No startup or small business can survive without a website. And no digital marketing campaign is going to be effective if the website is poorly designed. After all, marketing efforts that lead to your sales pages will only convert if the customer is getting what they’ve come to expect from your media messages. Regardless of your industry, market, or target audience, it all comes back to your website.
Good Website Essentials
A good website should deliver the essentials that any visitor might need. This includes clear and consistent branding, a company mission statement that clarifies your purpose, and contact details. These contact details should include:
- a phone number;
- email address;
- newsletter subscription opt-ins;
- a customer service message box or chat;
- and your social media account links.
Sure, you’re there to sell something. But few people buy without browsing your site to find out who and what you are. And what they find will determine if they trust you enough to hand over their payment details.
Digital Marketing Campaigns
Digital marketing campaigns include banner ads, direct email, SMS, and search engine marketing. All of these marketing attempts should include a call to action and a single click link to your website. They might all lead to different landing pages, depending on the intention of your campaign. But they should each lead to a page that shares the consistent branding message of your website home page. Most importantly, each page must provide what you promised in each campaign.
If you’re offering a promotional deal of twenty percent off a particular product, then make sure the product page including the discount is there when the customer lands. Don’t confuse the page with lots of other offers, or a hard-hit sale. You’ll end up with a high bounce rate you really don’t want. It can harm the reputation of your brand too if people become fed up with your adverts.
Trust and Protect
Don’t overwhelm your landing page with additional data collection tools. Pop-ups aren’t encouraged by Google, and might even harm your SEO ranking. Make sure the customer feels secure using your order forms and payment services. It’s worth looking at a case study or two into fraud prevention. You’ll see that companies can easily be cheated. Customers can be cheated too when their data isn’t adequately secure. To ensure customers trust you, it’s essential your website security is a priority.
Transaction emails should be automated. Once the customer has input their details, make sure they can opt out of marketing emails. Place a note nearby that confirms they will still receive emails relevant to this particular order. The transaction email will help to build trust in your brand, and assure the customer their order is secure and processed. Add your social media accounts at the bottom, as well as two or three different ways to get in touch with you. You could also include a newsletter subscription opt-in opportunity. Offer something to encourage more people to use it. Make sure every email includes a unique landing page web address. It should be relevant to customer service and the order for the customer to revisit your page.
Landing for SEO
So how many different landing pages should you include? That’s up to you and may depend on your business type. Many websites are simply information pages about the company. Some include a blog to encourage regular visitors and better SEO ranking. All websites are important as customers and suppliers will check here first to gauge whether you are trustworthy to do business with. The more pages that are relevant to their needs, the better. And if you sell online through your site, then individual product pages are a must. Include as much information as you can to answer every question a customer might have.
Can you afford to ignore your website? No. The more digital marketing campaigns you have, the more you should pay attention to your return on investment. You can only determine your ROI if you’re analysing the traffic to and through your website. Basic analytics are free, of course. They give you daily figures on visitors and may include unique visitor numbers and the country of origin. That’s not exactly valuable data though. You need to dig deeper.
Your website should ideally reveal live traffic numbers. After all, your digital marketing efforts happen live. You can switch them on and off live. It makes sense to see the impact of a campaign as it happens, especially if you are billed on a Pay-Per-Click basis. You have complete control, but only if you bother to control it. For this you need to see the effects.
You should also be able to monitor your click-through and your conversion rate. Why monitor so closely? Why waste money by letting customers go? You could see a problem and fix it instantly. All campaigns are experiments, after all. They happen in a narrow time frame, and many external factors affect them. If the external factors are stacked against you on that particular day, then you want to get out before any more money is wasted. If a competitor has a bigger campaign running than yours, chances are yours won’t win that day. Wait for a better time, or change your message to compete better.
If click-through traffic isn’t converting into a sale, then it’s essential you fix what is wrong with that page of your website. Change the copy, move the buy-it-now button, or use a better image. This page has to offer everything the customer needs to trust you. Is the branding consistent with other pages? Have you added all the security needed to ensure a safe transaction? Have you answered every question a customer might have about the product? Can you offer more for the price, or reduce the price further? Make sure the customer can easily find contact details to reach your customer service department.
A good website is easy to navigate and full of pages of information that visitors want to read. While it should certainly be engaging, it needs to carry through a strong and trustworthy branding image. Make your digital marketing campaigns count with a customer-friendly website.