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Websites have changed dramatically over the last two decades. In the late 90s, it was impressive just to even have a website. By the 2000s, almost every company had a website, but most were never more than a five-page brochure website. And, for the most part, eCommerce had not really taken off yet. Today, websites have become the most important piece of collateral for any business. A great website won’t just represent your brand online or help you sell your products or services. However, a really great website redesign should be leveraged to help you achieve your business goals and put you at the forefront of your competition.
A website can do an awful lot of good for your brand. But it can also do an awful lot of damage. People judge companies based on their websites. If a website looks ugly or is hard to use, consumers are naturally going to have a low opinion of the company.
In fact, 38% of people will stop engaging with a website if the content or layout is unattractive. After all, why would you trust someone who can’t even get a website right?
It can also make businesses (particularly small businesses) look unprofessional. If you need to hire a plumber, who are you going to choose: the one with the clean, beautiful easy-to-use website? Or the one with a website from 1997? It’s a no brainer, right?
The importance of having a good looking and fully functional website can’t be overstated, particularly at a time when more and more users are visiting websites from their smartphones. If you don’t provide a great user experience through a mobile-friendly site, visitors simply aren’t going to come back.
But a good website can also help to increase brand awareness. It can do so in two ways: by effectively educating the users on the product or offering, and by attracting more traffic. Any decent company website should make it clear to the user exactly what the company does or sell and how they, the user, can benefit. It seems straightforward but you’d be amazed at how many companies fail at this.
The second point isn’t as obvious. When designing a website, you don’t just have to think about the end user, you also need to think about the way that search engines like Google will crawl the site, too. Fail to make your website SEO-friendly and you could see traffic dry up.
Improve the SEO friendliness of your website, however by writing in clean code, having a great layout and internal linking structure, including lots of unique content and making it mobile friendly and you could improve your brand awareness by ranking higher in Google.
Remember, 93% of all online experiences start with a search engine. The higher up you rank in Google and Bing, the more likely it is for a potential customer to see your brand, and the more brand exposure you get as a result.
A deterring factor for many people when they consider redesigning their website is that they will lose domain authority or high-ranking SEO content. There are steps you should take before you begin the redesign to preserve your SEO, including creating a detailed plan of content on your current website, running audits on your current site to see what’s working, reviewing backlinks, and more.
As well as allowing companies to increase brand reputation, a great website can also help companies to position themselves as an industry thought leader. Another way to work towards higher rankings is to create well-researched, informative and interesting resources, such as blog posts and white papers. But these aren't just a way of attracting backlinks, these type of blog posts and papers can also establish or cement a company’s as an industry leader.
Every great company website should include a blog or resource section– somewhere that gives your company a voice to communicate with consumers, companies, and rivals. A blog can also contribute to an effective digital marketing strategy built around content creation. With a blog in place, you give your company a platform to create and publish the kind of content that not only gets recognition from the industry, but that attracts and engages consumers, too.
It doesn’t just have to be blog posts, either. A great website redesign will be able to incorporate an area to host white papers, slideshows, infographics, videos, images and much, much more. Without this section, your company is relying on old-fashioned PR to get the word out about new research or new services. With this section, your company can take matters into their own hands and control the narrative in a way that positions them as the number one company in the industry.
Every company wants to get more customers and achieve a higher customer conversion rate. But what many companies don’t appreciate is that a website is a sales tool whether it is an eCommerce store or not. Even if customers can’t buy the product or service directly from the website, it should be used as an important tool in the customer journey.
By redesigning your website, you can also help to increase the lifetime value of customers, too. A website is a great way to capture user data for future marketing pushes. A user doesn’t even have to make a purchase in order for a company to acquire their data, either.
A user can pass over their contact information just by subscribing to a newsletter or downloading a guide. And once you’ve got their details, you can keep upselling again and again. Every time a new product or service gets released you can update your website and then send out an email to all customers directing them back to that page. That way, the customer journey starts all over again. Thanks to your website, customers aren’t just customers once, they are customers forever.
Knowing who your customers are, should be a key business goal for every company. A well-designed website could help you understand exactly what your customers think and how they behave.
One way business can understand customers better through their website is through the use of analytics platforms like Google Analytics. Let’s be clear, you don’t have to redesign your website to add analytics. Google Analytics can be added to any website at any time. But it’s going to have limited use if your website only has five pages. With so few pages it is very hard to understand why customers are leaving or which pages they prefer.
When you redesign your website, however, you can build it in such a way that analytics platforms become genuinely useful. The more pages the better, but it’s also important to split different services and products onto different pages. That way you can use analytics to see which product or service people prefer.
You can also design your website to include a comments section on blog pages so that users and customers have a way to directly interact with your brand. Finally, you can even include a chat widget so that customers can get in touch instantly without sending an email. Understanding the kinds of questions users ask on here can show you what your site is currently lacking.
By using a site redesign to understand your customers better, you can start to make improvements on both a micro and macro level. When you understand how customers behave on your website, you can make data-backed changes to your website with the aim of improving the user experience and the conversion rate. This can be as small as adding a new question in the FAQ or changing the layout of your nav bar.
You can also take this feedback to a macro level and use it to influence new products or changes to your service. Once they’ve been created and added to your website, you can head back to your analytics platform to look at how users interact with them. It becomes a never-ending cycle of improvement.