Your website is the centrepiece of your digital strategy and is incredibly important to get right. It is often the first look a visitor has at your business and the basis by which you are judged. Spending the proper budget and time in development will give you the competitive advantage.
Your website is the centrepiece of your digital strategy and is incredibly important to get right - selecting the right web development agency could determine the success or failure of your online presence and marketing efforts.
It is often the first look a visitor has at your business and the basis by which you are judged. The website can uniquely operate 24/7, serve multiple people at the same time and never has a sick day, or a bad mood. Your website will say exactly what you want it to say 100% of the time. The website’s first impression may end up being the only impression, so it’s important to get it right. Make your site the employee of the month, every month.
The website should really never be understood as ‘done’, but rather, a living and breathing digital asset that serves your visitors and customers. That being said, most websites done right won’t require a major overhaul for 3-5 years. It’s a good idea to consider that when budgeting your time and capital.
Of course, there is a lot to consider when looking at what kind of website you want to build, but here are the three most important factors we are mindful of as one, if not of the most reputable Web Development Agency in Toronto.
The purpose of this section is to help you understand the incredible importance of investing in a professional website. Commonly, many businesses will budget thousands of dollars to advertise their products and services by spending almost every available dollar on traffic generation, yet very little on making sure that those visitors find what they’re looking for and engage with the site.
Your website/landing environment is where users will either take the intended action or not. Sometimes the objective is engagement, the collection of an email address, purchase or lead generation.
A website that sees 5,000 visitors with a 3% conversion rate will see 150 conversions.
A website that sees 5,000 visitors with a 6% conversion rate will see 300 conversions.
If getting from a 3% conversion rate to 6% costs less than it would take the business to go from 5,000 visitors to 10,000 it obviously make a lot more sense.
When it comes to Search Engine Optimization there will always be debate as to what the factors are and how much they matter. However, it is universally recognized by the SEO community that the user experience and content on site impacts your ability rank in search engines.
This makes sense because Google only succeeds when users can make a query and find what they are looking for. This means that your website and it’s content must cover the range of user inquiry. The rule of thumb is that your website will not be recognized by Google for that which it does not speak about. The website gives you an opportunity to talk about all the services you offer, things you do and position yourself as an industry thought leader.
Now let’s assume you get the click…
Once you have ascertained the click, if Google finds that users are spending time on your site and engaging with your content, that bodes well and you’re more likely to be rewarded in the search rankings, whereas if users can’t find the information they were looking for and ‘bounce’ from your website, that’ll indicated to Google that you may not have been the best result to serve that user. Your website’s communication and technical rendering should be optimized for longer session times by getting users to dig deeper. This means planning the user’s journey through your site, which is why good web developers put a UX (Used Experience) wireframe together before design.
After all, design is subjective, but user experience is objective. users will always will always want to the shortest, quickest path to get to what they want.
This means the information offered must be planned and worked on as well as the placement on site. This combined with other on-page factors significantly impact your ability to rank. That is why your website can be an asset for SEO or a detriment.
Google assigns a quality score beside each of its keyword. A calculation is made by factoring the ad relevance, the click through rate and the supporting content on the landing page experience. The higher your quality score is, the less you end up paying per click. The lower the quality score, the higher the cost per click. In short, building out a better website experience will lead to less spend, while a poor website will lead to more spend for the same clicks.
At Consultus Digital, we pride ourselves as a Web Development Agency in Toronto who remains conscious of finding a marriage between web design aesthetic and conversion, as well as building SEO focussed websites that will be successful in converting PPC traffic.