Most people can appreciate that every business needs a website. Ten or fifteen years ago, you often had to fight tooth and nail to convince business owners that an online presence was worth their money. Today, we have a different problem: some people don’t fully appreciate the importance of a quality website.
A lot of people act like it’s just a box to check off. They think if you have a website with your name, location, hours, and phone number, you’re good to go. That’s an enormous missed opportunity.
A quality website is essential for success in today’s day and age. In fact, it is one of the single most important assets a business has to offer. Don’t believe us? Read on…
Your Website is the Beating Heart of All Your Online Marketing
In the network of your online marketing, your website is like Grand Central Station or Times Square. All roads lead there. Regardless of where someone finds you – whether it’s Facebook, Twitter, Google, Bing, etc. – they will end up on your website.
In contrast to your other platforms, this is where you take center stage and are pulling all the ropes. There’s no competitors or other ads to distract them. There’s only your art, your copy, and your products. It’s where you make your best sales pitch, where all leads convert or fizzle out.
In essence, your website is like a salesman while search engines and social media are sales developers. A high-quality website makes good use of leads or visitors by encouraging them to pick up the phone or order a product. A bad website leaves those visitors (who, by nature of having sought out your website, are good leads) feeling bored, uninspired, or even annoyed.
Like It or Not, Your Website Will Often Be Your First Impression
When it comes to learning about a company, today’s consumers are taking matters into their own hands. Before someone ever steps into your business or gives you a call, they will Google your business and browse your website. A bad website will send them to a competitor before you even get a chance to speak.
A good website delivers a positive first impression that pushes visitors to take the next step in the sales process. Without a good website, it doesn’t matter how good your customer service is, how amazing your products are, or how great your storefront is, because customers will already be turned away. All around, a quality website is a sound investment because it is essentially an online ambassador for your brand.
It Lets You Capitalize on Data and Analytics
A website offers you a unique opportunity to gather extensive data on visitors’ behavior. For example, you can collect data regarding conversions, the average time someone spends on your website, time spent on individual pages, where each site visitor came from, etc.
This information is invaluable as it allows you to tweak your marketing efforts to either double down on products that are selling fast, or push products that you don’t feel are getting enough attention. Likewise, if many people are viewing a product but not purchasing, that data can help you make the decision to either lower the price or refine how you market the product.
However, if your website is a single page, loads slowly, or otherwise lacks functionality and messaging, you will struggle to gather and analyze data. A quality website not only offers users a better experience, but provides you with more valuable data.
A website is a make or break factor for countless businesses. Ask yourself honestly – is your current website a valuable asset, or is it just a monthly expense? It could be the difference between growing your business or stagnating as time passes.
Call us today to talk further about the role websites play in marketing and the overall success of your organization.