By Megan Full
Billboards, radio spots, digital campaigns, and print ads are all key components of a strategic marketing plan. They create brand awareness and pique interest among your audience – but where does a great website fit into the mix?
A well-designed website can be a valuable stand-alone marketing tool and serve as a solid foundation for designing your overall marketing strategy – but how? What value does a well-designed site really add to your business?
It Serves as a Central Marketing Hub
The price tags attached to custom-built sites often deter business owners from taking the plunge. Yet when you view your website as a central hub for your marketing and selling efforts, a functional, user-friendly site starts looking like a wise investment.
Consider the mediums in your marketing mix. Whether digital or traditional, all of them likely have a call-to-action – often encouraging audiences to “learn more” by visiting your website.
Even without an explicit call to action, the very FIRST thing an interested customer is likely to do is find you online. You don’t want a potential customer stumbling onto your site and passing judgment based on the homepage – which leads me to benefit number 2.
It Enhances Your Credibility
An astounding 93% of business purchase decisions begin with an internet search. Your website is likely the initial point of interaction a consumer will have with your business – and your one chance to make a positive first impression.
A well-designed website has the power to solidify your brand and build trust in the eyes of your consumers. Not convinced? In a 2011 study where participants were asked to provide their initial impressions of health websites, 94% of the factors related to “mistrust” of a website were related to design.
You Have Greater Online Visibility
Needless to say, without a website, you’re missing out on a ton of new business altogether. But believe it or not, the quality of your website also impacts online visibility.
Proper use of HTML tags and titles, well-written content, a succinct sitemap, and dynamic webpages all affect how Google’s bots crawl and rank your website – and ultimately determine where you appear on search engine results pages.