Having your own company website is a basic requirement for successfully presenting, positioning and ultimately establishing yourself online in the market. But just being online and not having a strategy for the desired channels and target groups is not enough (anymore). Because the Internet and competition are subject to continuous change. That is why it is important to define clear goals in advance for a new company website or its relaunch and to implement them strategically in order to generate added value. In practice, however, a number of companies still face major challenges. We have selected eight of them that need to be taken into account and mastered: for more attention from the target groups, for a permanently visible presence on the Internet
1. Lead generation
A decisive factor in B2B marketing (as well as B2C marketing) is lead generation. The aim: to arouse interest, make offers, establish contact with potential customers and enter into a dialogue with them. These contacts do not necessarily have to lead directly to the customer (and a sale). Rather, they can also be of a sales-related nature that initially generally support your own brand or lead to targeted collaborations. To do this, you can (and must) use various methods and tools to generate leads on your company website. These include: newsletters for acquiring addresses (e-mail contacts) and for direct customer sales, social media such as competitions or coupons to build up an extensive network of interested parties, customers or business partners. With the help of professional web analytics tools, these leads can be evaluated in detail. Then, thanks to the data obtained, you can take targeted measures and campaigns, take countermeasures or make adjustments (scale).Web Development Agency Dubai UAE
2. Content Hub
With content hubs on your company website you can make offers to customers and prospects to identify with you and to stay “up to date”. Portals, magazines or blogs make this possible, for example. Your visitors will find the latest information or read exciting articles. These can also present your company in an unorthodox way in the style of storytelling or offer content that is related to your offers. The associated advantages are enormous: Content hubs are not only ideal distribution sites for higher search engine rankings and improved user-friendliness, but they also enable more user experience, lead generation, interactivity, and conversions. In short: they provide more visibility on the Internet. In addition, a content hub as a central content management system offers the control or support of campaigns via different channels. There are many forms and options: In addition to a classic blog, there are other content hub formats. These include white papers, interviews, videos (e.g. tutorials = explanatory videos), podcasts, live streams or webinars. Be as creative, original or informative as possible in this regard! Offer your customers what they can only find with you online! original or informative! Offer your customers what they can only find with you online! original or informative! Offer your customers what they can only find with you online!
A large reach on the Internet plays an important role in the success of a company website. Because your own website forms the central core of online marketing, from which all other strategic approaches are based. The basis for this is SEO – this search engine optimization gives a website more presence on the one hand. So it ensures a better Google ranking. The placement on the first pages of the Google search through the implementation of the optimal keywords and the observance of other design criteria is of great importance. Because this leads to more attention and thus to a higher range of the company website.
4. Brand awareness
Your own company website should always be filled with current content as far as possible and at the same time continuously convey the company’s values and branding to the outside world. In the best case scenario, this arouses visitors’ emotions and creates a sustainable relationship. The image created in this way allows buyers to be bound to their own brand and thus have a positive influence on further action impulses up to and including the purchase decision.
Well-structured support ensures that visitors and customers are always “lured” back to the company website. To this end, it is advisable to create themed or brand-related offers that tempt users to visit a website again and again or to actively recommend it to others. For this purpose, for example, social media links can be integrated on the website, which enable direct “liking” or “sharing” of content or offers. This can be achieved, for example, through topics that support users in various ways. This works well when looking for specific information. It is therefore important to ask yourself in the context of strategic positioning: Which topics, Is it content or keywords that my target group is most concerned with? What do you need specific help with? What are the most frequently asked questions online in the context of my offers? Interactive tools (keyword: chat) and functions (e.g. online calculator) are helpful. A real estate company could offer a tool that real estate owners can use to have their home valued online for free! This creates traffic and with the integration of a contact field for sending the online estimate, specific leads are generated, which in turn are advertised in newsletters. Let the property owner appraise their house online for free! This creates traffic and with the integration of a contact field for sending the online estimate, specific leads are generated, which in turn are advertised in newsletters. Let the property owner appraise their house online for free! This creates traffic and with the integration of a contact field for sending the online estimate, specific leads are generated, which in turn are advertised in newsletters.
Your company website is not only important for existing or potential customers, but also for presenting yourself as an attractive employer. Through targeted recruiting, vacancies, apprenticeships, dual study courses or school-related internships are offered. This can be done on the one hand through appropriate information on the start page and – from a certain company size – also through an extra job and career portal for interested parties. Points such as further training and support can also be presented, which show the real importance of the employees (and their qualifications) in the company. In this way, targeted employer branding is implemented and corporate values are conveyed to the outside world.
7. Customer satisfaction
Customer satisfaction is used to build trust and to retain existing customers and to win new customers. Through Customer Centrictyfocus on the wishes, needs and expectations of the target group and make them the focus of your marketing measures. Through various tools and methods such as communication, information offers and support for open questions, you can sustainably promote a high level of customer satisfaction on your company website. This is possible through permanently visible contact options, live chats, a glossary of important terms or FAQ pages. The less effort and uncertainty wait for a customer, the more satisfied they are, because everything runs “smoothly”. In addition, you relieve your service in-house, because all important information can already be found on your company website.
8. Increase in sales
Of course, the increase in sales is also a central point for directing potential customers to the website. For this, products or services must be presented in an attractive, utility-oriented and interesting way. The products / services offered therefore need added value or USP. They have to stand out from the competition in their uniqueness especially online so that they can be sought and found by customers in such a large market and strong competition. So, examine and ask: what makes a product / service so unique? What can I do that others cannot? What are the advantages for my customer? Why does he choose a different product / service?
Have you already defined the goals of your company website? Excellent! Go ahead and read our blog post on the subject of “8 criteria for a successful company website” .
Of these eight criteria, every single point is in a certain way an important key factor for the success of your own company website. But above all in the interplay of all criteria, it becomes a consistently successful process.