Every company needs a good website. In a culture that is completely Web driven, customers demand a way to learn about your business online. Sometimes even simple will suffice — as long as the site is easy to navigate, user-friendly and provides an overview of services, offerings and how your company serves its customers or clients.
However, just building a website won’t do the job. It is unrealistic to expect the phone to start ringing or the website to reach the top of a Google search the day after it launches.
Search Engine Optimization and organic placement are important to keep in mind while building any website, and more specifically while writing content. Even with the best keywords, moving up the organic ladder takes time on Google. To get to the top of the list immediately, it might be necessary to purchase a pay-per-click ad. With today’s PPC options, this can be a relatively low cost investment depending on the offering and online competition.
As far as getting the phone to ring, proper marketing of that beautiful, just launched website is what the doctor ordered. Tell customers, family, friends, colleagues and neighbors about it — ask them to visit the site and share the link (through social media, online ads, radio or TV spots, a company eNewsletter, company vehicles, letterhead and business cards, just to name a few).
A company’s website is no doubt the central point of any marketing strategy and often one of the first major investments (especially true of new companies). However, it cannot and should not consume an entire budget. Whether working with an agency or individually, determine an annual budget, then prioritize and establish what amount can be allocated to each piece of the marketing pie.
Build a plan, build a website and then they will come!