Think website design and marketing success are mutually exclusive? Think again.
Marketing has its limitations without a thoughtfully-designed website. What happens to your potential customers when they see your ad but are directed to an unengaging website? High chance that they will turn into lost leads and your marketing efforts will be inconsequential. This is why an optimized website is crucial when maximizing your online marketing. A website designed with a specific purpose of converting visitors into customers minimizes the gap of lost leads by providing a platform for visitors to acquire more valuable information through a user-friendly experience.
So how can you design your website to drive your marketing success? Three essential methods are landing page, SEO, and conversion optimization.
The importance of landing pages becomes significant when you are one step away from converting website visitors into real customers. Landing pages can vary from specific event, product or service promotion to general website pages. Regardless of the type of page, landing pages should provide visitors with additional and relevant information that is not only easy to navigate but also convincing. For example, when people click on PPC (Pay-per-click) ads, they are clicking with the intent of receiving more information that will benefit them. If PPC ads are a preview of your business, the landing page would be your opportunity to fully reveal and highlight the best features. For this reason, having a well-designed landing page would be beneficial in increasing your chances of converting visitors as opposed to a very basic, noneducational page.
When thinking about website design, many people miss an important factor: SEO. SEO also known as Search Engine Optimization, helps identify your website as the most relevant site when certain target keywords are searched. So why is this relevant to website design? SEO can be categorized into three different types: On-page SEO, Technical SEO and Off-page SEO.
On-page SEO refers to the practice of optimizing web pages to improve a website’s search engine rankings and earn organic traffic. A well optimized website in regards to page headlines, HTML tags and images can help identify your website’s content as a relevant page online. Technical SEO refers to the process of optimizing your website for the crawling and indexing phase. This type of SEO focuses on the infrastructure of a website to help search engines access, crawl, interpret and index the website, which in turn can improve your website’s organic search rankings. Furthermore, off-page SEO refers to the techniques to improve a website’s position in the search engine results, which can then generate greater exposure and trustworthiness for your website. For more information on SEO, take a look at our SEO services page.
An important question to ask when designing a website is whether the website is conversion-friendly. A conversion-friendly website provides a call to action and enables visitors to take action on the website. Tools such as sign-up buttons and email submissions are examples of effective conversion tools that will encourage website visitors to leave contact information before leaving the page. Not only can including conversion tools on your website increase the chances of turning browsers into buyers, but simply gathering contact information is also a great way to establish relationships with potential customers.
When first creating a website, the initial thought may revolve around visually-pleasing design. Although that is important, designing a website with maximized marketing success in mind is highly valuable for long-term, tangible growth. If you are ready to start designing your website and converting leads to customers, contact us for a quote!