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Building the Foundation: What Goes Behind Building a Website

In an era dominated by technology and everything migrating online, it goes without saying that every business needs to create a website to market their products and services. A website will not only help you set up an online shop to directly sell your services and products to your clients but will help increase your online presence and reach a wider audience.

Lots of businesses today understand the importance of having a website for your business but more often than not don’t understand what goes on behind building a website and why it is an essential part of their business. This is why businesses need to delegate the duties of creating their business websites and online marketing to professional marketing agencies.

Marketing agencies will not only help build a website as a fully functioning hub for online presence but will put to use strategic tactics aimed at improving the visibility and feasibility of your business online. Here are a few things that marketing agencies will help implement when creating your website and their significance to your business:

1. Creating a Cohesive Brand Design

Using agile approaches, marketing agencies are able to help you create and market your brand. A brand is created through the images conveyed on the website, the cohesive design and the message delivered on your website. It is the simple things like company logos and theme of color chosen for the homepage for example that go a long way in getting a core message across to your clients and building a reputable brand that the clients can identify with.

Marketing agencies know that small things, like a mobile-friendly website can help with your search ranking and usability. Something as simple as a user-friendly interface can give your brand a small boost in perception and search ranking. 

2. Keyword research

For clients to find the services and products that they are looking for online, there are certain words and phrases that they are likely to search for on the search engines and these are referred to as keywords. For your website to rank highly and be easily accessible to the clients looking for the services you are offering, you need to include these keywords, and similar words around that topic, in your website content. Identifying the specific keywords that the potential customers will be looking for, might prove to be a daunting task especially if you are a beginner.  

Marketing agencies however, will research about the most relevant keywords and include them when creating content for your website. This will immensely help improve your page ranking for your business name, as well as for topics surrounding your brand services or products. 

3. Directory building

Another thing that marketing agencies will help you implement which absolutely critical is directory building. By entering you information into the local business listings and other online directories. If your business appears on the well-established online directories and has been cited a lot by other web pages and users, you web ranking will tremendously increase. Citations from such well-indexed and established directories are interpreted by a search engines as a sign of satisfactory service delivery by the cited business. Your business will therefore rank highly in the SERPs.

Successful marketing agencies understand that by creating these directories, you're establishing relevancy as a business. This helps rank your business for your company name and ensures that you'll always come up as the first result. 

4. Create a sitemap

If you have a relatively new page or a page with many internal links, Google might find it hard to crawl all your web pages and index them. With a XML sitemap, Google has a blueprint of what your website structure looks like and all the pages contained in it. This means that no pages will be missed during the automated crawling and every piece of information contained in every page will count towards the overall rank. Agencies know how to set up sitemaps and will make it easy for the search engines to crawl your site and provide information on the state of your pages.

5. Create website content

Besides offering quality services and products, nothing helps business stamp authority in the market more than quality, unique and fresh content. Content optimized for SEO and promotes the brand by sticking to the company’s ethos and values can help market the company and improve the page ranks as well. Agencies are able to create content that is not only interesting but is insightful and promotes the company through call to action messages. Agencies will also help create a company blog and establish a content management system to help provide regular fresh content to keep it up to date and give your website visitors a reason to come back while keeping your content organized. 

Above all, agencies know web designers who understand HTML and CSS, know what relevant web applications to use on your site, and the best hosting platform for your website. You will therefore be saving yourself a lot of time and effort by delegating the duties to an agency, who have contacts with web designers of various website design experience. 

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About the Author: Samantha Anderson

Samantha Anderson

Samantha is the COO and co-founder of 41 Orange, inc, a marketing agency. She is also currently a member of the Board of Directors for San Diego Civic Youth Ballet, Balboa Park’s resident classical ballet school since 1945. Hailing from the agency world, Sam has worked with Fortune 500 tech, financial, and consumer brands, including Intel, Petco and LPL Financial, to shape their online presence and reach their target audiences more effectively through social media and beyond. She holds a Bachelor’s degree in Journalism, emphasis in public relations from San Diego State University.