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Web Design vs Functionality … Does it matter?

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Which is a better website in your opinion? A) a beautiful aesthetically pleasing site or B) a site with a ton of traffic? My choice, of course, would be “all of the above.” But if I had to choose, I would definitely choose option B. What good is a website if no one sees it?

Great design is obviously important to your brand’s image, but a website without an inbound marketing plan is doomed to be an investment with virtually no ROI. How are you going to drive to traffic to your site and convert those visitors into leads? What is your plan to produce regular content that will help your search engine optimization strategy? These are questions every business or organization needs to be asking in today’s consumer-to-consumer driven marketplace.

The social media revolution is here. There are already more than 300 million active users on Facebook and 887,000 of them live in South Carolina, 389,000 of which are over the age of 35 (according to official Facebook estimates for a sample ad campaign conducted just this minute). Having the ability to produce great content continuously is the only way you can compete for these consumers’ attention, so your website must do just that.

The old way of developing a website is slowly coming to an end. It used to be that you would have to pay tens of thousands of dollars to get a good website up and running. Then, once it was up, it just sat there static like a brochure sitting on a shelf. If you even thought about making any changes, you would have to rely on your original developer who held it hostage for 100 bucks an hour. So, there was no way you could afford to continuously create new and inventive content…it cost too much to just get it on your site, right?

Well technology is changing and making it easier for us lay people to create our own content through content management systems. These are those CMS platforms you may have heard about. They offer you the ability to make changes to your site yourself. But be careful. There are a ton out there that aren’t so user friendly and provide no analytics data. The best one that I’ve found is Hubspot‘s inbound marketing system. This intuitive content management system is user friendly and helps guide you through keyword optimization and content generation. You can create your own campaign landing pages, track social media analytics, and find where your targeted buyer personas are hanging out online.

Have the best of both worlds. Get your developer to design a great looking site for your business, but make sure you have the ability to make updates. You know your business better than anyone else, so you’re going to have to be part of the content creation. Wouldn’t it be nice if you could actually implement your ideas yourself!


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