“A website is a tool.” - Katie RossDid you miss this month’s episode? Or maybe you’re just looking for a short memory refresher? Either way, welcome to the Spark Compass Blog! A place where we summarize the key takeaways from every episode and share some memorable behind the scenes moments. This month’s episode featured Katie Ross, the Director of Business Development currently working for Mellow Brew Marketing, who helped us explore all things website.Impact of Websites on Marketing You might be wondering what the connection is between a website and your marketing plan. The simple answer is that they often work hand in hand with one another. A website acts as the foundation for how your business is positioned and also serves as an information hub for potential consumers. Creating an efficient website can positively impact your marketing in the areas of:Brand awarenessClear messagingStrong first impressionsAnd much, much more! Benefits of Having a WebsiteNo matter what stage your business is in, it’s almost guaranteed that you can benefit from having a website. If you feel like your marketing has been inconsistent or you aren’t sure where to go with your branding, websites can be a great way of refocusing your attention. Often serving as a first point of contact with potential clients, websites can help define who you are, what you do, and how you do it. Having this information clearly listed on your website can be helpful for clients and for your own marketing purposes. While on set, Katie mentioned how we “do business with people we like”. Websites can be a hub for authenticity, consistency, and quality that potential customers look for in a business, boosting you along their qualifying process. What Style of Website Do You Need?This is a question only you can answer but a good place to start is by understanding what you need your website to do for your business. When considering the style of website you’ll need, ask yourself some functional questions:Does your website need to accept payments?Will you be scheduling through your website? Do you plan on selling products on your website?By asking yourself what your website needs to do and how it will support your business, finding your ideal website style becomes much easier!Checklists and ModificationsWhen something isn’t going according to plan, it’s easy to make uninformed changes. The same can be said for an underperforming website. That’s why it’s important to set a strong foundation for your website before publishing it. A quick checklist you can use to guide you during the creation process is:Why are you doing what you’re doing?How are you doing it?Why are you doing it?If these foundational questions are being answered somewhere on your website, then you’re off to a good start. But let’s say things aren’t going the way you’d hoped and some changes are needed. Everything starts with strategy so it’s important to audit your website before making any modifications. Review elements such as:Missing keywordsUnnecessary textComplicated navigationLacking answers to potential search queriesOnce you’ve established any areas of change, give yourself time to review any modifications before publishing them. Katie advises stepping away for 60 days to give yourself time to live with the changes before making them permanent. And remember that when it comes to website content, less is more. Are There Standardized Web Pages?Yes and no! There’s no set standard to the world of website creation but there are certain pages that most customers have come to expect. These pages often contain valuable information about your business so they’re good to have on your website. These pages are:Home pageAbout Us pageContact UsSome nice to have but not always necessary pages include:Blank QR pageBusiness Process pageProduct/Services pageAgain, it’s important to consider what your business does and what you need your website to do for you when deciding which pages to include. To SummarizeKnow your audienceKnow the purpose of your websiteResearch website tools to create seamless interactions We are Spark!Are you curious about how a website can benefit your business? We’re here to help!Our Ignite Strategy Sessions are a great way for us to analyze your business and offer customized recommendations for all of your website needs. Sound interesting? Consider reaching out to start a conversation!
