The centre of your online marketing strategy
Your website is important. Not just because it is a central information hub about your company, but because the success of your entire digital marketing strategy rests on how well geared your website is to the strategy.
Your website is important. Not just because it is a central information hub about your company, but because the success of your entire digital marketing strategy rests on how well geared your website is to the strategy

In our experience, it doesn’t matter how well planned and executed your strategy is, if your website is the weak link then you are wasting your time and money. The reason for this is simple when you think about it, let’s start by analysing some popular digital marketing services:
  • Search Engine Optimisation (SEO) – as any digital marketer will tell you, SEO is 80% about your website – is it SEO friendly? Is it mobile friendly? Does it have the correct keywords? Is it updated regularly? You can get as many backlinks and meta tags as you like, but if your website is not SEO friendly, your site will not rank highly on Google.
  • Google AdWords – AdWords makes use of something called a quality score which it uses to rank your ads and determine how frequently to show your ad and how much it will cost you to get to page 1. A large part of this score is the quality and relevance of your landing page (the page on your website that users will view when they click your ad) and if your quality score is low, your ads will be expensive or may not show on Google.
  • Email Marketing – sending newsletters or automated emails can be a great strategy, but if your website is not optimised for conversions, it won’t matter how much traffic comes to your site, they’ll be unlikely to convert into a customer.
These are just a few examples of the importance of your website to the success of your marketing. The question then becomes how do you get a website that will work and generate leads for your business? As a guide, your website should (at the very least) contain the following elements:
  • A modern design – it is imperative to have a modern website design as this establishes your credibility, and allows users to properly navigate your website.
  • Calls to action – strategically placed calls to action are important to lead the user to converting into a lead. Next time you go to almost any world-class website, look in the top right corner or center of the screen and the chances are high that you’ll find big call-to-action buttons that stand out and guide you.
  • SEO friendly – make sure that you have a sitemap, meta tags, proper heading structure etc. Remember that Google can’t see your fancy pictures and animations, so your code behind that needs to be well structured.
  • Mobile friendly (responsive) – more and more people are viewing your website on mobile devices and it is imperative to have a fully responsive website that works on all screen sizes. Remember that if your website is not mobile friendly, not only do you drive users away, but Google will penalise you in their search results.

Remember that if your website is not mobile friendly, not only do you drive users away, but Google will penalise you in their search results.

Summary

Before you spend time and money on your marketing strategy, the greatest investment you can make is in modernising and optimising your website to work hand-in-hand with your marketing. Sometimes this may mean making a few updates and improvements, but other times it is worthwhile re-developing your website completely. Remember that website standards move at an incredibly fast pace and in order to stay current, one should consider a website refresh every few years.

Article by
Danny Nochumsohn
Co-Chief Executive Ninja
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