Jock is the founder of Digital Exits, an online brokerage service that specializes in the appraisal and buying/selling of online businesses. He has worked as a marketing consultant for much of his career, and his focus has always been on helping other entrepreneurs find success. The best way to connect with Jock is via LinkedIn.
How To Make Your Website A More Valuable Asset
You must have a website. You must be using social media. You must be blogging. Now that the internet has taken over the way we do business, it seems that every business out there is expending a lot of energy to increase its online presence.
But having a presence is far different from using that presence to make your business better.
Since websites are one of your most important business marketing assets, and they cost time and money to build and keep running, ensure you are doing what you need to make it something that adds value to your company.
This can be relatively easy to do if you dedicate some time and pursue the right strategies. Here are some ways you can get more value out of your business’ website.
Optimize for SEO
One of the easiest and most straightforward things you can do to help make your website more valuable is to implement search engine optimization (SEO). This is the process of designing your site and your content so that your pages show up on Google and other search engine search results.
Writing for specific keywords, including rich content such as images and videos, and working to improve load times are some easy things you can do to help boost SEO.
>>>Download the myMarketing Cafe SEO excerpt here to learn how to construct web pages and blog posts for SEO: SEO Excerpt
You can even take it one step further by researching keywords that are relevant to your audience and then developing a strategy to try to rank for them. This will bring people straight to your website, where you then should have strategies in place to try to convert them to customers.
Considering the importance of organic search and of search engine traffic, this is a strategy that will not only boost the value of your website but that is also essential to the success of your business.
Build Relationships and Engagement
This is a hot topic in today’s business world. With so many different companies to choose from, and with more and more business being done online, the connection between producer and consumer is getting weaker. Yet people still want to feel like they are doing business with real people.
Your website is a great way to connect with your customers. Include things such as a detailed “About Us” page, photos of your team, contact links and customer testimonials.
All of this helps add color to your website and establishes your company as a trusted, personable business people will want to buy from.
One thing to note, though, is that if you are going to include contact information or comment sections, be responsive. It doesn’t do you any good to have unanswered comments on your blog, or if your contact submission gets the reputation of being an email black hole. Open yourself up and then follow through.
Develop a Brand
Having a strong brand is vital to the success of any business. It helps you distinguish yourself from the competition, and it is important for helping you build a loyal customer base.
Also, having a strong brand makes your business more valuable, something to consider if your end game is to sell your business.
Your website is a great opportunity for you to do this. Everything on your website—from the colors and pictures to the content and copy—should reflect your brand. Establishing a blog is also great for brand building.
By publishing content relevant to your brand, you are telling current and future audience members what you are about and why they should do business with you.
Doing this right will first require a strong strategy session so that you can be confident you are projecting the right image and that your efforts are consistent and effective.
Track Sales Activities
Your website can also be a valuable tool for learning about your customer base. As you grow, you want to know who is buying from you and what they are buying.
This will allow you to get a better understanding of who your target audience is so that you can hone your marketing strategies moving forward and make them more successful.
Luckily, your website is a tremendous source of information about your customers. You can track website sales to learn more about who your customers are and to see which leads are the most valuable.
This will help you determine which lead-generating activities are the most effective. Are most of your customers coming from Facebook? Twitter? Email? This kind of information can prove to be invaluable to your company, and you can get a lot of it from your website.
A website is far more than just a way to create an online presence for your company. It is a powerful tool for you to bring in new customers, to build relationships and your brand, to learn about your target audience, and to make your business more profitable.
Begin approaching your website like this today it becomes one of your business’ most valuable assets.