The Company Website: It Still Matters
In the past few years, a lot of emphasis has been placed on the importance of social media in branding. While social media is certainly not just a fad, there are also other important aspects of your business’ online presence. One of the main ones is your website. Having an attractive, relevant, and easy to navigate website can increase customer conversion rates and begin your sales cycle with a given customer.
First, it’s important to pay attention to who your customer is. Why would they be visiting your website? What information would they be seeking? Asking yourself these questions will help clarify what your website should look like, and what content should be provided. There are also analytics tools you can use to examine what visitors are actually doing on your site. Are they spending most of their time on the blog? If so, that is good insight as to where you should focus your energies.
It’s also important to provide relevant content to all people in your industry (regardless of whether or not they are a potential customer). This helps build a brand, and positions you as a thought leader in your industry. The TotalAttorneys.com blog, for example, provides relevant content to a variety of people, including this post. Other ways of providing relevant content include keeping up with applicable things in the news and providing related content, or using geo-targeting to customize the experience of individual users according to their location.
With the growth of multi-channel marketing (social media, offline sales, et cetera), there runs the risk of mixed messages. It’s important to stay consistent in tone and content across channels. Your website can serve as a reference point for the other channels by providing solid examples of what your company’s message is.
Finally, testing all these things out in systematic ways, such as using A/B and multivariate testing, can maximize the value of your website. Perhaps blog post A resulted in a higher conversion rate than blog post B. Logic dictates that you should focus on content (and perhaps style and tone) more similar to blog post A in the future.
The company website is hardly a thing of the past. If leveraged properly, it can work in tandem with social media to increase customer conversions and build your brand in the process.
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