Articles, General

Finding the Right Balance of Design, Advertising, and Content

September 2, 2015 • By

There are millions of websites out there. Nobody builds a website in order to have it fail. But even so, there are obviously plenty of websites that don’t command enough traffic to justify their hosting cost. Indeed, it’s easier for a website to fail than to succeed. That’s because competition keeps changing the game. As more people figure out how to have successful websites, the people who drive innovation try to change the rules, so they can take advantage of higher rates of income streams that result from more exclusive traffic.

Still, even as the game continues to evolve, having a successful website has to do with a handful of broad considerations, which include (but are not limited to) design, advertising, and content. We’ll talk about how to keep all of these in line, so as to produce the greatest amount of traffic to your site.

Design

Design has a lot to do with the visual aspect of your web site. But it also includes navigational aspects, such as how you get from one page to another and how you find relevant information that you want. It doesn’t matter how great your content is, or how much you pay for in advertising, if your site has terrible design, it’s not going to work out. Good design doesn’t necessarily mean expensive design. If you have a simple design, even one derived from a web design template, you might do just fine if it’s easy to use. Services like WSI can help you optimize all levels of your digital presence, even the ones that don’t immediately spring to your mind.

Content

Even the best designed and advertised website won’t command return traffic if there’s nothing good to read or view once you get there. It’s important to craft or pay for good content, which gives people an experience they can’t get anywhere else. This can happen in different ways. Maybe your content is written so well, with so much insight, that there simply isn’t another perspective quite like it on the internet. Maybe you don’t produce content; you simply find and curate great examples of content from other places on the web. Whatever your web content strategy, make sure that it is compelling to real readers and viewers.

Advertising

Advertising is how you get people to find out about your site. Maybe you pay an advertising or marketing agency to rework your branding and ad focus. Maybe you focus on SEO so that your site always pops up at the top of various search results. Maybe you advertise through traditional means like TV and print. Whatever you do, know who you are advertising to and how to reach them.

By balancing these three aspects you can 1) Get people’s attention, 2) Give Them a Good Experience, and 3) Get them to come back because of the value of your content. By managing these three aspects in everything you produce online, you’ll be able to get a lot of bang for your buck, and make your website pay off in a big way.

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