This guide outlines the growing factors that lead to success in website marketing for businesses.
Running a business website is always a challenge. You have to convince people your content is worth consuming while they know you’re also trying to sell something to them at the same time.
However, several brands are walking this tightrope well. They’re building entirely new cultures around their websites, bypassing consumer scepticism and driving real engagement. But how are they doing this? That’s the biggest website marketing question of our times. Why is it that some websites are thriving when others aren’t?
“We know that there are some standout websites out there,” says SEO firm, First Internet. “But it is taking the community quite a long time to figure out what they are doing right. It’s not always clear how they are succeeding or what their magic formula is. Often, it is only after the fact that the industry can piece the puzzle together and come to some actionable conclusions.”
Keys to website marketing
Integration Of Social Proof
Top of the list of likely candidates for the success of some business website marketing is undoubtedly the integration of social proof. Adding user reviews to websites and including links to Google and other third party scorekeepers instantly builds trust and establishes branded websites as authoritative in the eyes of those using them.
Visitors are far more likely to want to do business with a company that has the assent of their peers instead of one that relies on vanilla marketing tactics and sales copy alone. The integration of social proof is now so essential that most website builders now allow you to do it without any work. Often, it is as simple as adding a widget and connecting it to your Google or Trustpilot account.
“We’re seeing the development of small business websites transforming across the board in 2024,” First Internet explains. “Client companies are looking for pages that have more of a social media-like feel about them, where the conversation about the underlying brand is public and there for everyone to see. In today’s transparent online environment, there’s no hiding anymore.”
But it’s not just the classic review platforms that are driving sales with website marketing. It is also the user-generated content that’s making waves. Consumers can watch people just like them using and evaluating products, showing off what they offer in a relatable format. That’s a powerful combination and something brands are keen to use.
Historically, brands leveraged user-generated content on social media websites. But increasingly, they are also integrating this content onto their product and service pages. Often, it provides the additional bump they need to get them over the line and convert to a sale.
More Effective Use Of AI
On top of this, we are seeing more effective use of AI and automation on some business websites. New artificial intelligence tools are making it possible to provide visitors with a higher quality experience than ever before.
For example, just look at how chatbots are transforming the way users navigate complex websites. These tools can now provide automated answers to questions posed in natural language and navigation assistance. Combined with live chat, they can also offer website marketing, instructions, and advice.
The top websites are already using this technology (despite how young it is). But it is something that is also rolling out more widely as prices go down and more products hit the market. However, old-fashioned automation is also a feature of the best performing websites.
Businesses are cutting down on admin by getting software to perform various marketing automation tasks, including personalised ad retargeting and automated email campaigns. These facilities vastly reduce the amount of time it takes to run a successful website while adding to its effectiveness.
Strong E-Commerce Focus
There’s also been a movement of many online branded websites to e-commerce. These sites are no longer website marketing brochures for companies, but something users can interact with.
For example, consulting businesses used to have static websites with a phone number on them so customers could call and book a consultation. But with scheduling apps and integrated payments, that’s all changing. Now it’s possible for virtually any company, including those in the service sector, to take payments online.
“Being able to accept money online is a massive step up for a lot of businesses,” says First Internet. “The goal should be to monetize every touch point so that sellers and buyers can come together and exchange value.”
Subscription models are also playing an increasingly valuable role. Getting users to sign up for services, month after month, can be an excellent way to secure long-term funding and turn a business from a side hustle into a main activity. Websites that facilitate these sign-ups can be immensely powerful and can improve conversion rates substantially.
Higher Security
Another reason some websites are thriving is the higher security they offer. Companies are investing in technologies to protect users’ personal data from external threats.
These security features were optional ten years ago. But today, they are mandatory, given the rising value of data and changes in the regulatory environment. The form higher security takes depends on the industry. But most sectors now implement remote monitoring.
Advanced SEO
Lastly, many of the top websites are using advanced SEO techniques to convince Google to direct more traffic toward them. However, the strategies they’re using aren’t the same.
“We’re seeing some companies focus a lot on voice search optimization,” First Internet observes. “Businesses want to tap into markets that prefer this form of searching online compared to conventional typing. It’s an undersaturated area, meaning there are still numerous opportunities to rank well, even for new brands just starting their journeys.”
AI is also being used to improve website marketing SEO in numerous ways. For example, many businesses are leveraging the tech to perform keyword searches, helping them find combinations manual searches might miss.
It is also being used to improve content, optimising it for difficulty and keywords. It is also good for ideation: helping business owners come up with ideas for interesting topics for their websites.
