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Putting the Cart Before the Horse: Is Your Website Marketing-Ready?

137180231We spend a lot of time on this blog discussing various tactics and methods of attracting and driving quality traffic to your company website. A vast majority of brands, especially SMBs, concentrate their marketing budgets on these tactics, and leave little for designing and maintaining the actual company website. This is an example of backwards thinking; the website is the tool that will ultimately convert that traffic into leads and customers, and if it isn’t doing its job, then all of that traffic is useless – and the money spent on driving it to a less-than-stellar website has been wasted. Brands should prioritize their website, and make it an integral part of their digital marketing strategy. Why is the company website so important, and why should marketers think about it in these terms? We can think of three reasons off the top of our heads:

The Website is Representative of your Brand:

Think of your website as your digital storefront. Visitors come here to learn more about your brand, your products and services, and how to take the next steps (hopefully, convert into a lead or customer). If you have slick ads, robust search engine marketing campaigns, and professional email messaging that all leads to a slapped together or poorly designed website, not only will it fail to convert, but it will negatively impact the overall perception of your brand. If your website is not building brand value, it is detracting from it, which will hurt your bottom line in both the short and long term.

Continue to read on our blog: Putting the Cart Before the Horse: Is Your Website Marketing-Ready?
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This entry was posted on December 18, 2013 by in online marketing, Web development and tagged , .
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