Today, we’ll introduce you to this important building block of any digital strategy with an overview of questions to consider when it comes to putting your best foot forward online.
Sometimes, a customer is looking for your business listing to read reviews about you or check on your location. Other times, they’re looking for your social media channels to get a feel for how you operate. Many times, they’re looking for your website to get a helpful glimpse into the entire picture: who you are, what sets you apart, and why they should call or visit.
The saying goes ‘all roads lead to Rome’ but when it comes to digital marketing, all roads ultimately lead to your website. From search engines and social media to email and traditional advertising, your website is the hub of your entire digital marketing strategy. So ask yourself, does it represent you well?
The perfect time to audit your small business website is now. To start, assess whether or not it successfully answers the basics: where you’re located, who you are, and what you do. Providing these answers is critical, not just for the customers looking for them, but for the search engines designed to help deliver them.
Your customers need to know how to reach you. Whether you want them to visit a brick and mortar store, order online, or give you a call. Ensuring your “NAP” – Name, Address, and Phone number are prominently displayed is key for both user experience and Search Engine Optimization, especially if you serve customers locally.
What’s your story? Why do you do what you do? What makes you better than the competition? Our marketing experts work with independent member businesses across the country, and for them: these details are vital in setting your business apart from large, corporate competitors.
This is where your website’s organization and functionality are important. Your customers need to be able to quickly understand what you do and how you can help. Imagine yourself as your customer, look at your website, and take notes. Now, what would you change?
If you already have a website – keep a pad of paper by your phone. Do customers frequently ask the same question? That could mean it’s not being answered online, which is an opportunity for your website.
Optimizing your website for prominent placement in search engines begins with answering the basic questions outlined above with thoughtfully created content. Going beyond the basics, your content should be authentic, intentional, and it should use the keywords your potential customers are entering in search engines to find you.
Not sure what your content should say or which keywords you should focus on? This is where a Marketing Expert can help.
In late 2016, the world of digital marketing hit an important milestone when mobile searches surpassed desktop searches for the first time. With this evolution, search engines began to use the mobile version of your website to assess your ranking in search engine results. Meaning, if your website isn’t ‘mobile friendly’, it could be excluded from the results for any users searching on a smartphone or tablet.
of mobile users are more likely to purchase from companies with mobile sites or apps that help them easily find answers to their questions.
A well-optimized website has good, relevant content that provides answers to your customers’ questions. But it also delivers them quickly. According to a study from Forrester Consulting, 40% of shoppers will wait no longer than 3 seconds of load time before abandoning a retail website. But that’s not all, search engines like Google also use load-time as a factor in determining your search ranking. This isn’t barbecue. Slow and low is not the ideal when it comes to website speed and your search engine ranking.
A 2019 study found that even a majority of offline purchases are influenced online – and they’re starting the process with copious amounts of research. Before the average B2B shopper makes a purchase – they will consult online catalogs, multiple Google searches, and a slew of competitor websites. All regardless of loyalty.
They look for product-specific recommendations, comparisons, deals, and answers to their questions. Only after this research process will they go offline to visit the store or pick up the phone and make a purchase.
Consider this: When a majority of customers research a purchase online – regardless of industry, Google’s study shows they considered at least 2+ brands. Wouldn’t you want to be one of them?
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