The truth is that your organization needs more than just a website. Often organizations forget to build a strategy around it. For many, it’s just an online business card: nothing more than a digital way for their customers to find their contact details.. If you want more visitors to your website and turn those into customers, then your website has to have relevant content, tailored to the search intent of your buyer persona. That’s where a lot of organizations struggle. That’s a pity: your website is the foundation of anything you do online, and can be a powerful tool for bringing in those customers.
Without a well thought out strategy, there is no point in having a website. You will not draw in the right visitors, or generated the number of leads you would like without that strategy. It’s like driving to the other side of Europe without using a GPS. You start driving, but it will take ages and a good deal of luck to reach your goal. So take some time to determine your strategy. Think carefully about the purpose of your website, who your buyer personas are, what social media you want to use, your landing pages etc. Once you have your inbound marketing strategy clear, you can build a website that attracts the right visitors and hopefully converts those visitors into actionable leads. By the way, we seriously recommend you to consider Growth Driven Design.
Imagine that you finally have a professional website with amazing landing pages AND a mobile-friendly design. Most organizations are happy with that and will already start looking forward to all the traffic they will get. Well, think again. If the designer didn’t provide any keywords, or used the wrong ones, you still won’t attract the right visitors. Keywords are really important: your potential customers use keywords to look for solutions to their problem.
If you don’t use those same keywords, they won’t visit your website. So be sure to the as much time as needed on SEO and take care of keywords. Not only in your titles but also in alt tags, metadata and so on.
A website that is too slow hurts your SEO. Google penalizes this. It is an element of the algorithms that search engines use to give your website a score. Research shows that more than 50% of your visitors leave your website if it takes longer than 3 seconds for your page to load. 3 seconds is a really short time! Test here how fast your website is.
Another element that search engines base the algorithm on is whether or not you post new content on your website regularly. An easy way to take care of that is to write a blog. You don’t always have to call it ‘Blog’ by the way. Or you can add photos, change titles and keywords or add new pages and videos. As long as you post new content regularly, you are doing your SEO a big favor.
If you decide to add a blog to your website, prepare well. Start looking for topics you can write about that are also relevant to your target audience. Start with a content calendar and make sure you have a good mix of content types. Do not overdo it, post at a frequency that you can handle and that you can maintain over time.
Publishing content on your website and then waiting for visitors is a common mistake. Having content on your website is one thing, and a very important one. But you can’t just sit back and wait for search engines to rank your page, and not everyone is going to get to your website through just from organic search. So make sure you have a plan to promote the content on your website.
You can do that through social media. When you decided on your strategy, you also mapped out your target audience and what channels are best to post on.
A content calendar allows you to schedule content on each platform so you can keep track. Use tools like Hootsuite or Buffer to schedule your social media with content. Of course, you can also advertise on social media.
Don’t forget the possibilities of email marketing. In terms of ROI, email marketing is still the most effective way to reach people online. It takes some time to build up a list of contacts, ut once you’re there, with the right approach, you can achieve great results.
Use our free tool and get a quick idea of how your website scores on performance, SEO and safety.