Your Website: The Core of Your Digital Marketing Strategy

As a business owner, it’s easy to get caught up in the appeal of leveraging social media platforms and Google Business Profiles. Sure, they’re a wildly important part of a comprehensive digital marketing strategy, but oftentimes they get outsized time and attention than the real MVP: your website.

A well-developed website remains the cornerstone of any robust digital marketing strategy (DMS), and should be attended to like the star of the show it truly is. Here’s why.

You Website is Yours Alone: Build on the Ground You Own

Social media is like renting an apartment—you might live there, but you don’t own it. Your Facebook and Instagram pages are fantastic tools, but they’re not truly yours. Think about it: if your account gets hacked or a platform changes its policies, you could lose everything in an instant. Professional organizations build their digital homes on land they own, and that’s where your website comes in.

Picture this: Your Google Business Profile gets flagged incorrectly as “permanently closed,” or your Facebook account gets hacked. Suddenly, your audience has nowhere to find you. Or if you have a website that is not properly maintained and cared for, users show up to find that it’s outdated and doesn’t clearly communicate that your business is open and ready to serve clients. That’s a nightmare scenario you can avoid by having a solid, updated, functional website.

Your website is your digital real estate, a place where you control the narrative and the experience. Give it the attention that an incredibly valuable asset deserves.

Social Proof as Part of Your Digital Marketing Strategy

For most subject matter experts, the true value of a website lies in its ability to provide social proof. But what exactly is social proof? Social proof is the psychological phenomenon where people look to others’ actions and opinions to determine their own. In a business context, this often means testimonials, reviews, case studies, and endorsements that help build credibility and trust with potential clients.

Now that you know what social proof is, why is it so important to take it into account? What is social proof such a valuable part of an overall business strategy? Here’s why, according to a few stats from Sprout Social:

• 83% of consumers recommend a brand they follow on social media to friends and family
• 95% of shoppers read online reviews before making a purchase
• 82% of Americans ask for referrals and recommendations from family and friends before making any kind of purchase
• In a few words: social proof gets your business more sales

Social proof can sway someone in the right direction to your business. But where do those potential clients go next? That’s right: to your website.

Imagine you’re Lisa, a brilliant family law attorney. (Stick with me, this is going to sound a bit like the soup opera your aunt still watches, but there will be an important point.) Your friend Jeff has a colleague, Brian, who needs legal advice because he’s separating from his wife. Jeff recommends you, and Brian’s first move is to look up your website. Jeff’s recommendation is only the first step; your website must seal the deal by providing the social proof Brian needs to trust your services.

Here’s the tough part about social proof: you often don’t know what you’ve lost. Brian might tell Jeff he checked out your site, but if your website doesn’t impress, you may never hear from him. Your website must convince visitors that you’re the right choice, often without you even knowing they were considering you in the first place.

Your Website Gives You Your Voice

A website is more than just an online address; it’s your digital megaphone. It sets the tone for your business—whether it’s professional and buttoned-up or relaxed and welcoming. It gives you the singular opportunity to speak to your clients or members in a way that clearly says, “This organization or business is for me.” Your website allows you to describe your services in a way that makes sense for your organization, share your expertise through a blog, introduce your team, and spell out what makes you different from others in your industry.

You’re not just another accountant or government contractor; your website should convey why you are different and why potential clients should care. It’s your chance to stand out in a crowded market by showcasing your unique value proposition and personality.

The Bottom Line: Your Website is of Paramount Importance

If you’re wondering whether your website needs as much attention and effort as your other digital marketing tactics or if you even still need a website in the year 2024, the answer is a resounding yes and yes and yes! Your website is the foundation of your digital marketing strategy, providing a reliable, controllable platform to showcase your expertise and connect with potential clients. It needs to be given the ongoing maintenance, care, and time it deserves as the primary driver of your ability to convert prospects into clients.

Keeping a website fresh, maintained, and optimized is not easy. As we’ve hinted at…it takes TIME and lots of it. The team at Spring Insight helps our subject matter expert clients put their best online foot forward with websites that function, drive traffic, and remain relevant.

Ready to invest in your most valuable digital asset? Schedule a consultation, and let’s discuss the website your organization needs to thrive.