Marketing websites must generate leads - eCommerce web sites must generate sales. In order to do so, websites need to do three things:
- Generate traffic
- Convert visitors to customers
- Encourage and increase repeat purchase
1. Generate Traffic
Be easy to find.
In content marketing, the three main sources of website traffic are search engine optimization, social media, and email marketing. But unless the site is built with these in mind, the analytics and ROI will suffer.
- The pages must be aligned with key phrases.
- Social media must be integrated.
- The blog must be a platform for publishing, the landing page for email newsletters and new subscribers.
- The design must be responsive and mobile-friendly.
The entire site must be structured to build trust, then gently guide visitors towards the lead generation form or shopping cart.
2. Optimize conversion
Conversion rates are determined by three things: design appeal, content, and usability.
- Design - You have to look good and professional.
- Content - Communicate clearly and attractively with your audience.
- Usability - Make sure your product / services are useful to your audience.
We design the website to funnel visitors towards desired conversions. Then, we set up Google Analytics to track this activity. The reports provide data that drives decisions about content, keywords, calls-to-action, and blog post topics. It's a cycle of continual improvement.
3. Increase reat purchase behavior
A content management system is a "must-have" for content strategy.
- Update any content quickly: pages, products, events, portfolios, galleries, and everything else.
- Consistently publish fresh content for your blog and email campaigns.
- Promote this content using social media tools, which attracts comments, shares, subscribers, and links.
- Learn to use Google Analytics, so you can optimize both SEO and email campaigns
If a site is missing even one of these essential elements, the website is likely to require a redesign much sooner - with all the additional costs, time, and hassles involved in creating a new site.