Starting a home business, you most likely have a website. It’s a prerequisite but it’s also a tool that many home business owners aren’t using to the best of their abilities. The website is a lot more than just a place to plant your flag online. It is one of the most important tools when it comes to growing the business.
The very first thing a website should do is offer the business some of the visibility that it much needs. It should be helping your business grow some familiarity and appear to a lot more people. You can share content from the site on social media and advertise through guest blog posts and the like. But you should work on techniques like search engine optimisation and pay-per-click advertising that build its organic visibility as well. If people can’t see your site when they’re looking for exactly what your business provides, your SEO needs some more work.
When they get on the site, what are they going to see? That’s what the brand is all about. The website will be many a customer’s first impression of the business and it’s also where you have the most control over how that first impression will go. But to do it right, you need to figure out the core of your brand. Who are your customers? What do they want? What value does the products and services you offer have? Finding the right voice, the right format to produce content, as well as a consistent visual brand is important to creating a site that looks professional. It makes the business both more trustworthy and a lot more memorable.
Let’s not forget that your site is a site for a business. The most important task that it has once it has visitors is to convert those visitors into customers. Sometimes, this has to do with the structure of the site itself. If you’re selling directly online, then you should be looking at an ecommerce agency using tools suited to an online shop. If you want them to get in contact to pay for your services, then you want your site to be designed around showing off your expertise and calls-to-action that prompt them to call. Think about the aim of the business and make sure the site directs users in that direction.
One of the best ways to make sure your site is directing people better is to actually pay attention to what they’re doing on it. Analytics tools are going to give you all kinds of information on their visitors. They can tell you how they found your site, how they use it, what pages they visit and where they lost interest. All this data informs future marketing efforts and website designs, working towards a site that’s a lot better at its job and a business that better knows its customers.
Your website can help you better understand the business and the customer. It can be the primary factor in establishing a brand and closing leads. If you’re not using your website like the online Swiss army knife that it is, then you’re wasting money on it.