Elements Every Business Website Needs to Prosper in 2018


With all of the new technology, there are many ways to stand out from the rest of the pack. In fact, there are so many options, tools, and resources you can incorporate into your plan and process, it can become overwhelming. But it’s important to nail down the details prior to jumping into a site redesign or development project to satisfy your business website needs.

Because mobile devices have wedged their presence into the average buying cycle, it is important to cater to those visitors with responsive design.

Responsive website design is a method used to build business websites that provide an optimum user experience for your website visitor, regardless of the viewing device. This is a must for every businesses digital presence in 2018.

These days, most designers worth their salt know that the way to approach modern website design is mobile-first. Mobile devices have overtaken desktop PCs as the viewing platform of choice, and 85% of smartphone usage is done through apps rather than the mobile web. It is safe to say most websites are seeing a better conversion rate when they are using responsive design.

How has this new landscape affected mobile website design?

By making design as a whole more “appified.” Both app designers and responsive website designers are focused on the user experience for mobile users, and new visual standardslike the ones shown belowhave taken root. If there’s one thing in common among these effects, it can probably be summed up with one phrase: visual interest. The 10 effects below all work to add maximum visual impact to an experience that is packed into a very small screen.

If you want site visitorship and your Google rank to rise, streamline your website content in a manner that presents the same experience to all site visitors.

Google is the driving force behind this mobile push, but your website visitors are the winners in the responsive design push. Being able to develop and present content that absolutely satisfies your website visitors' needs should be at the top of mind when developing your website design.

If you are in marketing or have a role in redesigning a website, you understand the importance of appeasing the Google algorithm. Blog.HubSpot.com has done a great job capturing a visual history of change within the Google algorithm in the following infographic.

Maintaining a balance between the demands of SEO and the needs of your website visitors can be quite the balancing act. The best advice for this is to ALWAYS optimize for your website visitors first, and secondarily, keep in mind the best practices for optimizing your website for Google. Of course, you don’t want to run off the deep end of SEO to please your website traffic, but your audience should stay top of mind.

So, how does one go about optimizing their site for the user first?

Knowing and understanding the buying cycle, the needs and wants of your audience, visitors, and potential website visitors is the best possible way to provide the features and information needed to attract, convert, close, and continue to delight your target audience.

A few takeaways from buyer persona development that you should apply to your website include:

  • Who will be using your website?

  • How often will they use your website?

  • Do your website visitors checkin at particular times of the day? If so, what times?

  • Why are they visiting?

  • What forms of content are they most attracted to?

  • How do they prefer to remain in the loop of your marketing efforts (email, social media, blog subscriptions, etc.)?

  • How are they interacting with your current website content?

The idea here is to allow site visitors to know and understand if your product or service is the right fit for them within the first few seconds of being on your site.

Because inbound marketing and content marketing focus on generating qualified leads, it is important to clearly present information that allows your visitors to make an informed decision about whether your content product or service is right for their needs.

You can always redesign your website for better brand positioning and organic search results. There are several major elements you must include within your redesign to achieve maximum return on investment for your project.

  1. Your site should be responsive.

    • Make sure your site is accessible and legible to your visitors, no matter how they come to your site. Being ill-prepared for mobile site visitors could result in loss of potential customers.

    • Plan your site so it makes sense on a multitude of devices between desktop, tablet and phone configurations.

  2. Smart content is recommended.

    • Smart content, also referred to as dynamic content, is website content that changes based on the interests or past behavior of the viewer." (HubSpot)

  3. User-friendly navigation.

    • Navigation needs to provide clear labels that direct visitors to pages, let them know what page they are on, and how to return to the homepage.

    • To make your site easy-to-navigate, you should also be sure it has a search function.

  4. Effective copy. Your website copy should:

    • Immediately draw the reader in with exciting benefits and enticing copy so you can lead them toward the sale.

    • Establish your credibility—nobody will buy from you if they don't feel they can trust you.

    • Describe the benefits of your product or service and explain why your visitors need it.

  5. Development strategy.

    • Be sure to have your plan completely mapped out before beginning your redesign.

  6. SEO.

    • Research keywords for your industry and target market, and integrate them into your website content, including site copy, page titles, meta descriptions, header tags, and URLs.

    • Internal links improve SEO—include them when appropriate.

  7. A clear "call to action."

    • Use concise and directive language to guide users to take action on your site.

  8. Well chosen images.

    • Make sure your choice of image(s) add value to your content. They should be optimized for fast loading and have a proper naming convention.

  9. A strong opt-in offer.

    • Having a form available for your website visitors to fill out in return for valuable content is a great way to bridge the communication gap within your website and content community.

Other digital media assets you can include in your website for increased lead generation, and improved brand awareness, include high-impact interactive media such as:

The value in knowing your buyer personas, your target audience, and the individuals who keep your marketing engine afloat is invaluable when it comes to the success of a business marketing website. Providing the valuable content and answers your site visitors are looking for, via a responsive website is imperative for your success in 2018.

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10 Step Website Redesign


For further reading on setting up a website for marketing success in 2018, please read:

The Process of a Content Audit Explained

Value in Knowing Your Buyer Personas : Smart Content 101

Content Marketing Resources for Any Size Business

Topics: Online Design, Website Development

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