Many businesses recognise they need a new website, but they don’t always understand why. A website is often seen as a necessity, yet its true impact on the entire sales and marketing process is frequently overlooked. At Eyeweb, we go beyond simply building websites – we help businesses develop a comprehensive digital marketing strategy that drives real results.
A Website Alone Isn’t Enough
A common misconception is that having a website is sufficient. In reality, a great website should be an integral part of your wider marketing strategy and requires ongoing care and attention. Investing in a new website without considering the supporting elements of your marketing function is a significant missed opportunity.
It’s vital to think carefully about what you want your customers to gain from your website and how it aligns with your business goals.
What Purpose Does a Website Serve?
Customers now expect every business to have an online presence. Without one, you risk losing potential clients to competitors who are actively promoting their services online. A website serves multiple purposes:
- Sets the tone for your brand
- Demonstrates expertise and knowledge
- Showcases your products and services
- Builds trust and credibility
- Introduces your team and adds personality
Your website is often a potential customer’s first impression of your business. It is also a valuable tool for engaging existing clients, keeping them informed about new products and services. Rather than standing alone, your website should complement all other marketing activities within your business.
Where Does Your Website Fit Within Your Marketing Strategy?
A website should never be left to fend for itself. It is just one component of your overall marketing strategy. To maximise your return on investment, consider the entire customer journey.
1. Marketing
Marketing activities move potential customers from awareness to conversion. Your business can leverage “owned” assets such as social media channels to expand reach and keep clients informed.
2. Website
A high-quality website educates both prospective and existing clients. Whether you have a brochure site promoting services or an eCommerce platform selling products, exceptional website design helps convert interest into leads.
3. CRM & Sales Tools
Various tools can assist in managing your sales pipeline. CRM platforms like HubSpot help track leads and organise contacts, while tools like Canva enable the creation of persuasive sales materials.
4. After-Sales Care
The relationship with your customer doesn’t end at the point of sale. After-sales care fosters repeat business and encourages referrals. Keeping in touch with existing customers through initiatives like email marketing adds value and strengthens loyalty.
Websites Are a Key Part of Your Marketing Strategy
A strong digital marketing strategy guides potential and existing clients through their buying journey. Understanding how clients interact with your business allows you to build a marketing funnel that nurtures leads and drives conversions.
The Three Stages of the Marketing Funnel:
- Awareness – Activities such as SEO, PPC, social media, and PR introduce potential customers to your business.
- Consideration – Your website and email marketing reinforce your value proposition, persuading prospects to choose you over competitors.
- Conversion – Effective sales tools, compelling materials, and proactive sales strategies turn leads into paying customers.
Once visitors arrive on your website, it’s crucial to maximise their engagement. Strong design, intuitive UX, and high-quality content will help generate leads. However, capturing leads is just the beginning – you also need a strategy to convert them into sales.
Think of your website as a shop window. An eye-catching display may attract people inside, but what convinces them to make a purchase? That’s where your wider marketing strategy plays a crucial role.
Get the Most from Your Website
Many businesses assume that once their website goes live, the hard work is over. In reality, a website requires continuous management to remain effective. Your web design agency should work with you to keep it optimised and aligned with your business goals.
A proactive website development agency will help you extract maximum value from your entire digital marketing strategy. At Eyeweb, we monitor website performance and adjust ongoing marketing efforts to enhance ROI.
With regular strategy meetings, we ensure your website continues to support your business growth. Whether it’s refining SEO, improving PPC campaigns, or developing engaging social media content, we take a data-driven approach to digital marketing.
Remember, an engaged customer will return to your website regularly. Keep your content fresh, relevant, and valuable for both new and existing customers. Regular updates, special offers, and industry insights will encourage loyalty and ongoing engagement.
Eyeweb Helps You See the Bigger Picture
As with anything, the more you nurture it, the more it grows. Care for your marketing, and your audience will expand. Maintain your website, and your leads will increase. Prioritise customer engagement, and your sales will rise.
As a Hull-based website design agency, Eyeweb offers a complete digital marketing package. Our work doesn’t stop when your website goes live – we partner with you to develop and execute a digital marketing strategy that maximises your investment.
We ensure your website remains a high-performing asset that complements your broader marketing activities. Our office, situated on the banks of the River Humber, is always open for a chat. Get in touch, and let’s optimise your website as part of a comprehensive digital marketing strategy.
