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Web Architecture: Why It’s Important to Your Small Business

Ken Bowden - Wednesday, September 30, 2015

 

Web Architecture: Why It’s Important to Your Small Business

It’s easy for anyone to just throw a website online these days. The problem is that the ease that comes with drag and drop systems or simplistic designs doesn’t necessarily mean your website will be functional, informational, or even aesthetically appealing to the eye of the user. There’s a lot more to consider than you may have initially expected.

What is Web Architecture?

Much like an architect would design the layout of a home or commercial building, a web consultant spends a great deal of time designing the layout for a business website. Why is this important? In many cases – especially in today’s Internet shopping climate – the first contact a person may have with your business is online.  Furthermore, a great number of those online contacts will come from people searching the web on a mobile device.  Site navigation and placement of relevant content and information then becomes key in quickly engaging potential customers, in response to their queries.  This also means your website needs to look professional, be responsive to different viewing devices, be optimized to generate leads or convert visitors to buyers, and generally be user-friendly.

What to Consider When Designing Your Website

Brand awareness is key when building a website. Just as important though, is your visitor’s need for quick access, relevant information, a way to engage and a great user experience.  We take a number of important features into consideration when designing websites. These include but are not limited to:

  • The way your design will be used to promote your brand;
  • Whether or not your website is an ecommerce site, in total or in part;
  • How can we leverage mobile responsive to give the user the best experience;
  • Placement of CTA’s (Calls to action elements) to get the best user response;
  • Incorporation of the appropriate tools so your website will be indexed by the search engines (search engine optimization), including the proper utilization of keywords, meta tags, and tools that will help to naturally increase your site’s search engine rankings;
  • The type of engaging content that will be included on your site’s information pages, product pages, and even on your blog.

 

What Does It Really Mean in the End?

The better your overall website architecture, the more likely you are to see increased exposure on the web at a faster rate, starting the moment your website is launched. You’ll have more email sign-ups, lower bounce rates, more returning visitors, increased engagement, more social interaction, and – we certainly hope – a higher conversation rate when it comes to turning visitors into happy customers.

Want to learn more about web architecture? Call WSI New Media Marketing today at 855-856-4980. We’re here to help you make the most of your web presence.

Does Your Business Have a True Content Marketing Strategy?

Ken Bowden - Tuesday, September 15, 2015

 

Does Your Business Have a True Content Marketing Strategy?

Content marketing. We’ve all heard of it, but not everyone has the same ideas when it comes to what the term actually means. Some people think it means making sure there is content, even new and revolving content on your website. Others think it means writing articles to drive links back to your website. Let’s take a closer look at what content marketing is and how to better utilize it in your business.

What is Content Marketing?

Content marketing is strategic. It means taking valuable information – information that is relevant, practical, and accurate – and finding ways to distribute it to the intended audience in order to drive profitable action. While in the past marketing meant mere text, it now extends to video, podcasts, infographics, social posts, ebooks, product reviews, lists of curated content, and so much more.

A good content marketing strategy is also developed by listening to what your potential customers are saying online.  Then develop content that meets the wants and needs of their enquiries.

Developing a Content Marketing Strategy

The trick to a good content marketing strategy is having a set, consistent plan. You need to know who your target audience is, the type of content they respond to most, where they generally look for it and determine how to use it to drive visitors to your landing pages for engagement.

Consistency is important because the longer you go between putting out new pieces of content, the more likely it is your audience will forget about you or be drawn towards another source with more frequent pieces of valuable information. You want to draw your audience’s attention and then keep it.

So how do you develop a strong strategy?

  1. Make sure you have someone within your organization who is the lead content manager. While everyone may be able to contribute, there should be one point person in charge of assigning, editing, and ultimately distributing your content.
  2. Decide what type of content you want to use and figure out who will create it. Will you need a social media manager or SEO consultant? Will you need a blogger? Will you need a graphic designer? Will you need someone with some basic YouTube skills? Is there someone within your office who can efficiently handle these tasks (without compromising his actual job role within your business), or should you outsource?
  3. If you’re going to handle the above in your office, do you have the tools and technology necessary to do so?
  4. Do you have a content calendar that outlines: a) the purpose for each piece of or that month’s content; b) the places you’d like to distribute content each month; c) the types of content you’ll put in each place; and d) deadlines for having each piece of content created?
  5. Once you’ve published your content, use your analytics reports to test and measure the effectiveness of your posts or campaign and revise accordingly.

Truth be told, content marketing can be a little overwhelming – especially if you run a busy business. Give WSI New Media Marketing a call if you’d like help with your content marketing strategy. We’ll take some of the burden off of your shoulders so you can focus on your clients.

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