Congratulations! Your new website is ready!

You can compare it to a new salesperson who has completed all their product training. How do you best deploy that salesperson to set them up for success? With new salespeople, we have an idea of what they’ll do, but with a new website, we just sit back and wait for something to happen. That’s actually pretty strange, isn’t it?
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Both tools (sales representatives and the website) have a purpose they must fulfill; to achieve this, you’ll need to deploy, manage, and monitor them in a targeted manner. Unfortunately, I regularly encounter situations in the B2B market where the deployment and use of a new website haven’t been properly thought through. This prevents you from getting the most out of your website. It’s perfectly understandable that after months of writing copy and creating images, you might want to take a breather, but that’s actually when the real work begins.

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How to Use Your New Website Effectively

Without a marketing plan, what happens is that the website gets shelved again and we carry on as before. We occasionally post something on LinkedIn without a clear goal or regular schedule, check the website stats, and then move on.
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If you compare it to sales, that amounts to three phone calls to random customers, a product presentation to a major client, and a few emails to prospects. That doesn't seem like enough to me to be successful and achieve your goals.

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So how do you actually get started after launching your website?

Your website is your digital salesperson; it needs to connect with your target audience and customers to generate leads. You do this by making it easy to find on Google and other search engines. You start by optimizing your pages for discoverability—a process known as search engine optimization (SEO).
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Another option is to run ads targeting specific keywords that are relevant to your target audience. Immediately after launch, your website will still need to be indexed by search engines (which takes at least 3–6 months), so your traffic numbers may still be low. By running search engine ads (SEA) during this time, you can drive more traffic to your website.
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This has two advantages. You can see whether your website is performing well in terms of user-friendliness and converting leads through the various calls to action. In addition, you’ll be able to actively generate leads by focusing on key keywords that are relevant to your target audience.
As you can see, launching a website is just the beginning. After that, you’ll start working with the available data and the plan that ensures you’re continuously monitoring and optimizing your site. Ultimately, this results in an approach where your website is no longer just a static online brochure, but your digital salesperson that generates leads that result in sales.

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Free Website Scan

You've just launched a new website, but don't have a plan for what to do next. Let us perform a free website scan (valued at €340) to help you develop a plan. Fill out the contact form or reach out to us at casper.lucassen@tmcmedia.nl

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