Consumers are digesting content at a rapid pace with many going online to make smarter purchasing decisions. If you want your company to be successful in the modern marketplace and create a clear and easy pathway for new leads, it is vital that your company website has a design, content and promotion strategy that influences your target market and motivates them to take action. A website is a powerful asset for your business that will grow brand awareness and trust. Your customers aren’t just looking for a product or service, they are also looking for connection. Because of this, a website is not a one size fits all. To achieve better marketing results for your business, your website needs to be personalised to your industry, organisation and audience.

Six key success factors

Websites that deliver reliable results have six common factors.

1. Website Content Management System that suits their needs

It can be difficult to choose the right website content management system (CMS) for your organisation. Some CMSs are designed for a budget and some are built for performance. Whether you use WordPress, Joomla, Drupal, Craft, Expression Engine or Wix, it all comes down to choosing a CMS that meets your needs.

2. Content structure that is customised to your organisation.

An easy to navigate, interactive and modern website will help increase the profile of your business, but it’s also equally important that you write specialised website content for your target audience. Understand what topics resonate with them and what they are interested in but also think about what messages you want to convey to your audience. With this understanding, you can then write blogs that will engage, educate and entertain, as well as using language that speaks directly to them. Some ideas for compelling content on your website, include a banner, a specialist webpage (to show you are an expert in your field) and blog posts that talk to topics that your niche market would be interested in. The content structure should also be customised to the needs of your industry and organisation. For example:

Tourism site – rooms, what to do, facilities, book and contact
Professional services – services, case studies, blog, us and contact
Sporting bodies – member services, sport types, training, find a club, blog, us, contact
Medical services – services, doctors, book, blog, us, contact
Manufacturers – products, stockists, blogs, us, contact

3. Design that appeals to your target market.

Your website is the backbone of your company’s online presence and one of the first impressions people get of your brand. A well designed website will create brand awareness and builds your audiences trust, giving your company credibility.

Your content should both appeal to your audience and enhance your brand story through key messaging and visual design. A professional website design should be easy to navigate, with colours and images that align with your brand while delivering helpful and informative content about your services or products.

4. Photographs that support your brand story.

While photoshoots can be seen as being expensive, not having quality photos on your website is also expensive if the lack of photos means your website doesn’t deliver results. When you consider there is no direct person on your website to act as your salesperson – photos are one of the best ways to tell your story visually – particularly when there is limited time to tell your story and influence people before they move on.

5. A clear call to action strategy.

A clear and compelling call to action encourages visitors to your website to continue down the path towards conversion. It must be distinguishable from other content on your website and should be consistent and easy to recognise. It’s about being clear on what actions you want your visitors to take. An effective website will have a clear call to action strategy that helps visitors move down the funnel towards conversion. Call to action examples include:

Download a fact sheet
Book a meeting
Book a room
Join now
Buy now

Through your website, consumers are taking a journey. It’s important to understand what informational steps they need to go through before they are ready to reach out and make contact. A successful website will make it easy for visitors to build trust and navigate to your chosen call to action webpage.

6. Promote your website where your audience will see it.

Building your website alone will not drive better results. The website needs to be marketed in areas that your target markets hang out. How you promote your website will depend on:

where your audience hangs out (on and offline)
How your audience searches for you
Your available resources

Whatever marketing you do to promote your website, your online presence must be financially sustainable (in the long-term). Start/stop marketing doesn’t work - it simply burns your marketing dollars. It is also important to remember that Google likes fresh content, so add new content to your website on a somewhat regular basis.

Examples of ways to promote your website / online presence include:

Google My Business
Blogs and newsletters
Google Ads, Google Display, Google Remarketing
Search Engine Optimisation
Print ads and online ads
Online directory listings
Public relations (off and online)
Marketing campaigns
Social media e.g., Facebook, Instagram, LinkedIn to name a few
Marketing collateral e.g., business cards and brochures with your address
Networking and tradeshows

How we can help

Sustainable Marketing Services has over 25 years of proven experience in delivering better marketing and better results. We can develop a digital strategy that is personalised to your business, help you choose a CMS and web developer, write the content, manage the build and help promote your website.

Examples of some of our recent website work include:

Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.

Book a complimentary meeting on 07 3446 5837 or via email us here.

How to get better marketing results from your website

A website is not a one size fits all. To achieve better marketing results for your business, your website needs to be personalised to your industry, organisation and audience.