What are the next steps after creating a website?
Whether your objective is to elevate a brand, grow revenue, deliver more value to customers/members - building a new website is only the first step.
The critical elements of marketing is 1) undertaking the right activities 2) using the right channels and 3) communicating to influence action.
Below we use a simple case study on the Little Ship Club's new website to answer the question "What are the next steps after creating a website?".
Step 1 - Checking Action pages are performing.
One of the objectives for LSC’s new website is to make it easier for new members to join, book a table and book a spot on the pontoon online.
As someone who initially studied accounting before switching to marketing, Maria Anderson, our CEO, gets excited about numbers and financial outcomes achieved by marketing.
We check to see the “action pages” are performing. In the case of LSC’s new website, the “action pages” all have healthy conversions:
- Membership Join webpage is converting 4% of visitors
- Request a Pontoon & Mooring Booking is converting 7% of visitors
- LSC Waterfront Bistro webpage attracted 5,042 visitors during 2023-2024
- The Now Book It App on the website generated 4,053 bookings during 2023-2024
Since launching the website, we have introduced a booking app, Now Book It, to the website, which is driving more online bookings for the bistro.
The vast majority of new and renewing members pay via the website 24/7, which has improved the efficiency and accuracy of memberships.
Members and guests are actively using the request to book the pontoon/mooring 24/7 which delivers better service and takes the pressure off staff.
One of the hidden benefits to LSC is less phone calls, which enables the team to focus more time on serving customers and social / corporate events.
Little Ship Club examples
Step 2 – Adopting an IMC approach.
| To achieve the best return on investment on your marketing, it is essential that you adopt an integrated approach to your traditional and digital marketing. Adopting an IMC approach delivers more eyeballs (reach), people see your brand more (frequency) and more action with greater influence. Integrated marketing communications (IMC) is about driving your marketing though a range of channels to drive more action. For example, LSC’s annual Seafood Spectacular is promoted via:
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Step 3 – Measuring tactic’s performance first.
Business owners and management often want to go straight to measuring marketing against the business objectives. As marketers we understand why.
It’s essential the performance of tactics is measured first. If the tactics aren’t performing, they will not be driving outcomes for business objectives.
Here are some of the results for LSC for 2023-2024:
Tactical performance
- Website: 20,899 visitors in 2023 (average 1,742/month)
- Channel: Organic search driving 9,478 users in 2023
- Channel Organic social driving 4,756 new users in 2023
Business outcomes
- 9.5% growth of membership in 2023-2024 financial year
Marketing is a journey – not a destination.
So ask yourself, "What are the next steps after creating a website?" for your site, prepare a list of tasks and progressively implement these over the next 6 to 12 months.
Sustainable Marketing Services is an award-winning Brisbane digital marketing agency with a long history of delivering sustainable success for our clients.
If you would like some help on driving better outcomes from your website book a complimentary meeting on 07 3446 5837 or via email us here.