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Op-Ed: Choosing a web design company is more than just good design

But, getting new customers requires much more than finding a web design agency to create your brand logo, and even the best logos and savviest business names won’t matter if your customers can’t find you.

Entrepreneurs want to grow their business. In order to reach and retain clients who are the very best match for what is offered; websites have to be clearly visible when people search for what they want to find in search engines . It sounds obvious, but getting these clicks is an ever-changing game of keeping up with various ranking factors and measuring how your site stacks up. So when you are selecting a web design agency, it’s important to feel confident they are able to provide more than just a creative, professional design solution, but are also knowledgeable in overall digital marketing, search engine optimization, ecommerce, and can provide a highly customized plan that will ensure key goals for your business are met, including a that professional look and feel unique to your band.

If you use Google Analytics and you’re experiencing great traffic, you must be doing something right. But if you’re not turning that traffic into paying customers, you need to increase your conversion ratio. So it’s not necessarily how many visitors you get that’s important, but rather what those visitors do after clicking on to your site.

Of course, some small business owners are not getting any traffic at all, and that’s common. If that’s the case, research and careful planning needs to be done to increase your site’s authority – in other words, how trusted is your brand in the marketplace? This is based on content (how frequently is your site updated with new and useful content), links to your site (both links from other trusted websites and links to other pages within your site structure), and a combination of other factors.

To get a more specific, consider the full breadth of the user’s experience. Pretend you are the customer who wants exactly what your company offers. Or maybe they don’t even realize yet that’s what they want. What problems do they have that you can solve? What is missing from their life? Maybe you have a product that can benefit. But there are a number of choices on the market and they need to know what makes your version different. Sometimes they just don’t have time to spend wading through the choices, and in that case they choose what comes up on the first page of results (as long as you don’t lose them in the process of getting to the point of sale). Make sure it’s clear what you’re offering and give them an easy path to getting it in their hands. The end result should be a well-designed website where customers will spend more money and remember you as their go-to choice.

Do your own research to get a baseline understanding of what search engine optimization (SEO) is and how it works, so that when you speak to a web design agency you can gauge whether they are good at just graphic design, or whether they are also experts in putting a certain level of expertise in SEO to good use. You also want a team that will train you on how to keep your site maintained after the project is complete and your new brand is launched.

Also ask about mobile responsiveness, which is a must if you want to remain competitive. The best web design agencies don’t use a “one size fits all” template, but will do all the coding and designing tailored to your brand..

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