A Call for Effective Digital Marketing
In the digital age we live in, having a company website has become almost a formality.
But is it really useful?
It has become, in common thinking, an almost universal starting point for any business that wants to have an online presence.
However, it's a starting point that risks remaining just that.
The starter fires the gun and you run the first 3 meters of a 100-meter race.
Nice sprint, congrats, but you ran 3 meters. Just three.
Would you spend time and money buying a car knowing you’ll never put a drop of fuel in it?
There’s a crucial aspect that's often overlooked: the importance of ongoing marketing management, quality content creation, and publishing truly useful and updated data.
Assuming you really care that your website actually has the power to generate opportunities.
Without these elements, honestly... don't even spend a single euro on your "digital race".
A company website risks becoming little more than an empty storefront in the vast digital universe.
The Company Website: A Fundamental Step?
Let’s start from the beginning.
A company website is like a gateway to the online world for your business.
It’s the place where potential customers can look for information about what you offer, learn your story, your products or services, and ideally, complete a transaction.
However, simply owning a website is not enough to ensure business success in today’s highly competitive digital environment.
Fuel is Essential: Marketing, Quality Content, and Useful Data
The success of a company website is closely tied to three key elements: marketing, engaging content production, and integration with your management software to publish important, decision-driving information.
1. Digital Marketing: Without a well-defined digital marketing strategy, your website might stay in the shadows, invisible to your target audience.
Digital marketing includes a wide range of activities such as SEO (search engine optimization), online advertising, social media marketing, and well-planned and targeted newsletter campaigns.
It is essential to increase your website’s visibility and attract qualified traffic.
2. Content Writing: Content is king—whether you like it or not, Sumner Redstone said it in 1995, followed closely by Bill Gates in 1996.
The latter published an article on Microsoft’s website stating, "content is where I expect much of the real money will be made on the Internet".
It is the lifeblood of your website. Without quality, informative, and relevant content, visitors may be discouraged from exploring your site—or worse, may not find it at all. Writing engaging and relevant content not only improves the user experience but also helps SEO and builds your authority in your field.
Unfortunately, in cauda venenum (Latin for "the poison is in the tail", kind of the opposite of the more famous “dulcis in fundo”), today (almost) no one can explain, narrate, or illustrate their ideas, products, or services anymore.
We’ve lost that commercial ability to get excited about what we do—and, consequently, to pass on that excitement to others.
But this means missing out on huge business opportunities, simply because our ideas—however well executed—often stay in the proverbial drawer.
Or behind the four walls of our warehouse.
3. Data Synchronization: Do you realize how much data and information is “locked” inside your management software?
How many emails or calls do you receive daily from customers or suppliers needing that information?
How much time do you waste literally acting as a data courier—manually passing info from your system to a client, from that report to a supplier waiting on the line?
In 2024, transmitting and publishing information in reserved areas, even protected by modern security systems, is the first real requirement a website should meet.
Why am I building this website? What kind of content am I distributing?
This is the first question a serious agency should ask you.
If they don’t, run away.
The Uselessness of a Digital Island
Without effective management of marketing, content writing, and business opportunity generation, a company website risks becoming nothing more than a digital island lost in the ocean of the web.
Even if technically present, it will have no significant impact on business operations or achieving commercial goals.
A company website should not be just a static platform to showcase what you do.
It should be a tool for generating tangible business opportunities.
Generating qualified leads is essential to convert your site visitors into actual customers.
And I’m sorry, but this is not a task you can completely outsource—you’ll need to be involved and let yourself be involved.
After all, everyone likes talking about themselves.
Conclusions: Invest or Disappear
In conclusion, owning a company website is just the first step toward digital success.
Without proper management of marketing, content writing, and business opportunity generation, that website risks remaining in digital obscurity, far from the eyes and minds of your target audience.
Investing in digital is essential to unlock the true potential of your company website and drive business success in today’s digital world.
If you're only planning to take the first step, save your energy.
