Did the title of this blog post get you thinking?

You might be thinking, “I haven’t updated my website in over a year.”

Or, “No one really uses my website other to find my contact information.”

Or, “My website is more like a business card for me, not a prospecting tool.”

And, so on and so forth.

You will hear these statements even the savviest of companies. The time to rethink the “set it and forget it” website strategy is here.

Your website is a living, breathing representation of your business and your brand. It is all that and a communication vehicle for you to drive home your value proposition, nurture prospects toward desired behavior, and build a deeper bond with your current customers. Yes, it is a workhorse – the key is making sure it is carrying its weight. 

• According to one survey, only 50% of small businesses have a website. (Think of the opportunities left on the table.)
• Another report says 38% of consumers will abandon a website if the design is unappealing or it is cumbersome to use.
• Last year it was reported that over 50% of web traffic came from organic search (i.e., someone searching for a keyword in Google).

These are just a few interesting tidbits that validate the case that websites are an integral section of your overall brand presentation and so much more. While many in-the-know business leaders know all of the above to be true, another common misstep is leaving the production process to an website engineer, who may be an amazing designer but not as honed in on things like:

• Branding
• Storytelling
• Microcopy 
• Calls to Action
• SEO
• +more

So how do you make the most of your digital real estate?  Let’s get to it. 

Get emotional.

Websites are all too often just a list of services and their features. They get the point across but miss out on the emotional ties that prospects need to feel before taking action – the “reason to believe” that your business is the one that can solve their problem. The higher the price tag that you have on the service you provide, the more of an emotional tie you need to develop. 

Tell a story.

Most websites do a lot of work in explaining your company and services. A common disconnect is how your brand matters, how you’re a standout from other possible choices, and what you do that is unique (your unique value proposition). This is your brand’s story, your superpower, your time to shine. 

Keep it technical but expect more than just tech.

Your website needs to be easy to navigate, fast-loading, optimized for mobile, identifiable by search engines, and bug-free. For that, of course, some technical prowess is needed, but the creation of your website needs more to get to the finish line. You need a craftsman that takes a high-level view of the nuances of branding, strategy, communication, sales psychology, and how the site will function in relation to your overall business.

Get intimate with your marketing funnel.

With the use of analytics, surveys, and other tools, we can hone in on the series of touchpoints that lead a customer to your business and, ultimately, to exchange value for your service is complicated and varies across industries, demographics, and product/service offering. What is less clear, however, is how your audience processes all of the information and choice they discover along the way. The murky part, or as some marketers call it – the messy middle – can be hard to pin down. Truly identifying what influences people to take an action is a science that brings in branding, deep understanding of consumer behavior that is focused on emotions rather than service or product descriptions. Your website has to be equipped to provide your potential customers with the information and reassurance they need to make a decision. 

Do you have marketing challenges that you need help with?

Jackie Awve Marketing offers a group marketing coaching session on Fridays from 1 PM to 2 PM for a Marketing Jam Session! Please RSVP: [email protected]