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Your Website Is A Marketing Tool, Nothing More, Nothing Less
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Your Website Is A Marketing Tool, Nothing More, Nothing Less

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What is the purpose of your website?

It seems like a pretty basic question, but all too often it’s not one asked by the owners of businesses. At root, a website should be a marketing tool. Unless you’re running an information service or a blog, that’s just about all there is to it. Everything on your website should be organized in such a way as to make it as easy and as enticing as possible for people to buy from you.

If you get it right, you can potentially win big. If you don’t, you’ll lose out.

Copy Competitor Practices

When it comes to websites, there’s no need to reinvent the wheel. Copying what your competitors do is probably the best policy, at least to begin with. Use analytic tools to find out where they’re getting their backlinks and how they’re advertising. Also, tell the person designing your site to emulate the look and feel of your competitor’s. There’s a good chance that they arrived at that design after considerable experimentation on what works best.

Don’t Shortchange Yourself With The Wrong Web Host

MangoMatter made a great top 5 list of their favorite web hosts. In the article, they pointed out that different hosts have different strengths and weaknesses: some hosts are ideal for sites with low traffic, while others are more expensive but fully equipped to handle heavy loads.

It’s important for new businesses to choose the right hosts, otherwise, they could wind up with services which don’t meet their needs.

Weave Calls To Action Into Your Navigation

Suppose you’ve currently got a 25 percent off sale running on your website. You’ve got two options. Either, you can run a banner along the top of your site, announcing the fact that you’ve got a sale. Or you can create buttons to product pages that say “25 percent off items – click here to see them,” or something like that.

Which do you think is better?

It’s the one where the call to action is embedded within the link. Customers prefer to be able to click right through and see the products, rather than just being told at the top of the home page that there are some products, somewhere in the store, with 25 percent off.

Always Say Why People Should Do Something

The purpose of a website is to convert. You want people to do something, like sign up for a newsletter or enter their email. However, as you have probably already found out, getting conversions is tough. Sometimes only one percent of people who visit your site will bother putting in their email address.

The problem is that most novice sites don’t tell people why they should sign up. Promising a newsletter might seem like a good idea, but unless people know exactly what they’re going to get out of it, they might not bother to take the time. Perhaps your newsletter contains discount codes, exclusive information on a topic they’re interested in, or expert insights about a particular product. Let them know that it does.

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