8 Website Elements for Strong Marketing ROI

There are many elements that go into creating a great business website. Any list of the most important is bound to leave a few worthy contenders off, but I’ll take my chances with this list of what I think are the elements worth paying attention to first.

Crank-Up Website ROI

Many elements go into creating a great business website. Any list of the most important of these is bound to leave a few worthy contenders off, but I’ll take my chances with this list of website elements I think are worth paying attention to first. (And I’d love to hear what you think should be on the list but isn’t, and what you’d remove to make room.)

1. Informative Content

Prospects aren’t browsing your website because they have nothing better to do or because they’re in a procrastinating mood — that’s what Facebook is for. They are on your website, or looking for a website like yours, because they have a problem to solve.

So, one element I’m not likely to remove — or even move down the list — is informative content. No matter what else your website has going for it, you’re not going to attract an audience or keep their attention if you don’t have content that helps them solve the problems they are facing. It’s just that simple.

2. A Prospect-centric Perspective

One way you can make your website content more attractive to your prospects is to present it from their perspective. That means writing from their perspective, rather than yours, discussing the problem from their perspective, and even organizing your site from their perspective.

(If “About Us” is the first thing on your website’s main menu, you’ve got some rethinking to do.)

3. SEO Awareness

The right tone and perspective will help keep prospects interested, but you’ve got to get them to the site first. Building a site that is SEO-aware is critical. Whether or not a full-blown SEO campaign is a good fit for your services, target audience and competitive market is another question worth in-depth analysis.

Either way, you want to make your site as easy to find as it can be.

4. Frequent Updates

Once you’re comfortable with the SEO requirements for the content most attractive to your audience, keep the content taps open. Update the site on a frequent and regular basis. Not only is this helpful for SEO, it’s also the fuel for powering many other aspects of your marketing — email marketing, social media, even more traditional marketing channels like direct mail.

You have to have something of value to share. Your website should be the central gathering point for this content.

Don’t overlook evergreen content, though. Its value is, of course, in its timelessness. But you can add more value by updating it, adding similar content from a slightly different perspective or tailoring it more specifically to a particular audience segment.

5. Calls to Action

Getting prospects to your site doesn’t magically turn them into customers, even if your content has them quietly nodding their heads in agreement. You have to provide a way for them to take the next step.

From newsletter signups to worksheet downloads to appointment booking tools, your site must have calls to action that encourage, yes, action! Get them to take the next step; invest a little bit more in the relationship until picking up the phone or setting an appointment seems like a natural next step, rather than an intrusion from a salesperson.

Author: Andrew Schulkind

Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?

A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.

His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications. 

Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")

4 thoughts on “8 Website Elements for Strong Marketing ROI”

  1. @Andrew, great article! I recommend that everyone start providing information of value to help make their customers’ and prospects’ lives simpler and easier. How do you do this? Simply by answering the most frequently asked questions your company receives – your CSRs, your sales team, anyone. Start with ten. Write blog posts that answer those questions and then move to the next ten. Encourage your team to write down every new question they ever get and let your site serve as a repository for that content so prospects are able to find the answers to their questions themselves. By doing so, you earn credibility and become a trusted resource for information of value.

    1. Great point, Tom. Easily the best and fastest way to come up with truly relevant topics for your audience is to ASK! Ask prospects, ask customers, and especially ask your own client-facing team members, as you point out.

      Thanks for sharing your thoughts.


  2. Thanks for the article. Loved it. I’d love to see one or even two example that you feel apply the points from your article especially well. I’ve wondered why for years it is hard for companies to add quality relevant content to one’s website.

    An example that I often site is when we go to make a purchase online and we get the basic product photo, three bullet points, some less-than-stellar manufacturers stats, like “100% BPA free.” I think everyone knows BPA is bad but when the manufacturer eliminates BPA from their product they must insert something else to keep it stable. It is most likely just as troublesome as BPA. and a buy now button. In most cases, this isn’t enough information to make an educated buying decision.

    I found a pretty good example of good content for a product here, https://www.amazon.com/Huntkey-3-Outlets-Sensor-Night-Light-SMD307/dp/B06W2GT3J5/ref=br_msw_pdt-2?_encoding=UTF8&smid=A96RLKIOAYZVY&pf_rd_m=ATVPDKIKX0DER&pf_rd_s=&pf_rd_r=39B4K9219W2FE9WDSQCK&pf_rd_t=36701&pf_rd_p=b5be2a1e-118a-47fa-937c-3732c9545849&pf_rd_i=desktop

    Thanks for the article.

    1. Thanks for the comment, Daniel. Excellent point about offering more information about a product or service.

      To me, the best approach is to have the kinds of bullet points you mention – and also include a more in-depth look at the answers to the next level of questions a prospect is likely to have.

      We’ve seen this work with using tabs or panes so that the introductory information appears by default and a user can click to dig deeper into product details.



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