Designing, developing and maintaining websites is a large portion of what we do here at OffWhite, because we know that having a quality website is directly connected to the success of our life science and technology-based clients. Yes, marketing has to be holistic, and it’s necessary to invest in advertisements, promotions, campaigns, developing corporate literature, search marketing, etc., but when it comes down to it all of those efforts are pointing potential customers to a single place where they can find out more, contact you or even make a purchase – your website.
If a strong website isn’t at the forefront of your marketing strategy, you’re setting yourself up for failure, and here are three reasons why:
1) Your Website Represents Your Brand
Those in the life science and technology business sectors need to be very conscious of what their websites are saying about them. In this digital age, it’s where consumers go to get acquainted with your brand. This is where they learn about who your company is and how your products and services can meet their needs. Having a website that isn’t as clear and compelling as the trade publication ad or direct mail piece that led your prospective customer there to begin with is a sure way to negatively impact the perception of your brand and deter potential customers from converting into a lead or sale.
2) Prospective Customers Interact With Your Website
Not only is your website a place for prospective customers to learn more about your brand, but it’s where they engage with it. Interaction is key to building relationships. The easier it is and the more opportunities there are for prospective customers to interact with your brand increases the likelihood of conversion. This is achieved by equipping your website with a professionally designed user-interface and well-written content with plenty of calls-to-action.
3) Your Website Facilitates Conversions
As you can see, the ultimate goal of your website, and all your marketing efforts driving traffic to it, is to increase your sales and leads. This is why having a website-first marketing strategy is so important. If your website isn’t enhancing your brand, building value in your products or services, and enhancing user experience by providing visitors with relevant and useful content that will facilitate conversions, you’re working against yourself and your time and money invested in traffic-driving marketing efforts are for naught.
If you’d like to find out how OffWhite can increase your leads and sales by working with your current website or helping you create a new one, contact us today.