Before going into the nitty gritty elements of developing a strong website presence, it’s important to understand why this is a vital aspect of your businesses’ success. Here are a few statistics that truly speak for themselves:
Google is responsible for 96% of all smartphone search traffic, and 94% of total organic traffic.
If your businesses’ website is underdeveloped, poorly structured, or god forbid, non-existent, you are sacrificing 96% of your potential online clientele. To couple with, it is imperative that the website you create is functional on a desktop, tablet, and mobile devices as smartphone search traffic are the #1 device for online searches.
90% of searchers haven’t made their mind up about a brand before starting their search.
In having a strong web presence, your business is not only better able to reach prospective clients, but convince them of your credentials and show off any past, completed work experience. Use your website as a stage, a runway, a gallery, that shows off the impressive and successful aspects of your business while always offering solutions to your audience’s problems.
Search engines drive 93% of all website traffic.
It is a MUST to ensure that clients can find you via search engines. The average person does not know exactly what they are looking for when searching on Google, so allow the algorithms and SEO tactics to guide them straight to your business. In other words, if you don’t show up to the game, you can’t expect to play.
While the list of notable statistics could carry on for pages, let’s get into exactly what elements are necessary to master your website presence and better market your business while growing industry-specific authority.
Before starting any project, it is imperative to establish set goals as these goals will determine what avenues are best suited for your website and eliminating those irrelevant to your efforts. For example, ask questions such as “Who is my target audience?” “What media platforms best fit my industry?” “Do I want lead generation, brand authority, or just increased visibility?” While you do not have to choose one specific goal, it can become overwhelming to tackle these aspects simultaneously and may take away from your quality of work and evaluation on one element in particular. Depending on the size of your team and resources, decide what is most important and delegate realistic strategies from there.
#2 SEO (Search Engine Optimization)
Once you have created a well-structured website with clear information and relevant content, it is time for the big reveal. Refer back to the first statistic and notice that Google is responsible for 94% of all organic traffic. Organic traffic is simply where your business or service is found by the search engine without utilizing a paid advertisement or boost. Search engine optimization efforts allow the engine to find your brand easily, thus coming up in the results list where your audience can see you as a viable source for business. The higher up in the results list you are, the more likely you will be trusted and clicked through to. SEO is something you will constantly need to maintain as most search engines will preview newer content. Most businesses create a blog to have a steady flow of updated content for a search engine to pick up and optimize.
#3 Be a Voice in the Community
Depending on what community you are wanting to reach, it is vital that your voice is heard and clearly gives credibility to your businesses’ relevancy, services, and reputation. In fact, many businesses will use social media platforms in order to accomplish this. It is important to note that your business and the social media channel are coherent and work together pushing out streamlined content that is in line with your brand voice. Research what platforms best fit your industry and start showcasing who you are, what you offer, and what makes you unique.
#4 Consistency In Brand Perception
With various media platforms and search engines to push out content for, it can begin to feel like you’re brand language and overall voice is all over the place. Don’t fret when this overwhelming volcano of content feels like it is about to erupt. Ultimately, a volume of content is what you want as long as it is streamlined with your brand identity and the voice remains consistent across the board. The more information and resources you push out, the more likely your business will be listed as a result of someone’s search.
You have done the hard part, created and streamlined the content that continues to be seen and heard organically. Now it is time to launch an advertising campaign which through online channels is called a PPC campaign or “pay-per-click” campaign that will put your business in front of thousands of eyes. There are various PPC advertising campaigns so be sure to do your research and speak with a marketing specialist such as TalenAlexander to find out the best fit for your brand.
Mastering a website presence can feel overwhelming with so many variables to account for. Remember to tackle one thing at a time and follow these five steps to help you reach your goals and be seen by both mass audiences along with those relevant to your industry.