Too often we see businesses designing their website without considering their marketing. This can result in lost conversions, a disjointed company message and ultimately a loss in income.
Here are top reasons why you should design your website with marketing in mind.
1. Encourage users to take action
Websites are a major source of income for most small and medium sized businesses and as such, it should be designed in a way as to encourage visitors to convert via a call to action. Your call to action is extremely important and your website should be designed with that call to action in mind, whether you want the user to submit a form, purchase a product or sign up to newsletters.
Too often people design stunning websites with shiny visuals and state of the art graphics, but they fail on the most important purpose of a website, converting users. No matter how pretty a website is, if visitors are unable to contact you or purchase your products in an easy manner, your business will suffer. Ensure the users journey through your website is simple, straight forward and keeps the chance of converting as high as possible.
2. Consistency across your business channels
Your brand image is one of the most important aspects of your business. It is how current and potential clients perceive your business and as such it should be consistent across all business channels. Your logo, brand message and feel should be identical no matter if it’s on traditional media, social media, display marketing or your website. With this in mind, when designing your website, ensure you are keeping your brand image consistent. You do not want to confuse users with different messages throughout your business. Failing to keep your brand image consistent could result in lost sales or attracting the wrong customer.
3. Keep your website flexible
Your website is just as important, if not more important than your marketing. A potential customer may discover your company via a Facebook ad, but chances are they will be converted after they have been to your website. Designing a website with your marketing in mind is important but ensuring your website is also flexible for future marketing paths is critical. If your company decides to move down another marketing path in the future, ensure that your website has some flexibility to allow that change to happen. Limiting your website to one marketing path only could cause unnecessary stress to your business, resulting in the loss of customers or additional expenses to update the aesthetic of the site.
4. Ensure your website is mobile friendly
To be able to market to your audience effectively, you need to ensure your website doesn’t just look good but is optimised for mobiles. Mobile usage is on the rise, with 63.4% of people worldwide accessing the internet via their mobile. It is estimated that $2.32 trillion will be generated from mobile e-commerce alone by 2021, which highlights how important a mobile friendly website is. Any company looking to convert users online needs to create a website that will run effectively on any device.
5. Don’t forget about landing pages
When a user searches on google, where do they land? Optimising landing pages will ensure your marketing is connected to the information the user sees on your website. Create landing pages that will relate to your marketing, will keep your brand relevant and result in more conversions. For example, if a user searches for baby clothes on Google, upon clicking the ad, the user lands on your homepage, which displays women and men’s clothing. By displaying products that are irrelevant to what the user searches for, chances are they won’t be converting on your website. Instead have them land on the baby clothes page, better yet if a particular product was searched for, have them land on that product’s page. This will increase the chance of the user converting.