What’s the use of a website in the modern world of marketing?
I was sitting in a meeting recently talking about websites. I don’t talk websites very often as I am not a SEO expert or a web developer but do often create content for those with websites. And as we were talking through the what and how of the website, I thought to myself – is a website really needed in today’s world of social media? When we are all a click away from talking to someone on screen, when AI can gather information from across the metaverse and analyse it in minutes and give you its (Ok sometimes biased) opinion? What use is having a website in the modern world of marketing?
As someone whose whole career has been based around communication, of course I think websites are a good thing. They give you an owned media platform to effectively shop window your goods or services, a space to air your thoughts, and of course can help with SEO. And I am the proof of the pudding as I am hosting this opinion piece on my own website.
But the thing I like most about websites is that they are communications that are not forced upon you. They are like the cool kids of comms. Unlike social media which has become a barrage of OPINION said in a VERY LOUD VOICE. Websites aren’t in your face, but more at your fingertips.
So instead of being the salesman that social media has to be – you have 5 seconds, maybe even less, to engage a potential viewer before than person starts scrolling past you- if you have got them onto your website, you have time to really talk to your clients/influencers/potential and current staff, woo them, while finding out what they like (through analytics). Of course you can also highlight your creds through case studies, show your values through your policies and mostly importantly talk about those quirks about your team that make them stand out, leaders in their field, without it sounding like a self promo brag.
So how do you get people to your website in the first place? As what’s the point of having it if no-one is visiting it? Well of course that’s where great content comes into play. Having real insights and value on your site means people will come to learn. Having free tools to use will mean people can try before they buy and of course making your shop window relevant to your customers, not just another me too or look at me, means that people are more likely to enter, and stay in your shop.
It also might just help you define what you want to say on your socials too. Give you another place for the long form content rather than having to delve into LinkedIn Articles (or Pulse as it used to be called), although of course you can always post there too but remember you are feeding LI’s algorithm rather than your own then.
Sure, tease them with content on your socials and other platforms that have a wider reach than yours. Tempt them in with the lure of what lies beyond the home page, but also be constant and consistent in your approach – one blog a year isn’t going to make them come back again and again.
So lesson learnt for me today – remember the value of my website, post more often, be respectful of the O in POEM (Paid, Owned, Earned Media if you haven’t a scoobie what I am talking about). And remember at the end of the day, if you aren’t talking about what you offer to your customers, how can you expect others to?
Picture with thanks to Photo by Junior Teixeira: https://www.pexels.com/photo/semi-opened-laptop-computer-turned-on-on-table-2047905/