Posted on Monday, April 4th, 2011 by Jonathan Ebenstein
When people are curious about a company or product, the first thing they will often do is visit the website. So more often than not, your website is going to be the first impression your company will make to a prospective customer or business contact.
Your website is a strategic marketing tool, just like an advertisement, press release or brochure. It must fit into the overall marketing strategy you have established for your company. It should be charged with accomplishing specific pre-determined marketing goals and objectives and communicate a consistent message that is tied to your brand.
What kind of website do I need?
There are three main types of websites:
- Basic information sites
- Lead generation sites
- E-commerce sites
The information site today is what the company brochure was 20 years ago. It functions as an online brochure that supports your off-line marketing efforts. That is the bare minimum today; you need a well-designed website that gives site visitors the information they need in an intuitive fashion. If that’s all you’re looking for, that’s OK, as long as it fits in with your overall strategic marketing goals and objectives.
The next step up is a lead generating site. Lead generation sites are unlike information sites because you want them to generate leads and business opportunities on their own. You want people to not only find the site while they are browsing on the Internet; you want them to feel compelled to contact you so you are set up to make a sale.
An e-commerce website can be a combination of a lead generation and information site, but added to the equation is the ability to purchase products and services online. After finding the site and viewing the content, the visitor is compelled to click to make a purchase. Those can be very profitable sites and an integral part of a marketing plan.
Click here to read more frequently asked questions about websites and search engine optimization. For more information about our Cleveland web design or search marketing services leave a comment below or contact one of our Strategic Marketing professionals at 440-449-6800.