The humble website was once considered the cornerstone of any business worth its salt, acting as the starting point to all digital marketing strategies.
These days, in a world increasingly dependant on social media, many businesses are now opting to focus their time, money and resources on social channels, often leaving their websites to become outdated and increasingly irrelevant.
Here, we explain why your website still matters in the modern age and how to best make use of it.
First Impressions Count
Your website is often the first contact your customers will have with your business. While many potential customers will be social media savvy, there are still plenty of people who distance themselves from social media and who will be introduced to your company via your website.
Therefore, a professional, clean, and visually appealing website is integral to building your business.
Your website is the primary space in which you can build the brand and appearance you want to convey to your customers and allows you to build trust with your visitors through creating consistent, professional and legitimate pages.
If your website is unprofessional, messy or difficult to use, you run the risk of losing both new and existing customers, especially if your site isn’t mobile-friendly – many potential customers will be browsing on their smartphones.
This is especially important for holiday parks. If your website is difficult to use and customers are unable to easily keep track of basic things like bookings, you may lose business.
Thisby Mashable tells you all you need to know about building a good website.
Having a robust social media strategy is a must. But if you have nowhere for your traffic to convert, what’s the point?
Marketing on social media is all designed to make the customer do something, whether it’s purchasing a holiday let or booking a visit to your park.
Therefore, your website needs to act as the final conversion step – after targeting customers on social media, your site is where the magic happens, with the potential customer becoming the customer after using your website.
10x Digital’s post explains the importance of website conversion.
You Call The Shots
Many businesses are forgoing the traditional website and merely using social media as their main space, such as a Facebook account or a YouTube channel.
However, when using a social media site you are at the whim of its engineers. If they decide to change the algorithm, as recently happened with, you may not appear in the newsfeeds of your target audience. Or, as with Facebook, you are subject to all of its frequent updates.
A personal website allows you to control all of your information and how it is presented, as well as acting as a more permanent base.
It also gives you more space to provide detailed information that cannot be conveyed over Twitter, for example, allowing you to provide customers with interactive calendars, a virtual tour of the park or other key features.
Analytics Are The Future
Although social media sites provide analytic tools, website analysis can provide businesses with more in-depth knowledge of their customers and trends.
By analysing website traffic, conversions and customer behaviours you can constantly improve your website to achieve your business goals. This should be combined with an efficient management system such aswhich helps you to analyse all your customer information.
It can also help with achieving consistent high-ranking SERPs, if properly maintained. Your website provides natural search results that can drive traffic to the site and improve your SEO results, by reaching out to a wider audience on a local and global level.