It’s no secret that since its inception, digital marketing has taken over from traditional marketing as the go-to method for supporting business growth. There are many reasons for this, some of which include:

• The Lower Cost – With marketing and advertising being one of the biggest financial costs that businesses must bear, the lower cost of digital marketing is extremely helpful for small businesses.
• A Higher ROI – In addition to the low cost, digital marketing has a significantly higher ROI than traditional marketing. This means small businesses can invest less and gain more business compared to the alternative.
• Easy Tracking – You can easily track your marketing campaigns in real-time. This provides immediate insight into what’s working and what’s not.
• Easy To Adjust – One of the beauties of digital marketing is the ability to fine-tune or even pull campaigns once they’re published at no additional cost. The same can’t be said for traditional marketing.

But why is any of this relevant? It’s relevant because the most critical component of your digital marketing strategy is an optimized website. It is the virtual storefront or office where all of your digital marketing activity stems from.

You can showcase your products and services

You can show potential customers what they’ll get when they work with you by displaying high-quality photography on your website. Take a look at how the UK restaurant Blackhouse has accomplished this on their website:

You can also use your website design, along with the featured images, to give people a sense of what it feels like to enter your physical location. This works particularly well if your brand is closely tied to the “feel” of your location, like the Canadian restaurant Stormcrow Manor.

Another thing you can do is publish important information about your products and services on your website to make sure you’re attracting the right customers. For example, if you run a restaurant, you might want to mark any items on your menu that are gluten-free so people with Celiac or other conditions that make gluten dangerous know they can eat in your establishment.