Now more than ever it is strategically critical that companies maintain and update all forms of marketing communication vehicles, starting with your website. With many businesses shut down or trying to stay afloat while adhering to work-from-home requirements, it’s essential to use all communication vehicles available to stay in touch with customers and prospects.
First and foremost, customers and prospects will turn to your website for up-to-date information in addition to usual website content.
What kind of information is critical on your website right now?
- Have your services changed?
- Are your hours of operation different?
- Have some or all in-person activities moved online?
- How can you help your customers and prospects?
- How are other customers dealing with these challenging times? Spotlight those customer success stories!
- What are some general insights into how you’re conducting business right now under these unusual circumstances?
In our experience, we see many businesses that look upon their website as a “one and done” type of vehicle. It’s anything but. You want to keep your website active and updated on a regular basis so that potential leads can find you at the top of Google ranking – that’s the concept of search engine optimization (SEO).
SEO and Your Website
Keeping SEO in mind as you update your website is a critical component in content marketing and public relations best practices. You want to deliver quality information that is of value to your prospects and easy to find – SEO must be the driving factor of your website content marketing strategy.
How can you keep your website SEO ranking high?
Keep adding fresh content to your website using your blog.
- Start a blog series on topics your customers need. Maybe it’s a new FAQ column. Which topics come in most frequently to your customer service reps? Which webinar topics have the highest attendance? What are sales reps hearing the most from prospects about your products and services?
- Express your thoughts on the current crisis and how it’s affecting your industry.
- Share your “new normal” experiences and include photos.
- Beef up your company story beyond the basics of your About Us page. A compelling company story draws readers in and makes you a memorable hero.
- Make sure you’re using responsive web design so that your website offers an optimal experience on all devices.
- Have several readers review your new website content to avoid those dreaded typos. Even better, hire an editor.
- Review your website design and architecture with a graphic designer.
If you find yourself with extra time on your hands, now is the time to put together some of those longer thought-leadership pieces that you don’t usually have time for. Industry white papers are always a good addition to your website – they showcase your expertise and knowledge. You can take a deep dive into a subject that’s trending in your industry and express your position while demonstrating your skills and abilities. It can also spark dialogue among colleagues and prospects.
Prospects are conducting research long before contacting you or responding to a marketing email and they’re looking at your website first. Make sure they see the most current and accurate information that relates to their needs.