Don’t Neglect Your Website

Analytics, Digital Strategy6 Comments

An Avinash Kaushik quote that I find myself repeating almost daily is “Don’t write cheques in social media that your website can’t cash.”

While I 100% agree with what Avinash is saying, I’d go even further and say don’t write cheques period that your website can’t cash. Simply put, your website (or ‘home base’) is probably the most valuable weapon in your marketing arsenal. It’s rare to see a marketing campaign these days (unless it’s purely branding) where the website isn’t at the heart.

Despite that, so many marketers, seduced by the perceived ease and reach of social media (Hint: it’s bloody hard, and reach is an illusion – you will never connect with all 600m denizens of Facebook), neglect their website or blindly continue plugging away with traditional tactics that, ironically enough, send people to poorly constructed landing pages and websites.

Landing pages and indeed websites are the front door(s) to your business, so why spend big bucks on acquiring traffic when all you’re doing is sending them to the online equivalent of a Soviet Gulag?

Here are 7 tips to keep in mind next time you’re planning your digital campaign and landing pages:

  1. Have a clear objective in mind. Know exactly what you want a visitor to do when they arrive at your page. That can be something like filling in a form, downloading a PDF or watching a video.
  2. Make sure you can track it. Whichever analytics package you are using, setup a goal for each macro and micro objective. If it’s something like watching a video or any other interaction, you might need to work with your web developer  to put in the proper code so you can do this.
  3. Design it effectively and align it with your objective. Landing pages should never, ever look like just another page on your website. They are a key conversion point that determine whether a visitor is going to go deeper into your site, buy your widget or handover their details. Not only must it look good and appeal to your customers, but it has to drive conversions.
  4. Hire a copywriter. While online video and audio is growing, the Internet is still 99.9799994392% text (don’t quote me on that). This gets overlooked incredibly often. You wouldn’t let a florist fix your car, so why leave your copy to someone who isn’t an expert?
  5. Always Be Testing (A/B or multivariate). Just because you’ve put your landing page up doesn’t mean the journey is over. This is only the beginning as now you have the fun job of refining and improving the page to eke out every 0.001% improvement in conversion rate. Test everything you can think of from colours, images, copy, fonts, forms, etc. but don’t go crazy. How much and how often you test can depend on how much traffic you get.
  6. Speaking of traffic, align your traffic acquisition tactics and creative with what your landing page. Probably the biggest contributor to bounce rate (a single page visit) and non-conversion is the web page meeting the promise of an ad, post, video, etc. It’s important that your website does what it says it does, without confusing or misleading your audience.
  7. Tell your story everywhere else. Keep your message platform agnostic and make sure it works across multiple touch points.

What do you think? What else should you do to keep your website relevant and convert traffic?

6 Comments

Comments are open

Prakky

Good post, Mal.
To the ‘copywriter’ writer section, I’d add that you need to find someone who is SEO-savvy. Often, ‘brochure speak’ is transferred to websites and it’s flowery content that does nothing for the organisation’s search engine rankings or business goals.
Cheers!

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Dan Monceaux

Great post, Mal… a fantastic primer for anyone about to develop an online business presence, or give their existing site an overhaul (our overhaul is coming in March 2011.. gotta make it through Fringe first!)

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website seo

I’ve been surfing online more than 2 hours today, yet I never found any interesting article
like yours. It is pretty worth enough for me.
In my opinion, if all webmasters and bloggers made good content as you did, the net will be much more useful than ever
before.

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