23. March 2017 - Comments Off

All you need to know about marketing before building a website

Beautiful websites don't necessary bring revenue. User's experience with your company online more than browsing a single site. Their journey has zig-zag shape. They come from your Facebook fan page to website and then jump back. Web sites what works are part of thoughtful marketing strategy. How to build website what connects all your online activity and works for you?

Evolution of the online presence

Communication chaos and channels.

Communication chaos and channels.

In 2017 there are many ways how you can jump online and start communication with your existing and potential customers. Are people interested in your product on some discuss board? That is a great place to start to be active. Facebook or Instagram may cover another part of your online presence. A mailing list is also a powerful tool and it is the channel where most of the revenue is made. Remember tailored offer you received last time from e-shop?  All these communication channels are tools, what may help you and each one has the specific role. Every marketing activity is useless without bringing you revenue. Your website is the best place what welcome all users who came to your front door. And it is the best place to hit "buy" or "bring me a pizza" button.

Facebook homepage

Benefits to the left, strong call to action to the right. Leading user's sight to the action. Even without buying anything Facebook earns money when people using it.

A landing page is single web pages with one purpose. It contains a strong call to action button what push the user to the next stage of the buying process. With targeted communication on social media, mailing lists and google ads it is more effective than traditional websites.

What are your active communication channels? Simply google the name of your business and you find out. Maybe you will see your Twitter profile, google plus, youtube channel, and some articles mentioning you. All this is part of your online communication legacy.

Communication is your only tool in the online world

The one who talk too much, appear as the one have the truth

Remember when you entered the store and the salesperson started speaking about products. At the start, you didn't mean to buy anything. But after a while, you are leaving with new LCD TV. Speaking continuously removed untold barriers you had before and convinced you it actually the right thing to do. This works online too.

To be visible online, you need to communicate. Appearing constantly in people's minds. Investing in communication regularly builds momentum. In online communication, there are channels what requires high or low frequent activity.

 

Build the website what covers your business needs and communication. Connecting all relevant social media activity to your website, covers entry parts of your sales funnel. Let it be the last point of purchase.

 

High-frequency channels

Is it worth to post on Facebook your fan page monthly? Hardly, Facebook's algorithm makes a low activity have low reach to audience. But sharing on a daily basis is rewarded by reaching people outside your fans. At least at the time of writing this post, Facebook tweak it constantly. These channels are great to raise awareness and find out interest about your brand. How many website URL do you type directly into the address bar daily? Have a plan for high frequent social media activities or content marketing. When starting your business up reserve your usernames on all social media. And then decide wich one's suits best your needs.

Building business on another business always involves some risk. Uber drivers protest against Uber and Youtubers complain about Youtube. When your only channel is controlled by somebody, your business is too. Dividing your communication to various channels helps you handle this and is more stable for your business. Once you build an audience, start to distribute it to other channels.  And then just lead users to place which is fully under your control - your website.

Low-frequency channels

Your website is most trustworthy and representative online channel of your business. Place where users should be converted to the customer. Yes, this is place in users mind where you want to be. (advertise) A Website needs to contain all relevant and up-to-date information. But you don't need to update it daily. Unless you have a team of developers increasing the conversion rate by 0,5%. These little tweaks have such effect, they are totally worth it. That is another case.

Have you ever experienced, finding misleading information? Recently I was searching for contact information of one Tea room. Google said one thing, Facebook another, telephone numbers and opening hours were different. There were 7 friends, expecting me to make this reservation. I already experienced minutes of pressure, before having a sip of tea. Rather do not share info than sharing misleading one. Once you share it, it is your duty to keep it updated.

User experience on the website - from clear message to action

Like street signs to your store, online activity should all lead users to the conversion point. Point where users change to customers. There are so may powerful tools to build websites even without knowing about design or code. Strive for custom development only when you What is custom made in the online world? It is anything that has not been done yet, and it is made especially for your needs. You want to edit content on the website, there are plenty solutions. When you are looking for premium presentation with own e-shop and product management, its better built for your needs. Building website, keep in mind 4 tips to improve your user's experience.

1. Build trust with every step

Clear navigation beats beautiful button. Make logical and clear transitions. Not only on your website but also between your channels. Every step user takes (wording) is building or ruining trust. There is no in-between. Be sure to have all things clearly communicate, button taking the user to unexpected place, harm the trust. Well-organised things are easy to understand for our brain. Copywriting, microcopy and call to action are things to focus on. It should work even as plain HTML page. Remember world's first website? It is nor, sexy, nor attractive, but it works. It was made 26 years ago, and it is even responsive! It has nothing more than text and links.

2. Content is WHY people came

The reason why people come to your website is content. You may have the greatest design but, when it says "lorem lipsum, dummy text" it is useless. Copy sells. The design builds trust and enhances emotions. Do not try to appeal everyone, Appeal to the users who already found a way here. Focus communication and assumption that people had to do some activity to reach your page. People won't be on your sales website without interest in your services. If yes, they can close a tab in a few second.

3. Attract with a tagline and then call to action

Communicate clearly what are you offering. Make sure your site is supported by your real world presence. Users are constantly looking for proofs, you are not just a scam business. So give it to them, and highlight it. Communicate what others said, use photos of your offices, people working and share your contact information.

4. Use sexy attention grabbers

Icons, illustrations, and pictures enhance the content. It hooks people's attention. Also, animations definitely have a place on the website. All these assets can support your brand identity too. Once you compare design made by professional and amateur, you may won't know why, but you will feel the difference. It is hard to express it with the words, because the only trained eye can see these subtle differences.

A website as own distribution channel

Louis CK is standup comedian and TV shows producer. He decided to do bold move - skip distributors of his shows and tickets. He is using his powerful media presence, to refer people to his website. It is only way how you can buy the ticket to his standup. And this is what every business owner wants, right? Online you are always one step from your customers. Only they need to make that step.

How can you make most your website?

User experience is created during whole communication with user. Rather than building the website just for the sake of having one, build one what covers your business needs and communication. Connecting all relevant social media activity to your website, covers entry parts of your sales funnel. Let it be the last point of purchase. Do not re-design. Update. Rather than spending money only on custom design and development, plan your communication strategy effective. Build upon assets you have and create your brand.

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