How Important is Your Website?
“85% of consumers may leave a website if it’s poorly designed.”Online Marketing Institute
Your website is your digital hub and should do three things:
- Attract your targeted visitors.
- Provide them with the content they want.
- Give them an appropriate next step.
Most of the websites we build are built on WordPress. It’s by far the most popular content management system (CMS). Here are just a few of the benefits:
- Easy to update without an expensive, custom administration area
- Universal desktop use
- Built-in SEO
- Unlimited customization potential
- Easy to maintain
In all cases, we thoroughly research online competition, search terms, organic traffic and paid traffic using SEMRush. In some instances, we are able to find new prospects for our clients based on their current ideal clients. We call these “look-alike lists.”
What Level of Performance Do You Need from Your Web Marketing Program?
Let’s be honest, a full-blown, high-performance web marketing program isn’t always required. With over 25 million businesses in the United States, it stands to reason that the necessity for websites, ongoing content publishing, social media, SEO and paid traffic varies dramatically.
For instance, a specialized sales rep firm that relies on word of mouth and personal relationships to establish who they represent probably doesn’t need much more than a few-page, brochure style website. When they occasionally pursue a new client, the prospect visits their website by directly searching their name or typing in their URL. The content needs to accurately represent the rep firm’s capabilities and convince the prospect that they are talking to the right team.
On the other end of the spectrum, if you’re selling B2B technology, manufacturing equipment or supplies, there is a significant need to serve your clientele pre-sale. Statistics vary but the current rule-of-thumb as referred to in “The Buyer’s Journey, Demystified by Forrester” is that 60% of a buyer’s decision has been made by the time they talk to a salesperson!
Of course, if you’re an e-commerce business, it goes without saying that your web marketing program needs to be dialed in.
Basic Brochure Level of Web Development
You may not need a lot of traffic, but wouldn’t you like to know when a key prospect visits your site and what they looked at? If you’re using one of our MarTech solutions like ONTRAPORT, you will likely have been staying in touch with a prospect over time and they visited your site by clicking on a tracked link within an email or text message. ONTRAPORT records and can automatically notify you of the visitor. The pages visited are also recorded.
“Developing” or Intermediate Web Development
At this level, you need enough traffic, lead generation and resulting sales that it makes sense to set specific goals and track your performance on a dashboard (link to sales and marketing dashboards). You’re also going to need a website that is SEO optimized with onsite content, back-end technical structure and user experience.
Advanced Web Development
At this level, it’s an all-out digital system from the early stage of a buyer’s journey all the way through check-out, up-sell and cross-sells. Tools like ONTRAPORT, Hubspot or other marketing automation tools are used to engineer very sophisticatedly, choreographed experiences. Emails, texts, notifications, reminders, offers, etc are all pre-programmed based on what a buyer does or doesn’t do.
These websites often times require advanced development and very special attention to SEO factors as well as high-end creative content. Everything else I described for the “Developing” stage in terms of performance management and dashboard reporting applies here as well.
Here are a couple of examples:
- stoett.com – generating 1,000’s of leads per month and automatically dispatching them to dealers all over the country while also selling featured products online with an automatic ERP integration. There is a lot going on here.
- southbendclutch.com – this a “Ferrari” of a website in terms of the massive parts database behind the “find a clutch” tool as well as the proprietary coding of the site and creative elements.