According to a Pew Research Center Study, 58% of Americans search the web before making purchasing decisions. For B2B customers, that number jumps to over 85%, as reported by brainrider.com. Even when people aren’t shopping on-line they are still using the Internet as a source for preliminary decision making information – product attributes, price comparisons, and reviews – especially for significant purchases. In order to capitalize on this consumer trend, your web site must not only attract attention, but also drive customers to purchase.
First, potential customers must be able to find your company easily. In order to establish a web presence and place your site at the top of search engine results pages, you must have an effective search engine optimization strategy. Whether this is done organically by strategically placing keywords and links throughout your web site, or with paid search, your page will rank highly on Google and other popular search engines and will increase your visibility among consumers.
Second, your site must be easy to navigate and coherently structured. Google generates millions of results for every search word or phrase, so if a customer can’t find exactly what they are looking for on your page, they will not hesitate to move on to the next link – your competitor. Engaging the customer with interactive marketing is one tactic to keep them from straying to another web page.
Lastly, a well designed web page will provide a call to action enticing the customer to move forward with the purchasing process. Once a potential consumer has browsed your site and found what he is looking for, he must be able to recognize his options and know how to continue his search or where he can purchase your product or service.
Although creative design is a key component in any web design project, it is not enough to simply have an attractive web site. Consumers must be able to access the site easily, navigate through the pages conveniently, and have the necessary information to purchase your product. A successful web design will integrate text, content, video, and images in order to convey your message and establish the image you want to portray for your business.
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