How to Make Your Website Your Most Valuable Asset
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The internet has drastically changed the way businesses operate over the last few years, especially with the significant pivot to digital dependency because of the pandemic. In the past, companies could get by with a brick-and-mortar store and some print advertising to generate sales. Today, however, a strong online presence is essential for success in a very crowded marketplace. Of all the assets a business can have, its website is often the most valuable.
A well-designed website can help generate leads, build brand awareness, and even make sales. A poorly designed website can do just the opposite. If your website is outdated or difficult to navigate, it could be turning potential customers away. Fortunately, you can take some easy steps to make sure your website is working hard for your business. You can make your website your most valuable asset by following these tips.
Understand the Value of Your Website
A website is like an iceberg: there’s more going on below the surface than meets the eye. To understand the value of your website, it’s important to take a look at all the elements that make it up. Each component plays a vital role in ensuring that your website is functional and effective, from the web design and layout to the content and coding. By taking the time to understand the value of your website, you can make sure that it is always working to its full potential. Regardless of whether you’re a mortgage broker, a home services business (like plumbing or HVAC), or any other type of company, you will need to understand the value of a website if your goal is to generate leads and sales online.
Make Sure Your Website is User-Friendly and Easy to Navigate
This may seem like an obvious one, but you’d be amazed at how many businesses have a website that is difficult to navigate. If potential customers can’t figure out how to find what they’re looking for on your website or if basic functionality is missing, they’re likely to give up and go to a competitor’s site. First impressions are everything, and that doesn’t leave a good taste in a potential customer’s mouth.
Make sure your website is easy to use by keeping the following in mind:
- Be clear. Use clear and concise navigation labels to help users find the information they’re looking for. Don’t have multiple calls to actions, stay focused on one message per landing page.
- Don’t overdo it. Use easy-to-understand language that your potential customer base understands. Being overly technical, formal, or professional can sometimes be a turnoff and lead to decreased conversion rate.
- Logically organize your content. Many companies have critical information about their business or services scattered throughout their website, making it difficult for users to find what they need. Make sure your content is well organized and easy to find. Use headings, lists, and imagery in creative ways to break up text.
- Use consistent fonts and colors. This will help create a cohesive look and feel that is easy on the eyes. Your business website is a marketing asset so make sure it’s polished!
- Make sure your website is responsive. In today’s world, more and more people use their mobile devices to access the internet. Mobile responsiveness is no longer an option, it’s required. If your website is not responsive, users will find it difficult to view on their smaller screens, leading to a poor customer experience. As a result, they may leave your site and go to a competitor’s.
- Include a search bar. This is for people wanting to look up content on your website quickly. If you’ve tagged everything correctly, your content will present itself to readers who want more information.
Optimize your Website for Search Engines
To optimize your website, it’s crucial to understand how search engines work and what people are searching for. Everyone talks about SEO, but what is it exactly? SEO, or search engine optimization, is the process of making your website more visible on search engine results pages (SERP). The higher your website ranks in SERP, the more likely people find it.
Take the time to research keywords relevant to your business and include them throughout your website, including in the titles of your blog posts, in the Meta descriptions and in the body of your text. Keep an eye on the rankings and soon you may start to appear on page one for as many search phrases and keywords as possible.
It’s also important to make sure that your website is accessible and easy to use for both search engines and users. Ensuring that your website is coded correctly and using alt tags to describe images (which is on the more technical side) can make a big difference in how well your small business website ranks on search engines.
Create Valuable Content That People Will Want to Read
You can do several things to optimize your website for search engines, but the most important is to craft a well-thought-out content strategy and back it with quality content that is relevant to your business. This means writing blog posts, and articles, and even creating exciting and informative infographics. The more engaging your content marketing is, the more likely people are to want to visit your site to read it. In addition, by including relevant keywords throughout your content, you’re increasing the chances that your website will appear in the SERPs when someone searches for those terms. A great website with professional content is a high-value business asset and lead generation tool, a great website with lackluster content is lackluster.
Use Social Media to Promote Your Website
Too many companies misuse their social media. They use it to post their latest deals or products without engaging their audience instead of using it to generate interest from prospects. Rather than aimlessly posting and hoping someone decides to work with you out of the blue, try using social media platforms to promote your website and its content. If you have great content on your website, share it on your latest Instagram, Facebook, or Twitter update. New company announcements? Share them on Linkedin and link to a press release article you’ve published. Want to develop more personal relationships with your audience or other local business owners? Start getting active on TikTok!
Track the Results of Your Marketing Efforts
Having an aesthetically pleasing, easy-to-navigate, and responsive website is a major challenge that very few businesses can overcome. but there’s another layer to managing an effective website — tracking your results.
If you want to take your website to the next level, start tracking your results to learn how people find your site, what they do when they access it, and what conversion metrics you’re achieving. Google Analytics is a great (and free) marketing tool that tracks how many people visit your website, how long they stay, and what pages they visit most often. This data is critical in understanding what content resonates with your audience and further allows you to adjust your marketing strategy.
Speaking of conversion, use calls-to-action (CTAs) everywhere on your site to get prospects to make contact with your team. If you’re not utilizing CTAs on your website, you’re missing out on a valuable opportunity to convert prospects into leads. CTAs are buttons or links that prompt visitors to take action, such as subscribe to a newsletter, download a white paper, or contact a sales representative.
Keep Your Website Updated and Relevant
We see it all the time. Businesses spend tons of money creating a new website, only to leave it outdated and irrelevant a few months later. Your website is your most valuable asset, so treat it as such! Keep your content fresh, update your design periodically, and ensure your site is always up-to-date. Working with a
top-tier website design and management firm like us can help take the burden of updating your site off your shoulders.
Value is the Name of the Game
Keep in mind that your website is only as valuable as the content you publish and your effort in promoting it. The key is to focus on creating a website that is an asset to your business — one that will help you attract and convert new leads while allowing you to continue focusing on your business and what you do best. But it’s okay not to know where to start. That’s where we come in!
Leave the heavy digital marketing lifting to us; we’ve got your back. By following the tips we’ve outlined here, you can make sure your website is working hard for you — generating leads, sales, and revenue.
About the author
Alex is the Founder and Primary Campaign Manager for Zambuki, a Digital Marketing Agency specializing in Website Design, SEO, Social Media, Paid Advertising, and various other services. He believes that clear communication, outside-the-box thinking, and top-notch customer service are key to successful client relationships. Plus, Alex loves working with his clients directly to solve their unique business challenges. When he’s not helping businesses scale their online presence, he loves spending time with friends and family outdoors in the sunshine.