Your website is the single most important marketing tool for your business. It serves as a virtual equivalent of a physical business for the 3 billion internet users. Think about it: when you want to learn more about a company, you usually turn to Google and search and eventually end up on their website. The same goes for the products and services you are looking for.

Helping Your Users with Engaging Content

For any company that offers services, users will inevitably turn to past clients and case studies section of a website. So much information is gained by users browsing a website: what users see and read shapes the perception of the company or brand in the user’s decision-making. According to Statista, over 2 billion people are expected to buy goods and services online by the year 2019. So, having the best content on your website is important so that your website acts as your main marketing tool.

More than having a website’s main pages written in an engaging way, a business that blogs regularly typically receives 67% more leads than those that don’t. Publishing a blog post at least 4 times a week can lead to an increase in website traffic, can build website authority, and can enable readers to engage with your business by leaving comments, as well as sharing valuable content with other users via social media outlets.

Connecting with Your Users – On Any Device

If your website was built correctly, then your site is mobile-responsive. You might be wondering why this is one of the reasons that makes a website the most important marketing tool. Well, as more and more users browse the web on smartphones (more than desktop usage now, according to Google), it is important not to miss out on opportunities for new leads by not having a responsive website.

Even better, a fully optimized mobile-responsive website will be rewarded by Google, and thus, your website will rank higher in searches engines. (The converse is true too: Google has announced that they will penalize sites that do not meet their AMP standards.) Higher ranking, of course, means higher visibility for your website and more opportunities for growth.

Mobile-responsive is important for email marketing, too. If you use email marketing as part of your inbound marketing to create connections with your customers, then your ultimate goal is to make them want them to click on your links. 74% of smartphone owners use their devices to check their email, and mobile now makes up the majority of email opens at 51%. However, if your website isn’t responsive, those clicks won’t lead to any conversions, and you’ll leave your potential customers with a bad taste in their mouth.

Having an Intelligent Website

A website that generates content based on its visitors is considered an intelligent website. Systems like HubSpot, Act-On, and our own Open Enterprise Intelligence can give business owners, webmasters, and marketers huge amounts of insight into their visitors’ behavior and needs. This lets you know what type of content visitors are most interested in seeing and reading and helps you continue to create content that will truly meet your users’ needs.

Depending on your visitors’ behavior, website content can change or be enhanced. The more a website is personalized to a visitor’s needs, the more the chances are that they eventually become a lead and even a client.