 26th, 2017
News flash: It’s not enough to have an incredible website if no one can find it. You could have it all–stunning design, perfect coding, great branding, excellent content–but without digital marketing and SEO strategies, you have nothing. It would be like putting a beautiful billboard on an abandoned stretch of highway that sees no vehicles. Everyone has a well-designed site these days–it’s the bare minimum.
So what can you do about it?
I’m so glad you asked.
Would it really matter that a restaurant had killer fish tacos if no one could find it? No, it wouldn’t. They wouldn’t have any customers. A well-designed site is useless to search engines like Google if you’re not producing valuable content and marketing it correctly to be found on the internet.
Why would you pay for a beautifully designed site if you and your mom are the only ones visiting it? You wouldn’t (at least we hope you wouldn’t).
You can’t build a site and consider it done, with the expectation of optimizing conversions. You must work on your site every month. Your site should have as many calls-to-action, forms and offers necessary to uptick the amount of leads being drawn into your site each month.
This is only the beginning. You can expect to turn up to about 3% of your traffic into action, but where does that leave the remainder of your traffic? With remarketing, agencies like us can help you connect with visitors from your site who may not have made an immediate purchase or action. We are able to position highly-targeted ads in front of a defined audience that has previously visited your site, while they browse elsewhere on the internet.
No One Cares About You
Your website should not be a digital brochure that sits statically on the internet offering mindless information to whomever will listen. Talk is cheap. Show them what you can do for them.
They don’t care about you, they care about them. They want to know that you understand their problems. They want to know that you’ve been able to help others with those same problems. They want to know stories about your brand. They may care about your reputation when they’re making a purchasing decision, but at the beginning of their buyer’s journey, they want to be made to feel something when they interact with your brand. Engage them.
Brochures distill information and then, inevitably, are thrown away. You want people to continually return to your site, not visit it once and then never think of it again. Give them a little and keep them coming back for more. Continually publish new content, and stop constantly selling to them.
Produce for People
Great content creators are fantastic at producing content for the people, and thankfully, it’s a serendipitous result that the SERPs now reward rich content that dives deep into a subject and is perfectly matched with exceptional design that makes for an incredible UX. Produce and post for the people, and Google will reward you.
If you create content that is valuable to the lives of your customers and others in your industry, they will share it. That’s how you gain some of the most valuable, high-converting traffic.
It’s not enough to have a website. You need more. Unsure where to get started? Contact us today.