Online Marketing Program: Website Foundations ~ 1.1 Website Aesthetics:
Time to begin our new Online Marketing Strategy Program…so welcome and and to begin same, I need to first outline the basic foundation of the upcoming online lessons…and that basic foundation is your website.
As you can see by our image here, the basic building blocks are the four areas down at the bottom of the Online Marketing pyramid that we’ve highlighted and that’s where it all starts when it comes to online marketing…with your website!and as the basic building block of a successful online marketing program begins with your website, it is most important to build a website that considers the following factors…
Marketing Strategy Foundation Factors (from comScore) ~
- 90% of people search online before making decisions to buy products or services
- To do that, they visit your website and look at what you are offering
- You need to have an aesthetically pleasing site that offers up both your products and services as well as some sort of customer/client reviews or testimonials
- You will need therefore to have a call-to-action that will allow the prospective customer/client to make the decision to buy from your website
- And you will also need to monitor your website via analytics to ensure that the site is working up to its full potential
What the basic foundation for a successful website entails, in our experience is as follows –
- #1: Website aesthetics
- #2: Products & Services
- #3: Call to Actions
- #4: Conversion Optimization and Tracking
You see in the online world, things change pretty quickly and just trying to keep up, to be as close to the leading edge when it comes to marketing is not either an easy task nor one that you do once. You do it monthly and this also will be explained and shown via our blog posts too!
1.1 – Website Aesthetics
So, our Website Basic Building block #1 is, WebSite Aesthetics….the “look & feel” of what it is you are offering your prospective new customers or clients….ahh…and that is so muchly important that my head hurts from all the shaking I do when I surf nowadays!
Website usability involves building a site which is easy, fun, and logical for users, so that they can enjoy using the site and they can utilize it to find what they need. This consideration is critically important for companies that want to build brand loyalty and attract customers, as people are turned off by websites which they have trouble using. Make it simple for a potential new client or customer to make an inquiry or to buy your products/services.
Photos, colours, contrast, graphics and layout are aesthetic elements that enhance communication of information. The visual form of these elements on your website depends on the ideas you want to communicate to your potential customers. Ideas you might articulate include “trust this company,” “buy this product,” “read this information,” “explore this area,” or “take this trial” etc. We integrate your objectives with aesthetic elements to achieve a desirable website atmosphere that will effectively communicate ideas and information to your customers.
Best practices for aesthetic website design
- Create visual clues based on groupings; related items or links are grouped together while unrelated items are separated.
- Use headings and subheadings to allow visual scanning of content.
- Use headings, subheadings, font sizes, bold fonts and italic fonts in proportion to the importance of the item.
- Align elements on a page so that they are all visually connected; size all elements on the page to create balance and unity; nothing should look out of place unless you have a specific reason for the effect.
- Choose a font style that supports the site atmosphere and stick to it; limit styles to 2 at the most.
- Use images and photos for visual appeal and to communicate ideas.
- Use one set of design elements across your website.
OMG – Aesthetically Unpleasing:
YES – Aesthetically Pleasing:
And yes, each of the above will be further broken down into their own component parts too and we’ll show same as we approach each of these 4 basic blocks to your monthly website tasks. Oh…did I say “monthly” there? Yes, I sure did…we practice too what we preach in our own Canadian SEO campaigns and this is something that must happen monthly!
And why are we “naming names?”
I am sorry, but as an online marketing type, all I can do when it comes to showing you what doesn’t work and what does is to provide URLs to same….URLs to sites that we feel are NOT or ARE within what we see as the boundaries of good online marketing. My apologies to anyone who feels that the URLS we post are either untrue or not fair…but after 35 years of marketing experience I should be allowed my own opinions.
Your own opinions may vary and that’s fine…if you feel strong enough to comment here on that aspect of this blog piece then do so – or if you find better examples either pro or con, then you post your own URLs here too….education is important and I think we’d all agree to that, eh!