With your inbound marketing strategy in mind, it may be time to take a look at your web design. Whether you are making over an existing website or starting a brand new one, realise that there is more to web design than aesthetics. The content matters more than the design, and most of your prospects would agree.
As you redesign your website, keep your goal in mind: increasing your number of visitors and leads, not just creating an interesting look. Think about your goals and take them into consideration every step of the way. Worry less about what colour the background is and more about how each and every aspect of your website has the potential to impact your overall success.
Adding Content – Continually
Statistically speaking, the more content you have, the more visitors your website will attract, and the faster your business will grow. And recently updated content is even better for SEO. So figure out ways to continually add fresh content, such as a blog.
Including The Right Elements
Speaking of a blog, your website really should have one. A blog makes it easy to add content on an ongoing basis, and helps you develop relationships with your customers. RSS makes it easier for others to stay up to speed on your website’s changes and updates. SEO gets you the right traffic, and well-designed landing pages are essential to converting that traffic. All modern websites need, at a minimum, these elements.
Protecting Your Assets
Avoid the pitfalls of web redesign by knowing what your assets are and keeping them intact. If you do outsource your web design, work closely with the designer to make sure the new design does not impact your marketing results in a negative way. Your most valuable website features, such as content, SEO, and conversion tools, should be carefully protected during a redesign. Web designers are great at what they do, but remember that their expertise is in design – not marketing. And stay away from the usual suspects: industry jargon, complicated animations, long walls of text, and too many images which may slow down load time (which search engines take into consideration).
Making Your Website Stand Out
Making content a higher priority than design does not mean making your website forgettable. Make sure your logo is recognizable, your tagline is descriptive and simple, and your colour scheme and graphics are contemporary. Use photos, bios, and testimonials to identify yourself and help users connect – with you and with each other. Give your visitors a memorable experience with engaging images, text, and prominent calls to action. This is where a good web designer can really shine – you know what your content should include; they know how to incorporate it in a stylish, user-friendly way.
The Internet Marketing Academy
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