"So what does marketing actually do?" As a marketer, this is a question I have been asked on more than one occasion. So for those of you who are too timid to ask; marketing is communication. Marketing connects your product or service to a potential customer. You are a problem solver, and you need to communicate that you are the one with the solution. Often in marketing you need to explain the benefits of your product. 

But here's the thing; everything that you do is marketing. From your brand, the way you answer the phone, to the images and language you use on your website. How you communicate is important, and can often be your first, and only, impression

In the past, consumers sought information through brochures and advertising. While this is still available and in some industries works quite well, there are problems using these marketing avenues. In terms of communication, this is shouting at your potential customer. There is little to no interaction between your company and the person viewing your ad. 

Using a knowledgeable salesperson is great to help you seal-the-deal, but getting the person in front of the salesperson can be challenging. 

The internet has changed the way we look for information. Consumers are now able to go to one place to find out about a business. That place? Google! As a search engine, Google has a global desktop search engine market share of 62.74%. It's possible to compare businesses and products in just a few clicks. To appear in a favourable position on Google, your business needs to have a good online marketing/promotion plan in place using AdWords and other paid search advertising. You also need to have a long-term SEO plan in place, and a good persuasive website. 

​94% of internet users in New Zealand look for information about products online, World Internet Project NZ 2013. People aren't just looking to buy right then and there. They are looking for a comparison. They are looking and comparing products and services. Your website's job is to convince them to make a decision. 

Because, shopping is decision making. Your job, or your website's job, is to change someone from undecided to decided. Essentially you want to make them say yes, add to cart, fill in a form, call you for a quote. You don't want to spend time and money promoting your business using a service like Google AdWords to then have your website fail to convince your website visitor to take action. You should invest in a copywriter for your homepage and consider a dedicated landing page for your AdWords ad. 

If you are unsure where to start, we can help you. Zeald has teams of people who can assist with all the services mentioned in this article. Contact us for a free consultation. 

The look and feel of your web design are integral to your website's street credibility.  In fact, according to Stanford Web Credibility Research, 75% of users judge the trustworthiness of the company based on the website design, while a whopping 94% of first impressions are design related. Based on these statistics, there should be no question about how important good web design is!

However, people won't just judge your website by aesthetics alone. No matter how superb your design is, it will never be enough to achieve your desired results when you are missing the valuable features of what every web design should have.

Here are some of the factors you need to consider when creating your website’s design:

Your web design is appealing, but you aren't relevant to your audience.

The details are not the details. They make the design. - Charles Eames

It can be challenging to move beyond what just looks good. The most important details are the ones that lead your website visitor to your desired outcome. Your end-goal should be the whole focus of the design. Even if your website has the best graphics, images, colours and typography, it won't matter unless you get a result.

Your web design looks good, but you are too pushy.

The secret to creativity is knowing how to hide your sources - Albert Einstein

When you decided to build your website, you had the goal in mind to expand your business. Whether you admit it or not, your goal is to encourage people buy your products or services. But, there is a fine line between having a good persuasive website and driving away potential customers.

The secret to being persuasive without being pushy is to think about what your customer needs and how your product or service can solve their problem.

Your web design is fresh, but you lack functionality!

Design is not just what it looks like and feels like. Design is how it works. - Steve Jobs

Web functionality is one of the crucial aspects of a good and efficient web design. But why is it so important? The answer is simple.

We determine web functionality by the way your audience interacts with your site. In other words, it would be difficult for you to build a strong relationship with your potential customers when they find it awkward to use your website. It would be easier just to leave your site when it does not work. That may sound harsh, but it’s the reality. Think about the missed sales opportunities if your add to cart button doesn't work!

Your web design is awesome, but you need valuable content!

Content is king - Bill Gates

According to Emerald Insight, 75% of web queries are expressing informational intent. So most of your visitors are visiting your website to find content that would help them solve a problem.

You can offer your customers multiple resources to answer their questions, and hopefully solve their problem through your product or service. Content can be in the following format: blog articles, videos, infographics, images, pdf reports, and other media that balances information and entertainment.

Aside from SEO purposes, providing valuable content will brand you as an expert in your industry and will mark a real and lasting relationship between you and your audience.

Your web design feels trendy, but you are not mobile-friendly!

Intuitive design is how we give the user new superpowers. - Jared Spool

Your web design should be flexible to adapt changes and to cope with the needs and lifestyle of your audience.

According to Nature World News, Smartphone use means “more brain power at your fingertips”. New technology empowers users by allowing them to stay connected to the internet and have access to online tools they need to remain active online even when they are not in front of a computer. This is made possible through the continuous development and growing usage of smartphones and tablets.

This trend challenges all website owners to extend their reach to mobile users and improve their web designs to be mobile friendly. Both Zeald, and Google, recommend using responsive design for making your website mobile friendly.

These are just some of the factors you need to consider in creating a good web design. If you want to provide a great user experience for your audience, you need to look at your website holistically.  

Hopefully, you find this article helpful in building a better and result-driven web design for your business! If you have any trouble with crafting the best design for your website, Zeald is here to help you.