How Great Website Marketing Works: A Guide

A website is more than just a digital storefront; it’s an indispensable inbound marketing tool. Great website marketing involves a strategic blend of techniques that attract, engage, and convert visitors into customers. Let’s delve into the key components that make it work.

1. Understanding Your Audience

Before you, or your web agency can even think about design or development you must, must, must know who you want to talk to.

• Knowing Your Target Market: Define who you’re trying to reach. Knowing their demographics, interests, and pain points is crucial.
• Research Their Behaviour: The Psychographics. Understand how your target audience interacts with websites, including their preferred devices, browsing habits, and online purchasing behaviour.

2. Creating Compelling Content

Content is king, but make sure it’s always relevant and ‘on brand’

• Value-Driven Content: Create content that provides value to your audience, such as blog posts, articles, videos, or infographics.
• Build Authority: Become your customer’s trusted expert.
• Consistency: Maintain a consistent content calendar to keep your audience engaged and attract new visitors.
• Call to Action (CTA): Clearly guide visitors towards desired actions, whether it’s making a purchase, subscribing to a newsletter, or contacting you.

3. Optimising for Search Engines (SEO)

By the time a customer is ready to buy. from you, they’ve already been on a journey. That journey starts with a search. SEO needs to be considered right from the start.

• Keyword Research: Identify relevant keywords and phrases that your target audience is likely to search for.
• On-Page Optimisation: Optimise content as it’s created. Ensure your website’s content, structure, and metadata are optimized for search engines. This includes factors like title tags, meta descriptions, header tags, and image alt text.  
• Backlinks: Build high-quality backlinks from reputable websites to improve your website’s authority and search engine ranking.

4. User Experience (UX)

Follow the user journey though your website. Every touchpoint is an opportunity.

• Mobile-Friendliness: Ensure your website is optimised for mobile devices, as a growing number of users access the internet on smartphones and tablets.
• Intuitive Navigation: Design a user-friendly navigation structure that allows visitors to easily find what they’re looking for.
• Fast Loading Times: Optimise your website’s speed to reduce bounce rates and improve user satisfaction.

5. Effective Website Design

Design is all about purpose and function. It need not appeal to you necessarily, but it must talk to your customer.

• Visual Appeal: Create a visually appealing design that aligns with your brand identity and resonates with your target audience.
• Clear and Consistent Branding: Use consistent branding elements throughout your website, such as colors, fonts, and logos.
• Easy-to-Read Content: Use clear and concise language, and choose fonts that are easy to read on different devices.

6. Leveraging Social Media

Choose the right channels to talk to your market.

• Active Engagement: Regularly share your website’s content on social media platforms to increase visibility and drive traffic.
• Social Proof: Utilise social media to showcase customer reviews, testimonials, and social proof.
• Paid Advertising: Consider using paid social media advertising to target specific demographics and reach a wider audience.

7. Email Marketing

Your list is gold dust.

• Build an Email List: Collect email addresses from website visitors to build a targeted email list.
• Personalised Content: Send personalised email campaigns based on subscribers’ interests and behaviour.
• Nurture Leads: Use email marketing to nurture leads and convert them into customers.

By implementing these strategies, you can create a website that effectively attracts, engages, and converts visitors into customers. Remember, great website marketing is an ongoing process that requires continuous optimisation and adaptation to changing trends and technologies.

If want any help or guidance with your website marketing, just give us a call.

p.s. if you want to learn one of the reasons why the website is back at the top of the inbound marketing agenda, check out Marcus Sheridan’s groundbreaking book, ‘They ask You answer’.

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