What is a web presence, why does your business need it and how can you create a powerful online presence for your brand?
You have a growing business, and you need to get your message out to the world, so that you can be recognised and to help you drive sales and leads. In the digital field, having a website for your online business is just not enough. You need to go above and beyond.
Truly, regardless of the size of your business, you need a strong web presence.
What is a web presence?
To define a web presence: it is a product of your overall interactions taken online that lead to how your potential and existing buyers view you on the web.
Your main source of interaction online might just be your website. Although this is indeed a great place to start and serves you a purpose, it can be limited.
A website proves handy for giving some basic insight into your business, such as your background information, who you are, and what you provide to your customers.
However, this information is of no use if your prospects cannot even find your website and your services. This is why you need to have multiple channels on which you can present your business to your prospects, and to ultimately increase your web presence.
Why does my business require a strong web presence?
A great web presence can (if done effectively):
- Directly drive traffic to your site
- Offer your value in advance to prospects, so that they begin to trust you
- Make your customers more aware of how your business can provide solutions to their problems
- Provide you with essential analytics and data about your customers, so that you can track and monitor them
- Allow you to reconnect with potential customers once they have shown interest
- And much more…
These features of having a strong web presence in place can upscale your business’s marketing and sales competence.
Now that we have given you some insight into web presence, let us now show you a step-by-step guide on how to build a powerful online presence for your business. After this guide, you will walk away with the necessary knowledge to power up your web presence so that you can outrank your competition.
Website optimised for top performance
Although we have mentioned that a website can keep you limited in the digital world, it is, however, crucial that yours is a great one so that once users land on your site from viewing you online, they will be amazed by your brand and what you have to offer.
An article by eTraffic.co claims that this can be done in 4 ways:
Let’s fire some statistics…
- The brain processes 90% of the information you take in, visually!
- We are 80% more likely to remember what we see
- Those who make use of visual content generate traffic 12x faster than those who don’t
So, according to the stats above, it will be in your company’s best interest to make sure you optimise your website for visuals. This will indeed give your potential and current buyers a great experience on your site, making them more likely to come back to you every time.
2. Responsive Design
With many consumers now using different devices, such as smartphones and tablets, it is vital that your business’ website is responsive for these platforms.
Having an unresponsive website design that only operates well on desktop, will result in your leads getting frustrated, hence losing valuable sales.
3. Clear Communications
Keep your communications on your site short and sweet.
Your communications should clearly detail the purpose of what you are trying to portray as a business. Keep in mind your brand’s identity, goals, values, and purpose. Use infographics and other relevant media, such as images and videos, to make your communications clearer.
4. Your Content
Content is king. This is something you should remember if you want your business to grow and succeed.
As a growing business, you want to provide value to your leads, and there is no better way to do this other than content. Demonstrate your brand’s thought leadership and skills via educational blogs and videos.
Portray your business as the best solution to your consumer’s problems. Keep your customers in mind whenever you are giving them information; this will help make your customers feel like they are catered for, and that your business genuinely considers their needs.
Another way to build a powerful online presence is through the use of paid advertising. Paid ad platforms, such as Google Ads, enable you to gain an increased exposure online through pay per click (PPC), and remain in front of consumers who have shown interest in your brand.
Utilising a paid advertising platform means you can drive traffic to your site through the use of keywords that are specific to what your business offers.
Leveraging paid ad platforms such as Google ads also allows you to get an overall image of how your advertising campaigns are performing, so that you can optimise on what is not working, and develop on what is.
Read our Google Ads article to find out more about this paid advertising platform.
Search engine optimisation (SEO)
Do you want to know how to outrank your competition and have a great web presence? Use SEO.
Search engine optimisation is the process of driving organic traffic, through unpaid methods, to your website. This is equally as important as paid advertising, or simply if your business does not yet have the budget to execute paid search advertising.
SEO is the process of being found on the search engine results page (SERP), such as Google when a user searches for a particular result for their enquiry. In order to be visible to your potential buyers who are looking to buy relevant services or products that your business offers, you need to make sure you are using relevant keywords – relevant to both your company and your buyer.
The sites that best suit a search engine user’s intent get placed onto the first page of the SERP, and are ranked higher on the page. Inevitably, these are the sites that drive the most traffic and gain the most visibility.
So, whenever you are optimising your site, make sure you are keeping your buyer’s intent, and the search engine, at the front of your mind, and you are on your way to creating a powerful web presence.
To get a full guide into how SEO works, read our article here.
Social media presence
Depending on your business’ model and strategy, building a social media presence can drive you to creating a stronger web presence.
There are over 3.8 billion users now on social media! And with multiple social media platforms to choose from, getting your brand out into the social media world can really prove beneficial for your company’s online presence and overall growth.
Places like Facebook, LinkedIn, Instagram, Youtube and Twitter are great ways to get your customers engaged with your brand. Reposting your content on social media in image or video format are some great ways to further promote your brand and get your customers to have a conversation with you.
It also enables you to have a more personalised approach towards your buyers, as it gives your brand a voice.
Make sure you keep contact details easy to find on your social media pages, that way, users can access your site, give you a ring, or email you once they are ready.
So to sum up:
Optimise your website’s performance to its best ability to promote your brand, so that you can keep users interested and engaged, and wanting to know more.
Make use of paid advertising platforms and search engine optimisation, so you can stay within direct vision of your prospects.
And finally, if it matches the purpose of your business, create a presence on social media so that you can leverage all of the advantages it can provide to you.
There you have it, now you have the steps to create a more powerful web presence! Keep optimising your web presence for better results and continuous growth, and you won’t be far from outperforming your competition.