Your business’ website needs to be reliable, appealing and optimised for search if it’s to carry out all the functions it should to properly support your company. This can be achieved through web development, which will ensure your key marketing goals are met through a high-quality site.
Web development services can have a huge impact on your business’ performance. A website that has been designed with search engines in mind, and loads quickly for a better user experience, will rank well in search engine results pages. Meanwhile, dedicated pages on your site to demonstrate the high quality of your content and your expertise within the industry will help you to stand out from the competition.
However, it’s not enough to have put in the groundwork at the beginning; you must continue to grow and adapt to changes in the digital world. One way to achieve this is through an accurate analysis of your website data. For example, understanding the success of conversion rates and backlinks can help to evaluate your marketing performance and influence your strategy going forwards.
Your website is your brand’s representative online and, as such, it should be as presentable, informative and professional as any other asset that works for your company. From the first impression a lead gets when they land on your site to the buying stage, user experience should be considered and prioritised, otherwise it will undermine your marketing strategy.
Every aspect of your website’s design should be considered carefully. This includes the imagery and colours you select, as well as the tone of voice and language of your content that best communicates your core messages to your audience. Get this right and you’ll see visitors seamlessly progress along the buying journey. Get it wrong and the leads you’ve brought in through carefully-crafted content will come to nothing.
It’s one thing to know what your website needs to do and visualise how it will look, but it’s important that these elements are borne out in the website build. All of your marketing collateral depends on a well-built website, so work closely with the builder to ensure it delivers in terms of functionality, design and customer experience.
One of the many elements to consider is the typography to use and how it will be interpreted as representative of your brand. Where will strong and memorable images be sourced from and how will they be deployed for maximum effect? Discuss with your wider team and your website builder what your video strategy will be and how this will engage your audience.
Throughout your website build, keep the user journey front and centre in your mind, as losing sight of this will stop your site from performing to its full potential. Consider how leads will be guided through your pages to ensure you get the conclusion you’re looking for.
Creating an engaging user interface is key, so work out a plan for achieving this and then check in at various points to ensure it’s being stuck to. A number of factors that can affect loading speed can easily be overlooked during the website build, so make sure things like this don’t end up holding your site back. While it’s easy to get so wrapped up in the early stages of your website, don’t forget to put a maintenance schedule in place so it remains up to date.
An integrated website and customer relationship management (CRM) system allows actions taken by potential customers on your site to be automatically logged. This means you can look back at an individual record and see everything from enquiries to communications with your customer service team. This information will give you a dynamic profile of your customers’ needs, allowing you to meet them more effectively.
If that wasn’t enough, there are a number of other advantages to integrating your website with your CRM. The first is that you can be reassured everyone in the business will have access to all of the data related to a customer without any of it remaining with one individual or team. This maximises the opportunity for your staff to do their job well and for leads to be successfully turned into sales.
All of this makes for a much more efficient way of managing data, cutting down on the admin duties of staff. Employees with specialist skills can put them to use where they’re needed most instead of spending time manually entering data into your system.
These highly engaging digital assets can provide a significant boost to your marketing efforts in everything from brand awareness and customer engagement to lead generation. Interactive web apps are easily shareable, meaning they can make an impact on your social media profiles and in newsletters, as well as on your website.
When it comes to the form your web app will take, the options are seemingly endless and are a good opportunity to be creative. The tool you create could demonstrate to your customer exactly the position they are currently in. Alternatively, you could put your product at the heart of it and show the value your brand is offering. Ultimately, you might decide to combine both of these elements, expressly linking the customer and you in a cause and effect scenario.
To find out more about your audience, you could decide to format your web app as a poll or survey. As well as being able to put their point of view across and have an input on the outcome, your audience will give you crucial insights into their choices and priorities. To jazz this approach up even more you could create an interactive quiz, which will be fun for your audience and should contain calls to action that lead to conversions.
Video is an effective tool in marketing, but adding an interactive 360-degree element via an app will ramp up its impact further. This type of video offers your audience a unique opportunity to see your products and services in a new way through the digital space. Such an in-depth view can offer reassurance and address questions your customers need answering as they move through the sales funnel.