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Make Your Website the Center of Your Marketing


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Make no mistake, your website will always be the center of your online marketing presence. A website can be the one place where you can exercise control over every single element, ranging from your pictures to your messaging to the content.

Everything else you are doing online should still be driving people to visit your website. This means that you need to question what else you are doing online.

In addition to social media, many companies have to worry about both organic search and paid search rankings. The additional marketing channels can make developing a marketing strategy a difficult task, but there are certain things you can do to make your life easier.

Make Your Website Work for You

Before you can do anything, you need to make sure your website is ready for business. The first thing you should focus on is ensuring your website is mobile-friendly. 

Mobile websites will be indexed first by most search engines, and more searches than ever are now occurring on mobile devices as people use cell phones, tablets, and other devices to search for things that are important to them. When a website is not mobile-friendly, it will have little to no chance of competing.

Next, look at the content on your website. Ask yourself if you are building on your homepage.

When you are publishing content, make sure it includes metadata complete with keywords. Do not ignore the importance of your title tags.

Next, review your search engine optimization plan, as your business’s name, address, and phone number need to be correct for the website since that information will also display on your Google My Business page.

You will then need to give adequate time to social media channels, which may include Facebook, Twitter, Instagram, and others. Consider using your social media to promote your products and services, including links taking your visitors to your website.

Finally, you will have to dedicate some time to your email marketing efforts, and you will want to refine your client list to make sure that you are actually sending emails to people who will view them. Try to limit your list to only people you have interacted with in the prior 24 months, not people whose last transactions are several years old.

Focus on Social Media

There is no denying that social media plays a significant role in the daily lives of most people, so you are going to want to be active on your social media channels because there will be an increased likelihood of being read while you are posting there. Many of these websites have daily numbers that are in the billions, so you will have a much greater chance of having your message seen when you are utilizing your social media channels.

Also make sure that your social media profiles match the profile of your website, meaning that you want to use the same logos, color schemes, and voice that appears on your website. If your social media feels different from the tone of your website, it can throw people off and possibly erode their trust in your brand.

After you ensure that your social media profiles match your website, begin using social media to promote your website. This means that when you publish a new blog post, share it on social media.

Keep your social media posts brief, only giving a short explainer as to what your content is about. When people share your social media posts, you will increase the chances of reaching new customers.

Do Not Ignore Email Marketing

Any email you are sending on behalf of your company should include a link back to your website. Even when the subject of an email does not necessarily relate to something with the website, you still want to try and drive people to visit.

Your website needs to include lead capture forms so you can try and compel people to sign up for email lists that can help foster new relationships and possibly generate new business. If you can begin getting more people to sign up for an email list, you will also be able to glean more information about your potential customers.

Emails can have a wide variety of possible subjects, including possibly promoting new blogs posts or maybe mentioning new products or services that you are offering. Like social media, you do not want to overwhelm people with information in the emails, so direct them instead to visit your website for more information.

Consider Paid Social Media and Search

After you stress the importance of an organic presence on social media, begin looking into your paid search possibilities. Pay-per-click (PPC) campaigns can be an extremely beneficial venture for many companies because paid search marketing allows you to focus on specific groups of potential clients, possibly based on their ages, locations, or other demographics.

You could need to create specific landing pages that cater to certain paid ads you are running, so be mindful of exactly where you are directing people to visit. Your landing pages can again speak to a specific subset of your audience that you are trying to connect with.

When it comes to an effective landing page, the goal will be actual conversions. You are going to be trying to get people not just to visit but to buy.

This means that you are going to want to tailor landing page material to contain copy that is addressing the same kind of information in the ad that led to them clicking in the first place. When you take these steps, your visitor will find the kinds of information that initially got their attention and they will be more likely to take the desired action.

Integrate Your Offline and Online Tactics

Much of what we are discussing here relates to your online tactics, but that does not mean that your offline efforts should be ignored. For many businesses, there can be several benefits to using traditional marketing channels such as local print ads or direct mailing campaigns.

The catch here is that offline marketing efforts can still possibly generate some online traction. When you use an offline effort to mention your website, you may be able to drive more people to visit when they do go online.

Remember to use UTM codes so you can track exactly where your traffic is coming from. When you create different codes for each offline marketing tactic, you will be able to better measure how each offline effort is performing.

The bottom line is that every single marketing effort needs to focus on driving more visitors to your website. The website alone cannot be your sole marketing strategy but instead needs to be the main focus of your overall strategy.

Find Web Design Marketing in Houston, TX | SERP Matrix

SERP Matrix handles web design and development for companies all over the greater Houston area as well as other cities in the United States. We design and develop e-commerce websites, static websites, mobile applications and websites, content management systems (CMS), dynamic websites, corporate websites, small business websites, responsive websites, personal websites, government websites, and non-profit organization websites.

SERP Matrix also knows how to run online marketing campaigns that can improve your website visibility and help increase your sales. Our team of developers can conduct rigorous quality assurance (QA) testing so your visitors do not encounter any issues when you go live.

We can also optimize your existing content so you will have a better chance of ranking highly for the content that is most important to you. We know how to incorporate the necessary title tags, header tags, ALT tags, website or landing page URLs, and your actual page content.

Get in touch with SERP Matrix today to discuss the website issues you are experiencing. You can call (713) 287-1134 or contact us online for a free consultation that will allow us to thoroughly review your case and outline the steps we can take to help improve your website performance.

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