How Your Website Fits Into Your Marketing Plan

How to Maintain Your Website

By Ryan T. M. Reiffenberger | March 27, 2023

Maintaining your website is a quintessential part of website ownership as it is the core process that keeps your website online and your visitors satisfied. Much like owning a house, owning a website requires periodic maintenance and routine inspection to ensure that things are running properly. Without this, a website is doomed to fall into…

What is a Website Staging Environment?

By Ryan T. M. Reiffenberger | March 20, 2023

A website staging environment is an important part of the website development process. A staging environment is an isolated copy of a website, typically located on a different server than the live site, that is used for testing and review before any changes are made to the live website. Having a staging environment for web…

Why Securing Your Web Hosting Account is Important

By Ryan T. M. Reiffenberger | March 8, 2023

Web hosting security and two-factor authentication are critical components of any organization’s online security infrastructure. The internet has become a fundamental part of daily life, and people rely on it for everything from shopping to banking. This increased reliance on the internet means that web hosting security has become more important than ever before. The…

A Summary Of Our Q1-23 Changes at FTG

By Ryan T. M. Reiffenberger | March 4, 2023

If you’re reading this, we want to personally thank you for choosing Falls Technology Group. It’s been a great year so far and we’re excited to announce the changes that we have implemented in Quarter 1 of 2023. We look forward to the opportunity to continue to provide more features, build better business, and provide…

What is a Nameserver?

By Ryan T. M. Reiffenberger | January 6, 2023

A nameserver is a crucial component of the internet that plays a vital role in how we access websites. Simply put, a nameserver is a server that translates domain names into IP addresses. Have you ever stopped to consider how you are able to type a website’s name into your web browser and it takes…

Ryan Reiffenberger - Last Updated: Oct 27, 2022

Ryan Reiffenberger
Last Updated: Oct 27, 2022

Ryan is our Lead Web Architect here at Falls Technology Group. Starting in 1999, Ryan has been working on building websites, computers, and servers for over 20 years.

In a world where much of what we buy comes from our time online, having a website is a non-negotiable for any business that wants to be successful in the modern age. Building a place where your prospects can land to learn about your business, your products, and your ethos is incredibly important to your sales process as it allows you to eliminate much of the manual work when converting sales.

Websites serve as a beacon for your business online and a centralizing resource that can connect all of your other services together. A great example of this would be a social bar on your website that links people out to your account on the social media platform of their choosing. It’s a great way to get people connected to you whilst still catering to their desire to use their preferred platform.

The Pros and Cons

When constructing your website, you will want to be careful about how you execute the project. Building the wrong layout or an unfriendly website can be devastating to your online reputation and can get in the way of you building and growing your business, especially online. If your SEO (Search Engine Optimization) isn’t configured correctly, you can end up in front of the wrong audiences, broadcasting the wrong message, or even obscuring your site from being scanned by search engines that put you in front of the very prospects you are looking to sell to. Additionally, if you build a website that is difficult to navigate or incomplete, it can also send the wrong message to your clients that you may be difficult to work with, or that you are not able to reliably launch a full project.

On the flip side, your website can also serve as a great landing zone for your advertising campaigns and sales efforts. By giving them a link, you put the power in their hands to be able to complete the sales process wherever they are and get all of the necessary information on their screen to do so. Interweaving your website into your sales funnels and processes is a great way to do just that. Furthermore, your website serves to explain to your clients WHO you are, and WHAT you do, which are two of the most important questions that people ask before they buy from anyone.

How It Works

After constructing a site for your visitors, you will need to ensure that you’re driving traffic to your domain. Building a website is NOT like the expression “Build it and they will come.” – Far from it, actually. You can spend thousands of dollars on a website but if nobody knows about it then your traffic will never grow at the rate that you want it to. Some great ways to do this are to utilize Google or Facebook ads if you want to run paid marketing, or to use authority building and relationship building strategies to help broadcast your website.

Once visitors arrive on your site, you’ve got about two to three clicks to reel them in before they will likely leave. Unless your client is looking for something specific that they already know that you have, you will need to do the work of hooking them in with an offer that’s desirable but not intrusive. This can be tricky, but is easily doable with the right copywriting and SEO strategies. You need to layer these on top of your visitor acquisition strategies to build a solid foundation for your website.

With all of these things put together you can effectively build a marketing strategy with your website. Without the proper foundation, your website will just sit on the internet without the visitors that you are trying to procure.

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