027 – Nailing a winning Web Marketing Strategy: An interview with Jon Hollenberg

In this episode, we discuss the importance of not only having a good quality functioning website, but the web marketing strategy to go along with it. We talk to Jon Hollenberg who owns an Australian web design business Five By Five and has just written a book Love at first site: How to build the website of your dreams.

Why is a website so important for a business?

Some may argue that it is sufficient for a business to have a Facebook page, so why do they need to pay for a website? Although Facebook is a good way to market your business, it’s a platform that is constantly updating. If you have your own website, you are in control of what it looks like and how it functions. A website is also a personal expression of your business and with well thought out design, it can give your prospect clients an idea of who you are and what your business is about prior to meeting you.

According to a study done by Google called Zero Moment of Truth, just 7 hours spent with a prospect builds trust prior to meeting them. 7 hours sounds like an impossible task without ever meeting someone, but it’s actually super easy! By producing more content on your website, like a blog or a video, to pre-condition your audience into trusting you.

Jon uses his wife Louisa’s business Earth and Skin as an example of how she has built trust with her prospects and converting them into clients by useful content on her website combined with a comprehensive Facebook and Instagram strategy.

How do you find a good web developer?

They key to finding a good web developer is having a clear goal in mind and shopping around to find someone who is going to suit you and your business’ needs. Jon suggests along with a clear goal that you do your own research to see what kind of website you would like and it’s also important to ask yourself these questions:

  • What does your current website look like?
  • What do your successes look like?
  • What will the site map look like?
  • What will be the functionality of your website? Bookings, enquiries, informative, etc.

What is your time frame?

It is important to communicate with your web designer from the beginning. Ask straight away what the time frame will be so you can plan ahead. Your time frame for building a website will depend on a following:

  • Do you have content for your website?
  • Do you need to hire a copywriter or will you write content yourself?

It is easy to be inspired at the beginning of a project and to burn out as it goes on. Jon explains giving timely feedback to your web designer, despite being busy, will speed up the process of your website and give you better results. With a great plan and timely feedback, a website can be created within 6-8 weeks.

What is maintenance like?

Jon makes it clear that the website itself is only half the job of achieving an effective web marketing strategy. He believes that an ongoing relationship (12 months or so) with your web designer is key to achieving your web business goals. Consistent content like blogs, videos, and conversion rate optimisation is important to make your website the best reflection of your business it can be.

If you have a WordPress website like most businesses, it is important that the latest plugins are updated and maintained by either someone in your business or your web designer.

If you would like more information about creating beautiful websites, read our Q&A with Jon: How to Create a Brilliant Website: Q&A with Jon Hollenberg

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