Even if you’re offering a great service or product, a simple to use online platform, and competitive prices, there’s no guarantee that the traffic you need to make the most of these solid foundations will arrive
Manchester (PRWEB UK) 18 April 2013
Failing to pay enough attention to the quality of a website - and the implementation of an effective internet marketing strategy - is needlessly hitting the bottom line of many companies, Michael Guy has said in a new Find the Edge article.
He uses the article – published today – to argue that companies need a clear and unified vision when creating an online strategy. He also outlines some of the techniques that can be used to do this.
He said: "A good online strategy involves far more than simply getting a site up and running.
"Even if you’re offering a great service or product, a simple to use online platform, and competitive prices, there’s no guarantee that the traffic you need to make the most of these solid foundations will arrive.
"It doesn’t matter how big your company is, or whether you sell your services to businesses and consumers in the same city, or globally, you regularly need to assess your website to ensure it is achieving its aims, and you’re getting the best out of it."
He also describes the need to ensure that any social media used is consistent, the website has a clear focus, and that ease of use is a priority.
Guy then moves on to discuss the benefits Pay per Click advertising can offer. This is where individuals can pay to have small adverts listed alongside relevant search results.
He believes this is only a sensible approach if the landing page visitors are taken to when they click a link matches the advert completely.
He said: "Every study conducted in this area suggests that customers expect to be able to click on an ad and then arrive at a page that is directly relevant to it.
"If they search for men’s t shirts, and you take them to a landing page offering general clothing, you are likely to be reducing the chances of them converting.
"Relevancy is so important when it comes to landing pages, so make sure yours are constructed sensibly, and feature good, appropriate content."
The article can be viewed in full here: http://www.findtheedge.co.uk/technology/web-design-development/how-web-design-and-internet-marketing-can-make-or-break-your-business.
Michael Guy has over 20 years' experience working in systems design and delivering efficiency improvements. More about him can be found here: http://www.findtheedge.co.uk/expert-panelist/michael-guy.
Kenny Goodman, founder of Find the Edge, said: "The internet offers us great potential to reach a worldwide audience, but far too many of us neglect its true capabilities.
"The work is by no means complete once a business has a website online, and Michael's advice clearly explains how it's possible to generate higher conversion rates."
Find the Edge is a business website that publishes fresh new business insights on a daily basis.