WEB DESIGN fundamentals

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SEARCH ENGINE OPTIMISATION

Get found on Google by your target customers

Let’s get started with an explanation of how SEO works, and how it impacts your website’s rankings in the first place.

SEO is Google’s way of determining which sites deserve to rank highly for each query entered into its search engine. Without modern SEO, it would be extremely simple to manipulate the search results so that the site with the most links or the most pages—all easily generated by software—consistently ranked #1.

SEO is important because it keeps the search results fair. It reduces the ability to manipulate these results as much as possible, so that the sites appearing for each search are there because they deserve to be there. Hard work and a website that appeals to visitors correlate with high search engine rankings, so if your site meets these criteria, you’ll have a better chance at showing up in the results.

Users trust search engines, and achieving a top spot in search engine rankings signals to searchers that your site is a credible source. The higher you rank in results pages, the more clicks and traffic your site will generate. SEO also improves user experience, making it more likely for customers to become repeat buyers.

And SEO is cost-effective. Competitive industries can spend large amounts of money on paid website traffic. Of course, you can still purchase ad space, but if you’re working with a tight budget, SEO is a great way to drive qualified traffic to your site without directly paying for it.

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BRANDING

The value of a trusted brand is immeasurable

Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Branding can change how people perceive your brand, it can drive new business and increase brand awareness.

The most important reason branding is important to a business is because it is how a company gets recognition and becomes known to the consumers. The logo is the most important element of branding, especially where this factor is concerned, as it is essentially the face of the company.

This is why a professional logo design should be powerful and easily memorable, making an impression on a person at first glance. Printed promotional products are a way of getting this across.

Branding is important when trying to generate future business, and a strongly established brand can increase a business’ value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace.

A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique.

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RESPONSIVE WEB DESIGN

Mobile, tablet, laptop, desktop - great web design for all devices

By the end of 2016, mobile web usage had overtaken desktop for the first time, which just goes to show how many people browse on smartphones and tablets instead of a laptop or desktop computer. This highlighted a dramatic shift in behaviour; with the UK using their mobile devices to shop online, carry out online banking and scroll through social media. Ofcom reported at the time, that 7 in 10 adults use a smartphone, with over-65s now more likely to use one too, as the public becomes even more tech-savvy.

For these reasons alone, it became hugely important to invest in responsive web design ; your business needs a website that works well on a smartphone or other mobile device screens, due to the sheer amount of people who could be using your website through a smartphone or tablet.

With responsive web design, all content and pages are flexible across all screen resolutions and devices. Whether you’re viewing a website on your smartphone or a laptop, it will be unified and easy to navigate despite the differing screen sizes. Providing an optimal experience for the user across the board, responsive web design means your user can read and navigate the site with minimum resizing and scrolling.

Responsive web design can improve user experience which will translate into a positive perception of your brand and business. If your customer can access your website easily on all platforms, they’re more likely to return to you for more business in the future and it more than likely means a higher conversion rate for your website. In a world where so much traffic comes from mobile devices, it’s important that you’re accommodating this factor through your website.

Responsive web design, and mobile-first indexing, is now also important as a ranking factor, as mentioned earlier. Sites that are responsive will generally load faster which is likely to boost your ranking and decrease your bounce rate. Responsive web design can also make social sharing easier, helping you to grow a bigger audience for your brand.

SEO campaigns and website maintenance are also a much smoother process with a mobile friendly website. Responsive web design means you only have 1 website to look after; it’s also quicker and less expensive than making a stand-alone mobile application in addition to your desktop website.

With mobile-friendly websites now being an industry standard, especially thanks to mobile-first indexing, take a minute to ensure your web design is the best it can be.

 
 
 

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