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Web Designing – It's More Than Just Pretty Graphics

Your Web site says a lot about your company. Hopefully, it tells visitors who you are, what you do and why you do it. Your Web site should let visitors know your company personality and why you are different from your competitors. Take an objective look at your Web site. Go ahead. We'll wait. If it doesn't do all these things, you'll want to rethink your Web design.

However, there's something even more important going on behind the scenes of your Web site you may not have thought about or even know you should have in place. Two of these include:

• Search Engine Optimization – These are keywords embedded in your Web site's design “code” that allow you to be found by Web search engines. Its importance is that these are company-specific keywords to give you the greatest competitive edge and keep you at the top of Internet searches.
• Content Management – To keep a Web site worth visiting, its content needs to be refreshed on a regular basis. But, if you don't have a content management system in place to make this easier, you may find yourself avoiding these updates because you don't want to struggle with complicated Web design code to make simple changes.

So, there's much more to think about here than just what your Web site looks like to visitors. Think of your Web presence as your online brochure. When you distribute your brochure to people, your hope is that they will take that brochure, review it, better understand you and then call you to engage your services at a later time. Your Web site needs to do all of this and more because, unlike your company brochure, you're competing online with thousands of other corporate brochures and you need to make sure you stand out as the best at what you do.

It can be very tempting to find the cheapest solution you can when it comes to the designing of your Web site but these are usually not the best solutions. Because, while you may find a competent Web designer who understands the graphic elements you want, he/she may not understand the behind-the-scenes work that needs to be done for your flashy-looking Web site to be found by search engines.

When talking to Web designers, you'll want to ask the following questions:

• Can I easily update content by myself, at anytime I want?
• Will people be able to find me easily through online searches, especially on Google?
• What keywords do I need to include in the design code?

Don't leave something as important as your Web site's design to chance. The only way to drive traffic (and increase sales) is to ensure your Web designers have the best tools and a deep understanding of them at their disposal. Not all Web sites are created the same and if you take a few simple steps to strengthen your Web site's capabilities, you'll be impressed by the results.

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