A corporate website cost money and business owners usually spend the money with the hope that it generates revenue directly or indirectly for their business. However, some are just liability to their owners. In this Media Insight Blog, I want to share with you how to determine which yours is and turn it to an asset.
A website is supposed to be an asset to the owner and not a liability. When properly designed, it’s actually supposed to be a marketing tool to promote your company’s value proposition, sell your services/products and convert prospects to customers. But for many people, their websites are not like that. They acquired it to keep up with the Joneses or because they heard a business trainer tell them they should, they hopped on the web without knowledge of how to make the most of a business website.
If you have to invest your scarce resources in building a website, you should equally have a strategy and system that ensure it’s not a waste of your money; but a profitable tool for attracting new prospects and turning them to customers. Having your website doesn’t automatically make it profitable; you have to ensure that the factors that determine a website’s profitability are together.
The key factors that determine a website’s profitability are the design, website copy and management of the website. Your attempt at making the most of your website requires that you pay attention to these factors and ensure you get each of them well.
Your Website Copy
Your website copy is like the salesman that speaks to your target customers, answering questions they have about your company and your products and gently nudging them to make the buying decision in favour of your company. Therefore, in writing your website copy, ensure that it explains in simple terms what you do, what makes you unique from others offering similar services and persuade people to buy from you. Many of the people that will visit your website may not be as educated as you; so write your copy in expression simple enough for your target customers to understand.
Your Home Page Design
Your design should display the most important piece of information on your home page because that’s the most visited page on your website. Moreover, the link to your key pages, social proof elements and your social media accounts should be clearly and conspicuously displayed on your home page. Your home page is like the receptionists who may not be and expert; who knows a bit about every department. Your home page should it should contain a bit about everything, or at least most things about your website and a link to the mean pages with indepth information.
Key Features for Your Website
Moreover, in designing your website, there are certain features that should be on it to make it a true marketing tool that attracts prospects, nurture and convert them to customers. A blogging system on your website will help you attract visitors to your website through search engine, help you demonstrate your credibility and attain authority statutes in the mind of prospects. Similarly, email marketing system will help you capture the details of your website visitors with a powerful lead magnet and nurture them into customers while testimonials display will showcase what the clients you have served are saying about your services/products.
Now, having those features and copy on your website doesn’t guarantee that your website becomes profitable. You have one other work to do—you have to manage the design and features with a strategy that ensures profitability. Don’t just have a blog page, regularly update it with contents and optimize them for easy read and for search engine. The email marketing system should equally be managed with at least one useful post which could be tips, nuggets, discovery or news that will benefit your subscribers.
Driving Traffic to Your Website
Now, the copy on your website is meant to be viewed by people—prospect actually. That’s why after setting up those features and systems, the next line of action is driving traffic to your website. I once consulted for a client and they told me, “Now that our website is ready, we just need traffic.” I made them realize that they can get more traffic than they have imagined, but the truth is that many of such traffic may not be useful to him since they may not be able to pay for their services. So, traffic is not enough, it has to be quality traffic to your website.
Integrate Your Business Process to Your Website
Finally, another way to profit from your business website is by integrating your workflow and operations with your website. Structure your business such that certain aspects of your business can run through your website. Create a Frequently Asked Question page to save your customer care staff the hassle of answering the same question again and again. Direct people to a home page to register for events, promo or anything you do instead of coming to your office and wasting time and money on paper.
It’s not enough to have a website; you should make it truly profitable. Once your design is done with his part of the work, ensure your copy sells your brand and speaks to the heart and head of your prospect and manage the features built into your website for profit.
PS: At Fratee Media, aside from designing websites, I am responsible for helping businesses write a corporate profile that promotes their businesses and sell their products and services. We equally upgrade websites with features like Blogging System, Email Marketing System, Podcasting System, Analytics, and Portfolio & Testimonial Display System and create contents that turn them to a powerful marketing tool.