The Modern Face of Web Development
So you need a website, huh? Perhaps you have a horribly outdated site that is left-justified, cluttered and hard to navigate, and it’s not delivering the conversions you seek. Or maybe you don’t have one, and you’ve decided that this web thing is here to stay. Either way, a new website is a good idea. An organization’s website has become the cornerstone of all marketing efforts. It is the place where your brand, story, culture, product information, mission, and voice begin to resonate with most of the public. In the course of the past 10 years, an ever-increasing number of people use an SMB’s website as a litmus test – it has become a place to verify your existence, demonstrate your credibility, and validate your message. So why leave it in the hands of someone who doesn’t know how to take this information and present it in a way that works?
The days of “I know a guy that does websites” have passed. In the 1990s and early 2000s, websites evolved from rudimentary information portals into bloated showcases of design prowess; in the last three or four years, the science has been refined. Web 2.0 elevated website development to serve a purpose, and a good website is now a powerful and effective marketing tool.
However, a single renaissance man cannot execute a website build as once was possible. Instead, the specialized teams of professionals – including strategists, content creators, copywriters, designers, developers, and programmers – who comprise an agency bring their carefully nuanced trades to each level of your site’s development. Your audience reads websites differently than you might expect: where you may want a long narrative all in one place to communicate everything possible about your business’s expertise, an experienced web writer may succumb to chest pains when he or she sees the first draft of your “About Us” page. In this way, the web differs from print, television and other media; traditional methods of writing and design just don’t work to engage users on the Internet.
Your web presence warrants the benefits of deep discovery by a trained team. A good website is not a catchall for every fact you can amass about your company and services, but a finessed tool meant to provide actionable information to your target audience quickly, in a way they understand, while subtly conveying your brand and competitive advantage. The website must be effective in pushing that user toward conversion, whether that’s a phone call, filling out a contact form, or purchasing a product or service.
Part 2 of this series will discuss the importance of developing a strategy for your website.
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