A recent statistic shows that 43% of US consumers prefer to shop online. If your business still isn’t visible online, then you’re missing out on major industry trends that can put you behind the competition. But having a website is just the first step. The challenge lies in making your website visible and attractive to your target audience.
Marketing your website effectively is crucial, but it doesn’t have to be complex. Here, we’ll explore straightforward strategies on how to promote your website and gain more traffic. Find out what website marketing is and why it’s important to your business.
What is website marketing and why is it important?
Website marketing is the process of promoting a website on the internet. Your goal is to increase visibility, attract traffic, and ultimately convert visitors into customers or followers. It has a variety of strategies and techniques that aim to reach potential users or clients who might be interested in your website’s content, products, or services.
Now that a strong online presence is necessary for success, website marketing is important for several key reasons:
- It increases visibility and reach. With billions of users on the internet, website marketing reaches a vast audience, far beyond what traditional marketing methods can achieve. This extended reach helps your brand exposure, attracting a wider customer base.
- It effectively targets your audience. Digital marketing tools target your marketing efforts to specific demographics, interests, and behaviors. This means you can reach the people most likely to be interested in your products or services, increasing the efficiency and effectiveness of your marketing campaigns.
- It’s cost-effective. Compared to traditional marketing methods like print, TV, or radio advertising, you can save more money on online marketing. These strategies often offer lower start-up and ongoing costs while assuring a higher return on investment (ROI).
- It provides measurable results. One of the greatest advantages of website marketing is its ability to track and analyze results. Tools like Google Analytics measure the success of your campaigns in real time, understand user behavior, and adjust your strategies for optimal performance.
- It improves engagement and interaction. Website marketing lets you directly interact with your audience through social media, email, and your website. This engagement builds relationships with customers, fosters brand loyalty, and can provide valuable feedback and insights.
- It allows 24/7 marketing. The internet is always on, which means your marketing efforts can be constant. Unlike a physical store or office, your website and online ads can attract and engage customers around the clock, in any time zone.
- It levels the playing field. The digital space offers smaller businesses the chance to compete with larger companies. With a well-designed website and effective marketing strategy, you can achieve a strong online presence and reach a large audience, which isn’t easy with traditional marketing.
- It enables rapid adaptability and response. Digital marketing strategies can be adapted and changed quickly in response to data analytics or changing market trends. This agility lets you stay ahead in the fast-paced competition.
- It reaches a global market. Online marketing breaks down geographical barriers, letting you reach international audiences and expand your customer base beyond local or national boundaries.
- It builds brand reputation. An effective online presence helps in building and maintaining a strong brand reputation. Quality content, positive customer interactions, and a professional website enhance your credibility and trust among consumers.
How to market a website in 13 efficient steps
There are roughly 1.11 billion websites across the globe. If you don’t put in the effort to stand out from the crowd of sites on the internet, then customers are unlikely to visit you. Promote your website with these easy tips:
Step 1. Know your audience
Before you begin any marketing efforts, it’s essential to understand who your audience is. If you’re someone just starting out, take the time to dive into who your audience is. Think about the people who are most likely to benefit from what you offer. Ask questions like:
- What age group are they in?
- What might their daily lives look like?
- What challenges are they facing that your website can help with?
Understanding these aspects helps you create content that resonates with them.
Also, don’t forget to consider where they hang out online. Are they scrolling through Instagram and LinkedIn, or maybe they’re more into reading blogs? Knowing this helps you decide where to focus your marketing efforts.
Once you have a good grasp of your audience’s interests and needs, tailor your messages to speak directly to them. This could mean adjusting your website’s language to match their tone, creating blog posts that address their specific problems, or even designing your site with colors and images that appeal to them.
Remember, the better you understand your audience, the more effectively you can communicate with them, and the more likely they are to engage with your website. You’re building a bridge between what you offer and what your audience needs – that’s the sweet spot for successful website marketing.
Step 2. Implement a strong SEO strategy
Diving into the world of search engine optimization (SEO) guides potential customers right to your website, providing you with more traffic. When your site appears higher on search engine results pages (SERPs), it’s more likely to be clicked on by these potential customers.
But improving your website’s SEO is about more than just attracting visitors; it’s about attracting the right kind of visitors – those genuinely interested in what you have to offer.
To start, engage in keyword research – this involves identifying the specific words and phrases people are typing into search engines when looking for what you offer. If you already know your audience well, then you already know what they’ll type on the search bar. This way, keyword research gets easier. Once you’ve got your keywords, weave them thoughtfully into your website’s tags, titles, and content.
Remember, optimizing your website for search engines is an ongoing process. Search engines frequently update their algorithms, so keeping up with the latest SEO techniques is key. But if you’re not sure how to implement these strategies, consider reaching out to an SEO expert. They can provide specialized knowledge and skills to help boost your website’s search engine ranking, ensuring your business stands out in the crowded digital landscape.
Step 3. Create valuable content
Content marketing is a good compliment to SEO in boosting your website traffic. You can add your keywords to the content you make. But it’s not just about sprinkling keywords everywhere; you need to create valuable, relevant content that naturally includes these terms. This can be done through a:
- blog post
- video
- podcast
- infographic
This way, search engines can better understand what your site is about and show it to the right people. But other search engines aren’t all it attracts. It can also attract and retain a loyal audience. When they can see your content on the search results and recognize that it gives them exactly what they need, they’ll see you as an expert in your industry and come back for more
Don’t underestimate the power of guest blogging either. By contributing to other reputable websites, you can tap into their audience, increase your exposure, and even enhance your website’s SEO through backlinks. Guest blogging also helps diversify your content and reach new segments of your target audience.
Don’t forget to optimize your content for other search engines and not just the big names like Google. Although Google is the most popular, different search engines may have different algorithms and catering to a variety can broaden your reach.
Step 4. Enable self-service
Convenience and speed are highly valued on the internet. For many people, the ability to complete tasks online without the need for a phone call isn’t just a preference, but a deciding factor in choosing which businesses to interact with. Incorporating self-service features into your website can significantly enhance the user experience.
Think about adding options that allow visitors to book appointments, request sales calls, or schedule consultations directly through your website. These features cater to the self-sufficient nature of modern consumers who appreciate the ability to manage their interactions on their own time. This makes accessing your website easier while showing that you value their time and preferences.
Moreover, self-service options can be a boon for your business operationally. By automating these processes, you reduce the workload on your team. This means less time spent on the phone handling appointment bookings or scheduling consultations, and more time available for other critical tasks. It’s a win-win: your customers enjoy the convenience and autonomy, and your business becomes more efficient.
To get started, explore website plugins or software solutions that offer these functionalities. Ensure that the process is intuitive and straightforward, keeping in mind that a complicated or cumbersome interface can deter users. Also, make sure to provide clear instructions and support options in case users need assistance. As you implement these features, you’re not just simplifying processes; you’re also building a more customer-centric business model, which is key to long-term success in the digital marketplace.
Buttons that link to your business’s social media accounts can get website visitors to become social followers. When they like or share your social media content, their friends will see your business name, exposing you to a whole new group of prospective customers.
Step 5. Post on social media
Social media platforms are powerful tools for website marketing. Understand that social media platforms are more than just channels for broadcasting your message; they are dynamic spaces for engaging with your audience and building relationships.
Get started on your social media marketing strategy by identifying which platforms your target market uses the most. Each platform has its unique audience and style, so choose those that align best with your brand and where your potential customers are most active.
Develop a social media content strategy that resonates with your audience. This could include a mix of educational posts, behind-the-scenes glimpses, product showcases, and more. The key is to create content that adds value and encourages engagement.
Whenever it’s relevant, include links back to your website. This can be through direct links in your posts, in your profile bio, or as part of a call-to-action in videos or live streams.
Of course, making lots of posts without getting engagement isn’t effective so you can start the ball rolling. Respond to comments, participate in conversations, and even run social media-exclusive promotions or contests. Engagement helps build a community around your brand.
Step 6. Collaborate with influencers
Influencer marketing is just like receiving a recommendation from a trusted and respected acquaintance. It involves forming partnerships with influencers – individuals who have built a significant following on social media or blogs – known for their authenticity and expertise in specific niches.
Their followers value their opinions and view their endorsements as credible and genuine, which can be more effective than traditional advertising. This allows you to reach your target audience through a voice that they’re familiar with and respect.
Note that you’re after the authority and authenticity influencers bring. It’s the key to building trust with potential customers. So, consider partnering with influencers who have a significant following in your niche. Their values and audience should also align with your brand.
Step 7. Add your business profile online
You’d be surprised how many websites fail to include the essential information most customers are looking for. Make sure these are prominently displayed near the top of the home page:
- Business name
- Contact information
- Physical address
- Operating hours
- Website URL
- Brief business description
Make sure that your information is also accurate on your business listings. Inaccurate or incomplete information on the web can have adverse effects on your search rankings. Search engines prioritize businesses that have accurate business directories over those that have discrepancies online.
With a professional business directory service, you can be confident that your customers can find you when needed.
Step 8. Think visual
Photos and images are an important element of a website. For instance, if you own a restaurant, enticing photos of the interior and the menu items can “sell” prospective customers on visiting. As a customer, you want to see what you’re buying before you spend your money.
If you own an eCommerce website, be sure your product descriptions include multiple photos so customers can get a good look at product details. But be mindful of your image file sizes. Images that are too large can slow down your site speed, impacting user experience. To prevent this, optimize your images. This means reducing the file size without significantly compromising the image quality. You can use various online tools or software to compress images and convert them into web-friendly formats.
Additionally, consider the layout and placement of images on your site. They should complement your content and not overpower it. The goal is to create a visually appealing website that is also user-friendly.
Step 9. Create a positive user experience
We talked about how thinking about your site’s image placement, and visual aesthetics isn’t the only thing you need to consider. You need to think about making your web page accessible and navigable.
A confusing website will drive customers away instead of enticing them. That’s why your business website should feature a simple, intuitive navigation that’s easy to use. It should load quickly and display equally well on mobile devices as on a laptop or desktop computer.
Also, your website must be mobile-friendly. With an increasing number of users accessing the web via smartphones and tablets, your website must perform well on all devices. This means having a responsive design that adjusts seamlessly to different screen sizes and orientations.
Lastly, each page of your website should feature a specific call to action (CTA), such as “Shop Now,” “Call for a Consultation” or “Sign Up.” Make sure your calls to action are easy to see and click on. A clear CTA guides your audience on what to do next. This step is crucial in converting your content efforts into tangible results, like increased followers, leads, or sales.
Step 10. Constantly update your website
If customers visit your website only to find lots of error messages, “coming soon” pages, or a blog that hasn’t posted new content since 2014, they may think your business is struggling. At best, they’ll think you don’t pay much attention to your website—and that translates into not paying attention to their needs.
Regularly check your site for broken links and outdated information and add new content regularly. Make sure that you redirect broken links to relevant pages on your site. It provides a poor user experience to direct customers to pages with content they weren’t searching for. Plus, broken links also negatively impact your site’s SEO rankings. When removing pages or changing URLs, the old links must redirect to the most relevant current page. This helps in maintaining a good user experience and retaining the SEO value of the old page. Avoid redirecting users to unrelated pages.
As for your content, be sure to keep them fresh and relevant. If you have a blog, aim for regular postings. This shows that your business is active and keeps visitors coming back.
Update the core pages of your website regularly, especially those related to your products or services, ensuring all information is current and accurate. You can update your software and plugins for security and functionality while you’re at it.
Pay attention to user feedback and analytics. If certain pages or elements are causing issues for visitors, prioritize fixing these areas. Finally, keep up with the trends and changes in web design and user expectations. Updating the look and feel of your site periodically keeps it modern and engaging.
Step 11. Send compelling emails
Email marketing is a fantastic way to keep your audience engaged and create a more personal connection with your brand, almost like having a friendly chat with each customer.
To start, encourage web users to sign up for emails. This can be through inviting sign-up forms, during the checkout process for eCommerce sites, or by offering special perks like discounts. Give them something valuable in return for their email addresses.
Once you have a growing list, send out regular newsletters filled with content tailored to catch their interest – be it helpful tips, industry insights, or a sneak peek behind the scenes, spiced up with exclusive offers. Adding a personal touch, like using the subscriber’s name or customizing content based on their past interactions, can make your emails even more engaging. To add a little push, segment your email list, maybe by purchase history or location. This helps you craft messages that resonate more deeply with different groups in your audience.
Now, your emails shouldn’t only look good on any device. It must also mirror your brand’s unique vibe, with a user-friendly layout, clear headings, and straightforward calls to action. Don’t be afraid to experiment with this, along with various aspects of your email campaigns. Tweak your subject lines or adjust your send times. Discover what clicks with your audience. But don’t forget to keep an eye on those open rates and click-through rates to keep track of what’s working so you can use that information and fine-tune your email marketing strategy.
Note that while staying regular with your emails is key, balance is essential – too many might overwhelm your subscribers, too few, and might forget you.
Step 12. Deploy paid advertising
Leveraging paid advertising can significantly enhance your business’s online reach and visibility. Platforms like Google AdWords and various social media advertising options offer unique opportunities to target specific audiences. It’s wise to start with a small budget, allowing you to test the waters and see what strategies work best for your specific goals, whether that’s increasing website traffic, generating leads, or boosting sales.
Crafting compelling ads with eye-catching visuals and clear calls to action is key. Make sure your ads are closely aligned with the landing pages they lead to, ensuring a cohesive user experience. Utilizing the detailed targeting options available, like demographic, interest, and behavior-based filters, can help you reach your ideal customers more effectively.
Regularly analyzing the performance of your ads using platform-specific analytics tools is crucial. Look at metrics like click-through rates and conversion rates to understand the impact of your campaigns. Based on this data, continually refine and adjust your approach. Remember, paid advertising is a dynamic field, and staying flexible and open to learning from each campaign will help you make the most of your advertising budget and see tangible growth in your online presence.
Step 13. Analyze and adapt your strategy
Now that you’re done, all that’s left is to test and check your site’s performance. Tools like Google Analytics lets you monitor various aspects of your website traffic, such as where your visitors are coming from, which pages they spend the most time on, and how they interact with your site. With a close eye on these metrics, you’ll get a clear picture of what’s working with your audience and what isn’t.
But it doesn’t stop there. The real power lies in using this data to inform your marketing decisions. For instance, if certain types of content are particularly popular with your audience, you can focus on creating more of that content. If some pages have high bounce rates, it might indicate that they’re not meeting visitors’ expectations or are difficult to navigate.
The digital landscape is always evolving, so what works today might not work tomorrow. Staying flexible and ready to adapt your strategies is crucial. This continuous process of analyzing and adapting will not only refine your marketing tactics but also ensure your website’s relevance and effectiveness in engaging your target audience.
Promote your website with these digital marketing strategies
Marketing your site helps reach more people online, way beyond your local area. It lets you tailor your message to fit exactly what your audience likes, making it more likely they’ll engage with your business. By effectively marketing your website, you fulfill the growing consumer demand for online information, products, and services, while also establishing a strong digital presence in a competitive online marketplace.
Boost your digital marketing strategy with this guide and with Web.com’s online marketing solutions, you’ll see your website grow in visibility and engagement. The digital world is always on the move, so keep your eyes open, stay flexible, and don’t be afraid to try new things.
