Web Support & Development
No matter if this is your first Web site or your 20th, your Web development always begins with a plan. Skip the planning process, even a simple one, and you'll always be disappointed with the results.
It has been said that "it's not that we don't know, it's just that a lot of what we do know is wrong." As you begin any marketing effort (and that is just what this is) you need to take some time to sit down with your team and examine exactly what you do know. You may be surprised that, over time, what you want to achieve and what you think your organization does is quite different from what others think.
A Few Questions to Get Started
There are many ways to get started; marketing has traditionally used the "5 Ps" (Product, Price, Place, Promotion, People) and this method should certainly be considered, along with a complete business plan, for a new product launch or a significant change in business direction.
However, at the very least you should be able to answer "Kipling's Questions" (Who, What, When, Where, Why and How). If you plan to complete either exercise, it can be very helpful to have a marketing facilitator there to make sure all opinions get heard.
Once you have your plan ready, it's time to move on to the next phase, which is the development of the Web site. Based on the research that has been done by you and your team, you should know be able to describe your customer, your product and services, your position in the market place, the unique offerings that you have, even the colors that best signify your company.
Online advertising is a great way to do two things:
- Effectively promote your business on the Web, getting directly to the people who are interested in what you do.
- Waste a lot of money in a very short time.
The key is to achieve #1 while avoiding #2, and while it sounds simple, it can take some work.
Successful online advertising is centered on four components:
- Selecting the right keywords
- Building the right online ad
- Setting an appropriate budget
- Selecting the right geographic areas for ad display
We can help you, not only with selecting your keywords and making sure that your Web site supports them, but through the ongoing measurement and analysis. For example, if you are selling a product or service with a national reach, you will want national exposure. However, if you are selling into a limited geographic area, you can actually select right sown to the city level as to where (and when) your ads are displayed.
Through the use of different software tools we can show you which keywords are working, where your hits are coming from and even which pages on your site are low traffic/low impact or worse, turning your potential customers off.
Search Engine Optimization (SEO)
There's nothing like a good buzzword to get people's attention. Cloud that word with a little smoke and mirrors, throw in a dash of techno-jargon, and you have yourself a winner. Such is the case with Search Engine Optimization (SEO).
The issue with some SEO providers is that in order to get your business (and charge you lots of money) they promise that you will soon be at the top of the page rankings through their secret combination of coding, linking and generally being smarter than the people who work at the search engines. At best you learn an expensive lesson; at worst, you can get your site banned from the search engines (Yes, they can do that).
That is not to say that SEO is not important to the success of failure of your Web site; it can be. But at it's heart, SEO is simply making sure that you have the best site possible and that it does not discourage search engines like Google from recognizing and properly ranking your site.
Building it Right
It really begins with the site design:
- Does the site make sense?
- Are the links clear?
- Is the navigation logical?
- Does the copy fulfill the requirements of the customer?
- Are your keywords and meta-tags right?
And that is just the beginning. There is a lot of "under-the-hood" work that is done on your site code to make sure the site is functioning the way you want.
If you would like more information on how to get this process started, contact us today.