Using the proper tools and technology is vital to advancing your business in the digital age. Society’s internet usage is only growing, which means developing a website is fundamental to your company’s growth. A robust website can lead potential customers to your business and improve your overall brand awareness. These days, if you don’t have a website, it’s almost as though your business doesn’t exist.
Fortunately, website development has come a long way since the early 2000s and is more accessible to those without training. You no longer need to have coding skills to create a site that’s visually appealing and converts visitors to customers. Website platforms give you the tools you need to craft compelling web pages and often provide you with analytics to track engagement over time. This gives you insight into your target audience’s search habits and which links get the most click-throughs.
Maintaining a web presence and regularly publishing new content can have a big impact on the growth of your business. Here are some ways to leverage your website for increased visibility online.
1. Use SEO to lure target audience members to your site
As important as a website is to your business, it’s not simply a matter of “Build it, and they will come.” Today, consumers flock to search engines when searching for solutions or products. So for your business to be discovered online, your site will need to show up in the search engine results pages. Most users stick to the first page of the SERPs, so you want to ensure your site ranks high above your competitors. When your website is optimized for search, you will draw more people to your page and gain more business.
One way to boost your business up in the list is by establishing a content pillar strategy on your website. You want to determine the most important aspects of your business and how you solve consumers’ problems. Then you create longer-form content assets around these main topics and link to them from related written content on your site. For instance, a blog post answering a specific question could link to a pillar that provides more comprehensive information on the subject.
The interlinked web of content this creates establishes your authority in the sight of search engines. It also encourages visitors to spend more time on your site. Both of these factors will increase your SEO ranking and create more opportunities for searchers to find your website organically.
2. Ensure a good user experience
Once you’ve lured your target audience to your site, you’ll want to make sure they stay there. Before adding bells and whistles to your strategy, make sure the basics of your website support a good user experience. Test your site across different devices and see that it’s loading quickly and properly. Confirm that all text is easy to read and responsive in mobile views. These may seem like small details, but they can turn potential customers away if they don’t work right.
The menu on your website could be a big player in your customer’s journey. Simple navigation systems aid the browsing process and keep consumers on your site longer. Make sure the menu and drop-downs answer the most important questions a visitor may have. Your company’s background, contact information, and list of products are all important topics that a customer may look for. Making this information easy to find will increase engagement and may even increase revenue.
People are less likely to linger on a website that’s difficult to use. For that reason, a bad user experience may hinder your website’s success. Making your site responsive and easy to navigate increases the chances of a visitor turning into a customer.
3. Diversify your content
Building an engaging website involves much more than just good user experience and an informative blog. You want the products and services you’re showcasing to be appealing to visitors who are learning about your business for the first time. The homepage in particular is one of the most important places that should host engaging content. This page should include information that supports your company’s mission and makes your value proposition easy to understand.
The content on your site doesn’t have to be limited to the written variety. Media like photography and video are more captivating and help consumers better understand your company and its offerings. Having a visual example of your product or service in action makes your business more relatable and can make ideas tangible. For example, photos of people using your product helps potential customers visualize what it would look like in their own life. Including audio like podcasts encourages brand awareness and consumption beyond your website as well.
Your website should be a combination of all the media that supports and promotes various aspects of your business. By creating a diverse range of content for visitors to consume, you can increase engagement and conversions.
Worth the Effort
A strong website is the ultimate tool in growing your business. The effort you put into developing your website opens the door to new customers and increased revenue. By refining your website and its content, you will enhance your company’s online reputation and make it stand out against competition.
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