In addition to regular content additions to keep your website fresh and a maintenance program to ensure that your website is technically up-to-date and secure. Here are three things you can do to leverage your website more effectively:
Marketers learn that Features explain what something does, while Benefits describe why it matters to the user. Then they can internalize and personalize material, making them more likely to act on your information.
Regardless of what your organization does, you’re selling something: products, services, memberships, ideas, etc. — there is a persuasive purpose for your website. Making your content meaningful to the user and helping them visualize how it makes their life better or easier, will have greater impact. Take advantage of your website to effectively position your organization and its message with persuasive and contextualized content. [Read more: 5 Reasons to Use Content Marketing]
Do you know what content you have and how it fits into your overall marketing and sales goals? Don’t worry, most companies don’t. (This blog will help you get started: Own Your Content)
Having content is good, but in order for it to be strategic it needs to fit into a plan. The plan determines what you need, the audit reveals what you have, you determine how it fits into the overall strategy and what other pieces you need to fill the holes. To make this manageable, we use a spreadsheet with columns for:
- Source (web page, blog, whitepaper, infographic, etc.)
- Funnel (does it fit top, middle or low in the info/sales cycle)
- Workflow (what workflow or campaign is it part of)
- Usability (our own scale on how useful/effective it is for our audience)
- CTA (is there a relevant/custom call-to-action/ad in the content
Improving SEO and AODA
Keywords are still important, but keyword stuffing will cost you. Google’s keen sense of good online content can sniff out the junk to determine what is truly a good resource with many layers and forms of relevant content. Meta data is still important as it is used in your search displays, so word your page titles and descriptions carefully, to engage potential readers as they search the web. Check out our 5-Minute SEO Check You Can Do Yourself.
For several years, Ontario has been rolling out the web applications of AODA (Accessibility for Ontarians with Disabilities Act), a set of guidelines to make Ontario more accessible for people with disabilities. Websites are now judged on whether they adhere to the Web Content Accessibility Guidelines, AA compliance (except for live audio and video). The timeline for when compliance is required can be found on Ontario’s AODA page. In addition to being complaint, making your website accessible according to WCAG opens your website to a wider variety of potential prospects, improves SEO results and earns goodwill among clients. Check out our article on freindly user-content as a starting point.
Often referred to as Inbound Marketing, automated marketing enables a series of tasks to be automatically completed when triggered. For example, a client clicks on an e-newsletter link to your “Our Widgits” web page, and visits a specific new widget page three more times in a week. That shows some obvious interest, so your website may automatically send an email to the client with more information on that specific widgit, additional shipping information and a link to your delivery schedule. If your client clicks on the delivery link, another more informative email could be sent, and the appropriate sales rep sent a prompt to call said client immediately. II the client doesn’t click on the delivery link, then a different email with other information and an incentive might be appropriate, or links to relevant blog articles, or references from other clients who have ordered that widgit…
Point being, strategic tasks can be set up to happen automatically, accommodating for the receiver’s actions and sending the right information at the right time. It allows you to look after prospects’ and clients’ needs efficiently and effectively.
Use of dynamic content, presenting different content on a page for different buyer personas, further nurtures leads, and extensive tracking and reporting provides insight and intelligence to make the user-experience as rewarding as possible.
There is much that your website could be doing to better communicate and engage with your audience. Start taking some steps to leverage its potential.