How to Prepare your Website for Full-Range Marketing

We’re sure you already know about the major elements and features each website should have. These features are necessary for promoting your business and ensuring its longevity. A website is a must-have if you’re looking to either offer your services or advertise them. Still, it’s worth at least mentioning them:

  • Clean, compelling design
  • CTA’s
  • Navigation
  • Media and text
  • Responsiveness (mobile-friendly)
  • Ease of use

Still, these are not enough to prepare your website for full-range marketing. Your website must be able to handle anything you want it to whether that’s pure marketing or sales. Or both. A study by Ascend2 from 2020 has shown that most marketers/advertisers said that SEO and Social Media/Blog Posting are the most effective digital marketing tactics used.

This graph shows that the most important tactic was perfecting SEO. Source: Ascend2

Before setting out to create your website, you need to make sure that it supports marketing. Some website builders don’t allow this feature which would severely hamper the progress you envisioned. Don’t put yourself in a situation where you get the finished product but then realize it doesn’t support marketing. Going back on those changes takes a long time and isn’t worth it.

That’s why we’ve decided to help you out with understanding what your website needs and how to prepare it for full-range marketing.

 

The Necessary Components needed for Full-Range Marketing

As mentioned before, if your website is to be successful and optimized for marketing, there are a couple of components you need to implement. But before doing so, it’s crucial you understand exactly what they are and why you should use them.

Website Type

Choosing the exact type of website you need for its devised purpose sets the foundations for what you’ll be doing with it later. Some website types cannot support full-range marketing at all whilst others are extremely rich and versatile but very complicated.

PHP, CSS, and HTML

A programming language used in conjunction with most HTML-based websites to create scripts and scenarios for web apps. This type of website is perfect for affiliate marketing as it allows plenty of flexibility.

What this essentially means is that the marketing on your site is always dynamic and automatically updated. A lesser hands-on-deck approach to marketing than other website types.

A website designed with CSS can be designed in virtually any way. CSS is short for ‘Cascading StyleSheets’ where you externally apply certain design elements and rules. For example, you can stylize the text in any way and apply that to specific sections of the site with ease.

CSS enables extra knowledge about how to run a marketing campaign, analyzing it, and improving the entire website according to that data.

The main programming language used in website construction. HTML has been the basis of almost all websites throughout the years and has evolved drastically into what it is today. Without HTML, your website would simply be an unusable billboard.

All other web programming languages tie in with HTML (such as CSS and PHP) that together enable you to do whatever you wish with your website.

These three website programming languages (when used together) allow for some pretty amazing modifications to your website. They’re also the most complicated option for those without prior knowledge of programming.

Even so, almost all of the largest websites today work on these three (or more) programming languages. Most of the work on these sites is outsourced as it allows experts and experienced developers to realize the website owner’s dreams. Alternatively, online website builders can be of great help if you want to do it yourself as the whole process is simplified, albeit the end result is not as powerful and specialized as a truly programmed website.

Online Website Builders

These tools come in handy when you’re looking to create the first phase of a website. The most famous website builders are WordPress and WIX. They allow the average user enough tools to prepare a website according to their needs and wishes.

Simplicity plays a huge role in the accessibility of such tools hence why online website builders are made to be as simple as possible (when talking about usage; not abilities).

Benefits:

  • Easiest way to build a website
  • Doesn’t require extensive knowledge of web programming languages
  • Arguably the cheapest way to design a website

CMS

CMS is primarily used for content management on websites. This software uses a content database that can further be managed in many ways. Ideally, you’d want CMS running during the creation of your website as it makes it easier to update or remove content and alter the website structure.

Benefits:

  • Content management is simplified and sped up
  • Easier modification to website structure where content is located

Google Marketing Platform

The Google Marketing Platform enables advertisers to buy ad space on the Internet, access the analytics side of marketing, and ultimately the ability to optimize your website perfectly.

One such way of improving marketing is by creating ‘ad space’ for your own marketing goals. Having the ability to promote your company efficiently through your own website is very important.

Essentially, the Marketing Platform provides a vast host of information that advertisers need – as well as yourself. Things like ad trackers, creatives, audiences, and conversions are all monitored by the Platform.

Tag Manager & Analytics

Analytics are an integral part of every business. As such, they are a powerful tool that helps you understand and recognize certain patterns associated with marketing. The Google Tag Manager specifically is a management platform and tracking tool through which you can add marketing tags.

Marketing tags are snippets of code that let you track user activity and collect valuable marketing data. They are non-intrusive, meaning the website code will not be modified in any way.

The Tag Manager and Analytics are used in tandem to improve the information gathering process.

Search Console

The only way to truly improve your website’s standing in Google Search Results is by using the Search Console. This ‘small’ tool lets you check your website’s traffic and performance, whilst also highlighting and enabling fixes for various issues.

This is used to predominantly check on the indexing of your site but its biggest asset is SEO optimization. It’s the best way to see how your website is doing SEO-wise and what needs fixing.

Google’s bot scours through each website, looking at things like SEO, as well as how precise your content is to search queries and rates it according to these metrics. It also manages sitemaps – in what way is information, media, content, etc. connected on your website.

 

Third-Party Integration

E-mail marketing is a vital component that can be very beneficial if done correctly. It’s the easiest way to connect with your customers. As such, your website should be able to integrate with third-party tools, no matter what they are.

Source: Designforrank

Of course, e-mail marketing isn’t the only reason for this. Optimizing your web platform almost always requires some form of third-party app to speed up the process and provide additional insight into how well your website is operating (or should operate based on your needs).

Speed Test

The Speed Test in this context signifies how fast is your website. Websites can slow down or downright stop working properly as a result of improper use of content (huge image sizes), overuse of animated elements, and more. As such, keep an eye on your website’s speed when designating (and testing) ad space.

Make sure your website has a high-speed rating to ensure a nice, flowy user experience without lag or other potential issues.

SEO

SEO should be your main focus if you’re hosting written content as well as running marketing campaigns. High SEO scores mean that your website will be ranked highly in Google’s search results pages thus increasing the number of visitors you get each day.

You should always include vital keywords and expressions that users are searching Google for. You want to answer all their burning questions and align your content with what they want. There are plenty of SEO plugins and websites that you can use to check your scores and see what needs fixing.

Conversion pixels

Conversion pixels are tags that are given to advertisers to include on a landing page. These tags are then used to measure the results of your ads. What this essentially means is that you’re given knowledge about which marketing campaigns (or ads) your traffic came from.

This is especially needed if you want to advertise on platforms such as LinkedIn or Tiktok.

 

Conclusion

Combining all of these features and elements together makes for the perfect website, ready to handle full-range marketing. Advertising today can bring plenty of benefits to a company (or website owners) and allows lots of flexibility design-wise. Take consumer behavior as an indicator – every few years, consumer goals can change, drastically even.

Nowadays, people are more often than not looking to purchase stuff online. Because of this, your website must be optimized for full-range marketing.

With that said, we specialize in ideating and creating websites that can be used in the most efficient way possible when it comes to marketing. Let us go through the process of preparing your website for you, with all of these features implemented and ready to go.

Simplify the process for yourself and avoid nerve-wracking situations by getting in touch with us and kicking back, relaxing, and watching your dream website come to life.

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