How do you make a website marketing technically sound?

To properly use your website for marketing, there are a number of things to comply with for the best return on investment. Whether you’re having a new website created or updating an existing one, it’s good to consider several elements. I will cover them point by point.

Communications

The first step in achieving a Web site that is properly set up for marketing purposes is your communication strategy. It must be incredibly clear to the client what you do and how it solves a client’s problem. It can be very difficult to set this up properly, but this is where I have a solution: My Story Brand is a model on which you can plot your story. The two main points to consider are:

1 Talk in solutions, not services/products.

So instead of “We are a professional WordPress website builder that makes beautiful websites” we say “We make websites with wow effect.” So sell the dream instead of your product or service.

2 Write clear and short texts; less text is usually better.

This also forces you to look critically at what you have written. Make sure you have clear titles for the headings. As a test, you can scroll through your website page and read only the headings: does it make sense? If so, you’re on the right track.

Structure

Make sure your website has a clear and straightforward structure. Your menu should be a logical sequence of sections that go into more and more detail. For example: you start with your homepage, your solutions, your evidence and then a section about us and contact. This is a logical order for a user.

When looking at more complex websites, it makes sense to group content (types of pages) together. This is of course completely dependent on your website but use as basic thoughts: how do I group my pages in a way so my customers understand where to go?

Landing pages

Any page in your site can serve as a landing page. A landing page is a page within the website where you intentionally drive traffic in. Keep in mind that customers land on such a page without knowledge. Is it immediately clear to them what they can find here and what they have to do next? Landing pages are not necessarily intended to trigger an immediate conversion action – these are usually called squeeze pages and have only one option: leave data.

A landing page normally offers an explanation of one specific part of your offering. For example, this could be a page about the solution you offer for a specific target audience. It can also be a case that focuses on a specific vertical/branch. Whatever the angle: make sure your customers get clarity and can take a logical next step. That next step could be a conversion or a click-through to an in-depth page.

Micro conversions

Make it easy for your website visitors to convert easily (and low-key). Not everyone is ready to immediately move on to a purchase or schedule an appointment. Arrange a low-threshold way to build the relationship such as a brochure download or an option to start a WhatsApp conversation. This way you can still win over website visitors and connect with your target audience. Think carefully about what adds value for your customer and build your micro conversions around that. It should hurt a little to share it for free – that means it has real value.

Tooling

Get a handle on your Web site data with marketing tools such as Google Analytics 4 and HotJar. These tools allow you to gather information about your website visitors. You can use this data to understand how your website is performing and where potential problems are in your funnel. Try to schedule time to get your data setup in order with a dashboard and use the data for optimizations of your website.

Optimize

If you have all the above things in place then your website is basically ready for online marketing. Now comes the time to launch marketing campaigns and actively start your SEO. Get started and continuously monitor the above points to see how you can improve.