During the events of the past year a lot of businesses have struggled to grow or even maintain a sustainable structure to survive during the pandemic.

This article is designed to give you several proven strategies for your website to help your business grow and become antifragile into the future.

Antifragility – 1. A term coined by Nassim Taleb to represent things that benefit from disorder. 2. The opposite of fragile. 3. When you have more to gain than lose in the presence of uncertainty (positive asymmetric payoff).

The Problem

A lot of businesses ignore their web strategy and put it off until they have more time or resources. However, those exact things can be gained through implementing some basic web strategies that will bring in the traffic, leads and sales that they actually need.

Mythbusting

You might think that having a website online with your basic company info is enough for your business. Maybe you’ve heard about web and marketing strategies before and you think they sound nice, but they also sound like a lot of extra noise that isn’t essential to your core business. While this type of thinking can be often true, e.g following hot trends that don’t always bring results or are even measurable, there are some basic ways that have stood the test of time to bring in sustainable results for your business.

This article is designed to get you thinking about what sort of web strategies are possible and which are right for your business.

The 5 Ways

1. 1. 1. SEO (search engine optimization)
         • • The world of SEO is a vast and complicated animal. But, it doesn’t have to be for your business. The basic idea is that your website has all the necessary elements needed to show up in search results (e.g. Google) so that people interested in your business will find you easily. Some websites need some small tweaks to be better optimized and for other businesses an aggressive SEO strategy will bring in serious results.

          

      2. Online Shop/Payments
         • • With more and more businesses struggling due to pandemic or economic restrictions there is a huge surge in online sales in 2021. Shifting your products to an online platform can give you the sales you need and take advantage of the web traffic you already have. Or, to get you thinking even more about this idea, perhaps adding an online payment platform for your customers to make payment easier will help you distinguish yourself in your industry as a technology savvy business.

          

      3. Landing Pages
         • • Is your business running ads online? Then maybe adding custom landing pages is what you need to actually convert that advertising traffic into customers. Many businesses make the mistake of sending ads directly to their website, or even worse, to poorly written landing pages. A good landing page is designed to give the visitor the exact information they need to take the next step in the process (click, give email, buy, etc.) Even if you aren’t running ads, landing pages can be incredibly beneficial for hosting webinars, events or important updates you want visitors to see.

          

      4. Add a Lead Magnet
         1. 1. • If you aren’t a marketer a lead magnet may sound like some complicated concept not worth your time. Let me clear that up right away for you! A lead magnet is basically you offering something of value for free to your website visitors in exchange for their information (email/contact info). Most lead magnets come in the form of a free downloadable PDF or document.
                 The benefits of lead magnets is twofold. First, you take advantage of your website traffic by collecting contacts for your email marketing or sales team. Secondly, you provide some valuable information that positions you as the expert in your industry.
                 If you can’t think of something free to giveaway as a lead magnet, not to worry, it’s simpler than you think. It could be as simple as a useful checklist pertaining to something related to your business or a handy guide visitors can read.

          

      5. Modernize Your Website
         1. • There are a million and one ways that your site could not be as up-to-date as it should be. Perhaps your site is quite old, slow, or doesn’t have mobile responsive designs. A lot of amazing marketing efforts are wasted when visitors go to a weak website. Considering building a new website during times of slow business could be the exact boost you need to garner more attention and traffic and help you to grow!

Do’s and Dont’s

• Do take time to figure out what’s right for you. Each of these strategies can help your business 100%, but each and every business has different needs and some are better for you than others.
• Don’t go overboard with SEO by yourself – there are dedicated teams at very affordable prices that can handle it much better than hiring a full time employee.
• Don’t expect that if you add an online shop you’ll see a magical increase in sales. Obviously online sales takes time and other strategies have to be implemented. But perhaps it’s the right move for your business to shift to online sales now and reap the benefits of an increasingly digitized world.
• Do your research on landing pages and be sure to craft them to your audience and current strategy.
• Don’t placing lead magnets on every page.
• If you think your site is outdated, it probably is.

Next Steps

What has your experience been with web strategy? We want to hear your thoughts and ideas. Feel free to drop a comment below or contact us. New Reality is a dedicated web design agency that can help you find the right strategy for your business and grow your traffic, leads and sales!