Your Website Is a Demand Generation Tool – Are You Using it Correctly?

By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing
Websites are a key component of any business. It’s where people go to learn more about your company, what services and products you provide, what others are saying about your business, and more. For marketing purposes, your website can be used to drive conversion of visitors into qualified leads, generate demand and pipeline, and accelerate the creation of opportunities–to name a few. Your website is very important.
The Website Experience
Every single visitor who lands on your website has an experience, and whether that experience is positive or not hinges on its ability to interest, engage, and convert. It’s the environment in which your content, offers, and entire customer-facing brand lives. Your website’s structure, offers, content, and look and feel all play a role in how your website is experienced.
In my mind, the website experience consists of three main areas:
Organization and navigation
Content, copy, and