Fundamentals of Digital Marketing: Websites and your business goals.

Summary

This video script emphasizes the importance of designing a website that aligns with both business goals and visitor needs. It shares the story of Rachel, a small business owner who evolved her website to include corporate services, which now dominate her business. The script advises on making contact information easily accessible, incorporating maps and directions, and providing essential information like prices and certifications. It also stresses the value of engaging content that speaks to customer needs, using a confident yet approachable tone, and leveraging testimonials and reviews. The key takeaway is to create a user-friendly website that resonates with visitors while achieving business objectives.

Takeaways

• 🎯 Your website should align with both your business goals and your visitors' needs.
• 📈 The website design should evolve based on customer feedback and new business opportunities, like incorporating corporate cupcakes.
• 🔍 Make essential information like phone numbers easily accessible and visible on every page.
• 📞 Encourage visitors to call by highlighting the phone number and possibly adding a call-to-action.
• 📱 Ensure mobile users can call with a single click for a seamless experience.
• 🗺 Include maps and directions to help visitors find your physical location, especially if you want to attract local traffic.
• 💰 Clearly display prices, special offers, and certifications to build trust and meet visitor expectations.
• 📊 Utilize analytics to measure visitor behavior on your website for continuous improvement.
• 📝 Use content that goes beyond sales pitches, focusing on solving customer problems or meeting their needs.
• 🗣 Write in a confident but approachable tone, avoiding technical jargon, to connect with a broader audience.
• 🌟 Incorporate testimonials, customer stories, and reviews to build credibility and engage visitors.
• 🏃 Use images, headlines, and clear navigation to quickly guide visitors to the information they seek before they leave the site.

Q & A

What is the primary purpose of a business website according to the script?

The primary purpose of a business website is to meet both the business's needs and the needs of its visitors, without losing sight of the business's own goals.

How did Rachel's business evolve its website to meet new opportunities?

Rachel's business evolved its website by adding a section to showcase corporate work after realizing the potential of tapping into corporate marketing budgets.

What is the secret to success when designing a website?

The secret to success is marrying what the business wants people to do on the site with what the visitors want to do on the site.

Why is it important to make the phone number easily accessible on a business website?

It's important because visitors may need to quickly contact the business for questions or directions, and having a visible phone number encourages easy communication.

What is a recommended action for a business to take regarding its contact information on the website?

A business should place its phone number in a very visible location on every page of the site, possibly highlighting it and adding text encouraging visitors to call.

Why should a business consider adding maps and directions to their website?

Adding maps and directions helps visitors, especially locals, to find the business easily when they are interested in the products or services offered.

What are some elements that visitors might be looking for on a business website?

Visitors might be looking for prices, special offers, certifications, or any information that shows the business is qualified to provide a service.

How can a business measure what visitors are doing on their website?

A business can measure visitor activity through website analytics, which may be covered in other videos mentioned in the script.

What is the recommended approach for writing content on a business website?

The content should avoid technical jargon and focus on explaining how the business can meet the needs of the customer or solve their problems, using everyday language and a confident but not intimidating tone.

Why is storytelling effective in connecting with visitors on a business website?

Storytelling, such as testimonials or videos featuring satisfied customers, helps create a personal connection and demonstrates the business's ability to solve real problems.

What visual elements can help visitors quickly find what they're looking for on a website?

Images, headlines, and clear navigation are visual elements that can assist visitors in quickly locating the information they seek before they leave the site.