Making Websites Work

Making websites work means transforming your website into an asset that will attract new visitors and persuade them to become paying customers. This process is called online marketing.

Many business websites have been designed without the benefit of online marketing optimisation. This means that while they look OK on the surface they do not attract as many interested visitors as they could nor do they persuade them to take the action that you want them to.


The benefits of online marketing include:

  • Having a greater understanding of how your website actually markets your business
  • More control of your marketing
  • Attracting more website visitors that are interested in what you sell
  • Communicating clearly your businesses “unique selling proposition” (USP)
  • Improved Google rankings
  • More visitors becoming paying customers
  • Reducing your overall marketing spend
  • Seeing measurable results
  • A better relationship with your web design company


In order to plant and tend to a low maintenance marketing strategy, you need to work smart and leverage the power of the digital tools available.

Some of the Marketing tools available include:


SEM (Search Engine Marketing) is designed to raise awareness of products or services and convert visitors into customers through sales. It involves creating targeted Ads, improving ROI and generating genuine leads and converting into sales.

SEO (Search Engine Optimisation) is a critical part of online marketing and is one of the most cost-effective and successful ways to maximize visibility and drive qualified users to your website. SEO techniques include code modification, tweaks to information architecture, content and targeted link acquisition.

Email Marketing

Email Marketing is easy to use, perfect for customer bases of any size and helps to keep your brand front of mind. Here are a few things to consider:

  • What’s your call to Action? – Maybe change it to ‘sign up for special deals.’ The text on the button can heavily affect how many people will sign up or buy. If the button says ‘sign up for special deals’ instead of ‘become a member,’ it may change the number of sign-ups.
  • Get a good list! A good mailing list is one that is legal and is made up of people who have actively signed up out of interest in your business. Build such a list by giving your prospective customers lots of opportunities to sign up for the email newsletter. Leverage existing touch points and ask potential customers for an email address wherever possible – Instore at the point of sale; at industry events; in sales calls; and through refer friend functions.
  • Benefit-Based Subject Line – To ensure your emails get read, use words like ‘you’ and ‘your’ in the subject line. It will always get a better response. Secondly, ensure the subject explains both the benefits of reading the email. e.g. 7 steps to successfully grow your business
  • Choose your Topic Creatively – Think of the one thing your client base really needs assistance with but is too afraid to ask for help. You will literally open the floodgates for fantastic interaction when you delve into the areas where others have failed to go in the past.
  • Be Passionate – Love what you do and let it show! Doing business with someone who is excited, passionate and happy is completely different to doing business with someone who is grumpy, bored or even angry. Maintain a friendly, helpful and focused approach at all times to ensure you’re exceeding your customer’s expectations.
  • Balance Content and Promotions – No-one really likes constant advertisements and promotions in their inbox so be sure to balance these with genuinely useful content. A mix of promotional, informative and educational is the best approach…and the most interesting to write, not just read.
  • Add Value – There are so many people out there providing standard service, it’s actually not that hard to give superior service. If you’re not sure where to start, simply ask your clients how else you could help them. People buy value – they love to be made to feel special and this is what the marketing strategy ‘adding value’ is all about.
  • Keep it Short and Sweet – Consumers just want a quick quiz at what’s been going on and don’t want to be bombarded. Always provide a link back to your website so they read the rest. After all, your objective is to boost your website’s traffic and in turn, make more sales!
  • Change up the Graphics – Seeing the same picture over and over will eventually turn into “I’ve seen that before, I don’t need to look at it again.”

Social Media

If you have a set up your web presence and several social media accounts, but you never get around to updating them, you’ll be understandably disappointed in the poor results you get. A little care and attention can go a long way.


The importance of search and the need to establish and grow relationships with information-overwhelmed customers means you need to regularly add content to your website. The simplest and most effective way to do this is to add a blog. Blogging can be as simple as a quick description of something interesting that you found on the web, with a link or an embedded video image. Writing regular blogs about your interest in your craft/sport/industry is excellent search engine fodder, revealing your site to more and more people the more you write about.


Take a look at most business Facebook pages and you’ll see that a high percentage of their posts are links to other things they are doing online. Cross-linking all of your digital and social media activities will create a hive of activity around your profile that will generate a virtuous circle of buzz around your business. Keep this in mind (without boring people!) and you’ll be leveraging the benefits of all of these tools in no time.

For more information on this huge topic talk to Ben & Sam today!