10 Website Marketing Strategies To Grow Your Business in 2025 – Forbes Advisor

Your website should be more than an online business card. It is often the first place customers decide whether your business is worth their time and money. A strong website can showcase not only generate leads, but it can even close sales while you sleep. None of that matters, however, if people can’t find it. With the right marketing strategies, your website can drive traffic, capture attention and turn visitors into customers. 

What Is Website Marketing? 

Also known as digital marketing, website marketing is the process of using strategies to attract the right visitors to your site and guide them toward becoming paying customers. It’s not just about making sure people can find you online.  

For example, a neighborhood bakery might use local search engine optimization (SEO) to appear in “best cupcakes near me” searches. It also might promote seasonal specials through Instagram while linking back to its order page. A software as a service (SaaS) startup, on the other hand, might focus on publishing blog posts that answer common customer questions, running Google ads for high-intent keywords and using email campaigns to nurture free trial users into paid subscribers. Both are practicing website marketing, but their strategies are tailored to their audiences and business models. 

Why Website Marketing Is Important 

A website only works if people can find it. Marketing ensures your site appears where customers are searching, whether that’s on Google, social media or in their inbox. It can turn your website into a driver of leads and revenue if done right. 

Consider this: BrightEdge, an SEO marketing company, reported in 2019 that 53% of all website traffic comes from organic search, proving SEO to be essential for small businesses. It shows that being discoverable online is not just an advantage, it is essential.  

Here’s what this all means for your business: 

1. Visibility Wins: If more than half of your website traffic comes through organic search, ignoring SEO is like turning off your storefront lights. 
2. High-Intent Traffic Pays Off: Search-driven visitors are not casual scrollers. They’re actively seeking solutions and they’re more ready to convert. 
3. Marketing Pays for Itself: When SEO and email deliver such a high return on investment, even small marketing budgets can yield major returns. 
4. Small Business Edge: Website marketing levels the playing field. You don’t need to be a household name to attract local customers or niche buyers. You just need a strategic and consistent online presence. 

10 Essential Website Marketing Strategies 

There are many ways to do website marketing. Here are 10 strategies to consider for your company’s website.  

1. Search Engine Optimization  

Search engine optimization, or SEO, remains one of the most effective ways to market a website because it connects you with customers who are actively searching for solutions. Unlike paid ads or social campaigns that interrupt someone’s browsing, SEO works by positioning your business exactly where people are already looking. Optimizing your site with the right keywords, fast load times and mobile-friendly design makes it easier for search engines to recognize your content and serve it to the right audience. 

“Start by optimizing your site for search engines and AI platforms by adding helpful content to your website that includes the phrases your customers use to find you on search,” says Alicia Pringle, senior director of online marketing at Network Solutions, a domain registrar and web builder company. “This helps your business show up in the search results when customers are actively looking for solutions like yours.” 

2. AI-Friendly Content  

Artificial intelligence is reshaping how people search online, and businesses that adapt early gain an edge. AI-powered tools like Google’s Search Generative Experience and platforms such as ChatGPT are increasingly influencing how customers discover brands, meaning your website content needs to be both SEO-friendly and AI-friendly.  

“The best online marketing strategy right now is merging SEO with conversion optimization and AI-friendly content,” says Adam Binder, founder and CEO at Creative Click Media. “Getting found is step one, first and foremost, but building trust and turning that visibility into tangible sales separates businesses that simply exist from those that dominate their market, particularly in our AI-driven digital world.” 

For small businesses, this might look like creating FAQ pages that address common customer questions, writing product descriptions that highlight real benefits or publishing blog posts that explain solutions in plain language. The goal is not just to show up in AI-driven search but also to ensure your content builds credibility and drives conversions once potential customers find you. 

3. Email Marketing 

Email marketing is one of the most effective channels for driving conversions, according to HubSpot. This is likely because it gives you a direct line to people who have already shown interest in your business. Unlike social media algorithms that change overnight, you own your email list. It allows you to nurture relationships over time.  

For small businesses, email marketing can be as simple as sending a monthly newsletter with tips and promotions or as advanced as automated drip campaigns that follow up after someone abandons their cart. The important part is consistency. A well-structured email strategy keeps your brand top of mind and turns one-time visitors into repeat customers. You can employ the help of email marketing software to get the most out your email marketing campaigns. However, you’ll want to avoid overwhelming your subscribers with too many emails. If messages feel excessive or lack real value, people are more likely to unsubscribe from your list. 

4. Social Media Marketing 

Social media marketing is a free way to connect with your target audience where they already spend their time. Platforms like Instagram, Facebook, TikTok and LinkedIn allow businesses to share updates, highlight products and create conversations that build brand awareness. The key to social media marketing is consistency. Post content regularly so your audience sees you as a trusted voice rather than just another sales pitch. 

“If you’re marketing to your own community on social media, really spending time building trust, friendliness, expertise and opportunities to work with you on social matters,” says Melanie Gorman of Crownsville Media. This relationship-building approach transforms social media from a broadcasting tool into a two-way dialogue, making it easier to nurture long-term customer connections. 

For small businesses, this might mean posting behind-the-scenes videos, responding quickly to customer questions or hosting live Q&As that drive traffic back to your site. Done right, social media becomes not just a place to share content but also a pipeline that feeds directly into your broader marketing funnel. 

5. Paid Social Media Ads 

Paid social ads places your message in the feeds where people are already scrolling. They are ideal for building awareness, retargeting past visitors and driving traffic back to your site. Sponsored posts appear directly in users’ feeds and can be targeted to very specific demographics, interests, locations or behaviors. Social platforms have extensive data on their users, so they can place your ad in front of the people most likely to buy what you are selling.  

You’ve likely encountered this in your own browsing. You research air fryers online, then open your social media feed and notice ads for air fryers appearing almost immediately. That’s retargeting in action. It leverages recent online behavior to deliver highly relevant ads that increase the likelihood of a purchase. Another example is a baby clothing brand using social media to reach new mothers directly. By placing ads in front of the audience most likely to buy, the company increases the chances of a click-through and a completed purchase on its website.  

6. Pay-Per-Click (PPC) Advertising  

Pay-per-click advertising is a great way to get your business to show up as a sponsored listing on search engines whenever someone searches for specific keywords, says Karim Hachem, CEO of specialized advocacy group Suade Health. You control the budget by setting daily or monthly limits and target ads to the audiences most likely to bring qualified traffic to your site. For small businesses looking to get in front of customers quickly, PPC can be an effective way to supplement organic traffic and test which keywords drive the most conversions. 

“These strategies always work best when your website is already somewhat of an established source and not when you are totally unknown and brand new,” says Hachem. 

7. Shopping Ads  

Shopping ads showcase your product’s image, price and link on search engines at the exact moment a potential buyer is searching. Because they capture high-intent searches, these ads are especially effective for small businesses selling tangible products. They give potential customers a quick way to compare options before they even click through to your site. Unlike traditional PPC ads that link to a homepage, shopping ads show the product itself. This makes it easy for high-intent buyers to compare options and click through to purchase, says Hachem. 

For example, a local boutique running shopping ads for seasonal apparel can showcase its latest collection at the exact moment shoppers are searching for “summer dresses” or “men’s casual jackets.” The built-in visuals and price transparency help the boutique stand out against larger competitors while driving qualified traffic straight to its product pages. Shopping ads can be a cost-efficient way to boost sales and brand visibility. 

8. Guest Posts and Guest Blogging 

Contributing articles or blog posts to other reputable websites is another way to market your business online. This gives you the chance to put your brand in front of readers who may never have discovered you otherwise. In addition to expanding your reach, it gives you the opportunity to establish credibility by being featured on a site that already has the trust of its audience. 

For small businesses, this strategy can be especially powerful. A thoughtful guest post allows you to highlight your expertise, differentiate yourself from competitors and create new pathways for readers to click through to your website. The larger and more respected the host site, the greater the impact on your visibility. Beyond exposure, guest posting also delivers a technical advantage called backlinks. Trusted backlinks boost SEO by signaling to search engines that your business is a credible source. 

For example, a local accounting firm that writes a guest article for a regional business publication about “Five Tax Deductions Every Startup Should Know.” That single post positions the firm as a trusted resource, drives qualified leads back to its website and creates a backlink that strengthens its search rankings. Beyond exposure, the publication’s decision to feature the article acts as an endorsement signaling to readers that the firm is credible enough to be recommended to an established audience. 

9. Ask for Online Reviews 

Customer reviews are one of the most powerful trust signals your website can showcase. Potential buyers often look for validation from others before making a purchase. Seeing positive feedback can make the difference between hesitation and action. Encouraging satisfied customers to leave honest reviews on platforms like Google, Yelp, Facebook or industry-specific sites strengthens your credibility and improves your visibility in search results.  

A follow-up email after a purchase, a quick link on your thank-you page or even a QR code on a receipt can prompt customers to share their experiences. It’s also important to respond to reviews whether it is thanking people for positive comments or addressing any concerns raised in less favorable ones. This shows that your business is engaged, accountable and committed to customer satisfaction.  

10. Influencer Marketing  

Influencer marketing works much like guest posting by giving your brand immediate access to a community that already trusts the messenger. Instead of starting from scratch, you tap into the credibility an influencer has built with their followers. For small businesses, influencer marketing isn’t about hiring a celebrity with a million followers—it’s about finding voices your customers already trust. A local fitness studio, for example, might team up with a neighborhood trainer on Instagram who posts daily workout tips. When that trainer recommends your classes, their audience sees it as a genuine endorsement rather than an ad. 

As Hachem notes about paid strategies, these partnerships work best when your brand already has a foundation of credibility. An influencer’s shoutout won’t fix a weak website, but paired with strong SEO, reviews and content, it can give you instant access to a loyal audience.  

Bottom Line 

Your website can’t grow your business on its own. It needs support from strategies like SEO, social media, email, paid ads and customer reviews to attract potential clients and build their trust. Develop a plan that fits within your budget and time constraints. When you focus on the online marketing strategies that fit your business and use them consistently, your website evolves into a powerful growth engine that brings in leads, converts sales and nurtures lasting customer relationships. 

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