Marketing is one of the biggest challenges that small business owners have to overcome. Small business owners collectively contribute billions to the British economy, but they are often operating in crowded niches, and there is only a limited number of customers to go around. If you want your company to succeed, you will need to work hard to ensure that your business is as visible as possible, and that it presents a professional front at all times.
What Are Your Goals?
Having a good website with a clear purpose is a good way to promote your company. You may choose to use your website as a static online business card, an authority site full of content related to your niche, or a fully-featured online store. All of these are valid marketing tactics. The beauty of the web is that when someone accesses a site, they have no idea who is behind it. You could be a multinational company, a family-run business, or a sole trader operating out of their garage. Your customers will have no idea which, unless you tell them, so you can let the quality of your site and the products you sell do the talking.
In 2013, there were almost 130 million websites in the UK alone, and that figure will have only increased since then. This means that effective SEO is essential. Modern SEO means far more than just including the right keywords on your website and building some links. Google has started putting increasing emphasis on mobile-friendliness in its ranking system, and this is something that is particularly important for smaller business owners who operate locally targeted businesses.
Mobile searchers tend to have strong purchase intent, which means that they have a good chance of converting if they visit your website. This means that they are well worth pursuing, and that you should have them in mind when you design your site, so that they have the best end user experience possible.
Companies such as elevateuk.com, that specialise in web design and SEO and based in London can help small business owners to create websites that can be used for local marketing. To achieve the best results in the SERPs, a website must load quickly, look good on a wide range of devices and have a layout which is touch-friendly. Many older website designs do not meet those criteria. Modern content management systems are mobile and tablet friendly, have a wide range of SEO features, and are easy for you, the website owner, to use to update your site.
If you are serious about growing your business, then investing in a good website is essential. Think about what you want to achieve with your marketing, and talk to a designer about how a website can help you get there. Whether your goals are educating consumers and building your brand, collecting data for telephone or postal marketing, or actually selling products online, a website can help you achieve them.