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Drupal for Business

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Your Website Has a Job To Do

Michael SilvermanWritten by Michael Silverman
Feb 14, 2017 8:45:00 AM

Most companies have job descriptions for their employees but who thinks about creating a job description for their website? That needs to change. Your website has a job to do, just like any other employee you have.

Your website is working for your company 24/7, greeting and interacting with clients and potential clients even when your other employees are out of the office or home in bed at night. So doesn’t it make sense to think about, specify and measure, the job your website should be doing for you?

job_todo.jpegStart by thinking about the function employees serve, namely to either help you increase revenues or decrease costs. Your website should be doing the same. You also need measurements to see if its meeting expectations, just as you would for any employee.

On the cost side, your site can help cut operating costs by, for example, having information available online that people in the past had to call your office to obtain.

Allowing people to search for the information online frees up employee time for more productive endeavors. Your site also can serve as the hub for community discussion which can answer visitor questions for you, again freeing valuable time for more productive undertakings.

On the revenue side, content marketing can help attract new prospects and convert them into customers. Your website definitely has a job to do, namely, lead generation.

So sit down and create SMART goals for your site, as in goals that are specific, measurable, attainable, relevant and time-bound.

A specific goal may be getting 1,000 new visitors a month to your site and having 2% of them convert to become new customers. That’s definitely specific, its relevant to generating income, its measurable and, if you know what your past conversion rate is, its likely doable as well. It also has a time element, one month.

It sounds like basic blocking and tackling doesn’t it? But often the measurement part of the equation is left out and so companies don’t really know if their sites are functioning as they want them to. Don’t make that mistake when you’re designing or relaunching a website. Include and regularly review measurement criteria.

Content Marketing.pdf

Some might not want to spend the money of measurement, or on subsequent site improvements once measurement shows you what’s working and what’s not. But think of it this way, did you ever think about not decorating the entrance to your office? No, you spend money there because it gives a first impression of your company to visitors who come to see you.

Doesn’t your website serve the same function, multiplied by the many more people who will get a first impression of you there as opposed to the number that walk into your office?

Let’s look at an example of how one Duo Consulting client, packaging maker Nosco, created a website that has generated more traffic and increased visitor engagement compared to the sites it had previously.

The Gurnee, IL.-based company in the past had four different websites, one for each of the vertical segments it serves. Combining them into one new site allowed the company to tailor its new home page more efficiently and avoid previous duplication of information.


Its old sites had been simply information boards, explains Heather Hill, director of marketing. The new site includes numerous calls to action, something the old sites also did not have, she explains.

“We’ve made it a two-way street of communications, before we were just pushing information,” Hill says.

As a result, “It has certainly increased our traffic since we launched in June [2016].” Traffic initially was 80% higher than previous year levels. It’s now roughly 40% over previous year levels, and Nosco has hired a dedicated person to generate and manage content to continually attract more visitors to the site.

What Nosco has done successfully is to align relevant content by vertical market which makes it easier for visitors to find the information that applies to their particular area. It gets what its website’s job is and has it doing that. It’s time for you to do the same for your company website.

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