High-Performance Website Design
6 Ways We Make Your Website Visible on the Internet
High-Performance Website Design
Learn the 6 Components
Clear Messaging and Imaging
Website Messaging
Hinge Marketing research shows that 80% of your potential customers check your website before they contract with you. Even if you were referred by another customer, a whopping 44% rule out doing business with you. Therefore, the messaging on the website must be targeted toward solving your target audience’s needs and problems. A good way to accomplish this is to answer the three questions any prospect wants to know:
• What do you Do?
• Who are your Customers?
• Why should I choose you over Others?
Website Imaging
Imaging is just as important as messaging in conveying your message on your website. The color schemes and logos must be consistent with all of your other branded marketing materials. Your images should reinforce your website’s message to your target audience. Mostly, your images on any web page should strengthen the written words you are using on that page.
Responsive Website Design
Today, mobile is the dominant way we consume content according to David Meerman Scott, New Rules of Marketing and PR. In 2014, mobile devices surpassed all other devices in accessing websites. And now, 42% of Americans own a tablet and 58% own a smartphone according to Hinge Marketing. Therefore, your content must be on a mobile website designed for desktop, laptop, tablet, and phone devices to be responsive.
This is the method for building websites that use advanced code to automatically resize, reposition, show, and hide content across user platforms. In other words, a prospect may begin looking at your website at their office. They may check it again on their phone during their commute home. They may even check it again on a tablet at home. They should have the same user experience on all three devices.
Mobile Website Qualities
• Program HTML code to recognize different devices
• Develop content (images & text) that loads quickly on any device
• Position your most important ideas early in your content.
Educational Content (Content Marketing)
Content marketing uses relevant educational material (not marketing materials) to educate your prospects on the subjects they want to learn about. Furthermore, Hinge Marketing identifies two major forms of content – Flow and Stock.
Flow Content Marketing
Flow content is used in the earlier stages of educating your target audience. It is usually open for readers to view. Moreover, the four most commonly used vehicles for disseminating content during this stage are:
• Blogs
• Videos
• Social Media
• Podcasts
When using these vehicles your content should be fresh. It should also contain cross-links to other content and demonstrate your command and expertise of the subject matter. Read More about Social Media here.
Stock Content is used in the later stages of educating your target audience. It’s usually gated and requires the reader to give contact information. The three most commonly used vehicles for disseminating content during this stage are as follows:
• Guides (500 words)
• White Papers (1,000 words)
• eBooks (5,000 words)
These vehicles take time and effort to produce. However, two guides can become a White Paper or three White Papers can become an eBook.
Search Engine Optimization (SEO)
SEO is a technique designed to make your content easily accessi-
ble to the right audiences through organic search. This is not paid search. And SEO is a complex subject that has many books published on it. However, a simplified version includes four key elements you need to optimize your content. Read more on SEO here.
Clear Calls to Action
In conclusion, Calls to Action (CTA) refers to any method that will prompt a response or encourage an immediate sale. On your website, you want to have calls to action at every stage of the buyer’s journey. However, the techniques used depend on where the prospect is in the journey. Examples of each stage are:
Early Stage (Attract Prospects) –
try to build awareness of your expertise
• Content that shows the reader what you do
• Cross-links to other content on your site or social media
Middle Stage (Building Engagement) –
build trust and understanding
• White Paper or Blog – stating your opinion on a related subject
• Download Free Guide
Late Stage (Turn Opportunities to Customers) –
take action
• Free Consultation
• Free Assessment
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