If you are like most business owners (myself included), you are always looking for ways to take your company to the next level. Whether it is hiring more employees, securing additional funds to invest, or launching a new marketing campaign, business owners will leave no stone unturned when it comes to growing their business. Now, in the years I’ve spent both working on my own business and working with clients, I have identified many strategies which lead to increased profitability and sustained growth. However, over that time, no investment has been more consistently successful than the creation of a dynamic, content-centered website. (and web presence in general). You may already have a website. You may even be receiving some business through your website. But don’t underestimate the value that a new, dynamic website can add to your business. Below are some of the benefits you can expect from a new, content centered website:
1) Your new website will brand you as an expert in your field. A good website is designed with the intent to make the business owner look like a celebrity within his or her market. No, you don’t need to become the next Brad Pitt or Angelina Jolie—but you do need to be branded as a credible expert. If you’re a dentist, you should be positioned as the go-to guru in your market. When your customers view your website side-by-side with the website of your competition, you’ll be the easy choice! Everybody wants to work with an expert, and that’s exactly how your new website should position you.
2) Your new website will showcase your knowledge and enhance your credibility. Your new website should feature a space for your blog entries and articles—allowing you to display your knowledge of your industry. When a prospect visits your site, he or she will see that, in addition to looking like an expert, you also have the expertise to write knowledgeably on subjects that relate directly to your target market. Nothing builds credibility more efficiently than writing on topics that are relevant to your industry, and your new website should provide the perfect forum.
3) Your new website will plug you in to the exciting and fast-growing world of social media. As social media platforms such as Facebook, Twitter, LinkedIn and yes, Google+ continue to explode in popularity, it is more important than ever that you and your company are engaged. Your site should be designed to be integrated into your social media presence—resulting in a vibrant, dynamic website that keeps you plugged in to the fast-paced world of social media. These days, it is not enough to have a static, standalone website. Your new website should seamlessly connect to your various social media profiles, allowing you to present exciting content to your audience across the social media universe.
4) Google will love your new website. You can have the most beautiful website the Internet has ever seen, but if Google doesn’t love it, its effectiveness will be dramatically reduced. Why? Because a sizeable percentage of the traffic to any business website results from search engines like Google. If your website doesn’t show up on the first page of Google for the right keywords, you simply aren’t going to get the traffic that you should be getting. Your new site should be designed not only to look good to humans, but also to look good to Google. By featuring expertly created content and a SEO-friendly layout, your site can attract more traffic—which ultimately translates to more business.
5) Your new website will appeal to journalists and other media members. As you probably know, media coverage can dramatically increase the level of interest in you and your business. Therefore, it makes good business sense to have a website that will appeal to the media. When reporters and journalists are looking for a source to quote or a business to feature in a story, they look for credible experts. Your site should be designed to maximize credibility—so that when a journalist visits your website, there is no doubt that they have found an expert.
6) Your new website will capture information from clients who aren’t ready to buy today—but might be next month. Too many websites are focused on generating immediate sales, to the point that if a visitor is only looking for information, he or she leaves without initiating any contact whatsoever. The reality is that many visitors to a website are only browsing, “window shopping” if you will, and have no intention of making a purchase at the time. When they see something that interests them, however, they are often interested in learning more—and therefore are willing to provide their contact information. A properly designed website will effectively capture this information. Once you have it, you can continue to provide information about your products and services as you build your relationship. When they are finally ready to commit, you will have positioned yourself perfectly to gain their business.
7) Your new website will generate leads effectively and with no effort on your part. The bottom line, when it comes to judging a business website, is lead generation. It’s not enough to simply attract traffic—your website needs to capture the information of potential customers. This requires a multi-pronged approach to site design that accomplishes several things: It must look good, and make you look good. It must present you as a credible expert in your market. It must compel your visitors to sign up for your services—or at the least, provide their contact information and request further information. And it must be optimized for maximum appeal to Google and other search engines, in order to draw potential customers. A site that accomplishes all this will be much more than simply a web page—it will be a sales machine.
If you are looking for the best way to take your business to the next level, a dynamic, content-centered website is the answer. If you’d like more information, you know where to reach me!