How to Promote a Company Website: Fix Inside First

Most people start promoting a company website by buying traffic. The money runs out and the visitors leave within seconds. The problem is usually not traffic quality but the site itself. This is the order that works: repair the bucket, then pour water in.

1. Three Basics to Check First

Load the homepage on mobile data three times and note the first-screen timing. Open a product page and count the steps to a contact method. Look at the navigation and check whether the three things buyers care about are one click away.

The third item is commonly skipped. Many corporate sites put honours and chairman's messages in the first navigation slot while specifications, cases and lead times sit three levels deep. Reorder before spending anything.

2. An Unrepaired Site Leaks Everywhere

Repair along four lines: page speed, mobile layout, content-to-keyword match, and the enquiry path. Speed problems usually come from uncompressed images and third-party scripts. Mobile problems usually come from fixed-width tables. Content problems are homepages full of self-description with no answer to a buyer's question.

Conversion rate optimisation lives in the enquiry path — how many steps from landing page to a submitted form. More than three and drop-off climbs sharply. Cut form fields to three or fewer and keep phone and chat visible on the first screen.

3. Channel Priority

Small budgets should pick one column and run a full quarter before judging. Running three or four channels at once usually means none is done properly.

4. A Four-Step Sequence

Step one: audit and repair the site, producing a closed issue list. Step two: choose one or two primary channels and concentrate budget and people there. Step three: build a separate landing page per channel, with the headline matching that channel's search term or creative theme. Step four: review monthly on four numbers — visits, time on page, enquiries, closed deals.

Step three is the one people skip. Sending every channel to the same homepage is a frequent reason promotion efficiency stalls: the visitor feels they clicked into the wrong place.

5. FAQ

What does it cost? It depends on whether the site is rebuilt. Repairs are usually one-off, channel spend is monthly. Fix the site cheaply first, then set the channel budget.

What if we have no dedicated staff? Prioritise search optimisation and content on a small set of high-intent terms rather than maintaining five platforms.

How long until results? Paid channels show data within a week; organic traffic typically needs three months or more. Assess them on separate cycles.

Should an old site be rebuilt? If the structure can be improved and speed fixed, repair first. Rebuild only when the navigation logic no longer matches the business.

Related See also our notes on corporate website channels and website development.

GrowLab focuses on integrated content marketing, offering brand strategy, website development and search marketing (SEO/GEO). Contact us for an assessment of your own plan.