If the Internet is the epicenter of modern business, then your company website should be at the core of your marketing strategy. A website keeps you open for business, 24 hours a day; it provides a point of contact, a sales platform, an advertising space, and an opportunity for you to share your brand’s message with the world.

If you’re running a business in 2018, chances are you understand the importance of a strong online presence. However, there may still be opportunities for further growth that your page, and therefore your business, is lacking. If your website doesn’t possess these four key components, then it’s probably time for an upgrade.

Mobile compatibility

When building your website, you need to consider that 88% of adults own a cell phone of some kind and that more than half of them use their phones to go online. Therefore, for the first time ever, more people visit websites on their mobile phones than on laptops or computers, which is changing the interface of most business websites.

In the interest of compatibility, you need a “responsive” version of your website that is optimized for smartphones and tablet devices. Responsive website design provides a slightly different layout that will be easier for the user to navigate on a smaller screen. To make your website mobile compatible, you will need to hire a designer with responsive design experience, or use an effective website tool like Squarespace or WordPress.

Pay per click advertising

Pay-per-click marketing (PPC) is a way of using search engine advertising to generate clicks to your website. Every time a PPC advert sends a visitor to your website from another source, you pay the search engine a small fee. Not only does PPC boost your revenue by sending potential customers your way, it also helps to optimize your site for search engines. To implement a PPC campaign into your marketing strategy, contact a reputable PPC management company like Converted for a free consultation.

Social media links

If your company is not using social media regularly and including links on your site, you’re missing a trick. It’s not enough to create accounts on Twitter, Instagram, and Facebook and only post a handful of times, either. To fully reap the rewards of social media marketing you need to commit to the cause. Don’t just work social media into your existing marketing strategy; create a whole new social media campaign and make the most of your company’s online presence.

Blog posts

A company blog helps you to build a relationship with Internet users by feeding them relevant, optimized content that keeps you relevant in your industry. Regular posts also give your company a voice and helps you engage with your target audience, creating fodder for your social media accounts and improving search engine visibility.

If like many other business owners you don’t have enough time or the relevant writing skills to create blog posts, you can hire a professional content writer to craft your content for you. According to a recent HubSpot survey, 60% of businesses who blog acquire more customers than those who don’t, so it’s well worth making your blog the heart of your content marketing strategy.