If you’re looking for the right partner to help you build a website then this article is right for you.
We’re going to cover some of the things you need to make sure are included in your business website.
Websites on their own don’t generate new business. There are systems that need to be implemented to make sure your website brings in new business while making your company more efficient.
Here is how you can build a website for Internet marketing optimization at your company.
Internet Marketing Optimization: The Reason for a Website
For about the last 10-15 years businesses have been building websites. The goal is always the same: to bring in new business.
Acquiring customers is a proven way to grow a company. You can things with loyalty, but to really grow you have to bring in new customers. That happens with additional sales of the current products you have or it comes from creating new products that appeal to more people.
Marketing is part of the sales process of your products. Today, we’re in a time when demographics really rule the way people consume marketing messages from the corporate world.
In the past there have been relatively few marketing channels. There is always face-to-face marketing. There have been physical store locations. Signage has been around for a long time. TV came into its own about 60 years ago. Radio has been around for a century. Direct mail has been around for just as long as radio.
Those and a few others have been the main way everyone consumed marketing media.
Back around the late ’90s there was the introduction of another media, which was the business website.
You could call it the Internet, but the business website is what really allowed companies to connect with new audiences. People of all ages, but particularly younger generations took to the Internet and desktop browsing became a major part of life.
Now that generation is entering their 30s and 40s. When people reach that age they’re really stuck into their preferred media in general. There are exceptions, but the general rule can be applied.
Today, mobile is changing the way today’s young generation consumes media including marketing. You can’t look around today without seeing a 20-year old on their phone. They might still browse on their laptop and watch TV, but they’re spending more time on a mobile device than ever before.
So you have three big preferred media demographics: 1) Those over 50 years old; 2) Those age 30-50 and; 3) Those under age 30.
Your business needs to optimize for your target demographic. The business website comes into play for all three, but mostly for the younger generations.
That’s why building a website is so important. It’s how you can market to your target demographic.
Building the Website Structure
The first step to building your website structure is setting it up for the right media. Responsive design can handle desktop browsing and mobile browsing. It takes some additional work up front from the designer and developer, but it’s worth it in the long run. Google is also promoting responsive design as best practice along with creating a site that is fast and efficient.
The next important part of your website structure is going through your sales process.
Consider how a person goes from not even hearing about your company to becoming a customer. This process is how your website will work and once you understand that it will become easier to design the site and its pages.
Small businesses get referrals from current customers. Word of mouth is common. Online this still happens through email and on social media. Referrals can also come from search engines (paid and naturally). There are other things you can do as well to get customers to your site.
Once a new prospect is on your site it’s the job of your website to make the sale.
Do as you would in person. Introduce the business to them. Show them why they should be interested in your company. Answer any questions they have. This is all done in the form of content (text, video, images, etc.) on your website.
Finally, ask for the sale.
Building Systems
The next part of Internet website optimization is building the systems on your site that make it profitable.
The most important system is the structure we just spoke about. There are two reasons for creating a website. First, you are targeting the demographic that is looking for information online. Second, the website makes your business more efficient. Instead of hiring a team of salespeople you can create one super salesperson in the form of your website.
Additional systems that need to be setup include an email capture and deployment system. An email list is another asset (like your website) that you own. Do what you can to get new visitors to opt-in to an email program. They’re giving you permission to market to them.
Create a system for updating content. Part of maintaining a website is keeping content fresh. Blogs are a great way to keep the site fresh. Also setup a schedule for updating the site content. People want to see that you’re active on the site when they first visit.
Final Thoughts
A website is the tool you need for Internet website optimization. Work with your designers on the items mentioned above and you’ll set your site up for success. You want to acquire new customers and by putting this optimization strategy in place you’ll be growing your business with your website.
