14 Feb 23 | 13:28:44
Or maybe you already have an established website, but are hoping to improve its performance?
Either way, you probably already know just how vital your website is to your business.
It’s the hub of all your activity. Sure, people can learn about you on social media, they can look across your various platforms to get a feel for your company, but when they’re making the all-important decision on whether to get in contact with you, it’s most likely your website they go to for that final step, so it needs to be the best it can be.
We’re a marketing agency specifically for Medical Device, and we’ve built many websites for clients over the years, however you don’t necessarily need to be a website expert to create a website that will deliver for your business. In fact, we know that just a few small tweaks could massively improve the performance of your site.
Whether you already have a website, or you’re considering building one, this article will tell you what you need to know to get the best out of it, from how it looks to how well it works.
You’ve probably heard of SEO (search engine optimisation), which is incredibly important, but you should be making sure that all your marketing channels are converging to your website, which is what we mean when we say that your website should be the hub of all your activity.
Your social media posts, email campaigns, and any other digital offerings should all drive traffic towards your website.
Even your offline materials can link to your pages using QR codes. Think brochures, packaging and congress collaterals – they could all contribute to your website’s traffic.
So, when you’re coming up with your marketing plans, always think about how it’s driving your audience on their customer journey, and on channels that aren’t your website, it should probably be by driving them towards your website.
We haven’t dived into SEO here as it is such a big topic, but, we have written several articles on it, so if you want to become an SEO expert, have a look at the below:
Actually, branding is a culmination of all visual assets, as well as underlying messaging that reflects the ethos of your company.
As opposed to being something you can see, branding provokes feeling, and your website is the perfect opportunity to showcase it. Whilst your website does need to look good, it shouldn’t be at the expense of your brand.
All the visuals on your site should be built around your brand, which includes the colours, the copy and imagery. Everything down to the shape of the buttons should be consistent and recognisably you.
On average, it’s estimated that 70-80% of the buying decision is now made before a buyer evens contacts you. The internet has given us access to more information than ever before, and people want to feel confident in their decision before they commit.
So, they’ll use your website as a place to find out what they need to know about you. Only when they feel a level of confidence like that, will they decide to reach out to you. During this process, inappropriate customers will exclude themselves, making life easier for your sales team.
Additionally, being honest and answering all their questions up front will build trust with your audience. If you’re being open and not keeping anything back, they can trust that you’re not going to suddenly spring something on them that they weren’t expecting.
Marcus Sheridan’s book “They ask, you answer” discusses the power of this philosophy in depth and is definitely worth a read.
To put this philosophy into practice, try writing down all the questions your audience will have before reaching out to you. These will probably be based on the questions you hear every day from your customers and leads, so it’s important to get different members of your team involved in coming up with these questions.
If you already have a site, does it answer these questions? Where can you find them? If you’re building a site, you can use this list of questions as a basis for the content you need to include on your website.
If they can’t quickly find what they’re looking for, they’ll more than likely click away, to find out if one of your competitors has what they’re looking for.
You also need to consider the different journeys of the users on your site, and how you can encourage them through it. This is known as conversion optimisation, and it’s how you encourage users to take a desired action, such as getting in contact or making a purchase.
Realistically, ensuring your website is set up to convert is the key to its success, because even if you have huge numbers of visitors, if they aren’t converting, what is the point?
When building your website, you need to ensure that it is set up well report. If you’re just looking to improve the performance of your current website, why not see how you can improve your current way of reporting?
Smaller teams will probably find that Google Analytics provides all the data that they need, but larger teams with a reporting budget may want to invest in software like HubSpot. Either way, the most important thing is that you’re looking at the right metrics for your goals.
When deciding what metrics to report on, you need to consider what they actually tell you and how full a picture you’re getting. Sure, looking at the visitors to your website is exciting, but what are they doing once they get to your site? Again, is there any point in knowing this if they aren’t converting?
A few questions to ask yourself include:
You can find these answers in the data, and then create actionable insights, wherein you optimise your site based on what the data is telling you.
Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.
We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.
If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.
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