Every organization needs to make web marketing a priority.  When I say web marketing, I’m not talking about obnoxious marketing ads that make people feel uncomfortable. Ads are only a tiny piece of the marketing puzzle. I’m talking about using the web to maximize relationships and educate users about your service or product.

Marketing is an investment. The more you put into it, the more success you can grow. My five factors on how to succeed on the wild, wild web follow:


Credibility consists of design, brand, and our overall image. I’m here to tell you that looks matter, even online. Having a professional website design can definitely boost your credibility. Your website should be engaging and have a clear visual of what your brand represents.

Fun fact: the about page is one of the top pages visited on most sites. Make your about page engaging by sharing your story in a way that will capture readers. Your story telling may = marketing selling power to show your credentials, reason for being in business and more.  Whatever you do, don’t be afraid to be interesting online.

Having a press page can also boost your credibility online. Actually, every organization should have a press page, even if they’ve never been in the media. You can always write your own press releases and add it to your press page. It’s a way to educate your current and prospective customers as well as potentially attract media attention.


Think of usability as a guiding light. Are you guiding people where you want them to go when they are on your sites? Usability entails of having a clear view of your goals and then creating a strategy to fulfill those goals. Your objective should be to attract the right people into your site and eventually into your sales funnel. You can easily add usability to your online website by including a phone number and an email sign-up box on your home page. These little calls of actions will guide your potential clients to pick up the phone or email you, getting them closer into your sales funnel!

The top right corner of your website is often the most viewed online real estate – are you using this to help funnel people to take a desired action (make a call, sign for a newsletter, get a free trial…?)


You can be the best at what you do but if nobody knows, what’s the point?  Visibility includes search engine marketing (SEM).  When using terms for SEO, think of key phrases, not just words alone. For example, if a jeweler from Santa Barbara added “jeweler” as a keyword in their meta data, they wouldn’t get a strong boost on their SEO. However, if they were more specific and said “Santa Barbara Jeweler” instead, their SEO efforts would be more successful. Search engines are always looking for sites with clear code, so it is vital that you are clear in your key phrases.

Online ads can also work if they are targeted to the right people. So can press releases and social media. Employ multiple visibility methods to help increase your brand’s visibility.


Part of sellability is about being an authority figure online. One way you can be an authority figure is by blogging. Share your wisdom and teach what you know! This will not only increase sellability, it will boost your credibility.

Testimonials are also important in helping sellability. Don’t be shy to ask for testimonials from your clients and share them on your site. Remember, you are doing your business a favor!

Sellability can also be achieved by sharing your values online. Never underestimate the power of sharing your values with your customers!


There’s a saying that goes, “Tell ‘em, tell ‘em what you told them, and tell ‘em again.” This can be applied to your social media. To increase scalability on social media, add links to your social media accounts on your website and email signature as well. This will make your brand more accessible to your potential or current clients.

These five factors won’t be complete overnight. Marketing is a journey, not a destination.  They take investments of your time and constant work. Start by planning out what you need and address the tasks you can start out today. Maybe writing press releases is not for you right now, but you can always start posting educational content on social media. Taking baby steps will eventually help you run towards web success!

And if you’re not ready to take those steps alone, know that we’re around to support you along the way!