Tailoring Your Website to Sustain Business Growth

Boutique consultancy OmniMarketing2020 helps you formulate a focused digital strategy, from building your e-commerce presence to deploying the latest in visualization tools. Contact us to find out more! richard@omnimarketing2020.com

Image via Pexels

Tailoring Your Website to Sustain Business Growth

The point of your website is to help your business grow. It’s where all your marketing efforts come together and where consumers get to know your brand on a deeper level. And it can be exceptionally powerful when you give it the attention it deserves. 

However, an outstanding website requires thoughtful design and regular maintenance. Among other things, you must consider the user experience at every step, be intentional about driving more traffic to the site, and use the site to unify your marketing channels. It takes a lot of time and energy, but redesigning your site to match customer expectations and needs will go a long way in building brand awareness and increasing sales. 

Not sure where to begin with your site? These OmniMarketing2020 tips will help you design a site that facilitates major long-term business growth!

Establish Healthy Expectations  

The first step to a superb business website is to reevaluate your expectations to ensure they are realistic. You can’t expect a brand new site to appear on the first page of Google searches in the first few weeks. 

Also, many business owners expect their site to appear first when people search for their business name, and they think their web pages will look precisely as they envision in search results. Moreover, some entrepreneurs think having a website will automatically generate traffic and leads.

The truth is it will take time for Google to learn about your business and website, and you must be proactive in telling it that they exist. And you can expect older companies with the same name to show up first on search engine results pages (SERPs) for a while.

Another thing to consider is that you cannot rely solely on the immediate traffic generated through paid ads; you must earn traffic from search engines, backlinks, social media, and other channels. Your website design and content must also take visitors through the buyer's journey.

Prioritize the User Experience  

One of the most crucial qualities of any business website is that it’s easy to use and navigate. You can upload and optimize amazing content, but if users have difficulty finding what they’re looking for, your site won’t do you much good.

HubSpot suggests ensuring there isn’t too much text, too many menus or options, overly heavy images, or anything else that could slow down your site's page loading speed. And keep the overall design as simple as possible.

Here’s the best way to approach your site design from a user experience perspective: Consider what your customer needs when they come to your site, and make it easy for them to achieve that goal. An easier site will lead to more conversions.

Keep in mind that user experience also influences your site’s search position. A fast, easy-to-navigate, and mobile-friendly website will go a long way in ranking your business. Make sure anyone involved in your company‘s site design and content creation understands the importance of user experience.

Further, you can use disciplines like business process management (BPM) to determine how to best align your site with customer needs and preferences. BPM automates many processes your team once had to perform manually and analyzes interactions between people and data to optimize workflows. finding the right BPM platform for your business can significantly boost your website design or redesign process and ensure you achieve a top-tier user and customer experience.

While you’re at it, integrate your enterprise resource planning (ERP) and customer relationship management (CRM) systems for better business productivity and efficiency. Having a single data source will help your team stay organized and motivated to keep pushing toward their goals.  

Boost Website Traffic with Content Marketing     

The more traffic your website experiences, the more potential for leads and sales. Generating traffic is a fundamental website goal for growing your business. But remember that simply having a site is not enough to build brand awareness and increase conversions.

Organic traffic takes the longest time and comes with more challenges for increasing traffic because search engine algorithms are complex and ever-evolving. That said, it’s ideal for generating free traffic, and it can lead to some serious conversions. This is where content marketing is so valuable. When you create and share content online in all its forms (i.e., blog posts, on social media, etc.), interest in your business grows and your brand message expands to your target audience. Learn all you can about content marketing as a unique advertising method by visiting CornerstoneContent.com.

Social media is an excellent channel for increasing website traffic and expanding your brand’s reach. It also provides incredible opportunities for connecting with existing and prospective customers. Prioritizing social presence is essential because many of your target customers will likely spend time there.

Email marketing is also an effective marketing channel for businesses. And if you dedicate the time and employ the right tools, Mailchimp asserts that your email campaigns have the highest chance of converting customers. And don’t forget to research paid ads. Yes, they cost money, but they’re more affordable and effective nowadays. You have a wealth of ad platforms to choose from, and implementing targeted ads can go a long way in triggering new website traffic and growing your company.

When optimizing your site for search engines, remember to optimize it for your business's geographic location. You might be surprised how much local business the right tools and processes can bring.

Get More Conversions    

Conversions lead to business growth, but many business owners don’t understand how to design a website that drives conversions. It starts with determining what conversion means to your specific company; this could mean providing contact details, taking specific actions, or accessing specific content. 

Once you understand what conversions mean to your business, you’ll need to set up Google Analytics, Google Tag Manager, and other conversion tracking tools to monitor user paths and log conversions. Heatmaps are also helpful for identifying your strongest and weakest conversion content.

Bring Your Marketing Channels Together  

One of the greatest advantages of having a stellar business website is that existing and potential customers can learn about your company 24/7. They can read about your founding, look into your products and services, and coast along the buyer's journey from wherever they are and whatever device they use.

Your website also unifies all your marketing channels. It is the ultimate destination for your social media campaigns, email marketing, contact marketing, paid ads, and any other channels you employ. Make sure your site has interesting, helpful contact tailored to your target audience, and always create custom landing pages with concise copy and a tasteful call-to-action (CTA). Actually, all of your web pages should contain well-written and attractive content.

To experience success in your marketing campaigns, you must have top-notch branding to promote. Take time to reevaluate your logo to see if it’s time to redesign. You want your company‘s logo to make a lasting impression, distinguish your brand from others, and ultimately build brand awareness. 

The good news is that you can use an online logo tool to create your own logo. The right tool will give you a wealth of premade templates to select from, and you simply customize your template of choice with text, colors, and other design elements that fit your brand.

Summing Up

If your business website is not spurring significant growth for your company, it’s not doing its job. Adopt BPM, use other tools and strategies to enhance your site's user experience, and research various methods of increasing website traffic such as using content marketing.

Also, determine how to boost conversions on your site and find ways to improve your marketing campaigns. Your website and organization as a whole will reap serious benefits in no time.
​