Your website is a big deal! Effective marketing strategies are funneled through and to your website daily. It needs to be an easy-to-navigate, responsive design that presents information for your customers to make an informed purchase. There are a lot of options when it comes to building a website, such as online services that offer easy-to-use templates or custom web developer/agency options. Here we lay out some of the benefits for seeking out a custom website design tailored to produce your business results.
Uniquely branded design
Templates and themes can be really restrictive. Your brand has a unique personality and voice, so should your website. A custom design inherently comes off more professionally, because it integrates all of your brand elements: colors, photos, and messaging. As an added bonus, you can make it match and/or complement your other materials and graphics (social media, digital ads, business cards, literature, outdoor media, etc.). Your uniquely branded site also sets you apart from your competitors, showcasing your products and services with a focus on the customer journey.
Optimized user experience (UX)
UX should be a top priority! A custom website allows you to work with an experienced web developer who will examine the path a user takes, minimizing the number of clicks as well as adding appropriate cross-promotional call-outs and call–to–action buttons such as “Request a Free Estimate.” A positive UX does not happen by accident; it is created through intentional design. Another big factor in the UX is the site’s load time/speed. If your website takes too long to load, it could mean the loss of a sale. A seasoned web professional knows how to build the site with appropriate file/image sizes, apps/plug-ins, and hosting.
Up-to-date security
When partnering with a web developer/agency, you can expect them to be knowledgeable when it comes to the latest search engine, CMS platform, and security trends. Even the simplest of websites need to be secure from hackers. You don’t want someone taking over your site or putting up misleading or false information in your business’ name. This includes incorporating an SSL (Secure Sockets Layer) certificate, which is a protocol for establishing authenticated and encrypted links between networked computers. While some browsers still allow sites that are non-SSL, it is in your best interest to make sure your website is in compliance with any recent security updates.
Better search engine rankings
A custom website design with search engine optimization (SEO) built into the framework enables better search rankings with clean code, keyword-focused (but not overly dense) content, heading tags (especially an H1), metadata, and image alt tags. Build an “SEO-friendly” website from the get go so you can be found. SEO should be consistently reviewed and enhanced over the life of the website. You can continue the momentum by adding regular content, such as blog posts, and reviewing pages that don’t perform well and improving their content.
Flexible CMS functionality
When working with experienced web developers, they can make a custom content management system (CMS) with all the features you would like. The CMS makes it easy for you to perform in-house website content updates. But if needed, you will always have a direct contact should you need more elaborate changes versus working with an online service, which can provide little support or lag in communication.
Ask yourself these questions:
Is your website dated or unsecure? Has your business outgrown its template design (limiting your website offerings)? Do you need a custom-tailored solution to stand out and get better search rankings? Contact the team at Baer Performance Marketing to develop a website design that best represents your business.
