Marketing: Is The Website Still a Business Priority?
Granted, there are several powerful marketing channels (i.e. directory listings & citations, search engine & social network advertising, email marketing, website, etc.) a business can choose as a part of its web presence. But lately, there is a lot of chatter about whether or not a website remains a business priority.
We’d argue that anyone suggesting a business no longer needs a website demonstrates a short-sighted view. A website not only presents a unique brand, but it can offer the depth of information that no other channel will support. It is detailed content covering products or services that many consumers (i.e. the most qualified among them!) appreciate.
AND YES, the way a search engine, like Google or Bing, presents search results has changed. Depending on whether or not a search is seen by the algorithm as ‘locally motivated’ or ‘geographically specific‘ matters in this context. If NOT geography-oriented, the search results remain mostly the same where advertisements are presented atop the organic search results. If a search is local or geo-targeted, then search engine listings like ‘Google My Business’ have been wedged in between the ads and the organic search results. In this case, the organic search results have been pushed further down the page supporting a logical argument that organic search results, where the indexed website pages show, are less important.
Sure, a Google My Business listing has become really important; however, the serious business marketer should think harder. They must consider what’s at stake with the entire web presence!
Marketing: Are Consumers More Savvy About Search?
If one chooses to accept the argument presented above, then they are betting the average consumer will NOT take the time to scroll down through and look at organic search results. In many cases, they are correct – the average searching consumer is impatient; however and in many other cases, consumers are not impatient. Many consumers have developed more patient & specific search habits over the years, including that 90% or more distrust the ads. The fact is, a lion’s share of the public goes right past the advertisements!
Many consumers are discerning enough to read and look harder for what they want or need. If they want details, they are going to find them on website pages only found in organic search results. As a business owner, wouldn’t it be smart to cover these bases? Would it not be smart to index website pages with a depth of information most likely to impress the highly qualified searching consumers? If you are a prosthodontist, how much support does a listing offer with all the detail in procedures you excel for … and why! If you are a paving contractor, how much support does a listing offer for all the different types of Asphalt & Paving Service you excel for and why!
Not to mention, your Facebook business page is fairly limited in terms of how you can differentiate a competitive brand; in fact, it’s all about the Facebook brand … and not yours. Websites are a means to not only present the unique competitive brand but to offer qualified consumers a depth of specific product and/or service information. In spite of all those sexy new marketing ideas clamoring for our attention, the website should remain an immediate and long-term marketing priority!
Marketing: What Should A Website Be?
It is a website’s content that remains ground zero for how we get consumed into organic search engine indexes. A website is also a competitive brand presentation; it differentiates one business from the next, it should engage and call visitors to act!
Many businesses dedicate resources to advertising initiatives, but even for ads to truly work > the brand, the depth of informative content, and the presentation are always going to matter with a consumer. A business owner should build a website as if every visitor will review it top to bottom. And while most businesses will fail to do it, there is no excuse for offering anything but the best presentation for the most discerning buyer – possible.
- It must clearly demonstrate a purpose, whether that it is to sell products or services, share news information or simply deliver quality information about the brand;
- It must be mobile responsive, for easy viewing from any device;
- It should offer ease for navigation;
- It should offer a comprehensive set of pages full of specific, current & authoritative competitive information:
- It should be aesthetically unique;
- It should have the modern security necessary to protect both itself & all visitors AND
- It should offer obvious ‘calls to action’!
What Website Solution Your Business Chooses Matters
The goal is to grow, but the web isn’t going to stop and wait around for a business to evolve its technology. Most website solutions are limited; they prioritize the provider’s goals and offer little chance for long-term survival. It’s why we advocate WordPress where there are no limits and where the technology always advances with a long-term view. A business can not only control its website & host it anywhere it pleases, but know that the website will advance with the web, with browsers, and with search engines. It also offers plugin applications for any challenge imaginable and it can be redesigned without ever having to start all over again. Don’t be fooled by sales tactics that, in fact, limit your business. Anything but a long-term view can be a costly mistake.
Forever Grow A Larger More Visible Web Presence!
And because the goal must forever be more visibility to those qualified people looking for what the business offers, the website should support a far-reaching digital footprint. It should offer the potential for broad search-indexing and back-links from other sites; it should promote social likes, shares, and reviews from all over the web. All of these references prepare a web presence that is forevermore ready- to send someone somewhere at any time back (inbound) to a website!
At Kinetic Knowledge, we are a local SEO expert and have helped hundreds of local businesses around NJ increase traffic, visibility, and leads through both our packages for custom website design and our Fundamental SEO services.
Contact us today to find out how we can help!
