Lots of people have said to me over the summer, “Chris, I love the idea of learning how to make my website work harder on your Insider Programme, but my company website is run by our American/German/Japanese (delete as applicable) parent, and all we do is to upload product information and news relating to the UK. So there’s not much we can do to improve the website, is there?”
If that rings a bell with you, it’s time to think again.
Firstly, I’d say the design of a website (the bit you tell me you can’t influence) represents no more than a third of the room for improvement. Just as important are the content – which you are creating – and the external factors, such as links to your site. So you’re in charge of two-thirds of what you need to be in charge of. Secondly, I’d say that the website itself is only a small part of online marketing: just as important is driving traffic to your site through email marketing, pay-per-click advertising and other paid or unpaid links. And then there are all the other activities you can undertake online, such as email promotion, customer surveys and the like. We can (and will) teach you about all of this on our Insider Programme.
Where does that leave the bit you can’t influence? I’d say it represents no more than 10% to 20% of the aspects of online marketing which you need to improve. That means 80% to 90% of your online marketing is absolutely under your control. Even if corporate HQ wouldn’t dream of letting you influence the web site design.
But hey, this blog is supposed to give you an article a day to read, so let’s have one which illustrates just what I’m talking about. When you write content for your website, there are so many important aspects to bear in mind, and just one of many is the headline on the page. So here’s some good background reading on just that topic: Optimizing Your Headlines: How changing a few words can help (or hurt) conversion on the Marketing Experiments Journal. As you’ll see, there’s a lot of science behind even this one small aspect of creating a web page. But don’t worry, because if you’re on the Insider Programme we’ll be here to help you improve every aspect of your online marketing. We hope that getting these things right will become second nature.