Build a website that engages your audience

First, it is important to state that your website is the MOST crucial marketing tool for your business.

Research shows that buyers do the majority of their research before ever making contact with a solution provider. Therefore your website MUST convey exactly what they are looking for and convince them you are an experienced, trusted option option.

What Should a Website Do?

A well-designed, buyer centric website is a cornerstone of a successful business strategy in the digital age. It enhances visibility, credibility, and customer engagement while providing a platform for marketing, sales, and communication.

These are the critical components of a successful marketing website.

Buyer-focused, optimized website

A buyer focused, optimized website uses buyer persona insights and keyword research to inform the design and development of the site.

Here’s how to evaluate your current website for SEO and user experience:

      • Is your site built so the search engines (Google, Bing) see your business as an authority in your field?
      • Is the content written and optimized for the phrases your buyers are searching?
      • Is the navigation designed based on your buyers needs, wants and purchase habits?
      • Does the website match the journey your buyer takes to purchase?

Sales & marketing process & criteria

Clearly defined sales and marketing process and qualification criteria allows for better lead nurturing and personalized attention, contributing to higher conversion rates.

Here’s how to evaluate your process and lead qualification:

      • Do you use a CRM?
      • Do you have a clear picture of your lead life cycle?
      • Have you established deal stages?
      • Have you and your sales team discussed and determined together what constitutes a Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL)?

 

Content strategy

Next you need a smart content marketing strategy based on your buyer and what will help them through their decision process.

Here’s how to evaluate your content:

 

      • Are you consistently publishing optimized content that answers the questions your prospects ask and that aligns with each stage of the buyer’s journey?
      • Do you have valuable, longer form content that will earn prospects’ trust and help to attract leads?
      • Does your content include calls-to-action (CTAs) that encourage visitors to engage with your content?
      • Do you use landing pages with forms to capture contact details on the more valuable content?
      • Are you using marketing automation?
      • Are you segmenting your prospects appropriately based on the defined sales and marketing criteria?
      • Have you set up automated workflows to nurture interested prospects?

Metrics & analysis

Finally you need a way to track and analyze your efforts which can be done with a number of tools such as marketing automation software, email marketing software, Google analytics, website metrics, etc.

Some of the key things to watch:

 

      • Which channels are the visitors coming from? (Organic, direct, email, social media, etc.)
      • Where do you rank in Google search results with the key phrases your buyers are using?
      • Which search phrases can you compete for?
      • Are people taking you up on your offers by completing landing page forms?
      • Are you driving visitors to your website through your social efforts? Which platforms are the most successful?

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