For years, marketers have prophesied that the end of the website is near. They’ll claim that websites are dead and that social media marketing rules the land of lead generation. These marketers like to downplay the influence of a website, arguing that, while your website may play a role in a consumer’s decision-making process, social media platforms, looking at customer reviews, your posts, and tweets, your team members’ are what ultimately drive them to convert. Some, they argue, may not interact with your website at all.
They’re not wrong. Some users will follow the path they’re describing. Most will scope out your business’s social media presence. Social media might even be their introduction to your business, and they might convert directly from a social media ad or post. To us, these are all reasons why it’s important that your digital marketing includes a strong social media strategy. They aren’t, however, an argument for social media as a viable replacement for a good website.
Though social media often plays a significant role in a consumer’s journey, it should not be the focal point of your digital strategy, and that becomes increasingly clear with every change or challenge to Facebook, Twitter, Instagram, Google, or any other social media or search engine.
What isn’t beyond your control is your website and your email list. While social media and Google’s toolbox are important parts of your digital marketing, ultimately, they should be used to drive users to your website, where they can convert, whether making a purchase, filling out a contact form, or signing up for a mailing list.
If something isn’t working with your website, you get to change it. If something is working, you get to amplify it. Unlike social media or SEO, you’re not devoting all your time and resources to algorithms and services that can change at will and leave you scrambling for a new strategy or solution. With your website design, you’re in control, and what you say goes.
Your website should be the core of your marketing and lead generation strategies. What does that mean? You need a website designed to deliver on those expectations. Driving traffic toward your website is futile if your website is a dead-end for customers. This has been made clear in the shift in emphasis from “web design” to user experience design. Your website should look good, but if it doesn’t deliver a good experience for the user, it won’t deliver the leads you need.
Websites aren’t dead, but the purpose they once had is. Originally, when there wasn’t as many people and businesses online, websites were the main focal point of a digital strategy. People would go see your website to get to know you or even purchase from you.
While it’s true that websites are no longer the only way to access information online, they aren’t going away any time soon, Internet usage thus far in 2022 has increased by 1,355%. In fact, there has never been a better time to rebuild your website and make it an essential part of your marketing strategy and business goals.
Websites Are a Powerful Marketing Channel
Websites are powerful marketing tools for a number of reasons. First and foremost, allow you to build a strong brand identity, which is essential to building trust with your customers. They provide crucial information about your business or organisation. In fact, most people today might even be suspicious if you don’t have a website, especially one that looks professional and trustworthy.
Your website is your chance to tell your story and position yourself as a thought leader in your niche. You can use it to showcase your product and services, as well as let potential customers know who you are and what you do.
Your Website Helps Build Product and Brand Awareness
Visitors to your website actively seek information about your products and services. They are interested in what you have to offer and want to learn more.
Your website can support the marketing team, the sales team and even business intelligence tools at the company. You have the chance to directly influence them and shape their opinion by providing them with high-quality information that is backed up by your research and data. This can also assist with the customer buying decision too.
A good website will address all of their questions and help them make an informed decision that leads them to purchase from you. The more often people visit your website, the more likely they are to buy from you.
Your Website Underpins Everything Else That You Do Online
A well-designed and user-friendly website is an essential element of a well-rounded marketing strategy. It can serve as the foundation for all other marketing efforts.
It’s true that people are increasingly turning to apps for digital services. But having a strong and well-developed website can help you capitalise on this transition. With a multichannel approach, you can easily integrate your website with other communication and marketing mediums.
This can help you cater to customers who prefer apps over websites.
The Future of Website Development
With the continuing rise of mobile devices, smart speakers, and other technologies, the way we use the internet is changing. Websites and web browsers aren’t going anywhere anytime soon, but they aren’t the only way to access online content.
New technology and trends in online usage are constantly changing, and it can be hard to keep up. But you should keep an eye on a few trends in online marketing.
Are Websites Obsolete?
For any business owners thinking it’s time to move on, the future of websites is bright and will continue to play a role in any business model.
With the rise of new technologies and the increased use of voice search and visual content, the way we interact with websites is changing but websites are far from obsolete, and they aren’t going anywhere anytime soon.
There will always be a place for strong websites that provide relevant information, build trust with your customers, sell your product, and help you build your brand.
You should strive to keep up with the latest trends in online marketing and use them to your advantage, but developing a robust website is essential for success in the modern digital landscape. It can help you drive more leads and sales, strengthen your brand, and position yourself as an industry leader. If anyone asks are websites obsolete? You now know they are here to stay for a long time yet.