Your website is your number 1 marketing asset!
Your website is your face to the world.
When done correctly, it can also be an amazing marketing asset that drives revenue growth for your business day in, day out. It’s got to impress the socks off your target audience (if you don’t, your competitors will) and it should truly express your brand personality with flair and flavour.
But what makes a good website is not just how it looks. Unless it is built with the customer in mind, your website is unlikely to be performing at its best. It’s also what goes on behind the front end of the website that is important – how well is it optimised for SEO, how well was it designed with the end user in mind, and how seamless is the customer journey? These are all important aspects of an impressive website and will influence how well it converts visitors.
With over 15 years of combined experience successfully growing our own businesses, we’ve narrowed down the formula for business success. It’s all about:
Your website strategy is about being clear on what we need your website to do for each of your target audiences, and what user journey each segment of your target audience will need & want in order for them to engage and ultimately convert. For example, a 33-year-old male will have very different needs from a 69 year old female, yet they both may be interested in your products or services. Your strategy should incorporate:
Research shows that content “above the fold” attracts the most attention – your core messages should on every page be given priority location and sit above the fold. You want to make sure that your website homepage features all of your core messages in a simple and easy to digest format.
- Value Proposition: This is a statement about what value you provide to your customer.
- Sales Propositions: This is where you can demonstrate an understanding of the key challenges your audience face, and provide insights into the solutions you can provide.
- Unique Selling Propositions: This is what makes you unique and are the reasons why your target audience should choose you over your competitors.
It needs to be visually stunning but also practical. Consider using white space, bullet points, colour/buttons/typography (to differentiate things like hyperlinks or call to actions) and images to break up the page and make it easy to read.
User Experience / Navigation:
Google Analytics is going to reveal a lot about who your website visitors are and how they are interacting with your website. Think about how patient you are when you’re navigating the world wide web. If you can’t find what you’re looking for in a matter of seconds, bang – you’re out of there. With this in mind, you need to make accessing, navigating and interacting with your website as simple and easy as possible. Think about:
- Page speed – the quicker the better
- Simplifying forms – people don’t want to fill in loads of information. The simpler the better.
- Contact us (phone, email, live chat/messenger) – think about how and when people may want to get in touch and give them options for any time of day.
- Seamless checkout / enquiry process – where are the drop out points in your path to purchase and what is the cause? Using Google Analytics to find the answer to these questions can help uncover obstacles or issues that you may have otherwise been unaware of, such as issues with the website setup/structure, an over-complicated checkout process, or shipping cost.
- Call To Actions: Each page should deliberately lead the user to the next phase in the customer journey. Think about what action you want the user to take after visiting each page of your website, and ensure the CTA features throughout and again at the end of the page in a simple and clear format.
With any website project, it’s important to have the right tracking and reporting in place to record accurate data from all your digital assets. This allows us to start producing the reports we need to see what is working and isn’t working in your marketing. The main focus for us is on using Google Analytics to track how people find your website, how engaged they are with your site from each digital channel, and what’s generating outcomes for your business. We will want to determine:
- What goals are set up (including phone tracking)
- What views are set up
- Are Google Analytics, Google Ads, Search Console all linked correctly
- What E-commerce tracking (if relevant) is set up
- What reporting framework is set up
We will also conduct a website audit which will take into account your homepage, navigational structure, SEO optimisations, Sales propositions/USPs, content, user journey, about us, mobile responsiveness and lead capture ability.
Now that your website is up and running, technically sound and making prospects happy with a good user experience – it’s NOT the time to take your foot off the brake. Continually reviewing how your website is performing, how it looks, what messages you are broadcasting and how well you are continuing to meet the ever-changing demands of your audience is pivotal to being able to grow your business. You want to be thinking about:
Content is king! Your website content should be unique and relevant and most importantly, informative. More and more users are searching for information, not an advertisement – so the more fresh, new and updated content you can create that answers their questions the better. Some key aspects of website content include:
- About us page: spend a bit of time on this to really nail your brand personality, reveal insights about who you are and why you exist.
- Start a blog: this is a way to add new and fresh content to your site and gives you a reason to be sharing it on all your social networks. It also helps position you as an authority on a particular subject.
- Keyword research: after 6-12 months you really want to be conducting a thorough keyword research analysis to identify gaps in your content. You can then create content specifically around content that you know your target audience is searching for.
How well is your target audience engaging with your website? Things to look at are engagement rate: Bounce rate, time on site, and behaviour (pages viewed), and the acquisition source.
Capturing leads may not be the first priority when you’re first launching your website, but it should definitely form a part of your longer digital marketing strategy. Visitors to your site who are willing to leave their email address obviously want to hear from you again and are therefore a qualified lead. There are lots of lead generation tactics such as providing free information (e-book, white papers or guides) or enticing visitors to sign up to newsletter for a % discount off first purchase). It’s an excellent way to start building your prospect database and build an email strategy, which is still one of the highest ROI activities around.
450% growth in online revenue
Engagement: Mar '14 - Sep '18
Growth in Online Revenue
Growth in Visitors
“Very efficient, great service and they are genuinely interested in growing the revenue of my business! And the results we’ve received have been excellent.”
TOBY CUMPSTAY | OWNER | SIMPLY FOR STRINGS
- Digital Strategy
- Customer Experience and Journey development
- Web Design and Development
- Search management (SEM and SEO)
- Social Strategy
- Email Strategy
- Content Strategy
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“Very efficient, great service and they are genuinely interested in growing the revenue of my business! And the results we’ve received have been excellent.”Toby Cumpstay
"The Team at Due North have been great. I’m stoked with the results we are getting in such a quick period of time. Can’t recommend them enough!"Christina Salvo
“Due North is the expert when it comes to putting us on the customer journey, especially in an extremely competitive market.”Geoff Stewart