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If you’ve ever heard someone say “websites are dead,” they’re wrong. Your website is your best marketing tool.
Even with the rise in AEO (Answer Engine Optimisation), and zero-click searches, your website is still your most powerful piece of marketing.
FYI AEO focuses on being selected as the direct answer by AI systems and zero-click searches are where people get AI generated answers above the search results, meaning they don’t click through to a website.
So while Google might pull snippets of your content into search results, and people might get basic information like your address or opening hours without even clicking, they’ll still visit your website when they want to know if you’re the right fit. When they want to see what you’re about. When they want to take that next step.
Your website is where that happens.
They’re not just looking for quick info. They’re looking for a feel.
Who you are. What you offer. Whether you’re someone they can trust. Whether your business is actually going to solve the problem they have.
That’s why your website is your best marketing tool. Because it helps people go beyond surface-level info and connect with your business properly.
It gives people a reason to connect. It shows them what to expect. And it gives them a clear next step to take if they want to work with you.
So if your website’s just sitting there gathering dust, it might be time to change that.
Because when it’s working properly, your website isn’t just a placeholder. It’s doing some serious heavy lifting behind the scenes. From first impressions to building trust, supporting your marketing, and helping people find you… your website has a job to do.
Here’s how it earns its keep.
It’s your online front door
Your website is your best marketing tool when it makes a great first impression and makes it easy for people to stick around.
When someone Googles your business (or even just your name), your website is probably the first thing they’ll click. So it needs to make a good first impression, and quickly.
If your homepage is slow, confusing, full of fluff, or hasn’t been updated since 2019, people are going to leave. Fast.
But if it’s clear, on-brand, easy to use, loads FAST, and answers their questions? That builds trust. And trust is what turns browsers into buyers.
Oh, and on that note: don’t make people go digging for your phone number. Or what you actually do. Or your pricing. If it’s relevant and you’re happy to share it, put it out there. Make it easy.
It’s always on (even when you’re off)
Your website doesn’t knock off at 5pm. It’s not waiting for you to post on social. It’s just there quietly working in the background while you’re doing other stuff (like sleeping, or watching Netflix, or working on your actual business).
If it’s done right, your website can help people learn about what you do, book a call, or buy something, without you having to lift a finger.
Think about when you do your research on a new product or service. It’s usually when you finally have a moment. And that’s most likely after hours, on the weekend, or even when you’re supposed to be doing something else.
Your ideal clients are doing the same. So your website needs to be ready whenever they land on it.
It backs up the rest of your marketing
Social media posts disappear fast (if they even get seen in the first place). Ads stop running when the budget runs out. Even emails get lost in inboxes.
But your website? It’s the place people go when they want the full picture.
If they’ve seen you on Instagram or heard about you from a friend, they’ll usually head to your website next. So it needs to back up whatever marketing you’ve already done.
Your site should reflect the same tone, message and style you use elsewhere. That consistency helps build brand trust and makes people feel like they’ve come to the right place.
And in a world where people can now get answers without even clicking (thanks AI), your website still needs to offer more. More detail, more depth, and more value.
If someone’s found a short answer from you in those little AI snippets at the top of the search results, and they’re curious enough to click through, your site has to pick up where that answer left off. That’s how you turn a quick answer into real interest and real action.
It helps new people find you
If someone searches “marketing agency Albury Wodonga” (or whatever your thing is), and your website is well written, answers their questions, and loads properly, then you’re more likely to show up in the SEO results.
But what about AEO? (Because these days it matters and as AI becomes more and more part of the every-day, it will be more important.)
AEO is about structuring your website content to answer specific questions your ideal clients are asking. For Starfish Marketing, that’s things like:
- How do I know if I need a marketing strategy?
- What does a digital marketer actually do?
- How much does website copywriting cost?
So, if my site content clearly answers questions like that, search engines are more likely to pull my answers into the results, especially in those little featured snippets at the top. Your site should be doing something similar.
However, it's important to remember even if your content does get pulled into a snippet, your website still needs to give people a reason to click through.
Add value. Show your personality. Offer something that makes them want more.
Because if you don’t, they’ll get what they need and move on, without ever really connecting with you.
You own it
This one’s big. You don’t own Facebook. Or Instagram. Or any of the platforms you’re probably posting on.
But you do own your website. That means no one else gets to change the rules on you. You get to decide how you show up, what your message is, and how people interact with your business.
That’s rare in marketing. And it’s something worth taking advantage of.
If a social platform changes its algorithm or shuts down your account, you’ve still got your site. And if someone wants to refer you to a friend? They’ll probably share your website not your last Reel.
When’s the last time you looked at your own website?
And I mean really looked at it – not just checked that the homepage loads.
If your site hasn’t been updated in a while, go take a look. Pretend you’re a potential client.
- Does it actually reflect your business now?
- Is the message clear?
- Do you look like someone people would want to work with?
Or does it feel like something you threw together three years ago and forgot about?
And it does then it’s not your best marketing tool. Yet. But it should be
No judgement. It happens. But the good news is it’s fixable. And often, it doesn’t need a full overhaul. Just some simple updates to your copy, layout, or user experience can make a huge difference (and yep, I’ll cover some of that in the next blog).
If you don’t have time to do your website audit, let's talk. I’m here to help.
