When prospective customers arrive on your website for the first time, they often have no other information about your brand than what they see. The first impression your site provides gives them instant insight into whether they trust you to meet their needs.
Developing new content can be a tricky business. Google's algorithms reward new, original content, so you need to keep generating material. At the same time, your website isn't there for clicks. Rather, it serves to draw attention to your brand from the current and potential customers in your market.
Digital marketers have long known that people want to do business with companies “near me.” This effect is especially powerful in service-based businesses. Even when a transaction will be completed online or by phone, “near me” is a phrase that consistently appears in search queries for businesses that provide specialized expertise or advice.
These days, everyone is talking about data. If the conversation isn’t about how to collect the data, it’s about the cutting-edge tools that are making it easier to use by the day. Sadly, though, there’s an elephant in the room: On its own, data is worthless. For data to be useful, you have to make sense of it. That means finding patterns in an ocean of rapid-fire digital transactions and examining those patterns against your goals to make meaning.