I like to think that the majority of people understand the basic functionality and importance of a website.  One thing that I like to point out to people is that over the years technology and web standards have changed, but what remains constant is that your website is, and always will be, your most powerful marketing tool.

Seems simple, but it’s a little more involved than that.  Unfortunately, you can’t just setup a web host, throw up a website and expect it to be a magic wand for your online success.  There are a variety of factors involved that will help your website reach this status.

Here are some tips/advice I like to offer my clients:

1. Target Audience:
   It is important first and foremost to consider your target audience (age, gender, demographic, income level, budget) before executing any major decisions about your website.  Once you determine that, you can then map out your website design, structure, functionality, and content.  Remember, your website revolves around the appeal of your visitors, not you.
2. “One-Stop Shop”:
   Your website should be your potential/current customer’s “one-stop shop”.  You should be able to supply all pertinent information about your services/products, and the ability to harvest leads and sales.  When the user lands on your website, do they have all the necessary resources to gain information and make decision today on the spot?
3. Conversion Funnel:
   Before even thinking about a marketing plan to attract customers to your site, you must
   remember that potential customers may be in different stages of what I like to call the “conversion funnel” or “AIDA” model (Figure illustrates AIDA conversion funnel).  Maybe a customer already knows about your product and services, and have decided to act on a purchase.  Will they be able to easily find the page on your site to make this purchase?  These people are found towards the bottom of the conversion funnel.  Let’s look at the top stage of the funnel, the customer is new to your brand and needs more information and awareness to help make decision.  Is the web page they are landing on allowing them to access this important information?  Basically, you need to structure your website so it accommodates visitors on all levels of the conversion funnel.
4. 24 / 7/ 365:
   Store-front businesses that typically run during normal business hours could vastly benefit from an E-commerce/Shopping Cart website platform.  E-commerce continues to steadily grow in popularity.  The majority of consumers would admit to purchasing goods or services online, and with the advancement of online security and technology this trend will continue to grow.  This concept is pretty simple, the ability to sell your products beyond your normal business hours.  But just like every other website, the aforementioned principles still apply.

These principles I’ve touched on are the basic steps to consider before your website can act as your business’s marketing hub .  As I touched on before, you must make sure your website will be able to accommodate your target audience.  Always picture your website as the “final destination”, and your social media, SEO,  and other marketing platforms are the “scent trails” that allow your target audience to find your website.  With that in mind, it’s essential that your website must accommodate your target audience before driving traffic to it.

Interested in finding out how your website stacks up to these principles?  Contact a web development professional to help you get started.  You can also leave a comment below, or contact me directly at mike@elementxstudios.net.