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The Three Roles Your Website Must Fulfill

Every business has a website, but not all websites are created equally. Most people don’t give it much thought, but there are actually different types of websites, and they each work best for a specific industry or objective. Some examples of website types include blog sites, ecommerce, magazine or online publication sites, media and entertainment, educational sites, and general business websites.

Regardless of the type of website you want (or need), there are three marketing roles your site needs to fulfill – and that must be reflected throughout your website on the Home page and beyond. If your website is not fulfilling these, update it. Don’t worry. This is not an expensive fix, and I’m going to tell you how to do it.

When a visitor arrives at your site, the first thing they want to know is what you do and the benefit of working with your company. That’s true regardless of the type of website you have or the objective(s) you are trying to achieve, but it is especially important if your site is part of your lead generation strategy – and it should be. Good ways to ensure that a site visitor can quickly learn what you do and understand your value proposition include using an appropriate title tag and having information on the top of the site that clearly states what your company does and what your value proposition is, in simple terms.

The second thing you want your Home page and website to do is to establish trust. This is perhaps the element that has the most influence on conversion among the three elements of the marketing trilogy (Know, Like, and Trust). Trust can be established by demonstrating expertise and a willingness to openly share your knowledge. Of course, visitors need to know your company before they build that trust, so including information about your company is crucial as well.

The third thing you will want to ensure your website does is point the way for the visitor. That is, once they have decided they want to get to know you and your company better, tell them what they should do next. Of course, this means that you should have a clear call to action (CTA), but it also requires clear navigation and a design that entices the visitor to learn more about the company and contact you. And the CTA should be a strong and compelling one (hint: “Call us now” is not a strong or compelling CTA).

All three of these objectives are mainly content updates, so you should be able to handle any necessary changes or enhancements in house, with the possible exception of the title tag. If you do not have full access to your website’s Content Management System (CMS), you should be able to get it from your website developer. There are other things you should definitely have access to (and control of) when it comes to your website. Call or email me , and I will tell you what they are and how to get them. And if you are interested in a complimentary audit of your Lead Generation strategy, schedule it here.