Your website should reflect your company’s positioning, unique selling proposition and values. In fact, your website plays a critical role in your business strategy and overall growth as it is a major part of your online presence. Too many businesses have created lackluster websites simply because others (competitors, partners, clients) are online. They unfortunately do not take full advantage of the tremendous sales potential that a well-thought-out website can afford. 

Boost your credibility

Your website’s design and content have incredible impact on your company’s credibility. This is where innovative, forward-looking marketing comes into play. A website that features a contemporary design and engaging, relevant content will leave a lasting positive impression in people’s mind. This goes a long way to support your commercialization efforts. Marketing professionals ensure that your image appeals to customers and creates messages that target the right audiences. 

Influence the buyer’s journey 

When you are about to make a purchase—large or small—you have probably already performed the research and compared prices. That’s what everybody does. Whether or not your customers buy online, they must have undoubtedly visited your website. Your website is a key and persuasive means to convince customers that your company can meet their needs. You must thoroughly understand your customers’ personas as well as how they search for and buy products and services; this information is critical to enabling you to help customers in their decision-making processes and buyer’s journeys. After all, you want to make sure that they choose your company! Note that you don’t need to inundate customers with as much information as possible; rather, convince them to do business with you by giving them a stellar experience.

Determine your goals 

Set realistic and measureable goals; these will help you to determine if you reached the right target audience at the right time (you can read more about measuring your marketing ROI here). For example, ask yourself what your objective is for prospects that visit your website. What do you want them to do? Your website is required for more than just window shopping. It is the catalyst for your business so that you can convert potential customers into long-standing, loyal customers. Your website must therefore meet your needs and goals. However, nobody can “wing it” as a web designer or SEO specialist. You cannot have a successful website or online presence without a well-oiled digital marketing strategy. 

Sources

ArthedesignQuelle est l’utilité d’avoir un site web pour une PME? Combustible. https://www.anthedesign.fr/creation-de-sites-internet/creer-son-site-internet/.

Combustible.Quelle est l’utilité d’avoir un site web pour une PME? Combustible. http://www.combustible.ca/2015/02/quelle-est-lutilite-davoir-un-site-web-pour-une-pme/. 26 février 2015.

Rognerud, Jon. The 5 key factor of website success. Entrepreneur. https://www.entrepreneur.com/article/23204. 11 mars 2016.

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