In my 11 years of building websites, the landscape has shifted quite a bit. I began this agency as a freelancing side-hustle, building basic sites for local businesses around 2013. Back then, a straightforward online presence was often enough: showcase your products or services, plop in a couple great photos, post your hours, and offer a booking or ordering option.
Just having a website—just existing on the internet—would sometimes boost sales upwards of 40% in the first couple months.
Years later, my stint in digital marketing for an organic food startup (and attending industry conferences) opened my eyes to the broader digital world, the vast and quickening changes, and the many many moving parts. And now, working one-on-one with clients again, I've noticed a trend. Many business owners, entrepreneurs, and artists still believe that launching a website is the final destination. And depending on your goals, a simple website may be just what you need. But mayyybe, dear reader, you know it can be a multi-tool like no other if you have the right game plan.
So, let's crack open this can of digital worms and explore the evolving role of a brand’s website in 2024.
The Essential Roles of a Website
If you’re dreaming of a new website, you already have these on your wish list.
Clearly Showcasing Your Offers
Whether you're selling products and services, running a nonprofit, promoting your portfolio, or sharing ideas, your website provides a platform to highlight what you well, and how you do it differently than others.
Boost Credibility
A functional website is a hallmark of a functional business (ask me how I know!) It's often the first impression your audience has with you, making it a critical component of your brand experience.
Operational Details at a Glance
Business hours, locations, FAQs—your website offers a convenient space to find essential operational details.
Portfolio and Testimonials
Meta is many things, but it’s not quite a website. If you’re ready to graduate from your instagram or facebook page, showcasing your work and testimonials in a more intentional space is an important step forward.
Serving as Your Business's Information Hub
Beyond detailing your services and providing contact information, your website can be an internal tool for onboarding new employees or sharing PR materials. Most web builders now have built-in tools to include email marketing, invoicing, appointment booking, and much more.
A Website’s Limitations
Some believe a website alone can do all the marketing magic.
Unfortunately, having a website doesn't guarantee traffic. Eric and I started this website last year and intentionally did not do much to announce its existence, work on SEO, or create any content. The result was sparse visits concentrated in the cities where our moms live (thanks moms!) If you're aiming for heavy traffic from new visitors beyond your existing fan club, proactive steps—from SEO to advertising—are essential.
(above) Your website’s place within the plan: While there are many different recipes to use, brand identity and a solid website are foundational to reaching your goals with digital marketing.
Maintenance and Updates
Think of your website as a digital storefront for your business. Just like a physical store, it needs regular upkeep. Content updates and general housekeeping matter, but technical maintenance is vital. Ever stumbled upon a site with a “Your Connection May Not Be Private” warning? That's an expired SSL Certificate, a potential hacker's dream (get out of there!). Fixing it is as simple as flipping a breaker when your power's out. But you've got to check in regularly or have someone who does.
Understanding Sales Dynamics
E-commerce sites might be all about direct sales, but many websites are more like tour guides, leading visitors through the sales funnel. What’s a sales funnel you ask? Well my friend, I’m not going to lie: you are in one right now. While I'm not a fan of the terminology, it is what it is. Blog posts, landing pages, social media, digital ads, QR codes, calls-to-action, etc. are all part of connecting with the people who want to work with you, buy from you, invest in your idea, or engage in your story. The tone and vibe of your funnel is what sets you apart (we’re going for the organized-yet-eclectic kind of funnel).
If you’re ready to tidy up your digital marketing efforts with a clear goal, solid strategy, and the right tools—let’s build your Brand Evolution Blueprint!
We Build the Foundations.
LEARN ABOUT THE BLUEPRINT
Maximizing Your Website's Marketing Potential
Harnessing the Power of SEO To ensure your website reaches its intended audience, SEO is crucial. By optimizing for relevant keywords, you increase the chances of ranking higher on search engines.
Driving Traffic with Content Marketing Regular blog posts or articles not only provide value to your audience but also position you as an industry expert, driving organic traffic to your site.
Integrating Your Marketing Channels Your website should work in tandem with your social media, email marketing, and other channels, creating a cohesive online presence.
Using Analytics to Refine and Improve Tools like Google Analytics offer insights into visitor behavior, allowing you to refine your website for better user experience and conversion rates.
The Digital Journey
Your website is a foundational tool, but it's essential to see it as a starting point, not the destination. By investing in a holistic marketing strategy, you can truly harness the power of the digital world and ensure your business thrives.
Ready to Elevate Your Website's Potential?
It's one thing to understand the importance of a well-structured website, but it's another to implement it effectively. We specialize in strategizing and setting up websites that are not just digital placeholders but powerful marketing tools. If you're ready to transform your website into a dynamic asset that's primed for marketing success, we're here to help.