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The Making of a #GR8 Website

website webinarIn the most recent #GR8 Relevant Marketing Webinar, the mRELEVANCE team discussed the importance of having a great website that is user-friendly and performs well in the search engine.

For those who attended our webinar and want the notes or for those who missed the webinar, here is what we discussed related to the making of a great interactive website.

When creating the proper website for 2016, there are a few things you need to keep in mind and continuously improve on:

  1. Mobile-Friendly

Having a mobile-friendly site is not only important, but it is crucial. You want to be wherever your consumer is on whatever device they are using. Whether your visitor is on a smartphone, tablet, laptop or desktop, they need to see the content in a user-friendly, readable format.

Although creating the correct mobile-friendly site takes more development time and may look different, there are several advantages. You will have increased usability rankings, which is great for SEO purposes, your site will not neglect any user based on device and you will have optimized media asset delivery.

Mobile customers want to be on a website within a few seconds and once there, they want to see large buttons and clear, readable text. They also want to easily find contact information within just a few clicks. This means that your site needs to have speed, clarity and be finger-friendly.

The Stats:

  • 64 percent of American adults own a smartphone.
  • The average person looks at their phones about 60 times per day.
  • Mobile phone users have their phone within an arm’s reach 14 hours per day.
  • 70 percent of Americans like to receive Mobile Offers.
  • Mobile Offers are 10 times more likely to be redeemed than traditional advertising or coupons and three times more likely than email coupons.
  • 97 percent of all text messages or Mobile Offers are read within 4.5 minutes.
  • Mobile marketing campaigns are opted out less than five percent of the time.
  • 22 percent of Mobile Offers are shared with at least one friend.
  • 75 percent of people prefer to receive Mobile Offers over any other form of call to action.
  1. User-Friendly

Great websites must be user-friendly and feature new functionality. When designing a user-friendly site, there are a couple of things you must ask:

What are they looking for?

How easy is it to find information?

How many clicks does it take to find the information?

Am I led to the next step?

Is it easy and intuitive?

Top navigation or side navigation?

Giving people a great user experience is more than just looks, you need to make sure its easy for people to fill out your contact form, make sure the website flow is easy and navigational and give people clear direction.

Make sure you are integrating your site with social media and blogging. North America leads social media use with 59 percent of its population active on social media. This brings a new marketing channel with less diminishing return.

Flash is ultimately gone now, so when designing your website make sure you are no longer using any flash support. As the Internet becomes increasingly available, we are noticing the use of videos and images. When you embed videos, you must use YouTube. This allows you to not have to have the video on the server, and it lets Google know people are there engaging in your site. Don’t embed too many videos on one page though, it will be taxing on your page to load too many. One or two are completely fine but if you want more use an image to click on that takes you to the videos.

Map integration is still under development, but will enable visitor to see a clean and effective Google Map with a numbering scheme for overlapping communities and a color scheme for differing community types. It is very important to make sure that people can click a button on the site and Google give people driving directions from there current location. Google keeps up where things are and what they are, being able to display schools, restaurants, entertaining options and more.

  1. Better CTA’s

Your new website needs to include strong and clear calls to action. You want to make them simple and intuitive, large footprint CTAs, don’t hide the forms and keep the form size between three to five fields.

When making a call to action form, remember to only ask the necessary. If it is not necessary to make the sale, don’t bother asking. Remember to make this contact information effective; you want to come up with a process on what to do once this information is received.

Always stay engaged with your visitors. If they fill out a contact form, you should continuously interact with them. Email marketing and follow-ups are crucial to keeping visitors engaged.

  • Auto responders

Always have an auto responder when someone signs up for your website. With this automated program you want to create eblasts throughout the next couple months:

Three days – One week – Every week for 10 weeks

  • Blog/daily RSS feed

EVERYONE should be blogging. Visitors who sign-up should get a RSS feed of the blog you published the previous day. This should be automated. Always give them the ability to opt in or out as well.

  • Monthly newsletter

This can include the most popular blog posts as your newsletter.

Look at your traffic and narrow down the most clicked on post.

Add some brand new content as well, maybe industry based, holiday based etc.

  • Promotions and incentives

Run specifically to generate sales.

Should be appealing, and be sure to giveaway incentives.

What can you offer them to walk-in and sign?

It is very important for your site to sign people up for all four of these, in addition to your personal touch, you know they can hear from you.

  1. More Traffic

There are several great ways to generate more traffic to your site, below are a few good examples that mRELEVANCE recommends.

  • Fresh Content
  • Coolness factor – interactive or interruptive
  • Find balance between the movement of images
  • Appropriate company branding
  • Appropriate use of flash and video
  • Images should support the content
  • Write updatable text
  • Skip the sound

A lot of the newer trends we have seen include the use of less white space, using space in a smart efficient way and having numerous ways to navigate throughout the site. Having a color scheme that best represents your company is a great place to start in choosing your color scheme for your website; you want it to be complimentary as well as refreshing and easy to look at.

Generating more traffic to your company’s site is what everyone wants. In order to do so, you need to have fresh and engaging content. Content is key and important to your business. Although this may seem like an optional item to have on your website, your blog can generate more traffic and gives you more SEO opportunities. With Google’s new algorithm, Google can actually read your content now. It is evaluated based on the quality and length.

When loading content, you need to make sure your SEO is filled out correctly and completely. This includes adding keywords, title tags, Meta tags and proper external links.

You also want to make it easy for visitors to access your social sharing sites with interactive sharing buttons on the top right of your page. This allows consumers to share your content with their friends as well as a free marketing tool for you to reach several other consumers.

Your website is your single most valuable sales tool in today’s marketing environment, even more valuable than any individual model home or physical sales location. As the foundation of your marketing presence, and the place where messages are developed and syndicated, your website drives traffic for your entire company. If you need help developing the perfect interactive website for your company, look no further, call mRELEVANCE today at 770-383-3360 or contact us.

Stay tuned for our next FREE webinar on August 23 when the mRELEVANCE team will discuss digital advertising.

2016 Relevant Marketing webinar dates and topics are listed below:

August 23 — Show Me the Money: Digital Advertising
September 20 — Content is King in the SEO World
October 18 — Puzzle Building: Marketing Goal Setting