Websites and e-Marketing

Is your website realizing its potential?

A website is much more than "something you need to have these days." Properly conceived and executed, your company website becomes the focal point of your entire communications strategy, the spearhead of your thrust into the marketplace.

More people will first encounter your company through your website than any other gateway. And in today’s internet slugfest, viewer attention is an increasingly elusive commodity. To seize this fleeting moment to engage new prospects, your home page must clearly convey who you are and quickly convince viewers it’s worth their time to learn more.

Once prospects become customers they continue to rely on your website to stay informed about – and sold on – your business. You need to offer fresh content and helpful online interaction to keep customers coming back, and back again.

Building a strong base for growth

At The Strategic Word, we believe that creating a fundamentally sound and effective company website has never been more essential. Your website needs to perform its primary functions well today and also be capable of profiting from the abundant new online opportunities that will present themselves tomorrow. Taking advantage of an ever-expanding array of website functionalities will not only help you keep customers in the fold, it will enable you to conduct business more productively and cost-effectively.

A website needs to be imagined and developed strategically to accomplish these goals. Only when a company’s website is built carefully from the ground up can it properly support promising new additional features. As with any enduring edifice: Start with a solid foundation.

A sensible approach to SEO

The importance and difficulty of ranking high in Google and other search engines varies from business to business. Correspondingly, we use a variety of search engine optimization (SEO) tools and techniques to help our clients achieve the desired level of search engine ranking. We build in the most important SEO essentials when writing and designing every site, and invest additional client dollars in search optimization expertise only when obtaining higher rankings is deemed truly necessary. SEO can be a complex undertaking but we find that skillfully attending to the basics will provide satisfactory results for most clients.

A growing range of internet marketing vehicles

Related to "natural" search optimization, we also help clients with "search marketing" (also called "search engine marketing" or SEM). Google AdWords and other pay-per-click (PPC) advertising are the most common examples of SEM.

The possibilities for online marketing extend well beyond SEO and search marketing. E-newsletters and other email promotions, discussion forums, banner advertising, blogs, surveys, live chat, online video, social networking – the options are numerous and ever-expanding. We help clients carefully evaluate these vehicles and then effectively execute only those that can realistically be expected to generate tangible results.

The e-marketing advantage: Fast, targeted, direct response

Paid search advertising, banner ads and other e-campaigns can be created and placed in a fraction of the lead time required for print advertising. Given the challenging pace of change in the cleantech industry, this facility is a huge benefit.

Additional benefits derive from the intrinsically interactive nature of the internet. Google AdWords and other PPC advertising reaches people who have searched for precisely the keywords and phrases that you have selected, greatly increasing the likelihood that the person reading your ad has an active interest in the products or services you are advertising.

Equally powerful, and also unlike traditional advertising media, when a reader wants to learn more about your product or is ready to purchase, he or she can click a link and send you an instant direct response.

We can help you seize the day

Though still in its early years, electronic marketing is already a potent force that offers renewable energy and cleantech companies growing opportunities to expand their markets. At The Strategic Word we work hard to stay abreast of this rapidly evolving new media world so our clients can realize its exciting potential.