Web development: a marketing strategy that attracts the eye during crisis

8 May

Web development: a marketing strategy that attracts the eye during crisis

By Digital Marketing, Marketing Strategy, website optimization

In times of crisis, businesses that still want to accomplish their B2B marketing goals have to concentrate their efforts on their websites, as their main gateway to new clients.  A fully-functional and user-friendly website should be the foundation of a solid B2B marketing strategy lies in web development. 

Explore the real potential of your website and invest in web development services like:

  • Web design & UX
  • Web content optimization
  • CMS Integration
  • E-Commerce

Focusing your attention on these services and making sure they are in line with the content marketing plan increases the chances to convert a visitor to a lead. When visitors experience an intuitive and quick journey throughout your website, their confidence in your business will grow significantly, encouraging them to commit to a long-lasting relationship with your business. 

To simplify the importance of updated web development, we gathered a set of arguments for investing in this marketing strategy, and we created little guidance on where to start your web design strategy. 

Key arguments to invest in web development during crisis

1. Web development will drive your business to increased traffic 

Businesses that already have a well-built website are most likely using marketing tactics like social media, PPC, SEO, and content to drive traffic on their website. But not all of the existing sites have an intuitive web design able to drive the marketing strategy, the reason why their traffic will not be as high as they are expecting. 

Those who have experienced sales increase and revenue growth coming from their website, even during challenging times, are most likely businesses that invest significantly in a tactical web design strategy. 

To ensure that your optimized website attracts the desired traffic, there is a set of features you can plan, such as:

  • Implementing a blog

Think of this blog as an extension that enables you to bring more traffic to your website. Having a continuity within the content of your blog will boost the confidence you want to give to your visitors. More than that, your chances of being present as an authority will significantly be more reliable than ever.

By maintaining a blog, you will have more opportunities to be found in the search engines. You will also have content that can be shared on your social platforms strategically, leading to more traffic generated to your website.  

  • Constantly optimize your website structure 

After you have started to optimize your content, ensure that your content is constantly updated from a SEO perspective. One example is to make sure that your link building tactics are up to date, by verifying there aren’t any link or image errors on any of your pages. There are many ways to optimize your website through link building, but for that, you need a dedicated specialist that can monitor all the factors.

Consider Search Engine Optimization as one of the main drivers of traffic increase!

  • Build a flexible design 

Whether a visitor opens your website on a mobile, tablet, laptop, or desktop device, the experience he has during the time he spends on the site has to be a positive one, so that they will come back to it. 

Think of the last time you opened a webpage on your mobile and had to find your way to read a full text because it did not fit the size of your mobile screen. If that did result in a negative experience for you, imagine that your customers will have the same if your website does not have a responsive design. 

And coming back to your optimization efforts, it is necessary to mention the fact that Google will penalize websites that are not responsive.

  • Examine your website speed

Starting from your main marketing objectives that is to increase traffic, you should think about the user experience once they are on the site. In an era of fast-forward information and increased online content, time is vital for your visitors (for your implicitly). 

Therefore, your website should keep a high-speed loading time. More than that, remember that Google’s search engine crawlers will penalize by ranking you lower in their search engine results pages for giving a negative experience to the users. 

After analyzing 5.2 million desktops and mobile pages, the company Backlinko has discovered that fully loading a webpage has an average time of 10.3 seconds on desktop and 27.3 seconds on mobile. An essential discovery of their analysis was the confirmation of the average web page loading time being longer by 87.84% on mobile than on desktop. 

This observation emphasizes the necessity of having a responsive design that takes into consideration each one of the devices where your website will be opened on. 

2. Increase sales and revenue with a web development strategy

If your business has managed to increase traffic to the website, that is already a step forward, meaning that your web development efforts have paid off. Most of the time, this will not be your final goal, but that of growing your business by increasing sales and revenue in times of crisis will definitely be. 

Aligning your B2B marketing strategy with your website will make your investment worth it when:

  • You want to create a professional image
  • You are looking to build credibility with prospects, partners or potential investors

Significantly, it is worth it if you are seeking to generate qualified leads for your business, no matter the industry. 

As we mentioned before, Search Engine Optimization is one of those iconic fundamentals that your business should consider in its web development strategy. To highlight the statement, statistics show that by having a healthy SEO plan, your business will increase sales. According to Hubspot, 61% of marketers confirm that improving SEO and growing their organic presence is their top inbound marketing priority

So once you have planned how to increase traffic on your website, the next step is to start optimizing the site, and for that, you can consult a team of SEO specialists to make sure that the implementations comply not only with your needs but also with legal requirements. 

3. Communicates professionalism and trustworthiness 

Due to the many fake websites from the past years, internet users have become very careful when scrutinizing a website. As a result, 84% of people will not purchase if they are dealing with an unsecured website.

To make sure that they won’t disregard your website as a result of a poorly made design, it is your business responsibility to have the confirmation of a team of professionals that your web development is according to what the consumers are expecting. 

More than that, investing in high-quality web design will have a significant impact on the way you communicate about your brand. Always have in mind that your website is your business’ image, especially when you are addressing an international audience. And what most of the companies want is to look professional and trustworthy. 

While sometimes it might not be that easy to differentiate your website from others, you can entrust your web strategy into the hands of a web development expert team. Before doing that, you have to outline a few internal considerations, as the following will describe.

Tactical web development starts from defining your B2B website objectives

To efficiently present your website directly to the web development team, there are a few steps that your business should take into consideration. First of all, you have to outline some important aspects like:

  • What are your business goals?
  • What will help you reach those goals?
  • How are you currently using your website?
  • What are your expectations from using the website?

Once you have answered these questions, it is time to define your B2B website objectives!

While they can vary depending on your business’s needs, there are a few objectives that address to any company that is seeking business growth: 

  1. Enter a new market by creating awareness 
  2. Listen to your customer’s needs: Educate, Entertain, Engage and Inspire
  3. Convert and increase your Lead Pool
  4. Up-sell and nurture Prospects

When defining your website objectives, remember that first of all, your website has to be desirable for all of your target audiences while complying with the Search Engine Optimization rules that help you achieve your goals. 


Final thoughts

We resumed that an investment in a web development strategy can exceed your expectations even during challenging times when your business will most likely cut certain budgets. Now, more than ever, it is a proper time to reconsider how your business’ website is getting the search engines’ attention.  

Mark the steps of starting an effective web development strategy that aligns with your marketing objectives!

If your business is looking to improve its web strategy, our team of marketing experts, content optimization specialists, content writers,and website developers will be delighted to help you. Get in touch with us, and let’s understand together how to explore the true potential of your website.

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