In the digitization age every organisation needs to have a website. They expect that as soon as the website is online the organisation will have a higher visibility on the market and their potential target audience is automatically coming to them. What organisations fail to see is that having a website out there is not enough to have a web presence. They need to be converting websites.
The amount of visits on a website is called traffic. The more traffic the website gets, the more likely some of the visits will convert into leads and eventually into customers. Just having the website up with a good domain is a first step. The decisive factor of a website though lies in its embedding within the total sales & marketing strategy. As the strategy is evolving over time the website should also evolve over time.
Converting Websites are strategical decisions
Most organisations see the website as something they have to get up and running quickly, but creating a website is a strategical decision the same way as creating a certain ad campaign, to sponsor certain events or attend certain exhibitions with a booth. Nobody expects to attend a booth, an event or run a campaign simply to just be there, but rather to convert potential leads into paying customers. The same goes for a website – it is not a vanity investment, so we can feel good to have a website. It is a sales and marketing tool and as much as any other activity it requires efforts and investment.
An initial website being uploaded and created is a start but a website is never done. It needs attention, updated information and improved display of the information available. A good blog for example can convince the target audience, that the organisation has great knowledge about the services it is selling. A web shop can always improve its conversion / sales rate.
It is important to constantly evolve the website, improve its appearance and content. Therefore, the data needs to be ready and it should be clear how someone is able to read that data. Data read correctly can do a lot of good but if it is misunderstood it can do a lot of harm.