When most people think of a business asset, a website might probably not be something that comes to their minds and the fact is that most people rarely consider their website as an asset to their business. However, while you consider your office building, customers, employees, brand name and logo, trademarks and reputation as an asset, a website should be regarded as one too. The reason for this is that more customers are accessing the internet now to learn more about your industry or company and your website must be a part of that list. Gone are the days where you just needed to have an online brochure. Today, having a website is a critical business asset.

With the world heading into technology at such a rapid speed, your website should be regarded as a well-oiled machine where all the tools and strategies need to be placed in order to ensure that you website runs smoothly. Another key feature is implementing an effective Search Engine Optimization strategy to take your website to greater heights. Together with this, below are a few ways in which you can convert your website into your most valuable business asset.

Content Strategy

As the old mantra goes, content is king and therefore, should be regarded as the heart of your website. The focus of creating content shouldn’t be simply to increase the number of your web pages; it should be to attract your customers through valuable, engaging and genuine content and help you to expand your reach. If your content strategy is not in place, you wouldn’t be able to increase your website traffic.

Regardless of whether 10 or 10,000 people are reading your content, you should ensure that your maximum effort is expended in creating unique content and providing value to your readers. Whether it’s a blog article, a video, a webinar or an infographic, business owners should always ensure that they provide content within each medium to support the business.

Below are some tactics that need to be implemented into your content marketing strategy during your web development process:

  • Relevant content
  • Buyer personas
  • Editorial calendar

The point here is that every business should develop content that unique and different from what their competitors are putting up. And this starts with a catchy topic. Remember, the headline could either make or break you so having a strategy is key.

Enabling Lead Generation

Lading pages are certainly the heart of your lead generation efforts. What about the other ways in which you can convert your visitors into leads? Blog content and calls-to-action can help if they point to a relevant offer on a landing page but the main objective of landing pages however is to engage with your potential customers. This is why it’s very important to create offers that are placed on the landing page. Some other techniques are by promoting your offers on social media, including a link to your privacy policy and make your landing pages easy to find.

Connected to CRM

The ultimate goal of marketing is to establish healthy relationships with your customers but where will all these key information be kept? Of course, you don’t have the time to manually input information and behavior on your website into an excel sheet. While it might be a possibility for small businesses, larger businesses will not be able to handle manual input.

This is where CRM or Customer Relationship Management comes into the picture. This can allow you to keep track of all the information and engagement you have with your customers. If you haven’t connected your marketing software to a CRM, the time is now. The benefits that comes with being able to track all lead communications can be a huge advantage for your business and you can now implement progressive profiling and lead nurturing, send specific content and offers to your leads and engage more effectively with your audience. Some other benefits include a shorter sales cycle, better alignment between marketing and sales and closed loop marketing analytics.


You should continuously analyze your business and changes to your website by understanding what’s working and what’s not. If you are unable to answer those questions, you might want to look more carefully at your website’s performance and gain insights into conversions and engagement. According to research, about 75% of companies don’t update their website anyway and if you are not tracking and monitoring key performance indicators, you won’t be able to make any changes to your website.

In order to measure success of your website, the below metrics should be monitored:

  • Lead to customer ratio
  • Inbound links
  • Traffic to lead ratio
  • Landing page conversion rates
  • Social media reach
  • Blog views that can help you identity what type of posts your visitors are enjoying the most

If you notice that a blog article of a particular topic is being viewed frequently, you might want to consider creating similar content that can further increase customer engagement on your website.

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