Website Marketing: Paid and Free Strategies That Actually Work

Having a great website is a critical part of your online reputation, and a well-done site will help you bring in more leads. The best websites have specific elements that are clear, user-friendly, and can ultimately generate the leads you want to get.

Thankfully, there are paid and free marketing strategies to help your website get out there. The trick is knowing what to choose and how to use these strategies effectively to get the best visibility so you can finally generate more leads.

Paid Website Marketing Strategies

When you think of website marketing, typically, the first things most people think of are paid strategies.**Some of the more common methods include:

Search Ads

**- these ads show up on the search engine results pages (SERPs) as sponsored up at the top of Google. Search ads can be effective, but they can also be a money drain due to bots that look like they're clicking on the link but aren't actual people viewing your site. You need to be careful about this one.

Website Ads

** - examples of these ads are the ones you'll see on other websites. You pay to have these placed in various places through a marketing company. Placement preference determines the cost you can expect to pay for this type of advertising.**

Social Media Ads

• you're probably familiar with these as these are the ads you see on your Facebook feed as you scroll through. When it comes to cost, these are usually the most cost-efficient.

Traditional Ads

• think about commercials, print ads, and radio ads. These are conventional forms of advertising, and these also tend to be the most expensive.

You might also consider referral incentives for people to share your site, such as a discount for letting your business know if they found you on Facebook or Instagram.

You also want to make sure your business is visible on every product you sell. If you have a physical product, don't miss the opportunity to put your website and your brand on the label.

Free Website Marketing Strategies

The good news is that you don't have to pay for advertising if you know how to use the built-in resources available to you. For new businesses, this is especially important because you're not going to have a large marketing budget starting out. It's critical that you get these website marketing strategies right from the beginning to give you the best chance of doing well with your website from the start.

Google My Business

• on GMB, you can post a completely free business profile. Your business will show up on Google Maps, showcase photos, and other information you think is necessary. You don't want to skip this because this is also where people can post reviews that add social proof to your credibility.

SEO to Optimize

• don't neglect your website SEO. Some people forget to enhance their site content to take advantage of the natural, organic traffic that would otherwise go in your direction. Do some keyword research and see what people are searching for to find other businesses like yours.

Post on Social Media

• social media is enormous - you can't be a business without a social media presence today. Post often and regularly to your social media accounts, and you may find that one performs better than another one depending on your target demographic. For example, you'll never reach Gen Z on Facebook, but you'll definitely connect with them on Tik Tok. If your demographic includes Gen X, then it's Facebook all the way.

Host Events

• webinars or in-person events will drive interest and ultimately lead to more business. For example, if you're a new business with a brick-and-mortar storefront, you might consider hosting a community outreach event to raise brand awareness. If your business is online, conducting a webinar is also an excellent way to reach people.

The Bottom Line

Your website is more than your digital face to the world - it's a tool you can use to leverage yourself online. Even if you don't have the deep marketing pockets to pull from, it doesn't mean you can't use a mix of some paid and some free strategies. Go with the most inexpensive options if you can, and if you can't afford much yet, take a more grassroots approach. Comment on social media, post replies to other people's posts, mention your website - there's a lot you can do that doesn't cost you a dime.

On the other hand, if you feel like it's too time-consuming to do all of these things, or maybe the learning curve is a bit too steep, you can always hire a company like Lantern Marketing to take care of it all for you. Even if you're not ready to take the leap, we're here to answer any question you might have, so we suggest you take a minute and schedule a call to see how we can help you and your business succeed.

Frequently Asked Questions

What is website marketing and why does it matter for small businesses? Website marketing is any strategy you use to drive traffic to your site and convert that traffic into leads or customers. For small businesses, it matters because your website works around the clock even when you're not. A site that's properly marketed can generate inquiries while you're on the job, at dinner, or asleep.

How much should a small business spend on website marketing? There's no universal number, but a common starting point is 5 to 10 percent of your annual revenue. If your budget is tight, start with free strategies like Google Business Profile, SEO, and consistent social media before adding paid ads. Many businesses see solid results spending $500 to $1,500 a month on a focused mix of both.

What's the difference between paid and organic website marketing? Paid marketing, like Google ads or Facebook ads, puts you in front of people immediately but stops the moment you stop paying. Organic marketing, like SEO or social media posts, takes longer to build but keeps working without an ongoing ad budget. The strongest websites use both together.

How long does it take to see results from website marketing? Paid ads can show results within days. SEO typically takes 3 to 6 months before you see meaningful organic traffic growth. Social media falls somewhere in the middle, depending on how consistently you post and how well your content connects with your audience.

What's the single most important thing a small business can do to improve their website marketing? Claim and fully fill out your Google Business Profile if you haven't already. It's free, it shows your business on Google Maps, and a complete profile with photos and reviews can drive real traffic without spending a dollar on ads. Most small businesses have one set up halfway, which means they're leaving visibility on the table.