Every entrepreneur and business owner knows they need a website in order to truly gain recognition in today’s market.
The problem is most get a website just to check off a task on their to-do list.
The thought is “okay, let me get my website up then create social media pages and somehow my sales should increase”. The reality is if you do not fit your website in the correct area of your marketing strategy then it is an underutilized asset for your business.
Yes, it’s not a forklift, a company vehicle, or some other physical asset, however, it still should be maxed out in terms of the use for your company. Besides, you’ve made the investment into your website as you do with all other assets. It would be wise to get your money’s worth!
So here are the 3 most common signs you aren’t using your website to its full potential:
1) You don’t have a dedicated landing page for a specific offer!
Building a quality website is pivotal to reinforcing the value and promise your company is making. It doesn’t matter what business you’re in. You are making a promise to deliver a service or product to the customer’s satisfaction.
The difference between a landing page and a website is something that a number of companies are leading you astray on. We won’t call anyone out. We’ll simply clear this up once and for all!
A website is a series of web pages that document and tell the story of a company. In answers key questions such as:
- Who is this company?
- Who currently works or has been involved with the company?
- Why did they start and why do they continue to do business?
- How do you provide services or products?
- What are your services and products?
- Have they had some success? Where are they going?
- Why is the world benefitting from this company being in business?
As you can see these are big questions so it’s typical to have multiple pages in order to answer these questions. Typically you’ll see an About Us page, a Founders page, an Our Mission section that helps communicate the values of the business, a Product or Services page, and a Contact Us page. Depending on the size of the company and years in business there could be many other pages in order to cover the scope of what the company is looking to achieve.
A landing page is a single web page that communicates essential information in regard to a single product or service offer!
It will generally cover:
Who the company is, What is the product or service, what are the benefits of the product or service, and include a direct checkout area to purchase the product or service. A landing page is a great way to facilitate an online transaction after a customer has become generally aware of your product or service.
Why are they different you ask?
We know there are some tech companies trying to convince you that all you need is a landing page for your business. This is a marketing slogan they are using to get you interested in using their service and let’s face it, creating a fully branded website is not cheap.
The major difference is that a website builds a relationship with the client and a landing page facilitates a transaction.
Websites build brands and landing pages to sell products and services.
If websites were outdated and useless, why would all the biggest companies have fully developed websites that cost thousands of dollars? Companies like Coca-Cola, Apple, Liberty Mutual, and Tesla. Shouldn’t they just build a landing page since all they want to do is sell… no they do both!
That’s the secret that you need to hear! Yes, it’s a bit more expensive but that’s the cost of a successful online strategy that will put your company in the top percentage of your industry and ahead of competitors!
So when you’re thinking of your online strategy be sure to revisit your website to assess if you are using complementary landing pages for specific offers and campaigns.
2)You don’t have a blog area or additional digital resources available on your site other than your product.
A Website is just the beginning. After you have created your website the next step is to make it a valuable resource to your customers and community.
Users should look to your site for information and one of the best ways to provide that information is to create a blog! Kinda like the one you are reading right now!
A blog allows you to showcase your expertise and join in on conversations around your industry. You can blog information about upcoming deals, offers, or provide better insights into the products or services you offer.
Also, providing downloadable material to your customer is key. It positions your website as a resource. This is great for all search engines because when a user is looking for a particular resource and that resource happens to be on your website then BOOM! The magic of search engine optimization or SEO takes over!
SEO is the main reason you will want a website! There are more than 8.5 billion google searches a day. If you have a static website with little to no engagement, you are missing out on all this traffic.
Beware of landing page builders…
Most landing page builders do not offer the full capabilities of optimizing your site for search engines. A number of these products are actually using your landing to boost their website!
This is not our approach! We’ll build your site so it will be a true asset to your business.
When you have a quality site that is highly ranked and is considered an information resource it’s a matter of time until someone asks to buy your website from you. Then you have the option to ride off into the successful entrepreneurs’ sunset.
3)You don’t have any video testimonials or video explanations or animated videos.
Video is and will be king of the internet!
If you do not have a video on your website you are already behind.
To start you need to have an aspirational video that is in alignment with your brand. This video can be a compilation of short clips that help the user understand what your company does in an instant. This technique is very powerful and will increase the time a user spends on your site which is extremely helpful when google decides where to rank your website in the search engine. Google has carefully created its algorithm to reward the sites that display high user engagement. Video is just another opportunity to increase that engagement so you really shouldn’t skimp out on this one.
If they say a picture is worth a thousand words then what is a video worth?
Video content can be used throughout your site to communicate what your service or product is or just to give background on your company’s goals and overall direction.
A brief explainer video of how your product works, or a short message from your founders can go a long way. We recommend you invest some time and effort into these videos. Depending on who your customer is and what stage your company is in, a simple video made on your phone could be exactly what your audience is looking for, or maybe you need a professionally produced video. We recommend starting with what you have and upgrading as your company grows. Just don’t wait any longer to add a video to your website. The video trend is here to stay and will continue to grow for years to come.
Why are these mistakes happening to so many entrepreneurs?
The #1 cause for all these mistakes is the lack of a dedicated Webmaster. Yes, you need a webmaster in 2022. And yes, you will need it in 2025!
There are so many companies telling business owners that they are web designers.
As a business owner, it’s your job to be knowledgeable about YOUR industry. Not to be knowledgeable about every industry!
So many business owners are wasting time managing their website, trying to keep up with digital trends, and running their business.
Work with us to upgrade your online presence and position your company in the top %10 of your industry.