Often people will establish an website without thinking about what they want it to do. As a result, the site is all over the place. The home page describes the practice, but not why it's a good choice for the patient. At some point, a blog is added, but it doesn't match the rest of the site or it isn't updated regularly. If there is content at all, it does not answer visitors' questions or is otherwise uninteresting. The FAQ is half-empty or lacks the information that clients might want most.
Before jumping into questions regarding color schemes and whether or not you need responsive design (yes, you do, but that's a discussion for another time) talk about the purpose of the site. Are you looking for clients? Selling a diet and fitness plan? Creating an online subscription service? To get a decent inbound marketing ROI, make sure that the purpose is clear, up front. That way, every element on the site, from the squeeze pages to the blogs, can work toward that final goal.
Ever read a website where the content doesn't seems all over the place in style and content? Often, these sites are owned by people who know that they need to put something online, but, they haven't really figured out what sort of image they wish to project and what sorts of readers they wish to court.
Make a decision early about your online identity. Keep this consistent throughout your website, Facebook presence, Twitter and other online platforms. This creates a consistent, easily recognizable brand. Clients know who you are and are more likely to trust you.
Often, people think in terms about what they want from their site and their readers and not what visitors want from them. As a result, any content that is posted doesn't grab readers, because they really aren't speaking to them. The harsh truth is, your clients don't care about your brand and they don't care about your bottom line.
What the people who visit your site care about is their own lives, friends and families. They want to know what you can do for them. They want information about your specialty that can help them make informed decisions. They want insight and guidance. Only when you satisfy those needs will you earn their trust.
You will find that you get your best digital marketing ROI on personally appealing, intensely sharable content. Speak directly to the needs and wants of the people you wish to bring to your site, and they will repay you by visiting, sharing your content and becoming clients.
Inbound marketing of online platforms works. But, to realize the best digital marketing ROI, you need to have a clear plan from the start. Before even ordering a domain name, think about what you want to accomplish online and what methods fit your business best. By having a clear idea of who you are and what you want to do, you can find success.