Today I’m excited to be passing on one of my most useful info-nuggets (well I think so anyway.) I’m going to explain the strategy/logic that backs up how we build and structure your websites on Worx.
The good thing is, the goals of this digital strategy are basically the same for all businesses, so it’s a great framework for Worx websites, and is super simple to get your head around. Let’s get going with…
To increase the profile of the website and boost it further up the search rankings
This is to help get more people who are interested in your business/services visiting your website to check out what you do.
To convert these visitors into clients and customers for your business
Fairly obvious that one!
To support marketing activities
Websites can work pretty hard to support your marketing, with little effort from you, so we set them up to do just that.
The Worx Way
When we build your website on our Worx WordPress platform we do a number of things to support these goals, such as:
- Making it responsive and mobile friendly (helps with search and usability)
- Undertaking search engine optimisation activities (ditto)
- Installing the necessary tools to keep your site secure (obviously necessary)
- Setting up with Google Analytics (so we can track its performance, which can help us improve conversion rates)
- Social media profile set up (of profiles your business is not yet on)
- Integration with social media (so your blogs and updates are automatically shared across your network)
- Information capture (so you can capture the information of people interested in the business/services when they are on site and use it in email marketing campaigns etc)
How it Worx
So, to explain how it all comes together, we’ve got:
- A well optimised website to help it perform well when customers search for you and your products directly. This SEO (search engine optimisation) stuff depends on a whole range of factors. Search engines want to show the best results to searchers, and use things like your page content, keywords, meta data and bounce rate to determine the quality of your website. We set up the site with the necessary data and tags in there, then help you to build on this to improve performance. This is done with activities like regular blogging and the fine tuning of your content so it is most helpful to visitors.
- The ability to capture data. This could be a ‘Sign up to newsletter’ box, a contact form or blog subscription option. This means your website is actively gathering the contact details of people interested in your services. You can use these details in all sorts of ways, including sending out an email campaign, starting a telemarketing campaign, and even targeting your social media advertising.
- Social media profiles linked to your blog. So when you’ve got news that would help promote your business, such as a new product or service, new staff, offices or clients, you receive any awards, reach any milestones etc, all you need to do is write a blog post about it. Then you can either whizz it to us to upload, or upload it yourself, and when we hit ‘Publish’ it will zoom off to your various profiles and announce your news, thereby marketing your biz.
To get the most out of the Worx set up you should:
- Blog. As much as possible, while keeping your posts interesting and relevant.
- Spend some time on social media. Reach out to your customers and potential customers, talk to them and offer your expertise.
- Use the data. You can send campaigns by email, call leads up on the phone or use the data to better track your website and social media marketing performance. Sending out a regular newsletter can be a great way of staying fresh in everyones minds.
- Tool up. We’ll send you plenty of info on tools we can add to your site to help achieve all sorts of goals. With pop-ups to increase conversions, social sharing buttons to help spread your words, content distribution plugins to reach new markets and with hundreds more, your website will be working hard for your business.
- Refine, tweak and tune. With our help, and that of Google Analytics, you can see where your visitors are coming from, where their going, what pages are performing well and which ones aren’t. This info can be used to hone in on the pages that need improving.
We will be writing plenty more about all of these topics, so if there is anything in here that you would like to know about first, or you have any questions about how it all works, just let us know in the comments.