Website Marketing – design, content, SEO, local search, social media
We often think of our website as the face of our business – an online presentation of our products and services, our people, our knowledge and our experience.
And it is. But websites can and should be so much more than that.
With our Website Marketing program, you can
- Update and revise your website without a webmaster
- Increase traffic to your website
- Generate leads from your website
- Build your reputation through content development
- Get found by Google and the other search engines
- Get ranked in local searches
- Expand you audience through social media
We can help plan, create and execute your website marketing program.
Learn more about Website Marketing
Lead generating websites
You should have high expectations for your website. You should expect it to represent your style and communicate your message.
In the early days, websites were mostly online brochures. Some were highly creative, others just informative.
Today though, businesses want their websites to be part of the sales process – and more specifically, to generate leads.
There’s a strategy for building a lead generating website – and we can help you with that.
Over the years, business owners and marketing managers have become frustrated with their websites because every change or update had to go through a webmaster. This created delays and excessive costs.
Today, however, more and more websites are being created on platforms that give non-technical people the ability to make changes on their own.
We develop our websites on a WordPress platform, the leader in self-editing websites (aka content management systems).
While much of your website will be about you, your company, your services and your experiences, a certain portion of your website should be informative content.
By answering questions and providing advice, you will position your website as a go-to resource for potential prospects searching for information. Often times, these prospects are searching for preliminary research as a first step toward an eventual purchasing decision.
Content can be developed as part of a blog, a tutorial series, a Q&A forum or a group of case studies.
Website pages with the best content are given high rankings on the search engines.
Search Engine Optimization (SEO)
This is the Holy Grail of online marketing – getting your website found on the search engines.
But unlike Google Adwords – which is paid search advertising – SEO is a free listing that is entirely merit based. Google and the other search engines have to be convinced your web pages match their searchers’ intentions.
How do you achieve a high ranking on the search engines? Here are 5 steps:
- Understand that individual pages get ranked, not your website as a whole.
- Content trumps all. The search engines want to see helpful and thorough content. Long-form content is also rewarded.
- On-page SEO means using the most popular and relevant keyword phrases in your content.
- Use social media and other strategies to get other websites to link to your content. This tells Google your content is popular. Avoid link farms and other black hat techniques.
- Write informative and persuasive text in your meta titles and descriptions. This is what searchers will see on a search page. Use this space to convince them to click on your listing.
There are no shortcuts to effective SEO.
If you sell to a local market, it’s important to establish a local web presence on Google, Bing and Yahoo.
Local Search will allow you to come up when searchers are looking for local businesses such as plumbers. restaurants and lawyers. In some cases, your listing will also appear on a map.
Unlike SEO (which is content based) and Google Adwords (which is paid search), Local Search is a very specific form of search requiring a very different set of tasks.
In SEO, if you have good content, Google will eventually find you. You don’t have to do anything other than create the content and optimize.
But with Local Search, you need to reach out to the search engines – and submit your company data. You also need to submit the same data to dozens of online directories that may list your business. Inconsistencies in this data could cause problems in getting ranked in Local Search.
Another key strategy for Local Search is the acquisition of online reviews on Google, Yelp and other popular websites.
Social Media Interaction
Social media provides you with an opportunity to spread the word about your content and your business.
Even if you’re not an active user of social media, your business can benefit from the links, the exposure and the viral potential social media provides. More active users will have an advantage here.
Not all social media platforms may be right for you. Some, like Facebook and Pinterest, are better suited for consumer audiences. Others, like LinkedIn, work better for business audiences.
If you need help with your website marketing – whether you need a new website, improvements on an existing site or a better search program – call Bob McCarthy at 508-473-8643. Or click on the button below