Many businesses set up a website just to have some kind of presence for their prospects and customers online. Some businesses even have built a website that’s creating some kind of results for them whether it’s traffic, leads, or sales. However, very few businesses have a website that actually works with their marketing strategy. You may be surprised by statistics but even large corporations or organizations are running the same battle as startups or small businesses. By that, it means that they have one or more website that achieves a specific objective in their strategy.
So how do you go about achieving this? Start by defining your goal and strategy. Ask yourself this: How are you going to be engaging with your target audience and what are the steps that you are laying out from the initial sale to repeat customers from loyal customers? From there, you’ll have to start figuring out how your website will come into play with your strategy.
The best way to get an understanding of this is to learn from an example. Suppose that you are a classical guitar manufacturer that focuses on selling high-end classical guitars to distributors and end consumers. Your objective is to start building a database of potential buyers through various promotional efforts. In order to build a targeted list of prospects that are actually interested in your product line, you can set up a lead generation microsite for each of the verticals you are targeting, one for distribution channels and one for end consumers.
This type of designed website has a clear objective. The goal is to attract leads of verticals interested in your product line for the purpose of promoting to them later on. It focuses on building a relationship as opposed to going for a quick sale. Another website such as a blog can be set up for this type of business. It can publish valuable content to the audience with the objective of building a readership through search traffic and content marketing. The content can be anything from interviews with famous people, tips on guitar maintenance, educational, etc.
Both objectives require a different type of website. The lead generation microsite will utilize a web design that’s minimalist and conversion-driven. The purpose of that site is to provide some value and sell the visitor on submitting their email address in exchange for guitar lessons. This site will only consist of a few pages and will need clear designs backed by short and punchy web copy to achieve its goal.
The blog site will probably need a web design that is more content-oriented. It will need a design that makes it easy for the visitor to consume the content as the blog will probably have content in the form of audio, video, and text. The UI will need to be simple and the website will need to be optimized for the search engines. This website may also utilize the left or right side navigation bars to be monetized via ad space or direct links for sales of company products.
There are many more examples of specific websites built to achieve a specific objective from a viral site built to create buzz for a product launch to a corporate site designed to market the brand. The bottom line is that a site should have the purpose of helping the company succeed with their marketing strategy. With that said, it’s important to remember that one website will never be able to achieve multiple objectives for your company. You’ll likely end up needing multiple sites that work hand in hand with your strategy.