It may seem like a silly question, but I think it is important to define what a website is. The answer may be different than what you think.
Marketing Tool
A website, at its best, is your most powerful marketing tool. To illustrate this point, lets take a look at a couple of popular marketing tools and compare them against a website.
First, there is the postcard. This is a direct mail piece that is designed to be an attention grabber. It also should have a very focused purpose. That is, every postcard should have a call to action. A website can also grab attention. In fact, some of the same elements that are used to make postcards stand out can be used for a website. Incorporating strong graphics into the web design, for instance.
When it comes to a call to action, a website far out-paces a postcard. This is because site visitors can take action right away, right from the website. They don’t have to get in their car and drive anywhere or dial a number. Or, at least, they shouldn’t have to. Its okay to talk about location and provide a phone number on your website. But you should also have an easy contact form, a newsletter for people who want to learn more, and other ways of contacting, getting information, or buying.
Another popular marketing piece is the flyer. A flyer gives out more detailed information, but usually focuses on one aspect of your business at a time. With your website, each page can be its own interactive flyer. When you think of it like this, you know to limit the content to one focus area and to present the content in a visually stimulating manner. Again, a website is better because you can include things like videos and links on your pages.
Community and Value
A website rises above other marketing means. There are two terms you should familiarize yourself with when it comes to websites. Those are community and value. Your website should become a hub for community and a source of value for your customers. Posted as a static presence on the web, it can be neither of those things. Your website must be dynamic and constantly given attention.
Thanks to the rise of the social internet, websites are more important than ever. But just being there isn’t nearly enough. Don’t get me wrong, it is a good start. It is surprising how many small businesses still have no web presence whatsoever.
In order to optimize your website for community and value, you need to have some sort of interaction. One of the most popular methods is to have a blog. Certainly this is a good idea, but a blog is not for everyone, and it is not your only option. Other good ways to build community include writing a weekly email newsletter, posting instructional videos, or creating a forum for your customers.
Community and value really go hand in hand. By adding value to your site, you can attract qualified visitors and customers. Doing it regularly and reaching out to those visitors helps build a sense of community around your brand or expertise.
There is so much more to discuss about what a website is, or at least should be. But if you start by knowing that it is a powerful marketing tool, and that the power comes from interaction, you are well on your way to understanding why you should devote real time and energy toward your website and overall web presence.
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Bradford Shimp is the President of Broad River Creative. For more general business advice, check out our small business blog, AllBizAnswers.com.
photo credit: 1Happysnapper (photography)
Bradford Shimp is the President of Broad River Creative, a blogger and blog designer. He designs blogs and websites for small businesses, and teaches small business owners how to use the web to grow their business.