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Building a better website
by Chris Pelosi,
Online Marketing Manager
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Email Chris
 For many, a website is the first impression
someone may receive about your company. It gives visitors a sense of your company as well as your culture without actually
having to visit your offices. Therefore, a website should be a key component in a company's marketing strategy. Additionally,
many people research a product online before actually buying it in a store. Likewise, those looking for a particular service
would consult a company's website for initial information.
Design a Professional-Looking Site
The overall look of the website should be consistent with your brand and existing marketing materials. This includes the same
colors and fonts used on your printed materials as well as the same copy tone.
As for navigation, keep it simple and keep it organized. Incorporate easy-to-locate navigation buttons, giving visitors
quick access to information with minimal scrolling. Include "call to action" buttons in multiple places on a page.
An important part of a professional site is a "Careers" page, a place for posting positions, accepting resumes and featuring
employee testimonials. You need to make it easy for potential employees to contact you. A "Careers" page also adds credibility
to your business.
Provide Comprehensive Content
A website gives you the opportunity to provide as much information as you can about your products and services. Rather than
printed materials such as brochures, websites are dynamic and can be updated relatively easily. Be sure to provide the most
important information at the top of a page, like a newspaper article states key facts first: who, what, where, when, why and
how. Some pages to incorporate in your website include:
- An "About Us" page
- Mission and vision statements
- Management bios
- Company history
- Pages for each product or service
- Downloadable brochures that feature pecific services
- Client and employee testimonials
- An e-newsletter or blog and an easy way to subscribe to both
- Current news and upcoming events
- Industry articles
- A Contact Us" page
Learn How to Track Your Website Traffic
There are many ways for you to track visitor traffic and how they respond to your site. You can find out which are the most
popular pages as well as how visitors found your site. One free tool you can use is Google Analytics. Visit www.google.com,
click Business Solutions and then select Analytics.
Getting Started
Updating your website may seem daunting and complicated, but it doesn't have to be. Here are some main areas to focus on first:
Easy navigation: Quick access to information makes it simple for visitors to get through your site.
Bios with photos: Bios with good content and photos are more personalized and give a better introduction to your team.
Relevant copy related to the person's experience is key.
Content: Give visitors a reason to return with fresh content, blogs, newsletters and testimonials
Tracking: Search engine reports are a great way to track traffic to and around your site.
A professional, well-laid-out site is one of your most important marketing tools. Therefore, it is vital to hire a trained website
designer. They have the experience needed in online marketing strategies to help you develop an informative, professional-looking
online presence.
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Tell us where you want to go, how you want your business to grow and
we'll help you get there.
