What Role Does a Website Play in Digital Marketing?

Marketing | |

Websites are a vital component in every marketing strategy and plan, for both B2C and B2B. 

Your website is the key to a successful digital marketing strategy, as your marketing activities direct users to your website, with the aim to convert users into customers. 

If your website landing page doesn’t convert, you may end up spending lots of money on marketing activities that won’t work. 

Why You Need a Good Website 

A website is a representation of your business, and it is an opportunity to communicate your business offerings to your target audience and potential customers. 

Websites play an important role in: 

  • Supporting your brand 
  • Generating leads 
  • Nurturing existing customers 
  • Delivering content and value 
  • Communicating to customers 
  • Assisting sales 

It is important that your website is designed well and is easy for users to navigate. A study from Adobe found that 38% of people will stop engaging with a website if they find the content and layout unattractive.  

A Website’s Role in Digital Marketing

Websites play an important role in Digital Marketing. All marketing activities are techniques to bring potential customers to your website – to get information about products and services, make a booking or purchase, or to get contact details and contact your business. People visualise your business based on the website –  poor or outdated websites can affect your business badly. 

Social Media & Reviews 

Consumers will often look at reviews before buying, searching for competition in all areas. These reviews should also be shared on your social media platforms. 

Email Marketing 

A website is also key for email marketing. When you send out email newsletters to customers, you can include important information and blog posts that users may find important – and then direct this traffic to your website. 

You can also send special discount codes and offers, which customers can use against products or services on your website. 

Interacting with Customers 

If you are sending marketing users to your website, you will want to ensure that they take action on your website. If they become lost or don’t take action, it may result in them going elsewhere. This is why it is a good idea to have options on your website for users to interact with you – such as a live chat functionality or help article section.  This allows potential customers to get a quick response, helping to build a relationship. 

Location Visible  

Whether you want your business to be found from all over the world or just in the local area, digital marketing is a vital tool in achieving this. Using location specific keywords in your content and website can help increase your discoverability, and help users to find you. What’s more, if you have more than one branch or shop, you can host them all on your website for users to find easily, and send location specific marketing campaigns to these pages. 


When looking at and reviewing your website, you need to keep in mind your marketing goals. Are they to convert people on the product page? Or to educate and give value to users? This will help you to ensure your website is designed for what you need. 

Not sure if your website is performing as it should? Contact us now for a free consultation and we can review your website with you. 

Headshot of Rebecca young new team member


Rebecca helps to keep the team organised and supports all of our clients with day to day activities and content. She also runs all of Ballyhoo's internal marketing.