When a potential consumer’s life is centered on social networks, the need for a business website would seem to fall away. But a personal web platform is more than just a brand showcase.
The site is controlled by resources, independence from the algorithms of other systems, the loyalty of the audience, and its easy conversion into profits.
The main thing is to build the site competently to make it look like the best online sportsbook or Amazon. Here’s why a website in 2022 isn’t a waste of budget, how to choose a CRM and why UX/UI design needs a focus group.
Determining What Kind of Website Your Company Needs
There’s a common misconception that only big businesses need a website – in fact, trust in a brand is largely shaped by the presence of an official platform.
A page on social networks doesn’t always give a complete picture of the services and quality of the product. On the same site, you can look at cases, check reviews, contact the company directly and check the counterparty with a dubious reputation – the date of domain creation will help in this.
Besides, the site is an employee, which works on a permanent basis. The only thing a business needs to take care of is quality content and advertising.
Also, in addition to audience loyalty and attracting potential customers, the site allows real-time analysis of user behavior – the “body” of the web resource has a CRM, which tracks the actions of the audience at each stage of the sales funnel.
And if the need for the site is justified by a general commercial benefit, then its format depends on the goals of the business.
For example, a landing or landing page prompts the visitor to take action: make an order, download a file or leave contacts.
The creation of such pages is intended for a single product, service, or promotion – if you are launching a campaign for a specific product and have a limited budget, a landing page is ideal.
Multi-page sites and web portals serve other purposes. In the first option, the site acts as a showcase for the company – presenting services and products, containing the necessary information. I
n the B2B sector, for example, the site becomes the first step in deciding on long-term cooperation for partners, suppliers, and sponsors.
As for web portals, they are multifunctional platforms with a lot of content and interactive services. Web portals are less common on the web than conventional sites.
The process of developing such a platform is many times more complicated since it is necessary to take into account the navigation of all the principles of usability, content marketing, SEO, corporate identity, and much more. From this and the cost of creation is much higher.
Usually, web portals are used by large holdings that work for several audiences and cover the need for information and targeted actions.
Therefore, before you develop a website decide on the objectives, audience, and scale of the business – a landing page for a small, multi-page site and web portals for medium and large. These and other data will be taken into account when creating landing pages.
If you go to a web studio, then, look at relevant cases. Study the full range of services for a particular business task. Clarify the timing and cost of each stage of work and choose only the team that is ready to dive deep into the business processes of your company, rather than just assembling the technical skeleton of the platform.
Ways to Develop a Website
To begin with, understand that there are three options for website development in terms of marketing solutions.
Their choice depends on the goals the business sets for itself – the terms of reference for the “developers” must include the scope or scale of the company, the set of functionalities, the budget, and the importance of uniqueness in design and content.
Once you’ve determined these criteria, you can choose the way to create an online site.
Search for Ready-made Templates for Free CMS
CMS is the core of the site, which allows you to update the content on it without programming skills. This format is the most budget-friendly, it is a ready-made solution for a simple business or a mono-product, and is used to create a webpage. You can work with templates on your own if you understand the functionality of the constructor.
However, there is no need to wait for a unique product – in this option, not the site is created according to the terms of reference, and the “tech” is adjusted to the capabilities of the template.
There are free and paid templates – the difference is in their adaptability to the needs of the business. Naturally, the paid version will allow you to fit more organically into the website content of the company, wherein the free version will only be able to remove unnecessary elements or add standard solutions.
Customize the Site With the Constructor
Constructors now offer a wide range of features, especially for uncomplicated technical solutions for the banding and simple multi-page site.
In this option, the business is also forced to adapt to the designer, but in a less aggressive format – “add” elementary additions can also be coded by hand.
Develop From Scratch
The most expensive option for “heavy” business – takes more time than working with templates, but the uniqueness of the site is maximum.
The company receives a fully controlled product, which must be constantly “fed” – to update the code, monitor the content and visuals, as well as maintain a team of technical support.
This is the price a business pays for complete freedom of action on its web platform – all it needs from you is a clear statement of work.
Integrate Features and Understand That Everything Works as It Should: UX design, Integration With Services, and SEO
Use of Spaces
Free space allows you to accentuate your design. If you want to highlight an object on the page and draw the user’s attention to it, add “air”.
Objects located close to each other are perceived as a whole. If you need to design a catalog and help the user make a choice – an ideal option.
Use a variety of sizes
An object that exceeds the size of the others will certainly stand out against its “neighbors”.
Or “graphical container” to combine objects inside it. Suitable for creating a feedback form – a classic option using the frame.
This standard set of tools, combined with SEO optimization allows you to build a clear site architecture. And this leads the user to targeted action.
Speaking of competent SEO principles, the key point is to optimize content before creating the site. Use only unique texts, refuse spam messages and choose a readable URL. Also, be sure to talk about yourself on third-party services and “embed” links on the site.
Also about the “touch” with the client: the more of these you have, the more likely you are to get a lead. Use as many methods of collecting feedback as possible: call-back widgets, messengers, and online chats.
As for search engines, there are a few best practices – a landline is better than a cell phone, and addresses are more effective with driving directions on maps.