No matter what industry your business falls under, having a digital presence is no longer an option. But once you have the digital presence, is it the best it can be?
The two may aspects of having a digital presence you need to put a focus on is making sure the website is reflective of the essence of the brand while also being easily found by the users. If the user cannot find you, what is the point of having a website? But then if the user does find, and your website is not optimized and they bounce, is that worth it?
Both answers are no. Having one but not the other, is essentially setting the one that is well performing for failure. But the first step in this equation is optimizing a website and that typically starts with hiring a UX design firm.
Step 1: Optimize your site
There are so many reasons that a website can be considered bad. The most obvious instance is the aesthetic design of the website is out of date or visually unappealing. In the most general sense knowing how to capture your brand in an elegant and trendy, yet simple design is the first step.
Next, it is looking at the individual features and steps of the consumer journey that contribute to the overall ease of usability on the site. Utilizing UX research services to conduct tests and and extensive research is so important to really have an understanding the level of usability on the site.
Step 2: Focus on search
The ability to receive immediate feedback is now a universal expectation, as all you need to do is to “google” it to find what you are looking for. As a brand, making sure you are not only included in the search results page, but high up on the page is mission critical.
Overall there are two avenues that a company can go in regards to search; paid and/or organic search.
The most long term approach to search and arguably the most difficult to get right is organic search. Specifically looking at Google, since they are the powerhouse of search engines, you have to know how the algorithm is set in order to maximize and increase your brand’s page ranking.
For Google, the ranking is dependent upon the indexed age, authority profile, and underlying content. Of these three, the one you have a large control over to improve upon is the content included on the site. Ensuring that original and authentic content which also incorporates the keywords will ultimately help increase page ranking when the user’s search those specific keywords.
On the other hand, paid search is more of a short term solution for getting users to the site. There are a variety of ways that you can pay for search, either cost per awarness, cost per click and cost per acquisition.
Regardless which of these three you go with, the prices for each action, where it be eyeballs, clicks or actions are all based on a bidding system. Thus, the more popular the keyword for that specific goal, the higher the price.
Organic + Paid Search
Majority of brands have this misrepresentation that only focusing on organic or paid is a sufficient strategy when doing a search campaign. Although implementing both is critical for success and the statistics below outline that importance when both are present high on the search results page. (Statistics from Mindshare)
- 95% increase intent to visit the site.
- 73% in intent to purchase.
- 50% increase in brand trust
- 40% increase in brand favorability
As a brand in the digital you need to have a website that flows and clearly portrays the brand. After that is optimized by a UX design service focusing on search and being found is the next step in increasing traffic and ultimately your bottom line.
Looking for more insight on UX design services? Are you wanting to develop an app and you need to know the cost to develop an app is? Visit Codal’s blog, or come talk to us on firstname.lastname@example.org! We’d love to hear from you.