Your Website

The Centerpiece of Your Business Marketing

Your Website is at the center of your internet presenceThe goal of a website, usually, is to generate leads for your business. In your case this would mean generating phone calls or email submissions from potential clients. To do this your site needs to be a) at the top of search results, and b) designed to tell a reader all they need to know want to make contact.

Having a website alone isn’t the key to great results. Instead, it’s the ability turn your website into
an inbound marketing machine. Your website has a hefty goal and it needs to wear many hats. A
website needs to not just exist, it needs to perform. It needs to attract visitors, educate them and
convince them to buy. But I know what you’re thinking – easier said than done.

Today, the web is social and interactive. It’s not static like most websites tend to be. As such, a
website can no longer sustain as its own island. We now need to consider integrating search, social
media, content, blogging, and more with our websites. Gone are the days where all it took was a
URL, fancy Flash graphics, and an expensive advertising campaign to temporarily boost traffic.

To make a site top in search starts with choosing your domain name. I usually recommend picking a domain that is rich in search phrases (your-city-construction.com, etc.) because Google understands that. From there we design everything about the site to let the reader and Google know what your business is all about, where you are located and how to contact you.
A good website should lead the visitor to know, like and trust the business. I will need some important information from you like:
  • information about your business (services, history, team members)
  • information about the owners
  • pictures of past projects to form a gallery and to place on every page
  • pictures of the owners so visitors can see you are real people (part of the knowing and trusting)
  • testimonials from customers attesting to what a great job you did for them (more know/like/trust)
  • information on how you develop relationships with potential customers
I recommend a blog to all businesses. Blogging is like writing an article or newsletter to post online. Even if you only post once every two weeks, blogging is the best way to maintain your website in search rankings. Google will hold your site above others based on blogging, other things being equal.

Your website represents who you are and what you offer. When people
see it for the first time they’re thinking:

  • Is this site credible?
  • Is it trustworthy?
  • Is this a professional company?
  • Is this company stable?
  • Does this site make me feel welcome?
  • Am I in the right place?
Creating a web presence for your business requires other things as well:
  • facebook fanpage
  • linkedin profiles for your owners/managers
  • twitter account linked to blog posts and Linkedin
  • business directory listings (yellowpages.ca411.ca, mantra, hotfrog and any specific directories for your region)
  • Google+ Local listing (formerly Google Places)
This may seem like a lot, but it creates an inescapable net for your business when someone is trying to find you. You never know what avenue folks will take to your website and it’s best to be present on “every street corner” waiting. For some clients I even create other websites that link back to your site.

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