Your website is your most important marketing asset. Here's how to build it right the 1st time.
Your website is your most important marketing asset. Here's how to build it right the 1st time.
How to make sure your website is your GTM source of truth & why you should just use Webflow.
👋 This is a monthly free edition of the MKT1 Newsletter—a deep dive into B2B startup marketing topics. To receive an additional newsletter each month, read our archives, post to our job board, and access our template library, become a paid subscriber.
Many (most?) websites, especially for early and growth-stage companies are ineffective. They don't tell visitors who the product is for, what problem they solve, and what the product does. This is shocking given the rise of no code/low code options for building sites—it's easier than ever to make sure your website reflects your product, audience, team, and vision.
Your website is your #1 most important marketing asset by a mile. In self-serve, freemium, and/or bottom-up business models, the website is especially important as it needs to do a lot of the work a sales team would normally do. In top-down business models, the website is also crucial as both a lead gen and sales enablement tool. No matter your business model, your website is your front door. If people get to your house, make sure they want to come in and stay a while.
This newsletter covers a range of website-related topics:
Why your website should be your GTM “source of truth”
Common mistakes when startups build their first (or second, or third) website
Website building checklist
What is a website marketing manager? When and why do I need one?
And one non-website related topic: Early & Growth Stage Marketing Roles (new)
Why your website should be your marketing source of truth
Your website should be the definitive guide, both internally and externally, for your latest:
Positioning & messaging (read our guide to positioning here)
Available products & features
Packaging & pricing (read our pricing newsletter here)
Key audiences you’re targeting
Customer references & social proof
Brand identity
Instead, we usually see this information scattered across many documents and out of date on the website. This makes updating your website and creating necessary landing pages seem daunting, and even more daunting if your website isn’t built to scale or easy to update. Your website shouldn’t be a fossil, but rather than a living, breathing marketing asset.
When your website is your source of truth:
Any website visitor sees messaging and content that feels customized to their audience segment and use case because landing pages can be made more quickly, with more relevant info.
Prospects better understand your product, leading to more qualified leads and faster sales cycles.
Customers find materials to help them get more from your product and do their jobs better—and hopefully share posts with other companies. They can easily navigate to resources that benefit them.
GTM teams can make assets with updated messaging, illustrations, screenshots, and social proof/quotes faster.
Sales teams start asking for fewer pdfs, and start sending URLs instead (hopefully, a marketer can dream).
Candidates can easily understand what your product does and how your company operates.
Approaching your website as your source of truth is critical for keeping your growing GTM team sane, differentiating your product, and driving growth—not to mention attracting partners, candidates, etc.
More from MKT1
✂️ Templates for paid subscribers: Paid subscribers can find all templates here, including a website assessment checklist, web screenshots & copy library, and homepage messaging template.
🧑🚀 Job board: See roles from the MKT community. Paid subscribers can add jobs to our job board for free.
👁️ Related newsletters: Improving your homepage, Fixing your demo flow, Effective pricing pages
📖 Keep reading: Paid subscribers get access to the rest of this newsletter which includes 7 common website mistakes and a checklist for building your website.