The Role of a Website in Digital Marketing

A well-built website with informative content and accurate information is the most important element any business can have - whether it is a new business that you are starting from scratch, or one that has been in your family for generations. 

The Role of a Website in Digital Marketing

The website for a business should contain all the necessary information that potential customers may want to know about that business - including that business’ goals and motivations, background and people, expectations and achievements. Although a business may promote itself in a variety of ways, the website is almost always where a potential customer would go back for what they want to know. It is advisable for any business to not only have an informative website but also to update it regularly. Some businesses tend to change the entire look of their websites, while others only update the content to their latest achievements. In this chapter, we will discuss the role of a website in digital marketing and the ways that it can help us promote our business.

The Basics of a Good Website

Think of your website as the main address for your business, only that it is online. Like the address that we live in, the website should contain everything that the business owns - all the information that a potential customer may want to know. For example, if you are a law firm, the website should contain all the services that you can provide for your clients; if you are a pizzeria, your website should contain your menu and feedback from satisfied customers. If you are a painter who is looking to sell your own creations, your website should contain a few samples of your work so that your customers could have an idea about your talent. 

A good website should be designed to fit the type of business that you are looking forward to promote. If your business is a boutique for children, it should be colorful and graphic as opposed to a website representing a doctor’s chamber which should be more professional and to the point.

There should be a respectable symmetry between the amount of text and the number of images in the website, depending on the type of business it is acting for. The website for a bakery would contain a large number of images to showcase its portfolio, whereas a law firm would use more words to convince its customers of their competence.

The website should be as compatible as possible, so that it can be accessed from as many types of devices as possible - PC, tablet or mobile, for the convenience of a probable viewer. Original and appealing content is something that any potential customer would appreciate in a website. There is a phrase in the world of digital marketing: ‘content is king’, and this denotes the importance of unique, relatable and informative content of the website of a business.

The success of a good website “ can be determined when a potential customer is engrossed by it, and will feel like not only coming back to it but to become a part of the business because they are impressed by the looks of the website. 

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