The number one lesson that the pandemic has taught every entrepreneur is that there is no business activity without a digital presence. Having a website is not just a matter of joining the digital club. It is about giving your business a fighting chance to survive in a competitive and difficult environment. Indeed, a website presence adds credibility to your brand. In comparison, a Facebook page can help connect with followers on social media, but it doesn't offer the same level of trust as a website. Your web design will make you appear more professional, especially if it is faithful to the brand's logo and tone — which is something you can't do on Facebook.
Additionally, a website presents significant SEO advantages, making the brand more visible and easier to find. Social media presence, on the other hand, lacks visibility. If you've ever tried to find your favorite brand on Twitter, Facebook, or even Instagram, you know that it can be tricky to find the relevant profile or beat social media algorithms.
Yet, having a website is no guarantee of success. So what can a business do to bring its website to the next level?
Maximize SEO benefits
Unlike using a social media presence only as a way to share business news and information, a website offers greater control in establishing an SEO strategy. Yet, it is the business's responsibility to seize and explore the opportunity for greater search engine visibility. Having the tools to get seen is not the same as using these tools effectively. SEO activities can drive your website further and attract a broader audience group:
Choose a suitable domain name, preferably with a keyword or the brand's name
Utilize directory listings
Improve search engine indexing via targeted sitemap submission
Implement meta data and markups
Improve load time and screen display
Monitor your presence
A great website is one thing. But a website that converts is another. Tailoring marketing activities to drive leads is crucial to the creation of a valuable digital presence. However, it begs an important question: WhatConverts and what type of digital activities drives leads? Marketing specialists need to develop tracking systems and strategies to monitor precisely how people interact with different pieces of content and how they can grow value.
It can be easier to work with specialist agencies that have the right tools in place to follow the lead generation journey and prevent unnecessary waste of effort and money.
Create content that wows
What does valuable content look like?
There is no clear answer. Valuable content, however, shares many features:
It is highly shareable
It is cross-platform (website, social media, etc.)
It has more than one format (text, images, video, podcast)
It educates
It entertains
It creates loyalty
Your website can provide some types of content, such as text articles, infographics, or even embedded videos. However, your website is only one aspect of a complex and multi-faceted digital presence, which must also stretch to:
Social media platforms
Guest content as blogger, interlocutor, expert, Etc.
Workshops and tutorials available for booking
Technical PDFs and whitepapers for download
Client interviews and success stories
Are you ready to bring your website to the next level by making it part of a success-building machine? Your website is the first stepping stone to your digital success. But it needs to be included in a complex strategy that ensures visibility, lead generation, and engagement.