Your website is the hub and your marketing efforts make up the spokes, which lead users to it. Without a site that is optimized to meet the needs of users by making information, products, and content easy to find and interact with your marketing efforts will not be able to achieve optimal results for your website. By having a strong website built for users you are able to fully leverage your marketing to achieve greater traffic, requests, and sales. This post will address the primary requirements a website must have to form a solid hub for your marketing spokes.
The Requirements for a Marketing Optimized Website
- Responsive design is a must
- Space for content -The more content the better
- Easy to find contact information
- Keyword optimized content – Study the phraseology of your customers and match your content
- Content Management Systems can save you time when implementing marketing changes
- If you sell anything that can be mailed through the post office you should have an E-commerce enabled site
- Navigation and functionality should be 100% user focused – Make it straightforward and easy to navigate
How to ensure your website is marketing ready
Responsive Design – Your website must be responsive to be fully marketable, otherwise you run the risk of losing mobile users who visit your website from social media or a Pay Per Click campaign among other mediums. Which is not a segment you want to leave behind, since they make up over 50% of all search queries. Why is this important to your marketing efforts? Let’s take Facebook as a our prime example- Research shows, of Facebook’s 1.65 billion users 894 million or 54% only access the platform on mobile devices! What this means is that up to 54% users visiting your website after an engaging experience on Facebook with your brand will be expecting a mobile friendly experience and when they hit your unresponsive site on their mobile device they will likely bounce away without ever looking at your content or products. This same fact is true for mobile users who click your PPC ads in google, bing, or anywhere else. There are so many businesses and websites out there that if your site doesn’t function well on mobile, users will quickly bounce away and bring their business to a competitor that provides them with a more user friendly experience. Ensure your site is mobile friendly or risk losing the ability to effectively market to mobile users.
Content Friendly – As users become more and more accustomed to their ability to instantly get information online, their preference to actually call or email about something they are unclear about lessens inversely, they want the answers to any of their potential questions to appear at their fingertips on your website. Your website should have the space and formatting to implement any amount of text necessary to address frequently asked user questions about your products, services or story as well as providing specifications, and other detailed information. The more information you provide to users the more you make yourself a resource by sharing your expertise. This will lead to more users visiting your website and less of them leaving, because you provide all the necessary information- there is no reason for them to go anywhere else.
Quality content improves your SEO efforts and can be easily leveraged in PPC campaigns to reach users who are actively seeking the products, services, or information your website provides. With a strong hub of content your spokes will make more efficient and effective connections and your marketing budget will be utilized with increasing effectiveness.
Contact Information – It may seem to counter what we have just said above, about providing enough content so that users don’t have to pick up the phone to contact you. This fact while certainly true does not mean that all users interact with your website in this fashion. While they are certainly a dwindling breed there are still those that would prefer to shoot you an email or call to have you answer their questions personally. To guarantee your website is not leaving behind any user segments ensure your contact information is easy to find on your website and provide multiple means of contact so users can reach out to you in format they are most comfortable with. It is also a strong positive if your phone numbers are click-to-call so mobile users can contact you with ease.
By providing contact information in an easy to find manner, those users that reach your website through marketing sources like social media, PPC, and search. But find they require more information than your site provides or just want to talk to someone to validate their choice are incorporated into your marketing hub instead of left out. Your website needs to be built to strengthen every spoke, and that means providing all user segments with whatever they may need.
Keywords – Before you begin writing content for your website you should spend time researching and thinking about how your customers refer to your product, service, or brand and pull key, words and phrases from this analysis to place within your copy. By using the same words and phraseology your customers use, in your websites copy you put yourself in a position to be found be those same people in larger numbers when users search for similar offerings online. The better you understand your customers, the more effective you will be in writing content that will attract them online and boosting your page-rank for those queries.
Content Management Systems – While certainly not a requirement a content management system allows for your content and meta data to be quickly edited and improved to stay fresh over time, whereas you otherwise would have to make these changes with the help of a developer if you don’t have the back end knowledge to implement them through coding. By quickly being able to edit, adjust and improve content you can continually make changes to content so it is more marketable.
E-commerce – If your business sells a product that can be shipped to individuals by mail or an intangible digital service (software, etc.) you should always offer users the ability to order online if they should desire to do so. As E-commerce continues a 15% increase in percent change YOY, more and more of the market shifts away from traditional brick and mortar sales. By offering your products or services online you tap into the potential for double digit yearly, percent growth in E-commerce, a level of growth that can’t be matched by traditional storefront commerce operations. By giving users the option to order online they can shop at their convenience and purchase at the moment they are interested in the product you are offering instead of losing interest during the interlude period when they find you online and have to visit your store in person.
Navigation – Your websites navigation should be as intuitive as possible, you don’t want to throw a completely new or cumbersome navigation feature at users, give them what they are used to. A clear easy to follow main menu-bar across the top of your website, with drop downs that contain a maximum of 7 sub-navigation items each. Otherwise they become too overwhelming and unhelpful to users. While tried and true is guaranteed user friendly that doesn’t completely discount the ability for new navigation innovations to be implemented with success. However be sure the risks have been fully analyzed, test before implementation, and be certain the primary purpose of a unique navigation item is to improve your users experience and convenience.
A straightforward and consistent navigation and site layout ensures users visiting your site can find what they are looking for quickly and without difficulty, reducing bounce rates, which have become an important factor in determining your page-rank. If people aren’t staying on your website google isn’t going to keep sending them there. User friendly navigation can improve page rank, your organic marketing, and SEO efforts.
If your website conforms to all or many of the factors we have discussed, it is built upon a solid and marketable foundation that can effectively and profitably leverage Pay-Per Click, Social Media, and organic digital marketing factors to drive traffic, leads, and sales through your website.
Fasterpress templates our built to meet each of these factors, and designed and developed through many iterations to fulfill the needs of consumers through efficient and effective functionality and navigation, while meeting the same factors discussed above. If you would like to learn more about Fasterpress template options please Contact Us Now or Browse Our Options.