For the past 20 years, one of the most important reasons to hire a Web Design Company was to get help with SEO. SEO was once all about getting your website to rank on the first page of Google. But are you one of the many business owners who had a Web Design Company promise you the world, to guarantee you high rankings, even page one rankings on Google, only to fail on delivery? If so, you’ll be glad to hear that ranking on page one is becoming less and less important, and that something far more important is now ruling the online marketplace.
That one thing is being regarded as a social authority. In his book, “Stop Marketing, Be Remarkable,” the author Mike Montano calls it “people rank,” and he says that people rank is much more important these days than page rank. Other online marketing experts are now saying that qualified online traffic is much more likely to come to people who have established themselves or their brands as unique authorities. What does this mean for you when you’re hiring Web Design Company?
Web Design is About Marketing, Marketing is About Authority
When you create a website, what you’re really creating is a marketing campaign. A website which showcases your expertise and positions you as an authority can work wonders for you online. New visitors and referrals will want to see that you’re a trusted authority in your niche before they consider doing business with you. This means that your website needs to be designed to demonstrate credibility from first glance. Does the Web Design Company you’re about to hire know how to do this? If not, you probably want to keep looking until you find someone who can.
There are two kinds of Web Design experts, those who are great craftsman and who can create exactly what you want and those who understand marketing and who will act as a consultant first and a designer/coder second. A Web Design Company who understands marketing and positioning might not give you exactly what you want, but that’s a good thing. It’s not always easy to see the “holes” in your business and decide the best way to position your company.
A Web Design Company with solid marketing expertise can help you see these opportunities. If you talk to a Web Design Company who simply asks you what you want and who creates a mockup without digging deeper into your business model, you’re probably not dealing with an online marketing expert. Hiring an order taker isn’t going to cut it. You have to ask yourself whether you’re working with someone who can help to position you and/or your brand as a unique authority and help you attract qualified customers.
Sure, a well-optimized site can help you attract plenty of organic traffic, but the average internet user will leave a website within 4 seconds if they either don’t’ find what they want or if the site doesn’t appear credible. On the other hand, authority sites get plenty of repeat visits, their visitors stay on the site longer, and the visitors are more likely to come back or to make a purchase in the future.
Perceived Authority Trumps SEO
Did you know that Google is focusing more and more on repeat visits and conversions when it comes to ranking sites in the search engines? This means that if you design a site which attracts repeat visits and which drives conversions, you’ll be rewarded with high rankings. This isn’t the same as writing a bunch of keyword optimized content and building back links, then expecting for rankings to fall into your lap.
Those days are over.
These days, people AND search engines alike are interested in sites which demonstrate authority. If your website becomes known as an authority site, people will bypass Google and the other search engines and go directly to your website.
Imagine what this could mean for the longevity and equity of your business. It could eliminate your dependence on search engines and on SEO traffic and put YOUR business in a class of its own. Does your Web Design Company have the marketing acumen to make this happen? If not, you need to find a new web design company to work with.