Web Strategies

Effective Internet marketing begins with a strategically designed web site. Simply put, if you wish to position your products and services against your competition then you need to apply technical marketing expertise.

There are two elements to every web site, the visual element (that which a human interfaces with) and the invisible element (the source code which robots, spiders, clients, servers etc. interface with). Both are vital to the effectiveness of a web site..

The visual element should focus on easy navigation, a clear message, fast loading images, and a corporate identity. This is because a site's appearance reflects on the professionalism of your company and can have a positive impact on your visitors. Navigation and accessible information are also vital.

The invisible elements of a web site are responsible for brining visitors to your site through interaction with search engines. Search engines (such as Google, Lycos, MSN, and Yahoo) crawl sites and store web site content in giant data bases. When a customer uses a search engine to find a product or service, the search engine returns links to sites with the highest rankings. Search rankings are based on the relevancy of a site's content. When a customer clicks a link, they expect to find the information they were looking for.

Clients often judge web designs by appearance without regards to the invisible elements. This is a mistake. Search engine optimization, key words, relevant content and a clear message determines the effectiveness of your site. Site structure is also important for maintenance, user friendliness, and future expansion. An effective web design should include both a professional appearance and optimized content. The content should be composed by a technical writer who is knowledgable of the product, the industry, web strategies, and the organization's specific needs.