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It’s the end of summer and the wrap up of a holiday weekend! This is the time of year when business owners have tried to catch up on some extra family time.  It is also more than midway through the year and time to reflect, assess and establish our priorities and goals.  Included in this assessment, should be the review of marketing strategies, including one of the biggest marketing tools of all – your corporate website.

Your website isn’t just a flag in the sand. Also, once you build it or tweak it, you are still not done. Remembering this is most likely your first conversation with your audience and ideally, your biggest lead generator. Your website should reflect the authenticity of your business. It is most often the first place your target audience meets you. Therefore, make sure your site reflects and captures the spirit of your brand and differentiates your business.

You should have (or build) a website that attracts your audience and provides valuable information that can help your customer. Also depending on whether you are B2B or B2C, selling a service or product and your business cycle can also impact your website marketing strategy.

To demonstrate your expertise and build trust, developing a content marketing strategy is also important. Just a reminder, the proper balance of information, enough to reflect knowledge in your field but not too much information so a decision can be made without needing you, is a challenging balance.

Knowing your new client pathways and being a resource to your current clients is another balancing act and instrumental in designing your Homepage.

If you want your website to function as a marketing tool, I have some news for you, and it’s equal parts good, bad, and ugly. First, the good: a well designed and developed website can have the greatest impact on sales and conversion rates. Next, the bad: you only have one chance to make a first impression. While do-it-yourself templates can be tempting, don’t fall into their trap. There’s a world of difference between DIY and professional. Finally, the ugly: good websites are not cheap. Professional websites that convert are pricey and require an upfront investment. However, there’s a silver lining – doing it right the first time will save you money in the long run.

Whether you are building a new site or have a transition plan for a current site, make sure you have optimized and included a SEO strategy. In addition, you need a responsive site since mobile device use is on the rise.

As leaders in small business marketing, our mission is to help you attract new clients and grow your business. A professional website is key to setting yourself apart.
I invite you to attend Coffee & Conversions- let’s get digital & optimized, a complimentary workshop on brand, website design & development and SEO. I am teaming up with my colleagues Stephanie Reimers & Brian Loebig –to learn more, click here.