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A good company website is not only a place where you show potential customers that you exist. It should be part of marketing communication. More and more people decide to buy a product or service by comparing offers on the Internet. That's why your site is a great promotion tool. How to use the site for marketing purposes? Here are 10 ways that will help you effectively draw the attention of network users and increase profits.


10 ways to use a website as a marketing tool

10 June 2020


Create a marketing strategy

Marketing activities should be consistent with each other. To make this happen, create a marketing strategy. This is a document in which you specify the goal you want to achieve and the means that will help you in this. You will also specify the budgetary framework and communication channels. The marketing strategy will help plan activities, modify them and assess the degree of their implementation. Without strategy, it is difficult to conduct marketing communications. Chaos quickly creeps in, and thus your actions are not effective.

A marketing strategy does not have to be a multi-page document. It is all about creating a framework in which you will conduct activities. Thanks to this, you will avoid accidental actions and keep a consistent image in the eyes of the recipients.

The marketing strategy creation process consists of three stages. First, analyze the current situation. Check the conversion rate, cost per customer, website traffic or sales volume. The more parameters you take into account, the more accurate your strategy will be. At this stage, you should determine your competitive advantage, i.e. the most important feature that distinguishes you from the competition.

Based on the analysis, you will define the challenge that stands before you and set a goal that should have 5 features collected in the SMART concept.

  • Specific

  • Measurable

  • Achievable

  • Relevant

  • Time-bound

In the last stage, create a list of activities that will lead you to the goal. The most popular of them for online campaigns are:

  • Google ad

  • social media

  • newsletters

  • mailing campaigns

  • blog

  • webinars

  • free training materials (presentations, e-books).


Take care of good design - UX / UI

Let's start with the basics. Each website should be created with focus on usefulness and functionality. User Experience (UX ) is a field dealing with the user's contact with the product, i.e. in our case the website. The User Experience on the site consists of several basic elements.


To jest element tekstowy. Kliknij ten element dwukrotnie, aby edytować tekst. Możesz też dowolnie zmieniać rozmiar i położenie tego elementu oraz wszelkie parametry wliczając w to tło, obramowanie i wiele innych. Elementom tekstowych możesz też ustawić animację, dzięki czemu, gdy użytkownik strony wyświetli je na ekranie, pokażą się one z wybranym efektem.

Interaction design, i.e. what and how the site should enable (for example,     subscribing to the newsletter, playing videos, access to blog entries.

User research - checking the behavior of people using the website with special focus on errors. 

Graphic design of the site - appropriate arrangement of elements to facilitate navigation on the site.

Information architecture, i.e. the way in which you present content on a page. It is important that it is easily accessible to users.

When creating a website, you must, first of all, make it comfortable and intuitive to use. To do this, you need to design a good user interface (UI). These are the component of pages that are visible to the user and affect their experience. First of all, pay attention to the most important elements:

  • clear page layout
  • menu
  • page footer
  • site loading speed
  • responsiveness (adaptation to screens of various sizes, including phones and tablets)
  • well-written content     
  • high-quality graphics


A good UI for the site will make using it a positive experience. Thanks to this, visitors will stay longer and come back in the future.
The importance of UX cannot be overestimated. Research indicates that every 70% of online store users abandon their shopping cart because of a bad UX of the site, and every dollar invested in user experience brings as much as $ 100 revenue.


Pay attention to the graphics and colors of the site

Do you think a website full of animations, flashy colors and other graphic "fireworks" will attract users? Unfortunately, we have to get you out of error. Sites that are full of effects quickly tire your eyes. In addition, it is difficult to navigate them, they look bad on smartphone screens and charge slowly.

A simple page with limited colors is much better. It's best if you use a maximum of three colors. Apply the same principle to fonts, or writing styles. Three is the absolute maximum. It's best to limit yourself to one-two typefaces.

How to choose colors on the site? Palettes are used for this, i.e. sets of matching colors. Several types can be distinguished. Four of them are the most common.



  • The monochrome palette consists of several shades of the same color.

  • The complementary palette, on which there are colors lying opposite to each other on the color wheel, for example, green and red.

  • Extended complementary palette - in this case, two colors are used, the first in one and the second in several shades.

  • Triad - you use 3 colors, which on the color wheel are at such distances that they form the vertices of an equilateral triangle.

The quality of the graphics used on it is of great importance for the attractiveness of the site. It's best if they are created specifically for the site. If you do not have the appropriate options, you can also use photo banks. One of them is the free Unsplash available in the WebWave website builder. When using pre-made images, make sure that they are not often used on other pages. You can use tools to study the frequency of graphics appearing on the web, such as, for example, free Tineye.

When creating a company page, remember that its appearance should be consistent with other elements of visual communication, such as logos, brochures, leaflets and other printed materials. In the case of restaurants, shops or clubs, it is also worth considering ... interior design, because it is also part of the image.

The most important graphic elements creating the image are called key visual. It's a kind of graphic theme that identifies the brand and appears on the materials promoting it.

On this basis, it is worth creating a set of rules that you will follow when creating all graphic materials. Such a document is a brand book. It contains guidelines regarding the appearance of graphic materials. These include colors, a logo, composition, etc.


Simple navigation

This is one of the most important elements of the User Experience mentioned above. Make sure that the user does not get lost on your site. Navigation should be as simple as possible. There is no place for non-standard solutions.

We're all used to the menu at the top of the page. Therefore, it should also be on your site. The user should also always know which web page he is on, how to return to the main page and go to other web pages.


The menu should not be too extensive. It's best if it has only one level. The maximum is three.

Do not forget about the footer. This is the item at the bottom of the site. Place links to the most important web pages of your site, contact details, and regulations.


Pay attention to the responsiveness of the site

The site should display well on phone screens. This statement may seem trivial, however, you can still find many sites that do not meet this condition. In 2019, over 53% of website traffic came from mobile devices. Since 2012, the number of people using the internet using phones and tablets has increased sevenfold!

Creating a version of the website for mobile devices is not enough these days. The website should be responsive, i.e. adapt to different screen sizes. It is not only about telephones and computers, but also tablets and TV sets.

It is not only about the size of individual elements of the site, but also, and perhaps above all, about their layout. The arrangement of the elements should depend on the proportion and size of the devices on which the page is displayed - from small, vertical smartphone screens to wide-screen TVs. It is also necessary to pay attention to the operation of the page on the touch screen. Buttons, links or menu items cannot be too small - the minimum size is 40 pixels. Otherwise, it will be difficult to hit them with your finger.



In summary, the site should look and work properly on all types of devices. You can easily create such a website in WebWave. Thanks to the Auto RWD function, the project will automatically adapt to the size of the screen on which the page is displayed.

Publish blog and content update

Many companies run blogs on their pages./ It is an effective and, at the same time, resource-free method of communication. Regular publication of posts helps to attract regular readers, increases customer engagement, and builds the image of an expert.

Good blog texts primarily meet the needs of your target audience. Therefore, when creating content, always remember what the recipients are looking for.

Comments and messages on social networks are a great source of this knowledge. You should also follow your competitors. By reading industry texts you will quickly find out what is going on and fit into trends.

A blog also helps in SEO. First, it shows Google robots that your site is updated frequently. Thanks to this, it will be rated better than sites where nothing has happened for a long time.

Secondly, it allows you to position the page for phrases in the "long tail". It is about long or narrowly defined phrases that are not often entered in search engines, but have great sales potential. People searching for this type of phrase are looking for specific information, and thus may be more likely to make a purchase.

Updates are, next to blog texts, an important aspect of running a website. The information users will find on your site should always be true. Pay attention especially to the opening hours of your company, changes in the offer, or the ways of order processing.

Make content sharing easy

High-quality content is the basis of effective content marketing. However, you must also make them available. Social media profiles and newsletters are great for this. Thanks to them you will reach people actually interested in the information you publish.

If you create valuable content, users will be happy to share it with others. Thanks to this, you will gain organic (and therefore highly rated by Google robots) website traffic, increase brand awareness in the target group, and build loyalty. And all without additional costs!

That is why it is good to enable users to share content on social media with one button. At WebWave you can do it very simply. All you have to do is add social media icons to the page and add the appropriate links to them.

Links to social media should be clearly visible and stand out from the rest of the site. It's a good idea to add share buttons below the content. This way you will suggest to the user that he can quickly share it with his friends.

Point to benefits

Your offer will not interest potential customers if it does not meet their needs. Even if you are sure that your product or service is great, you need to convince the recipients. How to do it?

Show the benefits your offer brings. You can do it if you describe it properly. You certainly know your product like your own pocket. However, you must take the customer perspective.

As a rule, they do not care about technical aspects or small details. What matters most is what they gain from your offer. Therefore, when writing your description, use the language of benefits.

Suppose you make tools. Your customers will not be interested in the type of material from which the hammer handle is made and the shape of it. It is important that it fits well in hand. Do not write about the metal alloy from which the pruning shears are made. Show the client that it can cut with a thick branch and you do not need to sharpen it more than once a month.

Use Call to Action

Call to Action is an element of the page that prompts the user what to do. It's designed to encourage him to perform the action you want. This can be, for example, making a purchase, subscribing to the newsletter, or leaving a comment.

CTA can be part of the text in which you ask the user for a given action and offer him an advantage, e.g. "sign up for the newsletter and you will receive a 20% discount on your first purchase." The call to action often appears on a button which, when clicked, performs a specific action (eg the "add to cart" button).

The call to action usually appears on sales pages and wherever you want to obtain data from the user - contact forms or for subscribing to the newsletter. Outside the Internet, they can be found, among others, in printed materials that encourage you to take a specific action - sending a coupon, making a call, etc.


When creating your CTA, remember a few rules. First, it should stand out from the background of the page (especially buttons), secondly, clearly communicate what you expect from the user and, thirdly, be specific. In this case, there is no room for complicated descriptions, but rather short messages consisting of up to a few words (e.g. "buy", "add to cart", "learn more").

Don't forget about Google robots

The site is created primarily for users. However, you can't forget about Google robots. Activities aimed at positioning the page in the highest possible place in search results are SEO (Search Engine Optimization).

Google robots are designed to research the site for its usefulness for users. So if you have created a people-friendly website, robots will also rate it highly. You should remember a few elements that are especially important for algorithms.

  • Content must be original, comprehensive, and engaging.

  • Keywords should appear in headings and subheadings and in the text in appropriate saturation.

  • The page title should be marked accordingly.

  • The page should contain met titles and meta descriptions.

Seems complicated? Do not worry! WebWave has a built-in SEO analyzer. It will guide you step by step through the entire positioning process and check how well your site is prepared for evaluation by robots. In addition, if you get the Premium Package, the site will be automatically reported to Google and will appear in the most popular search engine in the world.


The website is an important element of communication with recipients. A well-created website will help you gain and retain customers. Consistent marketing communication, website usability, high-quality content, and positioning will make you stand out from the competition.

A professional site for business and not only you can create yourself in WebWave. Use one of the responsive templates or create a page from a "blank card" today!

Autor: Jan Chmielowski


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