Small business owners, entrepreneurs, and companies who are trying to break into the big arenas and competing for consumer attention online can seem elusive, expensive, and downright exhausting.
I’ve learned that the companies that establish a strong foundation achieve their company goals quicker. And that foundation begins by hiring a web design and development service that incorporates SEO directly into the website’s design.
It’s well known that business owners and entrepreneurs need to allow potential customers to research their products and services. According to GE Capital Retail Bank, 81% of retail shoppers research products online before buying. Everything from water heaters and windows to flowers and pizza begins with an online search.
Access to unlimited websites is great for the customer in a hurry who searches “florist near me” and finds a coupon for the flower shop around the corner. The tourist who eats like a local based on customer reviews and the new homeowner who realizes it’s better to hire that plumber than attempt to replace a gas water heater alone are both better off because they paused to click a few buttons on the internet browser rather than forging ahead. Connecting with the right business can create a lifelong customer relationship, and for many, that starts with a great website.
Web Design Is About More Than Visual Appeal
Design professionals are frequently visual designers with an understanding of search engine standards. When a design agency takes on a project, they should consider user experience as well as website flow and responsive design. However, many are focused on visual appeal first, and everything else comes secondary.
While this has created some amazing design projects over the years, it’s done very little to improve companies’ online presence, which desperately needs improved organic visibility. What frequently gets overlooked with a large-scale design project where search engine optimization is missing is that pay-per-click conversions remain the same or increase due to the improved design.
But what happens when a company looks to reduce its PPC ad spend? Without SEO keyword research, it’s not a given that search engines will understand the context of landing page content.
Choose a Full-Service Digital Marketing Agency
A full-service digital marketing agency that specializes in SEO should be able to provide you with case studies that show previous work where SEO is an intentional layer of foundational work of web development. In addition, you should expect that the content development and web development teams will work hand in hand to help you achieve your business objectives and deliver a custom website.
Here are a few questions to ask future web design and development service teams:
- What is your strategy for improving ranking in search results?
- What types of SEO optimization efforts do you offer?
- Does your web designer have back-end developers they work with directly?
- How do you balance website aesthetics and load time?
Visibility is Vital; So Are Your Business Goals
SEO is constantly changing. Most experts estimate that Google changes its search algorithm around 500 to 600 times each year. This means that your web design and development services need to be aware of the latest industry shifts regarding SEO and web dev.
In addition to ensuring your website is beautiful and incorporates SEO on every page, it’s also vital that your website accurately represent your products and services. A great development team will listen to your business goals and the vision of your ideal customer and will present a digital marketing strategy to connect with both.
When you receive a presentation, it should be apparent that the company has a clear understanding of your competitors’ website designs and the core keywords for your company.
As digital marketing experts, you should be able to trust your team to do their job designing the best website for your company in the same way you would expect them to trust you if they hired you.
When you’re ready to hire a web designer, think about the total agency. Don’t be afraid to ask the questions listed above and ask for case studies. A great agency will have the information you’re looking for and be happy to talk to you about its past success as well as its vision for yours.