Is your website marketable? Whether you’re just dipping your toes into the vast ocean of the internet or refining a well-worn digital campaign, it’s crucial to take a good, hard look at your current assets before diving into any marketing activities. After all, what’s the point of investing time, effort, and money into driving people to your site if they don’t stick around? Think of your website as your digital storefront – it needs to be in tip-top shape to wow your visitors and convert them into loyal customers.
Your website's conversion points are like charming salespeople – they need to be persuasive and easy to engage with. Whether it’s a “Contact Us” form, a newsletter sign-up, or a purchase button, these elements should be optimized to turn casual visitors into dedicated customers. Here are a few things to check:
- Is there a clear contact option on each page?
- Have your CTAs (Call To Actions) been A/B tested for optimal performance?
- Is user data from web forms efficiently stored and utilized?
- Is there always someone to answer the phone when a visitor calls?
- Do you respond promptly to online inquiries and follow up with email marketing?
- Are you using analytics to understand user behavior and conversion paths?
Keeping Up with the Tech: How Current is Your Website?
Search engines are like the fashion police of the internet – they favor websites that are up-to-date. If your site’s programming is stuck in the past, it’s time for a refresh. Make sure you have:
- A web developer for ongoing updates and maintenance.
- Access to your website’s CMS (Content Management System).
- Up-to-date programming languages and standards.
- No outdated content or "coming soon" sections lingering around.
- A verified sitemap and robots.txt file that clearly communicates your website architecture.
Content is King: Do You Have a Strategy?
In today’s digital age, having a content marketing strategy is non-negotiable. If you don’t have (or want) a blog, consider a ‘news’ section for company updates. Share these updates on social media to keep your brand top of mind. Here’s what you need:
- A regularly updated blog (at least once a month).
- A content strategy that includes a calendar, relevant links, and multimedia assets.
- Blog topics that address your audience's needs and interests.
- Promotion of blog posts or news stories on social media.
- Analytics to track the success of your content.
- Copy that speaks directly to your target audience and addresses their pain points.
The Mobile Test: Does Your Site Shine?
Mobile is no longer the future; it’s the present. Nearly 50% of emails are now opened on mobile, and users are increasingly using smartphones and tablets for shopping, searching, and contacting businesses. Your site doesn’t just need to work on mobile; it needs to shine. Ensure that:
- Your site is optimized for mobile viewing.
- You use responsive design so your site adapts to any device.
- Your site performs well on mobile with fast loading times and well-spaced touch elements.
- You can analyze mobile traffic and email open rates.
- You engage your audience with a mobile app or SMS notifications, if applicable.
Digital Marketing: Why Bother?
Setting specific goals is fantastic, but it’s crucial to ensure they’re achievable and that digital marketing is the right avenue to reach them. Your team should:
- Outline specific areas for improvement (conversion rates, leads, etc.).
- Define your key target market(s) and research their online behavior.
- Have internal resources dedicated to working with a digital agency.
- Be committed to making necessary changes to your website.
So, how did you score? If you checked off all the boxes, congratulations! Your website is ready to take on the digital world. If not, don’t fret – there are always opportunities to tweak and improve. And that’s where we come in. This assessment is just a glimpse of the groundwork we do before launching any campaign. We’re here to help you build a digital presence that not only looks good but performs brilliantly. If you have questions or need assistance with your digital marketing, get in touch. We’d love to share our insights and help your website – and your business – shine online.
