Your website is the crown jewel in your marketing tiara.

It helps your customers discover your business, builds your relationship with your audience, and converts browsers into shoppers. Or at least, it should!

While having a website is essential, it’s not enough just to throw up a home page and an about page and expect miracles. There are certain things your website must have to maximise your marketing and get the results you want.

But what are those things and how can you implement them to create an effective website that converts?

Well, there are 5 important things your website must have. Keep reading to find out if you have got all the right marketing tools covered!

5 Things Your Website Must Have To Be Effective!

1. Opportunity To Convert

Once people arrive on your site, is there an opportunity (or multiple opportunities) for them to follow through and make a purchase? If not, you are missing out on your golden chances to increase your revenue!

Think of every single page on your website as a conversion opportunity. It could be to buy a product or service online, to take the next step towards a purchase by booking a contact call, or entering their details into a contact form to send you.

Your website should be one of the main entry points into your marketing funnel. So, make sure there are plenty of ways for your audience to do business with you throughout the site.


2. Calls To Action

Of course you would love visitors to your website to become customers, but you may also want them to do other things. These things could be subscribing to your email list, taking a survey, scheduling a discovery call, watching a video, signing up for a free trial, or sharing your business on social media.

A call to action (CTA) is a prompt (such as a button, image, text, or pop-up) that prompts your audience to take a specific action.

Make sure it’s clear to your visitor what you would like them to do – but be careful not to confuse them with too many conflicting CTAs. Spend time figuring out which action fits each page, and focus on one for each.


3. Opt-in Or Lead Magnet

An opt-in offer encourages website visitors to subscribe to your email list. They share basic information (such as a name and email address) with you agreeing to receive emails. Often, an opt-in is paired with a lead magnet.

A lead magnet provides a bit of extra incentive for your visitors to subscribe to your list as they get something of value in return. Your lead magnet could be an offer of exclusive content like videos, e-books, or webinars, or a special discount or free trial.

Email marketing still offers one of the best ROIs across the board, and there are loads of benefits to growing your email list. Including a lead magnet helps encourage visitors to become part of your list, so you can continue the conversation and hopefully convert your potential customers into loyal shoppers!


4. Facebook Pixel

Your website can be a valuable tool for you to learn more about your visitors and target your marketing more effectively. Just one little Facebook Pixel provides all that and more.

By installing this short piece of Javascript code to the back end of your site, you can increase the ROI on your Facebook ads, track customers across their devices, retarget Facebook ads to visitors who have entered your site, and get in-depth insight into your audience.


5. Analytics

This is one of the most important things your website must have. Your website analytics provide you with a metric ton of priceless data about your traffic and audience. From the age, location, and device of your visitors to the popularity of each page and the way people interact with your site – even how they find it and where they go after they leave!

Analytics are vital to track, measure, test and review your marketing efforts, so you can continually tweak and optimise your strategy.

Such a valuable marketing tool must be expensive, right? Luckily for us, not in this case! Although there are various paid tools you can use, Google Analytics is free, in-depth, and offers plenty of help and support for newcomers.


So, how did your website stack up? Do you have the 5 important things your website must have covered off?

If not, now is the time to start optimising your website so that it works effectively for your business. If you aren’t sure how to do that or how to incorporate your website into your overall marketing strategy, then reach out to me today.


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