I wrote about the three pillars a couple years back and thought I'd rekindle the importance of them. The basics of each have not really changed. At its core, your website marketing efforts consist of three primary pillars - Visibility, Engagement, and Conversion. Every marketing initiative serves these three foundational elements in some way and I am constantly reminded how important each is.
The most import element, however, is the conversion. This is where you get the lead, the new advocate, or the sale. If you are not providing a conversion mechanism on your website you are wasting your money and your visitors' time. Visibility and Engagement are great, but they only support the goal of the conversion.
Take a look at your website and evaluate it on these three pillars. Below, you'll find a few questions for each pillar. Your answers should provide a clearer idea on where you need improvement.
- Do you regularly insert carefully chosen keywords in your website pages and blogs?
- Do you syndicate new content to social media sites (e.g. Twitter, facebook, LinkedIn, etc.)?
- Do you practice cross-channel marketing? That is, do you have links to your social media profiles on your webiste, in your emails and do you have links back to your website from those?
- Do you attempt to get other organizations and associations to link to your website, when possible?
- Are you monitoring your visitor analytics? How many visitors do you get? How many are new vs. returning? From what part of the world do they live? What are the most popular pages or areas of the site? What other sites are sending the most traffic? These are all questions you should review on a monthly basis. Where are users abandoning your site? What is your bounce rate?
- Do you monitor what keywords are most used to get to your site and then optimize content based on those?
- How long do visitors stay on your site? Do they read pages or watch videos in their entirety?
- Do you monitor what sort of content is consumed the most? Do you have best practices in place for producing more of it?
- Do you monitor how deep into a site the average visitor travels?
- Do you regularly review your website layout and navigation to see where you may need improvement?
- Do you practice A/B or multi-variate testing to find the most effective content?
- Do you at least have a contact us form on your site that is accessible from every page?
- Do you maintain relevant calls to action in different areas of your site? For example, do your pages about a particular service have a call to action that is well targeted for that service?
- Are your calls to action simple and inviting for an interested buyer/prospect?
- Do you have a lead management plan in place once a conversion has occurred? That is, what happens to the lead once you receive it? Does it go to Salesforce or some other CRM? Does it sit in a seldom-checked generic email account? Is someone responsible for responding to each and every one in a timely manner?
- Do you have maintain a database of all conversions?
- Do you ask visitors who have filled out a form if they would like to be contacted with other information or offers?
Answering these questions will help you shed light on your overall website marketing initiatives and how well you've built your foundation. They are at the very core of all things website marketing.
For more information, refer to my articles on each pillar: