A small percent.
Small businesses have to either trust that they’ve hired the right web developer themselves, or try building their website themselves with a tool like Wix or Squarespace.
The problem is: websites are harder than they look, and even a good website isn’t enough. In 2024, 71% of small businesses have a website. Having a website just isn’t enough to stand out anymore. Your website needs to be an asset to your marketing strategy.
Here’s how you need to use your website to market your business:
Content Delivery as Lead Nurturing
Use your website to deliver tailored content that nurtures potential leads at different stages of the sales funnel. From educational blog posts aimed at the top of the funnel to detailed product comparisons and testimonials targeting those closer to making a purchase decision, content can guide visitors through the funnel. Implementing a content strategy that addresses common questions and concerns at each stage can help move prospects closer to a buying decision.
Lead Capture Mechanisms
Your website should be optimized to capture leads through various means such as contact forms, newsletter sign-ups, free eBook downloads, or trial offers. These mechanisms should be strategically placed across your website to capture information from visitors at different interest levels. Employing lead magnets—valuable items offered in exchange for contact details—is a highly effective way to grow your database of potential customers.
Automated Scheduling for Appointments
Integrating an automated scheduling tool into your website can dramatically enhance the user experience by allowing potential clients to book appointments at their convenience. This not only saves time for both parties but also speeds up the conversion process. Tools like Calendly or Acuity Scheduling can be embedded into your site, offering a seamless way for leads to transition from interest to action without the back-and-forth of scheduling.
CRM Integration
Integrating your website with a Customer Relationship Management (CRM) system can streamline lead management and follow-up processes. Once a lead is captured on your website, it can automatically be added to your CRM, triggering a series of tailored follow-up actions, such as email marketing campaigns or sales team outreach. This ensures no lead falls through the cracks and can significantly increase conversion rates.
Personalization and Segmentation
Leveraging technology to personalize the visitor's experience on your website can significantly impact engagement and conversion rates. Personalization can be as simple as displaying different content based on the visitor's location or as complex as showing specific product recommendations based on browsing behavior. Segmentation, on the other hand, involves categorizing your leads based on their characteristics or actions, allowing for more targeted and effective marketing efforts.
Feedback Loops and Continuous Optimization
Continuously gathering feedback and analyzing data is vital to optimizing your website as a part of your sales funnel. Use analytics tools to track conversion paths, exit pages, and user behavior to identify areas for improvement. A/B testing different elements of your website, from headlines to CTAs, can help refine your approach and improve effectiveness over time.
Security and Trust Signals
Ensuring your website is secure and communicates trust is crucial, especially when capturing personal information. Implementing SSL certificates, displaying security badges, and ensuring privacy policies are up-to-date are essential steps in building trust with your visitors.
Incorporating these elements into your website strategy can transform it from a static digital presence into a dynamic, integral component of your sales funnel. By delivering valuable content, capturing leads, and facilitating interactions like appointment bookings, your website can work tirelessly to nurture and convert leads, contributing significantly to your business's growth and success.