Your website is the basis for successful online marketing! The content structure and the technical implementation of your own company website are central components of online marketing. To get straight to the point: without a good company website, all marketing measures will more or less come to nothing. Why is that?
Three good reasons why your website is so important:
Prospects want to know if you’re the right person for them
Prospects will usually visit your website first – long before they pick up the phone or write an e-mail. Incidentally, this also applies to those who have become aware of you through a personal recommendation. Only when your potential new customer has found sufficient evidence by visiting your website that you could be a “suitable” provider for them will they actively contact you.
Website visitors will only convert to customers if your website gets the right information to the point and offers suitable incentives to buy or contact them.
Google wants to know what your company stands for
Ideally, it works like this: Someone searches for your service or product (on Google.de, of course). Because your website appears “at the top” of that Google search, the searcher clicks through to your website and finds exactly what they’re looking for. Voilá!
Unfortunately, it is often not that easy in practice! The challenge is: How do you manage to rank “at the top” of Google for the relevant search queries?
A sensible solution is: Only if your website provides helpful, unique and interesting answers to the search query compared to your competitors will it be classified as particularly relevant by Google and listed accordingly “above”. Achieving this is really not easy, because usually there are already (several) well-positioned competitors. Nevertheless, it should be a clear goal for you to be easily found on Google. That means in plain language: A high-quality, interesting and helpful website content is another key to success!
Your website visitors also surf with their smartphones
Word has gotten around about the major role smartphones and tablets play in people’s surfing habits. So there is no way around it: A good website must also be optimized for mobile devices.
While the first two points are aimed at the content of your website (content), this is about “clean” website technology. Because if you want to present good content on a bad website technology, you have bad cards. Here, too, the bottom line is: your website is the key to success!
A good website requires a lot of resources and know-how
What actually makes a good website? The answer to this question is not easy – and it is certainly not easy to give a blanket answer. It depends in many ways on your company, the services and products you offer and, last but not least, on your business model and your chosen (online) marketing strategy. Nevertheless, I would like to mention a few basic points, which are usually (especially for SMEs) useful and target-oriented:
- In general, your visitors must be able to find their way around!
- The menu should therefore be clear and, based on the designations used, make it clear what content can be expected behind the corresponding menu item.
- Think early on about how and with which terms your potential customers are looking for you! Keyword: keyword analysis. This point is by no means trivial. I recommend that you seek professional help for this. The aim is: You should gather as much sound knowledge as possible about which terms are important for your customers (and therefore also for your website texts!). For more information on how to do this, see our post ” SEO Without Keywords? “
- On the start page you provide a short, concise overview of your offers and services. It’s not about the details, it’s about the big picture! A visitor who enters your website via the homepage should be able to see at a glance what this is about. The home page is also a good place for pointers (triggers) to current news, offers and changing campaigns. But don’t overload the start page!
- A simple “takeover” of manufacturer information or press releases from your supplier is taboo! Do you remember? Only if your website provides the best and most interesting answers to the search query compared to your competitors will it be listed “at the top” on Google. It is forbidden to write the same as everyone else!
- On other subpages you describe your offers, services and products in more detail. How this “Products and Services” section is ultimately organized and presented varies. In any case, the aim is that you provide good and helpful answers to customer requests (and corresponding search queries via Google).
- Make sure there is a clear “call to action” on every page! That means: Ask your visitors to take certain actions. For example, clearly visible buttons with the inscription: “Request a quote now” or “Arrange a free initial consultation now” or, or, or…! It is important that the actions of your customers should be measurable as well as possible at this point. This makes it easier for you to measure success later and derive further marketing measures.
- Overall, make your website attractive, exciting and helpful to your audience. In addition to the much-discussed “high-quality” texts, this also includes appealing photos, videos and/or animated graphics. Remember: the eye also eats – also in online marketing!
The technical requirements for a modern, responsive website are high! Even a halfway detailed description would quickly go beyond the scope of this article. However, I would like to mention three important objectives that I believe must be met if your website is to be “good”:
- Fulfill the most important criteria of on-page SEO: The primary concern here is that HTML tags, such as page titles, meta descriptions and H1 and H2 headings (to name just a few basics) are technically correct and meaningful in terms of content be issued.
- Ensure a good (and fast) display on mobile devices.
- Always use the latest technology! Modern CMS systems require regular updates and a certain amount of regular maintenance – if only for security reasons. A hacked website is a very expensive “pleasure”.
Website, SEO and content marketing belong together
For the reasons mentioned so far, there is already a compelling connection between the three topics “company website”, “SEO” and “content marketing”:
SEO (= search engine optimization) aims to make your website clearly visible for potential customer inquiries on Google & Co Almost a matter of course in the digital age.
To achieve this goal, good website content is necessary! Only if you deliver really attractive, unique and helpful content on your website will Google classify your page as “relevant to topic XY” and place it high up accordingly.
For this reason, the three terms are therefore inextricably linked. There is no good Google visibility without a good website. And there is no good website without good content.
Local SEO – a great opportunity especially for smaller companies
When one speaks of SMEs, it is often about companies whose sphere of activity and customers is regionally limited. For these companies in particular, well thought-out and targeted SEO work offers great opportunities, because many people search for companies, craftsmen and companies in their area on Google!