How The Quality Of Your Website Affects ROI For Your Marketing Campaigns

Thanks to the rise in social media and the emphasis on data-driven marketing approaches, most marketers prioritize digital marketing because it’s easier to track and measure a campaign’s success. 

According to 2020 Statista data, spending on digital marketing will reach 14.16 billion in 2023.

With all the emphasis on trendy digital marketing tactics, however, many business owners and marketing agencies neglect to prioritize the quality of their website.

In this article, I’ll discuss how your website affects ROI in marketing and suggest ways to improve your marketing efforts, digital or otherwise.

Pay-Per-Click advertising ROI hinges on the quality of your landing page

Part of running a successful SEM campaign depends on your landing pages on your website.

Once you capture your audience’s attention with engaging Google or Facebook ads, you need to direct them to a landing page so they can convert to leads. 

Your landing pages must load fast, be designed for conversions, and have persuasive messaging.

Since PPC marketing campaigns often require thousands of dollars, optimizing your landing page is critical to getting a positive return on your advertising investment. 

Common PPC landing page errors include:

  • Slow load time
  • Messy code
  • Unreliable hosting
  • Cluttered design

Slow-loading landing pages

A landing page that loads slowly can cause visitors to bounce off your website instead of opting into your offer.

You can use Google’s Page Speed Insights to test your page’s loading speed and get insights to hand off to a web developer to fix.

Messy code and sloppy Javascript

Part of improving your landing page performance is cleaning up the code on your landing page. Misplaced divs, extra code snippets, excessive Javascript usage, and more can clog your website’s speed. 

If you need help with using Javascript properly, you can use this free Javascript testing tool.

Unreliable hosting

Upgrading your website hosting is critical. It’s horrible to have a landing page go down because your website hosting service shares resources between hundreds of other websites. 

If you’re looking for a great hosting provider, Flywheel offers managed hosting services for business owners and prompt, friendly customer service.

Cluttered landing page design

Cluttering your landing page can take many forms, from providing more than one call to action to including unnecessary links, like your website’s navigation menu.

Your landing page should be focused on getting people to do one thing and only one thing. 

With a clean, focused landing page design, your leads will be able to take action on your offer.

Affiliate marketing campaigns do better with a content-rich website

Affiliate marketing has taken off in recent years since it’s a great way to earn money by referring people to great products.

However, due to its popularity, succeeding in affiliate marketing today requires dedication and a bit of strategy to get people to click and buy the products you recommend.

After all, clicks are the name of the game in affiliate marketing. When you get people to click on your affiliate links, they’ll most likely buy your products. This is why Ahrefs Head of Content Joshua Harwick recommends using product roundups, reviews, and blog posts to drive traffic to your affiliate website.

 The quality of an affiliate website affects ROI since buyers need a navigable, content-rich website to be persuaded to buy.
The quality of an affiliate website affects ROI since buyers need a navigable, content-rich website to be persuaded to buy a product.

When you create educational content around your affiliate products, you’ll show the value of your products naturally, without making people feel forced into buying.

Putting great content on your affiliate website will also boost your affiliate website’s rank in search engines. This means that people using keywords like “best X” or “X vs. Y” will most likely land on your website, allowing you to tell them about your amazing products.

Great content marketing requires a great user experience on your website

Thanks to the internet, modern buyers have a wealth of available comt to make informed buying decisions. Many consumers research products and services and buy without ever talking to a salesperson at all. 

That is the modern version of the buyer journey.

An explanation of the 4 stages of the modern buyer journey: awareness, consideration, decision, and loyalty.
An explanation of the 4 stages of the modern buyer journey: awareness, consideration, decision, and loyalty.

The buyer journey is a concept that salespeople and marketers use to describe the process that buyers go through as they discover, consider, and eventually purchase products and services.

You’ll find many different opinions on how many stages there are in the buyer journey, but here’s a general overview:

Awareness 

A person experiences a challenge or problem and begins researching to determine the cause of their problem. 

To attract people at this stage, you’d want to use your website to publish blog posts and videos on industry news stories and common customer problems and questions.

Consideration

After researching their problem’s cause, people start comparing services and products that can fix it, based on their budget, needs, and other factors.

As people start figuring out how to solve their problems, you can publish “how-to” guides, comparisons, and reviews on your website. 

When you provide high-quality content that answers confusing or tricky buyer questions, people will be more likely to trust you when it’s time to buy.

Decision

After narrowing down their options, people look closely at the services or products that match their needs to make a final decision before they purchase it.

Because the pre-purchase stage is the turning point in turning leads to sales, it’s vital to make sure your company stands out to buyers as the superior choice. You can do this using custom website design, case studies, whitepapers, and distinguishing accreditations or certifications. 

Loyalty

Once leads become customers, your work isn’t done. After buying a product or service, people continually evaluate whether their purchase is bringing them value. 

Your website can help you build customer loyalty by providing online payment options, helpful content, live chat options, and other valuable services. 

Your website can help you through each stage of the buyer journey process, taking people from “interested” to “sold.” No, it won’t happen overnight or even in a couple of visits. But it can happen – if you do it right.

Radio and TV advertising need an optimized website to capture & retain audience interest

According to Statista, radio advertising in the United States will reach over 18 billion by 2021. Radio broadcasts let companies target specific audiences aurally, which can prove more powerful than other advertising methods.

However, it can be challenging to track your ROI on radio ads.

Sure, you can use sales numbers to measure the response rate. 

But most buyers aren’t ready to be sold the first time they hear about your company or your service.

In fact, modern buyers prefer to research on their own before purchasing or talking to salespeople about more specific things like pricing or timeframes.

Source: Hubspot

This means that people who hear your radio ad are going to look up your company’s name in Google so they can learn more before buying.

Everything from your website’s load time to the ease of navigation will all influence whether people decide to stay on your website and learn more about your company.

A fast, easy-to-use website with helpful content will help you get people to contact you for more detailed information like pricing.

PR marketing gets more eyeballs with a well-designed, optimized website

Modern public relations (PR) incorporates digital mediums like social media and online brand mentions. PR has also evolved to include various branches like crisis management, community relations, and employee relations.

With hundreds of possibilities for promotion and advertising, PR professionals categorize techniques, strategies, and assets into three categories: paid, earned, and owned.

  • Paid media: This includes social media advertising, influencer marketing, and pay-per-click advertising.
  • Earned media: This includes mentions of your company in news articles and reviews, customer praise on social media, and high ranking in search results.
  • Owned media: This includes your social media posts, blog content, website, and email newsletters.

As part of your owned media assets, your website acts as a “home” for your online marketing activities. For example, mentions of your company, services, employees, and products will most likely link back to your website.

As a crucial part of your PR marketing activities, your website needs to be optimized to appear in search results for people that search for the name of your company and your services. You should also invest in professional website design, so your company website blends in with your company’s established brand.

In social media marketing, a website helps you cut through the noise

Whether it’s Facebook or Pinterest, most small businesses are using social media to promote their business.

Because social media provides instant visibility for small businesses, business owners often wonder whether a website is needed. However, there are a few ways a website can help you that a social media profile can’t:

Cutting through feeds and notifications

Although social media can be a great way to connect with leads and customers, a website provides a way for you to cut through the clutter of people’s feeds and social notifications.

Owning your platform vs. “renting” it

In recent years, social media platforms have come under fire for their treatment of user data and the content posted on their platform. With a website, you can control how your content is displayed and used.

If you use an open-source platform like WordPress to build your website, you’ll have peace of mind knowing that you truly own your website.

Maximize your marketing efforts with a top-quality website

From PPC advertising to social media marketing, your website plays a vital role in your marketing campaigns’ success. As you run advertising campaigns and lead generation activities, remember to invest in your website: it’s the home base for your marketing efforts.

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