Here are the key elements to include in a strong business website strategy.
1. Find your market
Take the time to define and research your audience. Go beyond basic demographics and explore your audience’s lifestyle, ambitions and pain points (audience personas are a useful tool for this kind of in-depth audience insight). Doing this enables you to hone the message at the core of your marketing campaigns.
Next, use tools like Google Analytics, Facebook Insights as well as audience surveys to understand how your target audience behaves online, the channels they went through to find your website, and how they go about making a purchase.
2. Reach your audience
Now you know where your audience is and what to say to them, it’s time to reach out. Your market research should point towards the channels your target audience uses (ie. email, search engines, social media platforms, print collateral etc.) you then need to choose which approaches best align with the budget and other resources you have available.
3. Engage your leads
This is where strong content marketing and design comes to the fore. Create succinct copy that stays true to your core campaign message and come up with a strong call to action that immediately engages your audience when they visit your site.
Optimised design plays a key role at this stage, as engagement falls off sharply when users struggle to navigate a site or find the information they want. Take the time to design and test your layout. Prioritise user experience at every opportunity.
4. Adapt your approach
Once you have your strategy in place, it’s important to monitor and adapt. Tools such as Google Analytics and Facebook Insights can help you pinpoint sticking points in your sales funnel such as loading times and navigation issues.
5. Keep your customers
Retaining your customer base is the final step in a successful website strategy. Having a customer retention approach that involves follow ups, review requests, loyalty benefits or referral rewards will not only help you grow your customer base, but over time will help your cost per acquisition rate.
Last updated 30 March 2021