In a world that relies mostly on technology – from smartphones to laptops – your website is more important than ever. And, since over 75% of Internet users search for products to buy online, you’ll want to make sure your website has everything it needs.

Did we mention that the global number of Internet users is quickly approaching 3 billion? That’s a lot of potential business. No wonder why your website is one of the best potential marketing tools.

So if your customer’s are online, your website should be online, too. In a way, it acts as the digital equivalent of your actual business for all of these users. As a user yourself, you likely go through the same process – you go to Google, search for something and nine times out of 10, you end up on a company’s website.


Engaging content helps your users

When the user lands on your page, you can help move them along by providing them with clear, concise content. That means you want to make sure you lay out what you do, why you do it and how you do it better than the rest.

If you’re able to write your pages in an engaging manner, you’ll see 67% more leads than a company who doesn’t.

Don’t forget to post blogs, either. If you can manage it, aim for at least for times a week. This way, you won’t just increase your website traffic, but you’ll be encouraging your users to engage with your business through comments or even shares.


Connect on all levels

Name one person who doesn’t have a cell phone. Nowadays, it’s pretty much a given for anyone under the age of 75 to have one. So if your website isn’t mobile responsive, you’re missing huge opportunities.

According to Google, people are now using their smartphones for browsing – more so than desktops. Having a fully responsive website will put all of these leads right at your fingertips.

Plus, if your website is fully optimized, you’ll be rewarded by Google, and rank higher in search engines. This means even more visibility for your website and more chances for your company as a whole.


Have a smart website

Having a website that creates content based on each visitor is considered a smart website. Count on a reputable company to give you insight of your visitor’s preferences and needs. Then, you’ll be able to see what content speaks right to your customer.

Once you have this information, you can tailor your website to meet these exact needs. The more you’re able to customize your website to each visitor, the more likely it is that the visitor will become a customer.

An easy way to do this is through your blog. Let’s say your blog is on website design. Display a corresponding ad – like a free ebook – to see who clicks and engages. It’ll also serve as the perfect chance for the visitor to learn a bit more about your company and the beliefs you have.

Check out this checklist from and see how your website stacks up:

  • Easy-to-find contact information. You don’t want to make your users search for your email address, phone number or address. Make it pop, so they can get what they need when they need it.
  • Social media icons. Don’t just make these easy to find – make sure they actually work. You want your Facebook icon to go to your Facebook page and so on.
  • Pictures and/or images in your posts. Not only can a picture or image liven up the words, but it can help if you’re posting to social media. Plus, a visual break can be exactly what the user needs to continue moving forward.
  • Subscriber information. Another area you don’t want to have your users working to find is signing up for your posts, mailing lists, newsletters, etc. Make this part easy and enjoyable for them.
  • Index, Tag Cloud, Archives. You want people to be able to find other posts related to your business, product or service. Include these in your website to really expand your reach.

How’d you do? Your website is by far one of the most important parts of your marketing strategy. Not only does it act as your own personal sales team, but you’re connecting with your customers while providing them with exactly what they need.



In this Insivia Insight, Andy talks about how your website is the centerpiece of your marketing strategy and marketing approach. A website serves many functions:

  • Content marketing – a platform to post content that provides useful resources to your audience as well as boosting SEO
  • General marketing – a way for your customers or clients to interact with your brand and products/services
  • Recruiting – a place to showcase your culture and attract new employees
  • Landing pages – destinations for your PPC advertising

Ultimately, a well designed website will serve all of these functions, but they all serve one higher purpose: they help convert leads.

If you’re interesting in converting more leads and improving your ROI, click here to check out some information about conversion optimization.