As a business owner, you will know that your website is one of your most important sales channels. However, your website does not only have an impact on your rates of sales but also on your digital marketing strategy. This guide is here to help you understand more about how your website is impacting the potential of your digital marketing strategy.
Search Engine Optimization
Search engine optimization, or as it is more commonly known, SEO, is the practice of increasing the volume of organic, relevant traffic to your site. Marketers have long since recognized the benefits of SEO on everything from brand awareness to customer loyalty.
Did you know that your website design is likely having a big impact on the success of your SEO practices? You can spend a huge amount of time and resources on increasing backlinks or posting engaging content, but if you don’t have the right website design, SEO can never yield the intended results. If search engines cannot crawl your site, or if your site does not comply with their algorithm, then you will never reach the top-ranking spot.
You only need to check out the services that a web design agency can offer to understand just how varied and complex a process it is. If you are not familiar with website design, then you might not realize how the intricacies involved in the design process impact your brand image.
A digital marketing team can spend ages creating and marketing a brand image that perfectly appeals to your target audience. If your website does not embody your brand image, your digital marketing efforts will all have been wasted. Your site needs to embody your brand image to encourage conversions and help to create long-lasting relationships with customers.
Providing Valuable Data
Customer data can provide marketers with invaluable resources, and these resources can be used to create and implement more effective digital marketing strategies. Some of the data that a website can offer includes:
- What pages a user interacts with
- Where a customer is located
- The age and gender visitors to your site
- Through which channels a user arrived at your site
- How long a visitor remained on your website
- Which pages a user spent the most amount of time on
If your website design does not appeal to users, is too difficult to navigate, or does not look safe, then most users will simply click off. This means that you will not be able to harvest this bank of useful data. Customer data is not only useful to digital marketing teams; a number of other departments, from customer service to product development, benefit from access to customer information.
The three points listed above showcase just some of the ways in which website design can affect digital marketing strategies. In reality, the impacts of website design extend far beyond the three examples given above. To ensure that you are always getting the highest return possible from your digital marketing campaigns, you need to optimize your website.