Building a website is an investment that you will probably benefit from if you take the time and resources to market and create a sales platform. Unfortunately, most small business owners forget that in order for an investment to pay off, you have to continue marketing and putting effort into it. ROI, or return on investment, may be a jargon term that is now everywhere, but it is one that applies very much to every decision you make in business. If it doesn’t have a return, or at least break even, then there is no point in doing it, and that applies to your website.
The biggest mistake business owners make when they launch a website is failing to plan beyond the launch. This leaves you with a fancy, and probably pretty, website that really isn’t doing much but costing you money. The following should help you to take that and turn it into a profit. Unfortunately, websites are not an “If you build it, they will come”, deal. You have to prepare to invest time, money, and marketing efforts into your website to create a tangible return on investment.
Search Optimization & Marketing
Marketing to consumers who find you in search, and making sure they can find you in the first place, is crucial to earning money off of your website. Search optimization is one of the easiest ways to direct traffic to your site, but it is important that you do so carefully, and do your best to ensure that all of your traffic is relevant and interested in your products or services. This means researching and utilizing keywords, creating valuable and helpful content aimed at your geographic and target demographic, and creating brand authority to help your website rank.
Create a Sales Funnel
Whether you’re creating leads offline or online, you should have a sales funnel on your website to direct anyone who visits your site towards making a purchase. Your sales funnel can include content, an email marketing campaign, or even a discount code, but you should have one on your website. This should include:
- Landing pages to inform people who click on ads and search terms about what you’re offering. These should be optimized for search, directed at the customer, and have a strong, clear call to action.
- Information pages, clearly detailing what your products or services are, and why your customer should be interested.
- A sign up form asking visitors to join a newsletter for more information OR, a sign up form offering valuable information, a quote, or other service’s.
- A clear call to action offering value in exchange for acting (I.E., Get a free quote, Save 10%, etc.).
Social media is a great way to promote your website, and vice versa, but it is important to be consistent. Post informative, helpful, and funny content to your page along with your website, so that your social pages are valuable or fun to follow.
Email marketing allows you to market to leads you gain through your website, which can turn visitors into buyers. Integrating a good email marketing strategy is one of the best ways to make money off of a website, even for product oriented businesses.
Making money with a website requires great design, quality content, and a product or service that works. Your reputation, search optimization, social media marketing, content, and marketing strategies will all play into whether or not you make a return. Just keep in mind that while your first goal is to get a website, other goals, like driving people to that website, and convincing those people they should make a purchase, are more important.
If you’re ready to get started planning your website, or your marketing campaign, contact Rory Martin for more information, or to get started with a free quote.