How to Make Money for Your Business… From Your Website!
Why does your company need a website?
Is it because everyone else has one and it’s just what you do?
But then you may be thinking – how would I stand out? Is it worth the hassle?
Those are technically valid concerns but there is a different way to look at this:
Your company needs a website because it is an invaluable marketing and sales tool – one that can contribute to your company’s bottom line.
See, we’re talking about something that not only supports your business goals, but helps you achieve them.
To put it simply:
Your company’s website will make you money if it’s done right. In this online world of ours, it is the heart of your marketing and the most effective tool you have for growing your business. Everything else funnels to it. Site visitors should ultimately become customers.
Without a strong website, you will be (accidentally) crippling all other marketing efforts and more importantly, your opportunities to grow!
Now, this may feel overwhelming, so let’s go through this together and break it down so you know how to get the greatest ROI from your website!
What are your business goals?
The best starting point for how a business can make money with a website is by looking at company’s goals. There should always be specific goals relevant to companies and industries. Some of these goals are common across virtually every company out there, including:
Operational efficiency. When operations are efficient, it reduces business costs. Accordingly, a frequent goal for companies is to improve in this area. (Everyone can always be more efficient!)
Employee retention. Many companies make this a focal point of goals for a simple reason – high turnover is costly. Estimates vary and are impacted by certain factors but replacing an employee can cost anywhere between 30-150% of the employee’s annual salary. More than that, constant turnover affects your company’s ability to properly serve your customers. Speaking of which…
Customer service. This is a key element for keeping existing customers and bringing in new ones. It often costs less to retain existing customers instead of having to generate new business. Meanwhile, providing exceptional customer service increases word-of-mouth buzz and leads to positive online reviews (which has become increasingly important for digital marketing!
Business growth. It’s rare for business owners and leaders to be comfortable with an organization’s current size. More often, the plan is to increase the size of the company. For that to happen, you need to have a good balance of both targeting and tracking – which highlights the necessity of true, objective data.
Now, if you think about it, these all connect to one main goal:
In fact, profitability is so central that it’s the goal referenced in the title of the classic business book The Goal: A Process of Ongoing Improvement by Eliyahu M. Goldratt and Jeff Cox!
And if you want your company to be as profitable as possible, you need to have more than just “a website.” You need one that:
- Outperforms the competition
- Was built by technical experts and designed by talented creatives
- Provides visitors with an amazing experience
- Brings in more business by converting visitors into sales leads (and then customers)
How does a website help your business make money?
The main goal of a for-profit company is to generate profit, and that means a couple of things.
The company needs to:
- Have products or services people want AND make sure the clientele you want to attract can find you
- Be able to support production or provide services in the most cost-effective way possible
- Ensure business roles are filled with employees who are good at what they do (and enjoy doing it)
Above and beyond the baseline expectations of a company, it then needs to be properly marketed.
This has always been an important consideration for companies who wish to succeed and be profitable. However, it has become even more important than ever – in fact, marketing is essential for success. And so is a website!
Okay, why is that the case?
Simple. The internet. Smart phones. Tablets. Apps.
Even as recently as twenty years ago, a business that was listed first or had a clever ad in the phonebook was more likely to receive an increase in customers.
So, we have to ask:
When’s the last time you used a phonebook to find a business?
(Don’t worry. We can’t remember, either!)
Instead, everyone goes online for that. (Heck, people don’t even manually have to search – they simply ask Siri or Google.)
Because of this, your company must have a strong online presence and be found easily in internet searches.
And the path to that is through digital marketing.
Your company’s website is the cornerstone of your marketing efforts. We’re talking about the online face of your company.
When it comes to establishing and cementing your brand, you need a beautifully designed, expertly built site to get the job done. The graphics on it become your company’s visual identity and content posted plays an integral role in conveying personality, generating trust, and showing authority to your potential customers. And the search engines have to know that the content you have on the website is what the end user (or your ideal clientele) is looking for.
For those reasons, it is imperative that your site and other digital marketing elements (email campaigns, social media posts, pay-per-click ads, etc.) are consistent in how they look, the messages they give, the tone used, etc.
In addition to all that, the site needs to be consumer-friendly, easily searchable, targeted for the types of customers you want, and have navigation that makes sense.
Basically, you need to provide visitors with the ultimate experience (because that is what they want and expect).
Of course, for your website to provide results, it must be found. Therefore, proper SEO—both local and organic SEO—is vital.
See, an optimized website performs better in search engine results. By that, we mean it brings in more traffic because the content relating to products or services your company offers is relevant to what people are searching for online.
Ever wondered why your competitors may be in the “3-pack” of Google? SEO is a major component of achieving just that.
Given that those individuals are clearly interested, your site needs to keep them engaged and moving along the buyer’s journey. (Don’t know what that is? No worries! This resource from HubSpot will get you up to speed quickly.)
There’s still more to the story, though!
Your website can also help your business make more money and be as profitable as possible by educating leads (with your blog, videos, and other content) and sharing testimonials from satisfied customers.
Those are important features because you become a trusted source when you share valuable information to both leads and existing customers.
And testimonials provide “social validation.”
Here’s why that matters for your company:
If a prospective customer sees that others have great experiences with your brand—courtesy of posted testimonials—they are more likely to give you their business.
While on-site testimonials obviously benefit your company, don’t neglect online reviews in places like Google, Facebook, Yelp, Bing, etc.!
Those reviews can help boost your local SEO, so more people in your community find your company.
Something we get asked a lot is this:
How do I get reviews for my business?
Well, it’s not as complicated as you might think – you ask for them.
And, sure, you (or one of your employees) can do this when you have a happy customer at your business. To keep to the point of profitability, an even better option is to utilize an automated system!
For example, our clients have found great success with using a service where text messages are sent that ask for reviews from their customers after they’ve had a great experience.
To connect this back to the point at hand, you want your website to be found by as many potential customers as possible (so it can generate additional revenue for your company).
When people do find your site, it should guide them through your sales funnel—which leads someone from visitor to sales lead to customer to brand ambassador—and influence behavior.
Now, how do you influence behavior?
Through strategic calls-to-action in your content.
A call-to-action (CTA) can be thought of as direction you give the site visitor to know the next step that they should take to get what they want (which should be your product or service).
For example, you may want to encourage them to connect with you on social media channels.
(Speaking of, are you already following CP Solutions on Facebook? If not, follow us today!)
If you can implement this process effectively and utilize the right CTAs (at the right times), you ultimately end up with new customers!
This is yet another way your company’s website helps you achieve your business goals.
Get the most out of your website (so you can achieve your company’s goals)!
As you can see, your website is an extremely powerful tool.
At least, it is if you have a site that is being found in online searches and gives visitors an exceptional user experience (UX). There are many factors that contribute on both those fronts, such as mobile optimization, having great visual elements, being easy to navigate, etc.
To ensure your company’s website is helping—and not hindering—your efforts to achieve business goals, take some time to carefully evaluate it in those areas.
If you find that it doesn’t perform in ways that help hit your business goals or there is room for improvement, reach out and ask our website design experts here at CP Solutions. Our team is highly skilled and knowledgeable in both technical and creative elements of effective websites, and we’d be happy to help you out.
Connect with us by calling (833) 622-0907 or filling out our online form today if you want a website that brings in more money for your company!