Anyone can create a stunning website nowadays.
But outside of appearance, there's purpose. And without a solid purpose, your website is only an attractive piece of Internet real estate that's costing you money you're not getting back.
Now, my goal isn't to convince you of all the reasons why you need a website.
You know that already.
Instead, I'm revealing how you can use your website to better your business's standing, online and off.
Simply put, there are 4 main reasons why you should have a website:
- To prove and describe your expertise.
- To build a solid reputation.
- To generate fresh leads.
- To nurture sales.
Sometimes it's a little bit of everything.
But, primarily, you should have one main focus throughout your site and in your business.
Nailing down that main focus is what this post is all about.
1. Decide What You Want To Achieve Online
So, what do you want people to do on your website?
How will you use your social media accounts to help achieve this goal?
Having a solid plan set to help guide your efforts into a focused outcome is a necessity.
And once you've decided what you want to achieve through your website, you can...
2. Begin To Establish Your Focused Purpose Online
There are several different ways you can go about demonstrating your purpose online.
Establishing your website's purpose ties into your web content, design, blog, and unity across all your social channels.
For example, let's say your main focus is lead generation.
You put an email collection box in the sidebar of your blog and a button linking to a sign-up page in your footer. These are the only two lead collection spaces you have on your site.
And neither of them relay specific value to your target audience.
Do you think your main focus—lead generation—will achieve much with these collection systems?
Imagine your website and social channels as a collective portfolio of your online presence.
Your goal isn't to boast of your earnings or brag about your expertise.
Your goal is to prove to your target visitors that they came to the right place to find a resolution to their problem or a fill for their desire. And that they'd truly benefit from giving you their email addresses.
So, make sure your cohesiveness is delivered throughout your online presence. And not just snippets tied in here and there.
3. Be Consistent Across All Channels
Your website is one of several channels you need to actively update to maintain your validity online.
All channels need to be close-knit.
For example, your:
- website description
- social media bios
- content author tags
- imagery, colors, and backgrounds (banners, etc.)
- other social accounts like Triberr, Facebook Groups you started, etc.
For one, all need to communicate similar design elements (if possible).
To keep the focus on your purpose, the copy you use to describe your business in one part of your online presence needs to be similar throughout all areas.
EXAMPLE: Let's say you sell two different brands of products. A health and wellness product, and a beauty product.
You run a Facebook Ad for the health and wellness business and a prospective customer clicks the ad. She lands on your Facebook Business Page for the wellness product.
She clicks through some images and posts, and falls in love with the content you share—your blog posts and those that you share from others.
Deciding she wants to book a consultation, she clicks on the website link included on the page to formally contact you.
But the URL she clicked from your Business Page takes her to a homepage that features a completely different brand and product–the beauty product.
Confused and a bit annoyed, she backs out of your site and resumes her search for another health and wellness brand.
Why didn't she just contact you? She was right there!
Because there's no relationship. There's no trust.
Why would she waste her time reaching out to you when she was let down by her initial experience with your business?
See where I'm going with consistency and textual purpose unified throughout your online presence?
If you sell more than one brand, I'm not telling you to focus on one brand and one brand only.
However, there are a few lessons learned here:
- If you don't use a social media channel anymore, remove your account or page.
- Make sure you keep your communication lines (and links) up-to-date and open for business. Also easily discoverable, depending on your business.
- If you make a change on one channel, you should probably do the same thing on the others (where applicable).
- If you sell or represent more than one brand, you need to use different Business Pages, accounts, and even websites to eliminate confusion.
P.S. Comments, emails, running a business and being a mom of 3 were just too much for me to handle. So, blog comments got the boot. But the lack of a comment box doesn't mean I don't want to hear what you think! Share your thoughts with me via @GoffCreative on Twitter or directly via email.
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