Why is the “expand” theme important to consider when thinking of the website as a tool for company-wide growth?

It’s easy to think of the website as a tool for the marketing team to acquire new leads, but the website is a tool that the entire company can use to achieve their goals and provide value across the user’s journey.

Once you’ve launched the initial website, expanding your efforts to also include paid marketing is key to continuing growth.

The “expand” theme does not refer to company-wide growth; rather, it refers to expanding the focus of the website to include new personas that were not discovered in the strategy stage.

To boost organic SEO traffic, your team must expand the number of pages to include a page focused at every single industry topic and keyword. You can then funnel the new traffic to different departments to help them gain exposure to the website visitors.


Choose an option to see if it’s correct. Check the explanation below.

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Explanation: Why is the “expand” theme important to consider when thinking of the website as a tool for company-wide growth?


Explanation: The correct answer is **It’s easy to think of the website as a tool for the marketing team to acquire new leads, but the website is a tool that the entire company can use to achieve their goals and provide value across the user’s journey.** While it's common to view the website primarily as a marketing tool, it serves a much broader purpose within the organization. The "expand" theme emphasizes the website's potential to facilitate company-wide growth by providing value not only to the marketing team but to all departments and stakeholders involved in the user's journey. By expanding the perspective beyond lead acquisition, teams can leverage the website to support various business objectives, such as customer service, sales enablement, product education, and brand building. This broader approach ensures that the website serves as a versatile tool for driving growth and delivering value throughout the entire customer lifecycle, aligning with the overarching goals of the organization beyond marketing initiatives.
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