For most of our clients the web has become the hub of all their marketing initiatives. They mix the many internet media like their website, email marketing, pay-per-click advertising and social media marketing. Integrating all your internet based marketing investments results in a more powerful and more effective message for your prospects and customers.
A well designed website is one that excels in four areas:
- delivers your messages clearly and persuasively
- navigates easily, so visitors can find the information they want quickly
- has the authority that makes people want to read and see what you have to say
- works well on multiple device types
- provides the overall visual context that reinforces your messages
Only with this complete solution will visitors to your website be encouraged to take the actions you want them to take. Perhaps that action is to contact you for more information, perhaps it is to purchase your goods or services online, or maybe it is to provide more credibility that your small business is worth considering as their supplier or partner.
Web site design has become much more complicated in the last few years as the number and types of devices accessing our web sites has proliferated. Now a site needs to look good and function well on multiple devices like narrow smart phones, wider tablets and desktop displays with one set of content. Trying to manage different web sites designed for different devices is too expensive to justify. The tools are now available to have on one set of content that is “responsive” on multiple device types. Learn more about “responsive” web sites in our section of Marketing Insights.
Steve Jobs summed it up this way, "Most people make the mistake of thinking design is what it looks like. That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works" (emphasis added)
Search Engine Optimization (SEO) is a phrase that refers to how the web site is designed and how the content is written. The three major elements of search engine optimization are
- content and organization
- authority of your web page(s)
- responsive web design
Social Media Marketing is a way to go beyond search you can use social media as a destination or as a way to drive visitors to your web site.
eMarketing Communications expands your marketing mix to other electronic media like eMail, pay-per-click advertising, blogging and eCommerce.
Periodically you need to refresh you web site to keep it looking current and inviting for your visitors. Notice how you react when you visit a site that looks “old” or stale, or one that looks too small on your smart phone. Does this make you want to move on to the next company on your search list?
And of course you need to maintain your web site on a regular basis. Updating the content periodically as well as its appearance is critical.
Ewing Consulting can help you to tackle all these elements of your internet marketing initiatives. Our experience means we can do it more efficiently with less burden on your time while you run your primary business.