How to Make the Most of Your Website

Image showing a PC, tablet, and smartphone displaying the same webpage.

A well-designed and maintained website is one of your best business assets. It is often the first thing potential customers see, and making a strong first impression online is just as important as making one in person. So now that you have one, how do you make the most of your website? By giving it the attention it deserves.

Keep Your Website Current

There are many ways to get the most from your website, but they all rest on the same foundation: keeping the content current. If your site is outdated, hard to use, or no longer accurately reflects your business, efforts like SEO, advertising, social media, and email marketing will never perform as well as they should.

Your website has evolved from a “nice to have” add-on to your business to being the center of all your marketing efforts. To get the most from it, you need to keep it current. That means updating essential information such as products, services, prices, promotions, policies, and hours.

It also means taking steps to ensure your website displays properly on mobile devices, which is how more than half of all people access the web today.

Focus on Search Visibility

Before your website can help your business, people have to be able to find it. That is where Search Engine Optimization, or SEO, comes in. SEO helps your website appear in search results when people are looking for the products or services you offer.

There are two main SEO approaches, and the right one depends on your business’s scope and goals.

National SEO is designed for businesses that want to reach customers across the country or even internationally. (Learn more about National SEO.)

Local SEO focuses on visibility in specific cities, regions, or service areas for businesses that serve a specific geographic area. (Learn more about Local SEO.)

Use Paid Advertising When It Supports Your Goals

A laptop on a desk displaying a bar chart showing sales growth. — Use Paid Ads to Increase Visibility and Sales.

SEO is important, but it is not the only way to bring people to your website. Paid advertising can also be an effective way to increase traffic and sales, especially when you need faster results or want to target a specific audience.

In simple terms, paid advertising allows businesses to pay for visibility rather than waiting to earn it through organic search.

Do you need paid advertising? For some businesses, it is essential. For others, it is a supplement rather than a necessity. And many others don’t use or need it at all.

But one thing is for sure: If you’re going to do any paid advertising, make sure your website has pages built specifically for the very targeted traffic you will receive. Contact us to learn more about that.

Build Visibility and Trust Through Social Media

Picture of a pair of hands typing on a keyboard with floating icons representing email, likes, comments, and more social media items. — A strong social media presence helps expand your brand and website’s reach.

Your website benefits greatly from an active social media strategy. Social media can help support it by increasing visibility, building familiarity, and encouraging engagement. More and more people now search on their favorite social platforms rather than relying only on traditional search engines, so your business needs a presence where your audience already spends time.

Common social media activities include sharing blog posts, responding to comments and posts, replying to testimonials, and creating and maintaining your Facebook, LinkedIn, and Google Business Profile pages. Responding to people who post reviews or ask questions is especially important.

Publish Helpful Blog Content

Even with the growing popularity of video, blog posts still play an important role in helping your website perform well, especially for national SEO. They give you space to answer questions in detail, explain your expertise, address customer concerns, and create content that search engines can discover and index.

Young man writing a blog. — Bolster Your Visibility with Good Blogs.

A strong blog post can do several things at once. It can help your website show up in search results, build your authority, give you something useful to share on social media, and create opportunities to link your site with other platforms where you have a presence.

What should you write about? That’s an easy question to answer: Write blog posts whose titles are the questions your clients and customers ask you. “How long does it take to build a widget?” “When should I choose a widget built from Material X vs Material Y?” I’m sure you can think of dozens of questions to ask and answer on your blog. And if you ever run out, ask ChatGPT, Claude, or any LLM you prefer.

Another great strategy is to teach your prospects how and why to choose you. Articles like “How to choose the right Widget company?” can help buyers find you and also serve as a good page to send prospects to when trying to close the sale.

How often should you publish? In general, consistency and quality matter just as much as frequency when using a blog to make the most from your website. Weekly posting can produce great results when done well, but a high-quality post once a month can also be effective if it provides what your audience is searching for.

Turn Website Traffic into Ongoing Relationships

One of the best ways to make the most of your website is to use it to build and maintain an email list. A good email list is a valuable business asset because it gives you a direct way to stay in touch with people who have already shown interest in your company.

Picture of a man holding a tablet in one hand and reaching out to touch a floating email icon with the other. — Turn emails into a powerful marketing tool.

Often, this process begins with making an offer such as an ebook, guide, whitepaper, webinar invitation, or other helpful resource, also known as a lead magnet. To access the offer, a visitor provides their name and email address, thereby giving your company permission to stay in touch.

We use a service called Brevo, and recommend it to all our clients. Brevo has a lot of great features, including marketing automation and a CRM, designed to help you turn visitors into prospects and prospects into customers. And they don’t charge you for a large mailing list and will let you send up to 300 emails a day, every day, for free. Contact us for an invitation to start Brevo for Free.

Used thoughtfully, and to convey information your customers value, email helps your website do more than attract visitors: It helps your business build lasting relationships.

Use Video to Strengthen Your Digital Presence

Young woman sitting at a desk, filming herself with a digital camera. — Videos, especially the ones you do yourself, are powerful traffic-boosting tools.

Video marketing is another powerful way to get more value from your website and your broader online presence. Many people, especially Gen Z and teens, prefer to watch videos to learn about a product, understand a service, get help with a project, or quickly gather information.

And many others go to YouTube to learn how to do something on their own…only to give up and contact an expert like you to get it done right.

If those groups are part of your target audience, YouTube and video content deserve serious consideration. The good news is that creating an effective video does not always require expensive gear or a professional production team. In many cases, your smartphone is enough. Younger viewers often want to see the real you, your staff, your storefront, your process, and how you work. That kind of honest, straightforward content often builds trust better than a slick professional production. And, it is another great way to make the most of your website.

Expand Your Reach with Additional Languages

PC monitor displaying American and Mexican flags as language options. — Adding a second language greatly expands your market opportunity.

Another effective way to expand your potential customer pool is to add another language to your website. By enabling non-English speakers to navigate your website, you demonstrate that you value their business and have made the effort to serve them in their native language.

Depending on what your company does and who your customers are, you could quickly increase your sales by adding another language.

Learn more about adding languages to your website here.

Ready to Learn More about How to Make the Most of Your Website?

Getting the most from your website requires time, patience, and skill. If you take a DIY approach, it takes time away from what you do best: running your business. Websites are our business, and we would love to connect with you to show you how we can help you rank higher and sell more.

Schedule Your Free Consultation

We’re experts at building websites that will Rank High and Sell More to your target market, no matter what business you’re in.

Curious? Let’s talk. Schedule your Free Mutual Evaluation Consultation now.

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