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The Essential Role of Your Website in Small Business Marketing Strategy

In the digital age, having a strong online presence is paramount for small businesses looking to thrive in a competitive market. As a small business owner, you understand the importance of maximizing every opportunity to reach and engage with your target audience. One crucial element that often serves as the cornerstone of your marketing strategy is your website.


Your website acts as a virtual storefront, representing your brand to the online world. It serves as a hub where potential customers can learn more about what you offer, build trust in your business, and ultimately convert into paying clients. With the majority of consumers turning to the internet to research products and services before making a purchase, your website plays a pivotal role in shaping their perceptions and influencing their decisions. Your website isn't just a digital placeholder but a powerful marketing tool that can shape the success of your business.


A question that we receive often is "will my website get me more leads?". The short answer is yes, but there is more you should know about how it works. Creating a website doesn't mean people will automatically know your business exists but you can leverage other systems to point people towards your website and eventually convert to a lead.


Since customers aren't inherently aware of your website, they will need to find you through websites that they are already familiar with such as Google, social media, or other sites. How your business website appears in these services depends on what service you are using.


Here are a few of the most common services you can use to promote your business:

  • Google Business Profile

  • Google Ads

  • Social Media Posts

  • Social Media Ads

  • Search Engine Optimization (SEO)


Some services like Google Business Profile & Social Media Posting are free to use but may require time and expertise (or research) to configure and use correctly. It's also important to know that a combination of blog writing on your website and Social Media Posting can be used to increase traffic to your website and grow your brand.


Many business owners configure and use Google or Social Media Ad services (also referred to as Pay-per-Click or PPC Ads) incorrectly which often leads to wasted marketing expenses and distrust in the effectiveness of PPC Ad marketing systems. If used correctly, PPC Ads can actually be a great low-cost, saleable method for generating leads. It's also important to know that it can take some time to develop effective ads and adjust the ad strategy.


Some services like Search Engine Optimization (SEO) involve an ongoing strategy to help Google's algorithms place you at the top of their search results when people look for your services on their platform. A comprehensive SEO strategy is by far the most effective method for generating leads but is usually the most costly and can take several months to see results. Contact us if you are interested in learning more about SEO services.


Important Note: SEO is a broadly used marketing term that is often used to convince business owners to sign up for a low-cost service that may only provide a slight improvement in your search engine ranking. In most cases, the only way your business can consistently appear on the first page of Google for each service you offer is with a comprehensive SEO strategy that involves regular work to identify and track keywords, develop and add content to your online marketing platforms, and adjust the strategy as needed. This type of service typically costs $500 or more depending on how quickly you'd like to see results, the current condition of your marketing strategy, and your competition.


In conclusion, as a small business owner, your website is a critical asset that can propel your business forward. Without a website, potential customers will be unable to learn what they need to know about your business and may not even trust the legitimacy of your business making other lead-generating system less effective. It is the first step in a broader, long-term strategy for generating leads. By understanding the pivotal role your website plays in your overall marketing strategy, you can establish a strong digital presence, connect with your target audience, and drive business growth.


Please contact us if you'd like to learn more about how you can use services like SEO, Ads, Blog Writing, or Social Media Posting to market your business. We don't have any pushy sales people and most of our services start at only $60 per month!

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