When it comes to this question, you should really be asking yourself why you have a website in the first place. Why is this website important? For most of you, your ultimate goal is sales. Some websites may have other goals such as generating leads or subscribers, but eventually we all want those leads to convert into sales.
A Marketing-Focused website should be able to help you accomplish those goals. Take a look at The 7 Steps and you will find the “SIMPLE” approach to ensuring our clients’ have a Marketing-Focused website. Once you have decided what your goal for this website is, you should start thinking about what you are offering your customers and why they need it. It is important to know why your potential customer needs your product/service because this is what will make them convert.
Once you have your website goal, offer, and benefit down, it’s time to start thinking about who your target audience is. When you aim for everyone, you’ll get next to no one. It is important to focus your marketing efforts on a niche group of people who are most likely to purchase your product/service. Once you have this niche group in mind, create content for your website that speaks to this group.
Make sure your website looks great, is user-friendly, and is easy to navigate, so that your audience has no problem making a purchase, subscribing to your blog, or contacting you. Now when your audience gets to your website and sees how AWESOME it is, you have to give them a way to convert. After all, this is what you want, right?
When you have a Marketing-Focused website that helps you reach your goals, it’s important to implement analytics to track all of your efforts. You will want to make sure you’re tracking who is coming to your website, how they found your website, how many times they visited your website, and if they didn’t convert… why not? Did they have trouble finding information on your website? Was there a problem in the shopping cart? Were you asking for too much information? These are all potential reasons why a visitor to your site did not convert. Find out why and fix the problem.
This last part may seem like the hardest part (Ugh… Analytics!), but the team here at Rock Paper Simple has your back and can help you with this entire process.
Having a Marketing-Focused website means you have a website that has a purpose. You want a website your visitors enjoy using. You want a website that shows visitors what your brand is. You want a website that converts those visitors into long-term fans AKA customers. The more your site’s visitors enjoy using your website, the more likely they are to return to your site and recommend your site to a friend. This means… More Sales!
Is your website serving its purpose? If not, the RPS team loves everything marketing, so if you have any questions we’d love to hear from you. Schedule a free consultation or give us a call!