Too many businesses make the mistake of thinking, “All I need to do is build a fabulous website that looks amazing and throngs of people will flock to it.” Not true. The question is: How are people going to find it? Investing in creating the best website on the Internet will not make it be seen if you don’t also invest the same or greater amount in creating visibility for the website.
Visibility and design work hand in hand. Great design without targeted visibility is wasted because qualified visitors won’t find it to see it, and high levels of traffic with poor site design is wasted because no one will stay on the site long enough to take the action you want. Before you can design an effective website, you must determine:
- How to drive targeted traffic to your website to get the most visibility, and
- How to design an attractive website that appeals to the target audience and does the job it is intended to do.
Who Is “They” and How Will “They” Find You?
“They” is your target audience, the people who are looking for what you offer. To design a website that attracts and appeals to your target audience, you need to develop a target audience profile with information such as:
- Is your target audience consumers (B2C) or other businesses (B2B)?
- What would a person visiting your website be looking for?
- Are the people in your target audience computer savvy or are they computer novices?
Once you know who your target audience is, you can design a website and start marketing online and offline to drive people to your site. The fastest way to get people to your site is with pay-per-click advertising. You can also:
- Improve your search ranking by using SEO to optimize your website and providing relevant content.
- Build your social networking presence.
- Submit your site to all the major search engines.
- Put your web address on everything – business cards, letterhead, brochures, signs, fliers.
- Tell everyone you know about your website and ask them to visit.
- Issue press releases and announcements.
Build It So They Will Come and Take the Action You Desire
The average first-time visitor to a website spends just 40 seconds on the website. The longer a visitor stays on your site, the more likely they will take the action you desire. Usability is the key. To keep your visitors longer, consider the visual appeal (layout, graphics, colors, balance, fonts), functionality (navigation, call to action, email subscription, social media links), and relevant content (high quality writing, interesting, informative, no errors). In 2007, the Nielsen Norman Group found that designing a website for usability averaged an 83% ROI, a substantial return for online marketing efforts.
Without a design that incorporates these ideas, your website will confuse the visitors and fail to produce results. In the book, 100 Things Every Designer Needs to Know About People, author Susan Weinschenk suggests that, “The shorter the distance to the goal, the more motivated people are to reach it. People are even more motivated when the end is in sight.” Make it easy for the visitor to find you and to know what you want them to do, and you’ll see your business grow.
A good internet marketing firm can do all this and more. The team of experts at seenBest Web Design in Phoenix, AZ, knows the latest trends in the Internet industry and has a solid background in user-centered design, programming, SEO, search engine marketing, social media marketing, testing, web analytics, content writing, and all of the tools necessary to design a website that will generate sales leads. Give us a call today at (602) 456-0150 to schedule your strategic internet marketing review and let us demonstrate ways we can help your business succeed in the digital age.
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