Must-Have Website Features for an Effective Marketing Strategy

Feb 2021

Your website is a credibility piece for your brand and acts as the hub of your digital marketing strategy. If your online marketing is successful, you will be able to drive more qualified traffic to your website. Once you get traffic to your website, you need to find ways to convert that traffic into customers. This is known as a form of lead generation. 

There are dozens of lead generation tactics you can deploy, but we recommend that every website has at least these five direct requests and re-engagement tactics in place. Check out the five must-have website features below:

1. You have a contact form on your website.

Contact forms are the tool used to gather a name, phone number, email address, and other important information from website visitors. Some websites list their contact information on their website, instead of a contact form. This is asking your customer to do all the work and may invite unwanted emails. It is essential that your website has at least one contact form to give your visitors a way to get in touch with you. 


2. You have a monthly email newsletter.

This tactic is commonly used by businesses to stay connected with their stakeholders. Connecting on a monthly basis helps keep your relationship strong and establishes a platform for your company to share important information and new programs. An email newsletter is also a valuable tool for driving traffic back to your website.


3. You have a call-to-action on your website to join your monthly email newsletter.

Make it easy for your website visitors to join your monthly email newsletter by only asking for their email address. This will be the first step in building your relationship with them. If you ask for too much information up front, fewer people will fill out the form. Once they are ready to buy, they will offer up additional contact information that is needed to sell to them. 


4. You have a gated/downloadable resource on your website. 

We recommend having downloadable content available for people who want more information about a specific area of expertise for your business. They enter their email address in order to get access to the content (ebook, whitepaper, infographic, etc.) This way, even if they are not ready to buy, you have a way to keep in touch with them and ‘nurture’ that relationship through email. 


5. You have a remarketing campaign active to re-engage your website visitors. 

Remarketing campaigns can help you reach people who may not be on your email list yet, but have visited your website before. Using a pixel, you can follow them around the web and begin sending them ads to get them to re-engage with your brand. Learn how to install a website remarketing campaign on our blog.


In today’s landscape, it is crucial that you have the correct digital marketing infrastructure set up to produce optimal results for your business. 

Looking to identify gaps in your digital marketing infrastructure? 

Download our 55-Point Digital Marketing Checklist to find out if you’re set up to produce optimal results for your business. 


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