As a marketer, you should (and probably do) understand that your company’s website is a marketing tool. It’s the first place that potential customers visit when they’re hungry for information about your product or service offerings. So, think about it like it’s your marketing HQ, and make sure you include these three things.
Calls to Action
At Marketfish, we have a call to action (CTA) on every page of our site. But CTAs shouldn’t be limited to buttons in the sidebar, though those are very important! We reinforce our sidebar CTAs by developing site designs and copy that drive engagement and direct visitors to our CTAs. We also include CTAs and reader questions throughout our copy.
The idea here is that your website should function as a marketing hub. And the number of site visitors that you can convert into leads is a critical factor in determining marketing success. But you can’t do that effectively unless you include frequent CTAs throughout your site. It’s also important to test CTA placement before rolling out a larger scale redesign. Free tools like Google’s Website Optimizer streamline this process for you.
A Well-Maintained Blog
Every business needs a blog, and I don’t say that just because I like blogging. Customers and consumers trust and rely on blogs for accurate information about practically anything you can imagine. This alone is evident in the rise of citizen journalism. But blogs offer a number of distinct advantages for businesses. They’re the perfect tool for driving thought leadership within your industry, and thanks to Google’s latest update, critical to SEO success.
It might help to think of your blog as your own trade publication. Brands that think like publishers are better equipped to speak directly to a customer pain point, which correlates with sound lead generation marketing. One note about blogs, lacking the time or energy to build and update a blog isn’t an excuse for not having one. You can easily outsource your blogging, or hire an individual to build and manage a blog for your company. Just have a Subject Matter Expert (SME) on hand to ground their content creation efforts in topics that are relevant to your industry.
Clear Contact Info
This one is a personal frustration. I hate it when I’m looking for contact info on a company’s site and I can’t find it. Or, when I do, I have to fill out some long web form just to ask my question. All I’m looking for is a phone number or email address, and I don’t think I’m alone in that. Before customers make a major purchase, they often want to speak to, or email a real live human being. It shouldn’t be hard to do so. Don’t lose potential customers because they have a question and you don’t provide a simple way to ask it.
I hope that you found this information useful, and that you have some ideas for sprucing up your company’s website. If you have anything to add, please leave a comment.