The basis of any brand that does business online today is its website. But how can a company maximize this opportunity in a way that actually boosts business? Here are the three main phases a business should consider, no matter where in the process of online branding they stand:
- Website Design Ideas and Tips
If you’re here searching for website design ideas and tips, you might be surprised by this one: Skip an elaborate web design. Users consistently rate simple websites as being more beautiful than visually complex ones. However, this isn’t an excuse to just throw a website together; it often takes more skill to craft a simple website based on market research and consumer psychology than it does to throw on some fancy bells and whistles.
Custom website designers should be focusing on usability, ensuring that your customers can find everything they’re looking for without too much effort. Mobile usability, in particular, should be prioritized as smartphone usage continues to grow.
- How To Bring In Traffic
Internet ad agencies have two major online methods for increasing website traffic. The first, and most important, is search engine optimization. This is a complex strategy that involves carefully structuring your website and writing content with search engine ranking algorithms in mind.
The other is pay per click advertising, which involves your business (usually through a web advertising agency) paying to have your links displayed on search engines’ paid results lists, shopping sites or social networking sites. PPC ads work based on keywords, so a marketing agency would focus on keywords like “internet marketing rochester ny,” while a plumbing business might try for something like “best plumbers near me.”
- Turning Traffic Into Customers
Effective advertising is measured by something called conversion rate. You can calculate the conversion rate of your website by comparing the number of unique visitors your site has against the number of those visitors who actually become customers. A simple, attractive website design (as discussed above) is a key factor in conversion, as is choosing the right keywords (after all, someone who comes to your website based on an irrelevant keyword is unlikely to actually buy).
A good web developer will often perform split — also called “A/B” — testing to see which factors lead to higher conversions rates; essentially, this involves diverting customers to two versions of a website (or using different sets of keywords) in order to determine what options are most successful. Doing careful market research in advance is one part of good advertising, but even the best advertisers can’t always predict what will appeal to consumers.
Do you have any website design ideas and tips on marketing to share? Join the discussion in the comments section.