These days it's practically impossible to get any marketing done without a website, and in fact a website alone can be one of the biggest marketing tools out there. Your website is in place to draw people in and offer them information about what you can do as well as give them a chance to hire you or buy your services. Consider who your customer is when you're developing a website to make it as appealing and user friendly as possible.
For most people, the goal of a website is to get customers. You have to both get people to your site but also offer them a way to pay for your services from your site if you actually want to increase your business, since people like to take the easy way of doing things. But in addition to new business a website is also an important tool for keeping your current customers informed about updates and sales. When you're offering service or products right from your website there are no limits to how near or far your customers might happen to be.
It's also a good idea to make it easy to conduct customer service right from the website so that you can communicate with people without requiring a phone call. It's pretty easy to handle smaller issues through the internet and it might even be more efficient than talking about it on the phone. When something is made easier for you it ends up being cost efficient in the long run.
Of course getting your website to rank in Google means that you'll have to get comfortable using SEO tactics. There are a lot of websites to compete with on the internet, so you want to make yours standout in the search engines. Good SEO might involve key words as well as creating regular blog posts so that the site has more of a chance to come up in searches. You might consider having an email newsletter to keep people updated about changes and new ideas.
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You always want your website to look and feel like how your brand does, so that's something important to keep in mind when you are designing it. If you have a homey business you wouldn't want an overly tech looking site and vice versa. Once your website is launched you will need to update it regularly as well as check to make sure that everything is running smoothly. There are so many options out there for people now that they won't spend much time on a website that isn't working properly.
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Using analytics tools on your site can help you keep track of how much traffic you are getting compared to other sites. Paying attention to how other sites are performing can also give you some good ideas about how to make yours work more efficiently as well.