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

6. Lead Magnets

What makes up a good call to action? A great lead magnet.

You’ve got to have a way to encourage prospects to take that next step. It’s not just the thought of your brilliance that will have prospects inviting you into their inbox or office. Give them something more. A worksheet, reference guide, or data that helps make the case for investing in a solution are all strong magnets and likely to be of interest to prospects at various points in the buying process.

7. Buttoned-Up Technology

If someone other than a tech geek is noticing the inner workings of your website, something is wrong. You want pages that load quickly, navigation that works, and a site that’s as easy to use on a tablet or phone as it is on the desktop.

8. Strong Message

Finally, your site has to stake out your territory in no uncertain terms. Site visitors have to know what you can do to help them from the very first headline they read. You can wow them with your experience and expertise later, but first you have to make it clear how they’ll benefit from reading further.

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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