My Website Doesn’t Work

It’s a complaint we hear often. A business comes to us when they finally realize that they’re not getting any traffic, much less inquiries, from their website. We help companies create a new website with content that is persuasive. But even after we’ve developed a new website for them, we sometimes get this complaint. So why is that?

Your website is the core of your marketing efforts. If you neglect it, your website will eventually stop working for you. Here are 5 ways you can keep your site current and your marketing effective.

  1. Add a blog to your site. And when you do, add articles to the blog on a monthly basis. Search engines look for new content. So if you add an article each month, search engines are more likely to include your site in the results when prospects search for the services you provide. Just make sure that the articles you post include key words that prospects might use to find your business.
  2. Make sure your site includes search engine optimization (SEO). We are big believers in organic SEO. In other words, non-paid SEO. Your organic SEO includes key words chosen for your business, along with the right titles, descriptions, H1 and H2 headers. If all of this sounds like Greek to you, then consult a good marketing or SEO expert. Here is an SEO primer that I wrote last year. It might help explain why we choose certain key words for your business.
  3. Bring traffic to your site. The core of your marketing won’t continue to work unless you help it along. Marketing works best when you have PUSH – PULL initiatives at work. Your website is an example of a PULL initiative. It sits on the internet and pulls prospect to the site when they either type in your URL or create an inquiry in a search engine that is appropriate to your business. A website is more effective when you support it with PUSH technology. In other words, technology that pushes prospects to your site. You can bring traffic to your site in many ways. For example: 1) Include your URL in the signature of your email. 2) Create a letter writing or postcard campaign where you take the reader to a specific page of your site. 3) Make sure your site is provided in your LinkedIn profile, on your Facebook page, and other social media sites. Two of the most effective PUSH initiatives are Email Marketing and Social Media.
  4. Create an email marketing campaign. If you are blogging regularly, then use the blog articles to send information to your customers and prospects. Just make sure the content in your email is valuable. It should be 90% informational, 10% promotional. Your email should include just the first paragraph of the article on your blog. Then include a link to the rest of the article. Interested viewers will click on the link and get to your site. As you distribute these emails – we suggest monthly distribution – include links to other articles on your site as well as other pages.
  5. Invest time in social media. Choose the site(s) appropriate to you. Facebook, Twitter, LinkedIn, Instagram – wherever you believe your customers are. As you blog, post the articles and photos on these sites. When you find great articles written by other people, post these too. The idea is, you want people to remember you, and what you do. They won’t remember you, no matter how close you are to your customer and no matter how valuable you are, unless you consistently remind them.

Think of your website in the same way you do your exercise regimen. If all I do is run, eventually those runs become less effective. But if I mix in some weight work, maybe some swimming and stretching, my regimen is going to produce better results.

Need help mixing it up? Give us a call at 301-467-2501. We’re happy to discuss your needs.

Leave a Reply