There are different types of marketing mediums, but these days one is more important than the rest: a website. It’s the face of your company. Having a great website is the key to drawing and retaining customers, and web designers and marketing experts agree that a good site contains one-of-a-kind features yet is easy to navigate and peruse. When you want to capture your audience’s attention and make your brand name memorable, consider adopting innovative web design concepts, which will make your audience not only click but take notice.
Show off Your URL
A website doesn’t just have to look good to be good. Who cares about a beautiful, state-of-the-art website if no one ever sees it? Don’t overlook search engine optimization (SEO), a web marketing fundamental will increase the number of hits your site receives and boost its overall ranking on Google, Bing, and more. Essentially this means the words on your website should match what your target market will be looking for.
Creating a uniform and consistent brand identity is also critical for improving SEO rankings, as well as making your company’s name, image, and products memorable. According to research, a significant part of the success accrued by the world’s top name brands – Starbucks, McDonalds, and Dunkin Donuts – is due to their recognizable identities and clear, focused advertising messages. These studies have shown that consumers are able to correctly identify these brand names in different places, online and in person, nearly 100% of the time.
Pay-per-click advertising (PPC) is another simple way to increase traffic to your company’s website and increase its quality scores.
Stand Out from the Crowd
When designing or redesigning your corporate homepage, it is also important to consider conversion rate optimization (CRO) and user experience (UX). UX refers to the ease with which users can access, navigate, and ultimately remember (and return to) your site. CRO involves adding the bells, whistles, and unique features that make your company’s name and image stand out in the minds of your audience members. A successful website balances the two – it’s simple enough for your customers to use, but unique enough for them to remember.
Be a Social Butterfly
Given the power and success of social media, sites such as Twitter, Facebook, and LinkedIn can (and should) be a part of your web design or redesign plan. It is fairly simple and quite cost-effective to set up accounts on these sites, and with the myriad of social connections each of your customers have, these networks are an invaluable marketing tool.
Make it easier to make new connections – and easily reach your loyal customers – by integrating social media into your website. It can be as simple as adding a Facebook “like” button for your page, or fully synced to share your live Twitter feed. Check out Dictionary.com; everywhere on the page, there’s something related to social media: Google+, Facebook, Twitter and even Instagram.
Check Your Progress
Once you start a design or redesign campaign, you will be eager to know whether or not it is actually working. Capture sales and marketing data on various parts of your site through Analytics. This will help you measure performance and make targeted adjustments when necessary. A digital marketing expert can provide and manage the progress-tracking tools that will help your website – and by extension your company – grow to the next level.
Regardless of which web host, content management system (CMS), or online marketing tactics your business is using, it is absolutely essential to have a user-friendly website. Social media is powerful too, but those cookie-cutter profiles can’t capture the unique vision and perspective that your company offers. If you don’t have an easy-to-access website, your audience will be lost without a touchstone. Help your fans engage with everything your brand is doing online – from following your social media and resharing your posts to reviewing your industry-specific content and searching your entire inventory of products.
Ujjaval Parikh is the founder of Integration Yantra, a digital marketing expert that specializes in web management and analytics, business communications, and online branding. With a unique background in computer science, finance, and PR, he loves to develop customized solutions to help companies attract clients and promote long-term growth.