As a business owner, you want to showcase your products and services in a way that makes them stand out from the competition. In times past, this meant finding a great location that allowed window shoppers to continuously see what you had to offer. Today, instead of walking down the street to “window shop,” consumers see your products and find out about your services online. Your company’s website, then, is the basis for all of your sales and marketing efforts. If you’re not getting the “foot traffic” that you’d like, it’s time to take a look at your site. What does it say about your business?
- Does your website build credibility, or just the opposite?
- Is your website engaging or is it difficult to navigate through?
- Do customers clearly know what they’re supposed to do when they arrive to your website?
- Is the content concise and written for the customer?
- Does your website visually portray the brand of your business to your targeted customer?
As technology continues to advance and the trends of consumers adjust accordingly, a website is the foundation upon which your company’s marketing is based. A well designed and strategically developed website should bring leads into your business. I am confident that all business owners could use more leads! As you look to invest in marketing opportunities and methods, your website should be your first investment — all other efforts should be to drive customers to your website. With that, it’s worth asking yourself or your Digital Marketing team the following:
- How much time, effort and investment have you put into your current website?
- How many leads is your website bringing you on average per week?
- What is the average bounce rate for your website?
- What page is visited most often?
- Where is the referral traffic for your website coming from?
If you want your business to grow, you need to know the answers to these questions. To help with this, tie your website to analytics and review the reports for these analytics on a monthly basis at minimum. Your website is a silent sales tool for your business that will bring leads to you if you are investing in marketing it! It is not a one-time expense. Once a beautiful site is built, there is a consistent investment that must be made in order to increase your business’s visibility in search engines. You need to invest in your future business and a website that is strategically designed and purposely developed is key!
Caryn Butler, VP Business Development for Triton Commerce, has 20 years experience in Operations Management in multiple national companies. She has significant expertise in new business development, creating performance-based teams and developing sustainable partnerships within communities to grow business. Caryn has supported large territories that provide multi-million dollars of revenue and profit to the companies she has worked for. Her results are driven by exceptional customer service implementation and creating strong business plans that produce results with the individual locations she supported.