When people need something, whether it’s a local service or a product, they usually start with a Google search. In fact, more than 32% of people use search engines to find new brands, and more than half of Australians make an online purchase every week.

That’s why your website matters. It’s not just a digital shopfront – it’s your frontline salesperson. An impactful website helps users decide if you’re the right fit, explains what you offer, and guides them to taking the next step.

In this article, we’ll walk through the core benefits of using your website as a marketing tool, what makes it effective, and how to build a strategy that supports your wider business goals.

Website marketing is the practice of using your website to attract customers. It involves finding ways to get people to your site and converting them into leads or customers once they arrive.

Here are some of the key elements of website marketing and how they support your revenue.

• Increase website traffic: Attract more visitors to your site through Google Ads, social media, or organic search.
• Improve brand awareness: Increase visibility and brand presence by writing educational blogs or ranking for relevant commercial search terms.
• Generate leads: Capture the attention of potential customers and encourage them to take action.
• Drive conversions: Motivate visitors to complete actions like making a purchase, booking a demo, signing up for a newsletter, or downloading a gated resource.
• Increase sales: Bring traffic to your business and sell your product or service directly to customers. This ultimately leads to more sales.

The benefits to your bottom line are clear. Website marketing is one of the most effective ways to make people aware that your brand exists and to drive online sales.

It’s also relatively low-cost compared to traditional marketing; all you need is a domain and a hosting platform to get started. A well-designed, informative website builds trust by clearly explaining what your business does and why it matters.

Having your brand online also gives you the ability to reach specific demographics and interests, so you can connect with your niche audience. On top of that, you can track what’s working, see what’s not, and update your content marketing or shift your strategy whenever you need to.

Your website wasn’t built to be a dormant site on page 10 of Google. Whether you’re capturing leads, converting sales, or supporting a wider marketing campaign, it needs to work as a core part of your marketing funnel.

Here are eight tactics you can use in 2025 to bring traffic to your site and turn your website into a revenue-generating channel.

1. Optimise your content for SEO and AIO
2. Build ad-specific landing pages
3. Add a virtual agent to support conversion 24/7
4. Publish educational blog posts
5. Add lead capture forms to high-traffic pages
6. Personalise content to increase engagement
7. Map and optimise the click journey
8. Use case studies to convert bottom-of-funnel leads

SEO is about meeting demand, which means showing up when people are actively searching for what you offer. It’s still one of the most effective ways to attract high-intent traffic.

Increasingly, those same principles apply to AIO (content optimised for Artificial Intelligence). Both search engines and AI tools prioritise content that is helpful, well-structured, and clearly aligned with user intent. But traffic alone isn’t the goal. You want content that builds trust, reinforces your positioning, and moves people towards conversion.

If you're running ads, don’t send everyone to your homepage. Campaign-specific landing pages convert better because they focus on a single offer, audience, and action. They match the message of the ad, which helps visitors feel like they’re in the right place. If the page feels generic or off-topic, they’re likely to leave.

Landing pages are also easier to measure and optimise. You can A/B test different headlines, calls to action, and layouts to see what drives the best results. This approach gives you more control and helps turn clicks into real leads or sales.

Virtual agents (AI-powered chatbots) help customers find what they need faster, whether it’s a product, a booking, or help with a service issue. They can step in when users are browsing your site to answer product questions, explain pricing or delivery options, and suggest the right product based on what the customer is chatting to them about.

Blog content is one of the most practical ways to bring people to your website and show your expertise. Focus on clear, useful topics and target keywords in the language your customers are actually using. Australian SaaS company, Canva , does this exceptionally well, offering practical guides related to their products that help people solve their design problems.

When it comes to educational content, you don’t need to blow your budget on long-form video courses. A quality blog is easier to scale, update, and repurpose. You can also turn parts of your article into short-form videos, social media posts, or email content that directs people back to your site to read the full piece.

If you already have pages that get steady traffic, make sure you’re not letting all that attention go to waste. Adding lead capture forms is one of the easiest ways to turn visits into something more valuable.

Think about what suits the page, such as a newsletter sign-up, a downloadable resource, or a simple booking form. If someone is already engaged, you don’t need to oversell; instead, offer a clear next step.

When someone lands on your site, they should feel like it was built for them. With the right marketing tools, you can tailor homepage content, product suggestions, and even blog recommendations based on a visitor’s behaviour, location, or past interactions.

This kind of relevance keeps people engaged and makes them more likely to take action. For example, if someone has visited your pricing page before, you can show a free trial prompt next time they return.

Your website should make it easy for people to take action. Whether that’s buying a product, booking a demo, or contacting your team, every step should feel obvious and low effort.

Look at your key pages and ask yourself where the click leads next. Are there dead ends? Are the calls to action clear? The fewer obstacles in the way, the more likely someone is to follow through. Keep the click funnel simple and focused, so visitors know exactly what to do next.

The Australian travel company TripADeal added a virtual agent to their site in 2024. The agent chats with website visitors and recommends deals based on their unique requests.

TripADeal also used Marketing Cloud to personalise the experience and track what parts of the website were converting. Within a few weeks, TripADeal reported that thousands of people were using the virtual agent.

Fisher & Paykel Appliances, a New Zealand household appliances company with a strong presence in Australia, used both Data Cloud and Marketing Cloud to personalise how users interact with their website.

By combining customer data with browsing and product history, they offer tailored product suggestions and guide visitors down the most relevant paths. This approach helped reduce bounce rates, increase conversions, and led to 45% of service bookings being completed online, all without increasing overhead.

There’s no single right way to market your website. The best approach depends on your audience, goals, and the role your site plays in your wider marketing plan. Here’s how to determine the right strategy for your brand.

Work out who you’re trying to reach. What do they care about? What problems are they trying to solve? Develop a target audience, and make sure every piece of content connects back to whether it would genuinely resonate with that audience.

Decide what success looks like. It could be more leads, sales, demo bookings, or email sign-ups. SMART goals make it easier to choose the right tactics and track what’s actually moving the needle.

If you already have a site, look at what’s currently working. Check traffic, conversions, and bounce rates. Also, look at your competitors to see what’s working for them.

Make sure your website clearly communicates what you offer and why it matters. Your value proposition should come through on every key page. Remember to write about the value for your customer – not simply what you offer.

You don’t need to do everything; in fact, it’s better to do one thing well rather than spread yourself too thin. Choose the areas that suit your audience, objectives, and budget. This could be SEO, lead forms, blog content, paid ads, landing pages or anything else that will delight your audience.

Use tools like Google Analytics to track what’s working. Make decisions based on data, not only gut feeling. Always track what’s working and what’s not. When you're building or rebuilding a site, no one can predict exactly what will land; it comes down to testing, learning, and making changes as you go.

The tools you use can save your team time searching for data points and help them make more accurate decisions. Here are the core categories every marketing team should have a tool in place for to run a successful website.

• CRM: Tools like Salesforce help you track leads, monitor behaviour, send marketing emails, and keep your messaging consistent across channels.
• Analytics and tracking: Platforms like Google Analytics and Search Console give you visibility into how people find and move through your site.
• SEO tools: Semrush, Ahrefs, and similar platforms let you find keyword opportunities, audit your site, and monitor rankings.
• Ad platforms: Google Ads and Meta Ads Manager help you drive targeted traffic and test campaigns at speed.