How to Build a Marketing-Friendly Business Website

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Every company must have a website in order to attract clients and boost brand awareness. Websites can serve as reliable resources for current and potential customers, as well as valuable marketing platforms. However, many companies create what they think is a marketing-friendly website, but often fall of the mark.

Publishing new research, posts, recommendations, and opinions make you look professional in you’re the eyes of your customers and clients. However, in order to make your website marketing-friendly, it has to be comfortable for your users to read, and to be appealing enough to make them want to read it in the first place. Here, we share valuable tips on how to make your website marketing-friendly, avoid the common pitfalls of marketing tech when launching a website, and encourage for marketing content. Here we go!

1. Use a Content Management System (CMS)

This is standard procedure for most websites, but nevertheless, it’s crucial to consider the type and quality of the CMS being implemented. The central benefit of a CMS is control over what’s published and who has the authority to do it, and efficiency as it relates to content publishing. From the development perspective, it’s essential to have a resource readily available that knows how to customize, upgrade, and add plugins or extensions. The marketing value of the site is ultimately enhanced by the ability to quickly adapt to needed updates or changes.

2. Standardize functionality

An important aspect, because it relates to conversion funnels and lead flow. The website is lacking a standardized function in which to track and collect customer data if, for example, it provides the sign-up form and the option to sign up for a newsletter on separate pages. Every newsletter form should use the same coding approach, so one solution can be implemented to track data across the whole site. This concept also goes for all points of customer interaction on the website.

3. Trackable share buttons

Integration social sharing and connection to the company’s social media channels directly from their website is important. However, not all social share buttons are equally created. Make sure to utilize ShareThis, AddThis, or other well-known third parties, verify that capabilities for analytics tracking are offered. If not, you can implement native channel share buttons and set up data tracking natively.

4. Tag management solution

Utilize a tag management solution to avoid burdening your web developers with requests for keeping up with the necessary changes to pixel places throughout the website. This can all be done by marketing technologists, who can change tags themselves, remain in control they need, and reduce the number of code changes required to make tracking code adjustments.

5. Usability

After you have your website designed well, make sure that your reader gets a great experience from browsing through your site. First, disable pop-ups on your website. It’s not likely that your visitors would want to buy your product, download a free ebook, or sign up for a free newsletter if it’s their first time there. Pop-ups are fair when the visitor expects them, but in most other cases, they’re considered annoying.

Fast loading and fast adaptability on mobile devices are some of the challenges of modern websites, as desktop search traffic was superseded by the mobile. Today, there are more chances that people are browsing through your website on their smartphone or tablet, rather than a desktop or laptop computer. Do you even know how your site looks on smaller screens? Some benefits of mobile-friendly design are strong online reading stimulation, increased page views per second, and easier navigation.

Ensure that your website is browsed and displayed properly on small screens. Before launching a website, you should test it. One of the ways to do it is through crowdsourced testing, by professional software testers. You can find out more about crowdsourced website testing here.

Utilize sub folders on a single domain

Rather than using multiple top-level domains or subdomains, utilize sub folders on a single domain in order to optimize for SEO and simplify tracking. For example, you want to add a blog to a domain you own (website.com). Rather than adding the blog as a subdomain (blog.website.com), you’ll want to add it as a subdirectory (website.com/blog) if the intent is to boost the SEO value for the overall domain. Blog articles build page value and attract traffic, which helps to accumulate domain value. However, subdomains are viewed as separate sites by Google.

Have you ever thought about how your customers see your website? Can they find the information they seek efficiently and easily there? When creating a platform that’s user-friendly and easily guides visitors to the information they seek, you need to understand what they’re searching for when they enter your website. Understanding this is vital to standardizing functionality, which combined with a well-crafted marketing-friendly website, will leave your website visitors satisfied.

 

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