Your website is an essential marketing tool for your business. For this reason, your website performance should be continually measured, analyzed and updated.
One of the goals of marketing is to generate qualified leads to increase sales. Small business owners are always thinking about prospects and ways to capture those that come to their website. Information is continually being shared with visitors so they feel the need to fill out a form, and provide their contact information to begin the buying process and become a customer. One of the best ways to share content and obtain visitor information is by using calls-to-action (CTAs) and landing pages.
Do you have various types of content scattered throughout your website – in blogs or landing pages? Do you have a place where all this content can be organized? Such a place would be a resource center – a library of all your content. Every website should have a resource center for these reasons:
Resource centers should guide the buyers’ journey. Adding top-of-funnel content to the resource center, you are building awareness of your products/services, as well as attracting traffic. Using your middle-of-funnel marketing educates your audience through your content and show products and services that are valuable and beneficial for businesses. And finally, the solution and its value are revealed with bottom-of-funnel marketing and content, which is where a sale will hopefully be made.
The overall goal of the resource center is to provide educational relevant content that will help generate leads.
1. Gather and organize your content.
2. Create a resource center homepage.
3. Build out the content structure.
4. Allow social sharing.
5. Promote the resource center.
6. Find and create new content.
7. Measure the page.
Remember that content is key. By continually providing new content, you’ll be helping spread your brand name and increasing web traffic. All this helps lead generation and will grow your sales. So, why wouldn’t you want to have a resource center?
HubSpot is a leader in the inbound marketing world. They know the ins-and-outs of online marketing, and have created amazing all-in-one marketing software. The marketing software makes all these things possible:
Those are a lot of awesome features in one product, so you can see why we use it here at Stream Creative. HubSpot has built their brand and made themselves a credible expert in marketing and website growth and development. They are our go-to source for information and resources. Because we think so highly of them, we wanted to share their guide to optimizing your website for search engines.
First off, an explanation of the importance of website optimization, or search engine optimization (SEO), is needed. SEO is about focusing and narrowing the topics on the pages of your website, making each page unique. Having unique pages based on one topic, or keyword, helps search engines to track and index your website pages, and thus include them in search results. The goal of search engines, such as Google and Bing, is to serve the right content to the right person at the right time. Search engines also want to provide relevant and credible results, which ties in with SEO fundamentals. SEO fundamentals are what help determine your ranking in search engine results, and include:
When going through this guide and working on your SEO, remember that the ultimate goal is to get found by using keywords that are relevant to your business.
Once you’ve gone through these steps, you’re on your way to having an optimized website and increasing your search engine rankings. Optimizing your website it a great way to draw more traffic to your website because search engines will have an easier time finding your content and delivering it to search results.
One goal of your website should be to promote your products and services. Having a page for each product or service you offer will achieve this goal. A product page is so important because it showcases what you can offer your visitors. These pages are about educating visitors on the various ways you can provide successful solutions for your customers’ challenges. This will also help you to build trust and credibility, growing your brand identity. Aside from the website's homepage, the product and service pages are the most visited pages on your website. These pages are the virtual sales rep for your business, with an overall goal of educating visitors so they take some type of action. Creating pages that have a lasting effect are important for the potential of customer retention and sales growth.
Small business are always looking to increase their search engine rankings and website traffic through various search engine optimization (SEO) tactics. Link earning is a great way to expand your reach, bring in more website visitors, grow your rankings, and develop online authority. There are four simple steps that should be followed to help you earn inbound links and be seen as a credible resource by Google.
Inbound linking and off-page Search Engine Optimization (SEO) make up 75% of your site SEO, with the last 25% being the on-page optimization. (HubSpot) Pretty interesting statistic, huh? Makes you think about stepping up your link building game and revaluate your plan, doesn’t it?
Earning links is so important not only for SEO purposes, but also because it builds your online authority. Being an online authority means you are considered a thought leader on a specific topic. If you’re an online authority, the odds are in your favor of increasing your search engine rankings. Search engines consider inbound links as votes – the more votes (or links) the higher your website will rank. If you have bad inbound links, it takes away from your authority, you’re no longer trusted as a credible resource, and your rankings decrease. It’s also important to note that not all inbound links are created equal. Links with online authority are going to have more value and help your website.
Examine your current inbound link building plan to ensure you’re not making poor link building mistakes, and retain your online authority.
Let’s say that (hypothetically) you’ve made some of these mistakes. How can you recover your online authority?
If you’re still not sure if you’re website has spammy links, look for a steady decrease of traffic or rankings around the time of Google’s Penguin release (first released in April 2012). The recent algorithm updates are related to inbound links, and attempts to remove any bad untrustworthy links.
Have you made any of these link building mistakes? How did you recover? Share your helpful tips with us!
P.S. Stay tuned for ways to earn valuable inbound links!
Making a bad first impression can be the difference between attracting new business or losing out on an opportunity. With your competition only being a click away online, it’s important that your website immediately presents your business in a way that matches your expertise and professionalism.
With that being said, your homepage is the most important part of your website because it gives off the first impression of your business. It is typically the most visited page on your website. It is the easiest remembered URL. It shares your mission, values, and goals – and should quickly communicate to your audience how your product/service addresses their needs. A variety of different traffic types come to your homepage, so it needs to cater to every one of your buyer personas.
That’s a lot to ask of one page!
To make sure you have the best homepage possible, with a lasting impression, we’ve outlined 9 steps that need to be taken. Go through these steps and make sure you have completed each of them.
1. Set your goals. (Most crucial step.)
2. Create content.
3. Optimize the page for Search Engines (SEO).
4. Create an eye-catching header.
5. Build the menu/navigation.
6. Include Calls-to-Action (CTA).
7. Incorporate social media.
8. Create a footer.
9. Continuously test your homepage.
Make your website remarkable and stand out against the crowd by implementing these steps, if you haven’t already. Make that first impression a lasting impression that will continuously bring people back to your site, and hopefully turn the visitors into leads and customers.
Is your website optimized?
Hopefully, after going over the 3 reasons you should be using Google Webmaster Tools, you’re seeing the importance of a properly working and updated website. To help you with your efforts maintaining a top-notch website, we’re going to focus on the website structure next – another vital part of your website.