Your website is perhaps the single most important piece of your sales and marketing tool kit, even if it isn’t a primary sales tool. Whether you are a B2B service provider in a high-touch industry or B2C firm selling lower-priced goods, your clients and customers will check your website before they buy from you, even if they can’t buy online.
Your website should also serve as a hub for many of your other digital marketing efforts – social media and email marketing, in particular. These are media where you can typically only grab a moment of your audience’s attention. You want to engage them enough for them to want to dig deeper. That’s where your website comes in.
And that’s why it makes good sense to invest in your site not just in building it right, but in maintaining it over time.
Update It Often – Content
After you’ve tackled the basics of attractive design, solid coding and strong usability, nothing is more important to a site’s success than keeping it updated with engaging content. Fresh content is catnip to search engines, and it provides a great way to engage with your audience over time. Keep ‘em coming back by keeping ‘em interested.
Update It Often – Coding
Your website absolutely, positively should be built using a content management system (CMS) like WordPress or Drupal. These make it easy for you to add content on your own, without the expense and delay of waiting for a developer to do it for you. But all CMSes are built atop databases, which make them susceptible to hacking and malware attacks. Keeping the site code up to date is critical to keeping it running.
Regular Critical Reviews
In addition to using a CMS, you should also be using an analytics package like Google Analytics. This will give you the data you need to evaluate what is working on your site and what isn’t.
Without this information, you won’t know which kinds of content your audience is reacting to most strongly and you won’t be able to tailor your efforts to maximize your return.
If there’s one area I would encourage you to invest in outside help, it’s analytics interpretation. Getting good answers here can be the difference between a site that works and a site that works wonders for your marketing. The additional investment is minor; the additional revenue can increase your profitability significantly.