Now is the true test: Is your website working to its full potential?
Written by Courtney Raguso, Social Media Content Creator
If you are not getting a positive return on your website, you’re doing it wrong.
It’s obvious that digital reliance is at an all time high, and it should also be obvious that your business should have an online presence. Many businesses are going digital and some have acquired a strong online presence, but it’s not as simple as you may think and many fail to get a positive return on their online investment. That’s because there is a proper way to do it, and it starts with your website. The online world is near limitless and offers a multitude of opportunities and resources. Of course, we pursue online marketing in hope of achieving more sales, but as we have said before, that should not be the focus. The focus should be about creating connections that lead to long term growth. Websites allow businesses to build virtual storefronts that are optimized for real-time communication and data collection. They allow businesses to showcase who they are and connect with the communities, join conversations and build brand awareness. Although demands might be temporarily down in your industry, now is the time to be present and build those connections while staying top of mind. 
Not investing in your website is like not maintaining your storefront. Who wants to walk into a sloppy store? Your website is your online storefront and is a representation of your brand. It can either give your audience a positive impression, a negative one, or not even be noticed at all. There are several factors that go into the quality of your site, and it’s far more than just looks that play a role. In this day and age, with digital communication evolving at the rate that it is, having a quality website is essential for business growth. Most of us seem to understand that; but how do you really know your site is working to its full potential? Now that there are more consumers online than ever before, you need to make sure your website is both attractive, responsive and eCommerce ready because what is the point of having a site if it doesn’t function properly? Maybe before this pandemic your site just sat around, but now it needs to be up and running…and fast. If you’re not online to grab that customer, your competitors most definitely are.
It’s always more cost effective to focus on customer retention marketing instead of acquisition marketing. When someone visits your website, think of how you can keep them coming back, instead of making that quick sale. Customize their user experience. Target customers with content that is both user generated and interactive. There is so much you can do. Consumers are only getting trickier and pickier to convert and retain. They don’t want to be spoon-fed information and want to play an active part in the conversation; and they expect brands to do so, as well. By joining the conversation and finding innovative ways to sell your brand online while offering value to the community, you will have a much better chance of retaining customers. Repeat customers are loyal customers and they are up to 9 times more likely to complete a new purchase. In fact, according to a recent study, they make up for 40% of a store’s revenue. Focus on their behavior, study them and offer them something valuable. Communicate with them and engage, remember it’s about making connections. They are your supporters and need your trust. Don’t underestimate the lifetime value of a customer.
So what does it really mean to engage your customers online? To start, when someone visits your site, they are looking for a solution. Let’s say you have exactly what that person is looking for, but for some reason they left the site and you have a bounce. So now what? Well there are a few things, and it might very well be the way your site looks but usually it’s more than that. Design isn’t just about looking “pretty”, it’s also about layout and user experience. Impressions matter and a website is the easiest and most critical place for consumers to make an impression about a brand. It’s about having high quality visuals and well thought-out workflows with a design that is quick, responsive and easy to navigate in every way possible. Beyond being user-friendly, websites need to go a step further and should be smart enough to up-sell by itself. No matter what industry you are in, you can have a website that represents your brand and shows off your services. Marketing is for everyone, and digital tools are there to help us work smarter and more efficiently. Why not take it seriously?
The trend for consumerism has been increasingly dominated by online marketing. The size of our digital population is overwhelmingly large and in a world with ample competition, you’ll want to take every opportunity you get. When you create a website, you are creating your home-base. It’s a way to connect your social accounts, share ideas and present your brand’s purpose. How you represent your brand in the digital world will depend on how well you communicate and the number of people you drive back to your site. Does your website create a strong enough impact for your users to stick around? Does it actively engage your customers, responding to their cues and enticing them with increasingly relevant information? These are all questions you should be asking yourself. If the answer is no, you need to go back to the drawing board. Don’t know where to start? You know who to call.
At MSM DesignZ, we are focused on presenting your brand in the best way possible. This is not an easy time, and staying afloat can be difficult enough for a business. That’s why we are here to help! We value the importance of strategy and focus on driving long-term success. With over 20 years under our belts, we know what works and what doesn’t. From design and coding to full-time management, we will build you a website with purpose that drives positive data driven results. We are assisting in all areas for our clients. Visit our contact page at https://www.msmdesignz.com/contact/, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!
Sources:
https://instoremag.com/you-really-can-tailor-web-offerings-to-each-online-visitor/
https://instoremag.com/the-importance-of-a-website-during-covid-19/
https://www.bigcommerce.com/blog/retention-marketing/#what-is-retention-marketing