What came first, the chicken or the egg? It is an age-old question that has been debated numerous times and still lacks a definitive answer. Fortunately, that is not the case when it comes to developing an online presence for your business.

Often, we hear people wondering which should come first, a new website or paid marketing efforts. The majority lean towards marketing as it seems like the quickest way to get your brand name out there, attract customers and get results to then fund the new website. However, dedicating time and money towards marketing before you have a website that you are proud of is like trying to run before you can walk; you are going to fall over.

Why should I focus on my website first?

Imagine, you have focused on marketing first and visitors are finding your website. Except you have not spent any time on your website and instead of a user-friendly, professional website that says all the right things, they are greeted by a poorly designed website with no clear message.
Your site visitor is likely to get a bad impression of your website, click off and visit a competitor’s site instead. You have not only lost a customer, but you have also created a bad impression of your brand that will be difficult to reverse, as well as potentially wasted a lot of money funding your marketing campaigns.
Ensuring you have a quality website before you direct visitors to it is the best way to convert these visitors into paying customers and build brand trust.

How do I make sure that my website is ready to market?

Before you invest money in marketing efforts, look at the list below and make sure your website is ticking all the boxes.

Ensure your website has a clear purpose

It is essential when building your website that you have a clear idea of what you want it to achieve. Every decision you make, from the design to the content you include should be informed by your website’s purpose. A website that does not have a clear purpose will leave your site visitors confused. For example, on Swift Website Builder we want people to sign up and create their own website, so everything we do will be informed by this end goal.

Understand your audience

Make sure you know exactly who your target audience is and that your site design and content appeal to this audience. Talk to your audience in the language they understand, use the words that they’re using and avoid industry jargon that they won’t understand. For example, if you run a cleaning company instead of using phrases like “domestic cleaners” use “household cleaners”. Domestic is just the words that cleaning companies use for household cleaning, your target audience is not going to be other cleaners and therefore your audience is more likely to be searching for “household cleaners”.

Make your site easy to navigate

This is a no-brainer but make sure it is easy for your site visitors to find the information they need on your site. Websites that are confusing to navigate or overly cluttered are likely to lead to visitors clicking away in favour of a better-designed site.

Branding

Your website is an extension of your brand and therefore it is important it matches. Make sure you have a consistent logo, font and colour scheme that your site visitors can instantly recognise as you. This helps to create both brand awareness and trust. Avoid using harsh colours or difficult to read fonts.

Use high-quality images

Whether it is to showcase products, create a mood or illustrate something else, images are a great way to enhance your website and make it memorable. Make sure you are using high-quality images that reflect your brand as blurry, poorly edited, or unrelated images make a business seem amateurish.

Write clear and concise content

Make sure your content is clear, engaging and directs visitors to what action you want them to take on your site. Avoid overly complicated language and long sentences wherever possible.

Make sure your website loads quickly

Studies show that 1 in 4 visitors abandon a website after waiting for 4 seconds and 46% of visitors will never revisit a slow website again. Making sure your website loads quickly is crucial to converting visitors into customers.

Make sure your website is mobile-friendly

Most of us now use our phones to browse the internet. It is therefore vital that your website is accessible and well-designed for mobile usage, otherwise, you are not even going to get visitors on your website let alone turn them into customers. At Swift Website Builder all our templates are mobile-friendly as standard, and you can preview how your site will look on mobile in our builder.

Final thoughts

Think of your website as a restaurant. Would you start advertising your restaurant before you have created an attractive setting and hired a good chef? Of course not. If your marketing efforts got customers through the door they wouldn’t be impressed and would likely leave without ordering anything. This is the same principle with your website. A website can make or break whether someone turns into a customer, therefore it is essential that you ensure your website looks good before you start any marketing activities.

Ready to build a high-quality website? Contact our team here to book a demo or sign up to get started.