Twenty years ago, a business owner might have asked “Why do I need a website?”
Ten years ago, a business owner might have asked “Why do I need to worry about social media for my business?”
Five years ago, a business owner might have asked “Why do I need to worry about having lots of content on my website?”
The fact of the matter is that in the modern, “connected” era, your website is at the center of your “Total Online PresenceTM”. And because your website is front and center in your online marketing, it is critically important for your business growth that your website meets the needs and expectations of your site visitors.
Consider the following statistics:
Since the majority of your prospective clients or customers are doing their homework online and are judging your credibility by what they find there, doesn’t it make sense to have the best website possible?
At Austin SEO for Growth we know that if a website is to do all of the above, it needs to do more than just look pretty. That’s why we combine modern design styles, marketing features that are proven to engage visitors and generate leads, and content written to help you get found in search while providing the information your visitors are seeking.
Because your website is the central hub of your online presence it doesn’t make sense to dive straight into design. Going there first may give you a great looking website, but as we discussed above that doesn’t guarantee a great online presence. That’s why before we even get into any online tactics, we want to make sure we first talk about your business goals and strategy to achieve them. Once we understand these things, then we begin work on your website design as well as other elements of your total online presence
Two key aspects of your marketing strategy include being clear about who your ideal clients are and being able to clearly state why you are different from the many other businesses aiming to serve this same market. This guides what you say online as well as how and where you say it. Without having a clear marketing strategy your website and other elements of your online presence will be hit or miss. That’s why we always start our website development engagements with a strategy overview session.
When we understand your marketing strategy, only then can we develop a content plan for your site. A great content plan for your website ensures that your webpages will be valuable to the visitor because they answer the questions visitors are asking, and they are written in a way that will be valuable for search engine optimization. A great content plan will also help segment visitors to your site based on your ideal client profiles, as well as their needs and interests. One ranking factor for SEO is time-on-page, so having content that makes visitors stick around will help boost your rankings. Having content that answers your visitors’ questions increases your credibility and makes it easier for them to want to do business with you.
Once we understand your strategy and have a plan for content the next step is to merge that with your branding in a way that engages visitors to your site and leads them down the path to taking action. We develop WordPress websites exclusively because WordPress has a number of advantages that make it the ideal platform to use for building professional business websites. First, because it grew out of the blogging world it is a natural for search engine optimization. Second, because of its popularity, there is probably an extension (called a plug-in) that can do just about any function imaginable so there is no need to reinvent the wheel. This keeps development costs low. Third, WordPress is a relatively easy platform for people who want to add their own content to learn how to do so.
But let’s be very clear on one thing: developing a professional quality website that can serve as the central hub for your online presence and that has all the bells and whistles necessary for effective marketing and lead generation is not something that should be left to amateurs. While almost anyone willing to invest time to educate themselves about WordPress can install and build a basic WordPress site, having a site that is optimized for search and that functions as an effective part of your marketing machine is best handled by experts. Building a website is an investment in your business, and just like any other investment you wouldn’t trust it to somebody who doesn’t have the expertise required to maximize your return on investment, would you?
When your website is launched, we will make sure it is integrated with the rest of your online properties such as Social Media, YouTube, podcasting, email marketing, or whatever channels you use to reach your target audience. If you need help building out those elements of your Total Online PresenceTM, Austin SEO for Growth can do that too.