Websites are living, breathing things.

They can’t be static and uniform.

Business websites need to be flexible, dynamic and purposeful.

This is the most important piece of your online marketing machine.

And if it isn’t these three things, then the rest of your marketing will be wasted.

1. Flexible

A flexible website can be updated quickly without professional help.

That means not relying on IT or web developers for updates.

The key is choosing a content management system (CMS) that is fast and easy to learn. Some of the best are WordPress, Drupal and Joomla. You can also use a no-code website translation tool to make your website more flexible and dynamic. No-code website translation tools allow you to translate your website content into multiple languages without having to write any code. This can be a great way to reach a wider audience and increase your global sales.

You (or your marketing department) need to update and change things on the fly.

You’ll need to create landing pages for different offers, and change the copy to generate more interest.

These changes need to happen instantly, not a week from now.

If you can’t make fast changes and experiment, then you won’t be able to test different conversion rates.

And if you can’t test conversion rates, then you’ll be missing out on easy money.

2. Dynamic

Websites today need to updated constantly.

You need to always be testing, and adding new content to engage readers.

No one knows what elements convert better or what users will like the best. Testing allows you to experiment and find out what really works.

Adding fresh content is good for SEO, and lead generation.

It lets you demonstrate your knowledge, and turn that momentary attention into qualified interest.

And that gets you closer to your goals.

3. Purposeful

Finally, your website should have a purpose.

And that purpose isn’t “to provide information about my company”.

The only acceptable answer is to generate leads and sales.

These are the two goals of any business website.

You need to have a sales funnel that converts strangers into prospects, and eventually in to customers.

Customers are converted through generating attention, building trust, and asking for the sale. All of these activities revolve around your website.

The best online strategy is designed around this process.

And your website is the single most important element.

If your business website isn’t flexible, dynamic and purposeful, then SEO and social media won’t help you.

You’ll be leaving money on the table, and squandering most of your marketing dollars.