Like most of your colleagues, you finally have a website for your business . But, basically, you consider it to be a simple showcase , telling yourself " if ever someone is looking for us and wants to contact us, they will just have to go to our site ". Yes, but here it is, to contact you or find you, you must first ... know you or find you!
We remind you, one of the first steps to initiate the
digitalization of your company is to
build a website and to optimize it . Let's take a look at the elements
that make a website effective !
A website with goals
An effective website
must have real objectives in focus:
• What
benefits do you want to get from your website?
improvement
of your notoriety ?
lead
generation (acquire new prospects)
increase
in turnover (ie find new customers on
the internet )?
increased
customer satisfaction ?
to
automate and personalize the customer relationship ?
• What
kinds of information do you want to share?
• What do
you expect from internet users? What is your target (the personas) waiting for?
What action should they take?
This first phase is very important and will determine the
whole purpose of your site. If you are about to create your site, these
elements must appear clearly in the specifications to be submitted to the
digital agency that will take care of it.
To find out if your site is ready to generate business, also
read this article.
A technique without reproach
Without going too deeps into the technical aspect, we just
want to emphasize that a site must now follow a few rules to be found and to
offer the best user experience for the Internet user . Let us note then in the
order:
• a
responsive website , i.e. suitable for reading on all screens (iPhone, Android,
iPad, tablets, etc.)
• moderate
use of javascript
• a
powerful CMS (Content Managements System) in which you can make simple changes
and edit your content easily
• accessibility
• taking
into account elements for natural referencing (SEO), such as content
organization and user experience
Google no longer laughs with websites that are not "
mobile-friendly " or secure (even if this last criterion is less important
in SEO), so hurry to update!
A site well positioned in Google
It is not because your website is indexed / referenced on
the web that it will be found by your targets! And it is more and more
difficult. The whole issue of visibility on Google is to be found for what we
do , and not for who you are. It is therefore obvious to implement a suitable
strategy for natural referencing.
Example
Let's take a concrete example: let's imagine that you are a
company that manufactures safety equipment for construction sites and your name
is "Chansecur".
• Situation
1:
If a user types "Chansecur" on Google, there is a
good chance that the first search result will be your website (hopefully for
you). And this is quite normal! The Internet user knows you and that is why he
is looking for your name. It's direct traffic.
• Situation
2:
Now, imagine an Internet user who does not know Chansecur
and who is looking for a safety helmet for a construction site. He will
therefore type "construction helmet" on Google.
If Chansecur has not done in-depth natural referencing / SEO
work on its site beforehand, our Internet user will NEVER be able to find it
through this means.
Admit that it would be a shame to miss out on someone who
specifically wants to buy what you are offering!
A website with a strategy
You have a new store, a new point of sale, but online this
time. And your investment should not be limited to the technical part.
You will therefore need to integrate a digital marketing
strategy in line with your objectives (#
1) in order to:
• attract
Internet users using a blog and social networks, but also your own customer
data (CRM)
• meet
their expectations and problems: using the right content at the right time
• convert
these visitors into prospects (leads, requests for quotes or meetings, etc.),
initially, by using call-to-action buttons (CTA in VO for Call-to-Action) which
lead to landings pages (landing pages) with forms to fill in to download
premium content
• transform
your prospects into customers , in a second step, by using marketing automation to nourish and maintain the relationship with
your prospects. We speak of " lead nurturing ".
• the
loyalty and identify them as ambassadors, offering content "Board"
after the purchase.
Here we touch on the pillars of the Inbound Marketing
methodology : attract, convert, conclude and delight!
All visibility issues on Google (# 3) then come into play
and find their answer in the production of content .
Digital technology has upset the rules of traditional
marketing: you now have to attract consumers to your site , your brand, your
brand through quality online editorial content . It's even the # 1 challenge
for marketers . Customers inquire online, you have to answer them or your
competitors will take care of it. Simple and basic.
Situation
Let us take the example of Chansecur. In order to reach a
wider audience, the security hardware company has developed blog posts like:
• 3 tips to
better secure your renovation sites
• the 5
safety materials that every individual must have at home
Internet users looking for educational information are satisfied
and the company's image has improved.
It's up to you to establish a relevant editorial strategy
that is centered on the problems of your customers ( while taking into account
the requests made in Google and from your competitors) and no longer on your
brand (we know, it is difficult to accept. .. but I promise, your audience will
thank you!).