10 Things to Remember When Creating A Web Site

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

What Makes a Web Site Successful? 

In today’s marketplace, it’s not just enough to have a web site, small business owners need to have a web site that makes a statement. It should be creatively and aesthetically appealing, as well as strategic and functional. Be sure to follow these guidelines when designing and developing your web site and it will be a greater success.

1. Does your web site integrate and reinforce your branding? First impressions are everything. If your web site doesn’t infuse your brand identity strategically or creatively, it will look like a generic site.
2. Is your web site user friendly and easy to navigate? You have 4-6 seconds to leave a good impression with a visitor before he leaves your site. If you are successful, he will stay on your site for a longer time which can translate to a new lead. 
3. Does your web site have the right content? If your copy isn’t informative or doesn’t resonate with your target audience, they will leave as quickly as they came. 
4. Does your web site encourage visitors to follow your company? Newsletters, Blogs, Facebook, Twitter, Youtube, LinkedIn, Google+ and other social media platforms are great tools to build your credibility and clientele. Your web site should make it easy for visitors to follow you and stay up-to-date with your company to help build loyalty. 
5. Does your web site initiate action? Your web site should help to cultivate a next step, whether it be making a purchase on the site or filling out a contact form to receive more information, a quote or schedule a service. A direct call-to-action is critical. 
6. Is your web site search engine optimized? What good is a web site that can’t be found? The answer: It’s no good, actually. Your web site should include Google Analytics, META, keyword relevancy, page titling and backend HTML optimization, to name a few. 
7. Is your web site built with the latest web techniques and standards? HTML5 and WordPress are some of the most recent and popular approaches to web development. Your web site is a direct correlation of your business in the eyes of the consumer so you don’t want to fall short with first impressions; and an outdated and obsolete web site will surely do that. 
8. Is your web site compatible with all devices? It’s so important that your web site can be viewed on all devices, whether it be a mobile phone, laptop, desktop or tablet. Otherwise, it could be a missed opportunity to connect with a potential client. 
9. Is your web site compliant with all browsers? It’s so important that your web site can be viewed on all browsers, whether it be (Mac & PC) on IE7+, Firefox 3+, Operat9 and Safari 4+. Otherwise, it could be a missed opportunity to connect with a potential client. 
10. Do you own all the rights to the web site? It will greatly benefit you if you secure the rights to the web site as well as all files upon the completion of the development. Therefore, you will be able to update, manage and own your site.

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More often than not, I see so many small business owners not heed to these guidelines. As a result, their web site isn’t as successful as desired and doesn’t positively impact their ROI or profits. Do yourself a favor and make sure you integrate these best practices into your web site. 

Graphic D-Signs specializes in small business marketing and small business web site development—and we can help you articulate and achieve your web site goals. To schedule a consultation with our team, or discuss pricing for your new or refreshed web site, contact us today!

Click here for examples of creative and strategic web site designs & development.

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ advertising agency specializing in small business advertising, marketing, and brand development.

Advertising Accountability: What is Smart Advertising?

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

Plan First. React Second. Track Third.

More often than not, small business owners take a “more is better” approach to their advertising. The theory? The more money you spend or the bigger the ad, the more return you will see. Unfortunately, this usually doesn’t pan out. In fact, this is a counter-intuitive approach, and a sure way to lose money and see zero return. So how should a small business owner approach his advertising strategy and budget to ensure that it's smart advertising that will yield the best ROI?

DEFINE: Who is your ideal consumer? Don’t answer “everyone.” You will enjoy greater success if you can identify your core audience, learn what makes them tick, and determine what their interests are. The better you know your target, the better you can market to them.

DESCRIBE: How are you going to reach, connect and have an open dialogue with your target audience? Do they read the local newspapers/magazines; do they spend most of their time online; do they engage in community activities; do they attend seminars or speaking engagements? The more you know about where they spend their time, the better you can identify a plan of attack to target them. You will know which media forms provide the best opportunities, and you can devise an effective integrated marketing communications plan.

DECODE: How do you know if your campaign was successful? You must exercise due diligence to track and record where new client leads come from. How did they hear about you? After answering this question, you can identify and continue successful tactics--and weed out less fruitful approaches. This is the best way to ensure that your advertising dollars are wisely spent. Unfortunately, many business owners set a campaign loose--and never assess whether it worked.

Small business owners don’t have an unlimited advertising budget, so it is critical to be smart with your money and make it work harder for you. Next time you tell the salesmen that your advertising isn't working, and they respond that you “need a bigger ad,” think carefully about who you trust to manage your advertising dollars.

Graphic D-Signs specializes in small business marketing and small business advertising—and we can help you articulate and achieve your business goals. To schedule a consultation with our team, or to discuss pricing, contact us today!

Click here for examples of creative and strategic web site designs & development.

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ marketing agency specializing in small business advertising, marketing, and brand development.

8 Things to Know Before You Create a Company Web Site

By Danielle Avenoso / Senior Brand Strategist & Account Manager, NJ Marketing Agency Graphic D-Signs, Inc.

Think First. React Second.

Before a small business owner embarks on the development of a company web site, it is crucial for the owner to identify the main web site objective. Are you trying to: 

• Heighten awareness about a new product or service?
• Generate online leads?
• Leverage the platform for ecommerce?
• Create space for existing clientele to interact and review their account or project information?
• Increase sales?

In our experience, most business owners don’t take time to articulate their web site goals prior to beginning design. Instead, they simply react to the desire to have an online presence. 

Strategy is key! To develop an effective web site, it is essential to understand (1) why you need an online presence, and (2) what you need the web site to accomplish. When these two questions are answered, it is easier to design and implement a site that meets these needs—and exceeds your goals.

Did you just wake up one day and start your business? It’s unlikely. Instead, you spent months, or even years, developing a business plan. And, while it will not take years to develop your web site, it requires the same careful attention as your business plan. Proper planning helps you make efficient use of your budget, and ensure that your web site provides you with substantial ROI. After all, isn’t the goal to make money?  

If you’re considering a small business web site, or revamping your existing online presence, here are 8 things to think about before you begin. 

1. Define your marketing objective. What is the purpose of the web site? Be specific about goals, which may include: achieving differentiation, educating your market, expanding your business, increasing client loyalty, etc. 
2. Do you have strong branding? Your brand dictates the perception of your company, and differentiates it from competitors. Powerful and captivating brands create an instantly recognizable, unique, professional image that can help catapult your company to success. 
3. Who is your target audience? Who are you talking to? What do they think today, and want tomorrow? Consider segmentation, demographics, perceptions and attributes. The better you know your audience, the better you can market to them. 
4. Who are your competitors? To achieve success and differentiate your brand promise, you must understand your competitors. Your web site should capitalize on what makes you different from “the other guy.”   
5. What is the market climate? What barriers, if any, do you face from a competitive or market perspective? Be specific. For example, is this a saturated product category—or relatively new? How is consumer awareness? Is there limited value perception or inadequate differentiation?
6. What are your key success metrics? What do you consider success? Increased adoption rates? Elevated awareness? Category penetration? Driving online leads? 
7. What do you want to market? Describe detailed features and aspects. What makes your product or service better than others?
8. What technology is available to bring your web site to life? Technology is constantly changing, and new platforms, widgets and plugins are being developed every day. It is important to leverage available tools in order to capture your web site goals.

Click here to view our web design portfolio

Graphic D-Signs specializes in small business marketing and small business web site development—and we can help you articulate and achieve your web site goals. To schedule a consultation with our team, or discuss pricing for your new or refreshed web site, contact us today!

Click here for examples of creative and strategic web site designs & development.

Danielle Avenoso is the Senior Brand Strategist & Account Manager of Graphic D-Signs, Inc, a NJ marketing agency specializing in small business advertising, marketing, and brand development.