In 2020, many customers’ shopping experience isn’t starting in a store. It begins online.

Simply bringing a potential customer to your website is a complicated task that involves coding, algorithms and technical inner-workings within a website. Then, keeping them on site and engaged with the content presents an entirely different set of challenges.

Website development is a complex process, but the experienced web development team at Priority Marketing has successfully designed and built dozens of websites, knowing what strategies to employ on the back end and front end of a website.

Capt. David Hoke, Hoke Fishing ChartersA beautifully designed website has eye-catching visuals, ample information and a clear call-to-action that will keep users engaged and wanting more. The Hoke Fishing Charters website powered by Priority Marketing, for example, shows visitors what to expect on a charter, what it costs, where fishing spots are located and other vital information that logically guides visitors from tab to tab.

A website ultimately should inspire visitors to take action, whether that is visiting a store, making an online purchase, donating to a charitable organization, volunteering at a local nonprofit or, in Hoke’s case, chartering a fishing excursion.

Early in the web development process, Priority Marketing studies a client’s mission, goals and target audience. All websites developed by Priority Marketing are secure websites so clients and their customers will not have their information or data compromised in a cyber attack. Each website is then built just like the businesses they represent – with careful thought and a capacity to grow as the business evolves and technology changes.

Below are four key considerations when developing websites for clients:

Visuals

Words tell a story, while photos show it. Research shows that people’s eyes gravitate toward images and headlines. Design your website with purposeful, meaningful imagery that can quickly summarize an issue, campaign, cause, product or service.

Logos and graphics should be computer-generated vector images so they do not appear pixilated or distorted if viewed on a larger computer screen. Using original photos and videos not only helps develop your brand identity, but original content also helps enhance SEO.

Example

Hoke Fishing Charters proudly offers a money-back guarantee – customers will catch a fish and pose for a photo, or they don’t pay. The website design showcases dozens satisfied customers posing with their prized catches, connecting website visitors to the guarantee.

Hoke Fishing Charters website on display

Search Engine Optimization (SEO)

The first step in website development is ensuring that Internet users will find it. Search engines use complicated algorithms to comb websites and determine rankings, which impact where a website is listed in search results – or if it’s even listed at all.

SEO considers a multitude of factors, including keywords, security, load times, hyperlinks, amount and structure of content, domain age, user experience and more. Two other elements that help web users find your page are Meta tags, which describe your page content, and alt tags, which help search engines read photos. Always use original content to maximize SEO.

Google’s SEO Starter Guide contains a wealth of information intended for owners and managers of businesses, organizations and nonprofits. The guide itself is a strong example of an SEO-stacked page that includes headlines, subheads, visuals and hyperlinks.

Example

Target Roofing & Sheet Metal operates in the highly competitive field of commercial roofing, so strong SEO is a must to attract new business. The website features videos, photos and robust descriptions of roofing projects and services offered, essentially an interactive resumé for the company.

Target Roofing website on display

Copywriting

As the saying goes, content is king, and compelling copy is a focal point of attractive websites. Copy can include blogs, FAQs, bios, product and event descriptions, a mission statement and vision, news stories and more.

The written word is an extremely powerful tool for user-engagement, and longer time-on-site indicates a visitor is particularly engaged with the content. Whereas once it was believed that 2,000 words was an optimal blog length, the minimum now is considered 300 words so long as it has a strong headline, hyperlinks, keywords and supporting content.

There are certain must-have copy on websites: program or product descriptions, an “About” section, contact information and even bios of key executives or board members, Establishing a blog page also ensures that new, relevant and desirable content is steadily flowing onto a website. Blogs should start with a catchy, yet informative, headline, and can include subheads, images, bullet points, quotations, photos, infographics, videos and more.

Example

Lee Health Foundation’s website primarily serves as a resource for potential donors, outlining the multitude of lifesaving programs and services supported by philanthropic-minded individuals and organizations. Dozens of pages within the website offer a comprehensive case for support, leading visitors toward a “Ways to Give” page that outlines options and ideas for supporting the Foundation.

Lee Health Foundation website on display

 

Mobile-responsive

Cell phones and tablets now account for more than half of all Internet traffic, and the vast majority of smartphone users have purchased a product or service through their mobile devices.

Mobile-responsive websites maintain the brand identity that viewers see on a desktop, but are responsive by adapting flawlessly to a user’s screen size and shape (horizonal or vertical). Despite lacking high-speed, wired connections, mobile users still insist on fast page load times and they don’t want to continually have to use their fingers to expand font sizes.

Example

Guadalupe Center’s desktop homepage features background video clips of students learning and excelling in the classroom, a functionality that also extends to the mobile version. Mobile viewers also can see dynamic numbers showing how many children are impacted by the nonprofit’s academic programs and an outline of key initiatives, donor and volunteer opportunities, recent headlines and more.

Guadalupe Center website on display

Does your website need a refresh? Our web development team knows how to create a captivating user experience while still optimizing content for search engines. Give us a call today at 239-267-2638 or email info@PriorityMarketing.com.

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