The design of a website has to reflect as much about your brand as possible. We’ve all heard how branding is so essential these days for your business, and your website may be the first place that many people encounter your financial advisory firm. Even if they hear about you through other channels, they’re still going to check you out via your website.
For this reason, your website needs to be well designed. It needs to be clean looking. It needs to be exceedingly functional. It needs to give people easy access to the information you want them to have. Obviously, a well-designed site will reflect well on your business. Therefore, expert website design is crucial in order to meet your business objectives. Focusing on Internet marketing without having an excellent website may get people to your site, but it will not increase sales.
On the other hand, your website may have all the latest bells and whistles but not accomplish business objectives. So while website design is essential, it can’t exist in a vacuum. Virtually every feature of your website needs to not only drive your brand image, but it also needs to drive your visitors in the direction you want them to go. If your website is designed to help people buy your product or service, then you need to have the necessary tactics and techniques from web marketing built into the design.
In summary, your entire website can be very useful for branding your business, but it also needs to serve the purpose of bringing you new business.
Another place where the two disciplines absolutely have to overlap is in conversions. Internet marketing will help you figure out what it is you want your visitors to do once they get to your site. Do you want them to sign up for a newsletter? Do you want them to be able to buy a product or service? Do you want them to register for some sort of event? These are the sort of questions that web marketing will help you address.
But even if you know what you want them to do, a badly designed website may actually impede whatever process you have put in place. All the web marketing in the world won’t help you if you have a badly designed site. You need to ensure that all the essential parts of your site are clear and easily visible.
It is important that any call-to-action encourages your visitors to take that action. Easy navigation throughout the site is also imperative. Having a difficult-to-navigate site may cause many visitors to leave in frustration or may leave them confused about where to go next.
The best results
Your web marketing efforts lead your visitors back to your website – and your website can enhance your Internet marketing. By making sure that the two work hand in hand, you can make sure that they build upon each other rather than working against each other. Neither one can really function well without the other. By making sure that your website design and web marketing efforts are always functioning in harmony, you can ensure the best results for your business.
Paul Bearman, Senior Editor, Goldmine Media
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