What is website marketing? Website marketing is the analysis of user interaction with a website, and implementation of changes to improve that interaction. For many digital businesses, website marketing is the key to success.
Website marketing is not trying to sell people your website – it’s trying to prime your website to sell to people. Websites are the storefront of the internet because digital businesses don’t have space for people to walk around in and to try things on. If you were running a brick and mortar business, you would easily understand how maintaining this space can be important.
People don’t want to buy from a store that looks sketchy, or dirty, or where the service is slow. And they certainly don’t want to do the same on the internet. Website marketing is what you need to keep your digital storefront clean, reputable, and fast.
In this article, I’ll give my in-depth answer to “what is website marketing,” and explain how you can begin to implement it in your business. If you’re looking for more free training on concepts like this, I’m happy to answer any questions that you might have. Articles like “How Does Pay Per Click Work” and “What is Content Marketing” can help prepare you for success as an SMMA owner.
What is Website Marketing?
Website marketing has a four-part definition if you want to gain a holistic understanding of it. First, website marketing is the continual analysis of how users interact with and use a website. Website marketing helps you to develop an understanding of what pages and content people are attracted to, why, and how you can move them elsewhere. You will also use website marketing to help your SEO attempts – give my article “How Does SEO Work” a read if you want to know more about how these two interact.
The second part of website marketing is the tracking aspect. If you want your website marketing to be effective, you need to track all of their behavior from the moment that they got to your website. You need to know where they came from, where they went, and what they did. To succeed, you need to know where your traffic is coming from and if that traffic is buying. Sometimes, you’ll find that lower volume traffic from one platform actually brings in more revenue than higher-value traffic from elsewhere.
Website marketing is also heavily involved with your website design. Once you’ve got a good understanding of who your users are and how they’re engaging with you, you need to be able to design for that audience. Working with or as a designer will show you that there are plenty of changes – even very minor ones – that can be made to help improve your website. Of course, the design element can also be crucial to your SEO efforts. Mobile responsiveness, for example, is a huge ranking factor in the modern Google algorithm.
Finally, website marketing involves the actual marketing efforts that are on your website. If you’re making YouTube videos, you might want to have the embedded on your website somewhere (like I do.) And if you’re producing blog content, you want to make sure that content is seen. An e-commerce site needs to have it’s product pages heavily featured and always easy to navigate to. These are the attributes of a site you should be evaluating.
In addition to this, though, you need to also be looking to implement and evaluate CTAs and lead magnets. Your website marketing can always improve through the implementation of widgets like an email popup, or even simple links with good copy. Messenger bots are becoming increasingly common on websites, and you could definitely find a way to make them work for you.
Your website helps with achieving so many different marketing goals so you need to be putting a lot of effort into every detail of it.
Strategies for Website Marketing
Once you know what it is, can you tell me: what is website marketing meant to do? What is the purpose of website marketing? Once you know the answer to that question, most of the strategy becomes obvious. The answer, if you can’t think of it, is that website marketing is meant to make your website as effective as possible at interacting with your core audience.
With that said, there are a few tactics that you need to have in your toolbox. First of all, you need to know all the ways you can tailor your website to your target or ideal audience. Choosing your words and crafting relevant, actionable copy is a huge attribute of your website – every word on your site should be thought over a hundred times. When it comes to your call to actions, go over them one hundred and one times. CTAs are the key to deciding if your website will function as a marketing tool.
Look for ways to create and to reinforce authority on your site. How can you prove that you’re worth doing business with? Build trust through associations, by showing your face, and by being transparent. If you can’t provide testimonials, you can prove that you’re a real, trustworthy human being.
You need to design for your customer, as well. Start by considering how your client is using your website, then cross-reference with visual psychology to determine how to improve. Figure out how users navigate your site and how many are using mobile vs. desktop. Then, create a visual audit. Grid out your site, and tweak the layout until it’s intuitive, uncluttered, and clean. Look for ways to use visual elements to make your site stand out, and how you can use banners and side bars to influence users.
Consider the interaction of SEO with your website marketing. Are you delivering on the keywords you’re using to gain traffic? Have you mapped out your keywords? Make sure that you have a plan not only to gain ranking with blog posts, but to deliver on those rankings with good content. Ensure that the keywords you use in your advertising are delivered on and that your sales pages and landing pages have relevant keywords.
Finally, make sure that your website is providing value – in other words, make sure that your website has lead magnets. Use downloadable content and resource creation to drive downloads, develop and email list, and create authority. Recommendations, discounts, and good content are other ways to increase production from your website. You can also use these to integrate your website marketing more with your social media marketing – here’s an article if you’re wondering what is social media marketing doing for my website marketing.
Website Marketing Tips
When it comes to tips for website marketing, I want you to return to the question: what is website marketing? You know what website marketing is now, so you have a good idea of what you need to be doing. The trick is going through these steps the right way to have the biggest effect on your business.
My first tip is to go into website marketing with a plan, and more specifically a wireframe. You should have an idea of the pages that you need, and where they need to be. Work through your wireframe a few times to see what layouts feel natural and work for you. If you have the ability, show wireframes to potential users in your target audience to see how they like the site.
Figure out which analytics are the key to your website, and where you need some improvement. Maybe your website isn’t getting enough traffic – in that case, track where it’s coming from. Whatever holes there are, you need to find them to be able to improve on them. Some key analytics are traffic source, navigation path, bounce rate, and conversion.
Finally, split test your site to be constantly trying new ideas for improving your website. A/B testing is a great way to decide between a few ideas, as it allows you to put those ideas in front of your audience. Knowing what works with your audience and what doesn’t is what website marketing is meant to do, and split testing is a great way to do it.
The Advantages of Website Marketing
“What is website marketing doing for my business?” is a question that you’re going to have popping up from clients often. The simple answer is that website marketing is going to make sure that their website works. Website marketing will drive traffic through search engine results, and make sure that traffic converts by building trust and creating landing pages.
To make your SEO effective, you’re going to need website marketing. If users get to your website and don’t see what they were looking for, they’ll bounce and your results will get worse. So, website marketing can help increase traffic in that way.
Website marketing also does a lot of the legwork in building trust and exemplifying authority, therefore convincing the customer that they should buy. That’s the second major advantage of website marketing: it decides if your website will create sales or not. The aesthetics and copy on your site will determine if people buy or not, so it only makes sense to allocate time and energy into those things.
Finally, good website marketing opens you up to work more elsewhere. Once your website is effective, you won’t have to update it every day. While websites need continual maintenance, you don’t need to invest too much time after setting it up. Compared to the results it can see, this makes website marketing a no-brainer.
That should answer “what is website marketing” for you and what is “what is website marketing doing for me” for your clients. Once you know those answers, once you’ve implemented a few of my website marketing tips, you should be able to create websites that will function from a marketing perspective. Website marketing is cleaning up your digital storefront – you really only need to know how to pick up the broom.