Web Design That
Generates Growth

If you don't have a team of in-house writers, you should reach out to a professional copywriter who can help you develop messaging that will attract and engage your ideal buyer persona to take action throughout each phase of buyers journey.

98% of marketers say personalized content helps advance customer relationships. (2018 Evergage Survey)

Trying to attract more than one type of buyer? Think about personalizing your messaging by creating contextual smart content to display dynamically based on specific contact properties. This will help you convert more leads and acquire more customers. 

80% of shoppers are more likely to buy from a company that offers personalized experiences. (2018 Epsilon Research)

Most importantly, work with a copywriter who understands your needs and the challenges faced in your industry.

If you're not familiar with UX design, you should work alongside a creative team of skilled designers to help create visual interfaces, layouts, and designs that connect with your ideal buyer persona's browsing and buying patterns. It's important to pair high-quality visual design with current best practices in web navigation and user experience.

38% of people will stop engaging with a website if the content/layout is unattractive. (Adobe Report)

During the design phase, be methodical in setting the foundation for layout, composition, navigational structure, visual hierarchy, color treatment, typography, icons, symbols, texture, photography, graphs, charts, buttons, and more. The best design interfaces can be adjusted for a variety of platforms, including desktop and mobile user experiences. Visitors will form an opinion of your company within the first 10 seconds of seeing your website, so you better make it count! (Nielsen Group)

The goal of this phase is to provide a fully functioning website. Once you approve the UX design, work with web developers, who bring experience in web usability, speak and code in multiple languages, and work on reputable web platforms that matter today. Web developers should be cross-trained in various aspects of the website creation process and online marketing to help avoid the communication conflicts that can disrupt the development process. 

Your web partner should know how to optimize your site speed by incorporating the latest technology trends. Did you know that a 1-second delay in page loading can result in a 7% reduction in conversions? (KissMetrics) 

To create the best outcome possible your developers should:

Testing

Once your website has been developed, working properly on your content management system (CMS), messaging has been optimized and includes calls-to-action and lead-generating features, do a double check to ensure that your website is ready to go live. Check the following items:

• Page Titles and Meta Descriptions - The page title is an important factor for your website's search engine optimization (SEO). Page titles let search engines know what your web page is all about. The meta descriptions let the searcher know what your web page is all about.
• Cross-Browser Check - Ensure that your website looks and works the way it should in the most popular browsers: Firefox, Chrome, Safari, Opera and our favorite, Internet Explorer, aka “Internet Exploder” (where everything usually breaks).
• Functionality - Test everything! From web form submissions, text and image links, automatic responses and more.

Other tests include proofreading the content and ensuring that all the analytic codes are in place. We wouldn't recommend launching a website until it's 100 percent valid. Finally, if you worked with a web design team, ask them to conduct a training session on how to update your own website.

Your website now has some powerful tools that will work together seamlessly in a single platform. However, if you don't have the proper training on how to use the tools, your web design partner is doing you a disservice.

Prior to launching your website, you need to know how to properly update your site in case you want to make changes to page content or review behind the scenes information. A high-quality web design partner should offer support services for those who simply don't have the time to constantly monitor their company's ever-changing digital needs. Once you're done with the training, launch your website and celebrate!

• Can I have access to our website analytics?
• How do I add new blogs or articles?
• How can I make changes to specific page content? Example: About Us or Contact Page information.
• How can I replace images and ad "image alt tags" to maintain my SEO?
• How do I change the email recipients on a lead generation form?
• Most importantly, what types of updates should my team do and what should my web developer do?

Now that you have a strong foundation, it's time to promote your site. After all, how can a machine run without fuel? The same applies to your website. You have a lead-generating machine! Now you have to fuel it with online strategies to drive qualified traffic and leads who will ultimately become your customers.

78% of prospects view at least 3 pieces of website content before making a purchase decision. (2018 Demand Gen Report)

90% of CMOs say content marketing has a positive effect on audience attitudes, strengthening their brand's connection with consumers. (Content Marketing Institute White Paper) 

Having a website alone isn’t the key to great results. Instead, it’s the ability to turn your website into an online marketing machine. Your website needs to do more than exist, it needs to perform. Now it's time to fuel growth by attracting visitors, educating them, and convincing them to buy. I know what you’re thinking - easier said than done.